A recent survey by Moonpig found that 64% of pet owners in the UK celebrate their pets’ birthdays or milestone events like “gotcha days,” signaling a strong shift toward human-like treatment of companion animals.
The survey of 1,000 pet owners revealed younger generations are especially likely to host pet birthday parties. About 83% of Gen Z respondents and 79% of millennials said they’ve celebrated a pet’s birthday, compared to 39% of those aged 55 and older.
“People increasingly view pets as family members, and birthday celebrations are a reflection of that bond,” said a Moonpig spokesperson. The study found 45% of respondents celebrate pets’ birthdays because they consider them part of the family.
Gifts for pets on the rise
The growing popularity of pet-centric events includes cards and presents: 51% of owners reported signing a card from their pet, and 47% said they’ve bought a birthday card for their pet.
On the gift side, three in five owners (59%) said they have given their pet a birthday present. Most common gifts include chew toys (72%), gourmet pet food (64%), and extra walks or playtime (63%).
Owners spend an average of £80 (US$108) on pet birthday presents annually, totaling an estimated £1.7 billion (US$2.3 billion) across the UK, according to Moonpig’s calculations.
Small pets top the list of most celebrated
Guinea pigs ranked as the most likely to be spoiled on their birthdays, with 80% of their owners celebrating. They were followed by parrot (79%) and hamster owners (77%). In contrast, 68% of dog owners and 62% of cat owners reported celebrating their pet’s birthday.
Social media also plays a role. Over half of guinea pig owners (56%) said they posted about their pet’s birthday online, compared to 62% of cat owners and 58% of dog owners.
Some go big for pet parties
While most pet parties are low-cost, some pet owners go further. Tuscany Wilson, owner of a miniature dachshund named Gia Belle, said she spent more than $500 on a home-based birthday party featuring a dog cake, cupcakes, decorations and play areas for canine guests.
“My dog is like my child,” Wilson told Moonpig. “Dogs are only with us for a limited time, and I want to celebrate that time as much as I can.”
Another pet owner, Elizabeth Cuevas, threw a New Year’s Eve birthday party for her cat. “I spent around $100 on toys, a cake and decorations,” she said. “It felt like a meaningful way to mark his first birthday — and yes, I posted it all to his Instagram.”
Why it matters to the pet industry
These findings highlight evolving consumer behavior in pet ownership — particularly around treating pets as full family members. For pet food professionals, this growing emphasis on pet celebrations may signal continued demand for premium treats, specialty products and personalization in the pet care market.
As owners seek new ways to express affection, especially through food and experiences, brands may find opportunities in birthday-themed packaging, gourmet food lines, or party-ready pet SKUs that align with this trend.
