Report: Gen Z drives bird, small animal ownership growth

The American Pet Products Association's (APPA) 2025 Bird, Small Animal & Horse Report shows Gen Z and Millennials are reshaping ownership patterns across specialty pet categories, with Gen Z now representing 22% of bird owners and 34% of small animal owners.

Bird ownership among Gen Z increased 22% from 2023, while small animal ownership in this generation rose 17% during the same period. Millennials now hold 39% of horse ownership, a 15% increase from 2023.

"Across birds, small animals and horses, we're seeing growing enthusiasm and deeper engagement from today's pet owners," said APPA president & CEO Pete Scott. "Generational growth and new purchasing patterns demonstrate these categories expanding in meaningful ways and creating fresh opportunities for the pet care industry."

The report covers six million U.S. households that own birds, six million that own small animals and two million that own horses.

BBPhotodesign | Pixabay.comBird ownership patterns

Parakeets remain the most popular bird type at 28% of bird owners, while cockatiel ownership increased 58% from 2023, driven by Gen Z and Boomer owners. Nineteen percent of bird owners now have cockatiels.

Bird stores have grown as information sources and purchase locations. Twenty-five percent of owners rely on bird stores for care information, a 47% increase from 2018, while 28% consult bird store personnel, up 22% from 2018. Twenty-one percent of owners acquire their birds at bird stores, a 62% increase over six years.

Seventy-six percent of bird owners purchase gifts for their birds, spending an average of $40.52 per gift, a 42% increase from 2023 driven by Gen Z and Millennial owners.

Small animal trends

Rabbits are the most common small animal at 37% of owners, a 37% increase from 2018, particularly among Gen X and Boomer owners. Guinea pigs account for 23% of small animals and hamsters 18%, though hamster ownership declined 25% since 2018.

Pet superstores serve as the primary acquisition point for hamsters (26%), guinea pigs (24%) and other small animals (16%). Fifty-five percent of small animal owners purchase food in person and 52% buy treats in person. Forty percent shop at pet superstores for food treats and bagged pellets.

Eighty-seven percent of small animal owners give gifts to their pets, a 16% increase over six years. Average spending reached $34.52 per gift, up 31% from 2023, driven by Gen Z and female owners.

KHphotography | Pixabay.comHorse owner behavior

Multi-horse ownership increased to 55% of owners having two or more horses, up 22% from 2018.

While in-person shopping at feed stores remains common, online purchasing has grown significantly. Twenty-eight percent now buy saddles and accessories online, up 33% over six years, while 25% purchase bridles and accessories online, up 39% from six years ago. Grooming tool purchases online reached 29%, a 53% increase.

Direct manufacturer purchases also increased, with 28% buying halters directly from manufacturers, up 56% from 2023. Blanket and bridle/accessory purchases directly from manufacturers surpassed feed stores for the first time at 41% and 36%, respectively.

"This year's data shows a generational handoff unfolding in real time among bird, small animal and horse owners," said APPA vice president of Research Insights Ingrid Chu. "Gen Z and Millennials are developing new habits and shopping patterns, all of which point to a new era of growth and opportunity in these pet categories."

Seventy-three percent of horse owners purchase gifts for their animals, spending an average of $96.92 per gift.