As pet parenthood grows across the globe, brands jump paws-first into the pet boom

Last month, Mars released a global study by Ipsos on pet ownership, surveying 20,000+ pet parents across 20 countries and delving into the lives of pet parents and the flourishing pet economy. A few key insights:

📈 Pet ownership surge: 56% of people now call themselves pet parents, 47% of whom are first-timers

❤️ Pets first: For 37% of pet parents, their furry friend ranks as the most important aspect of their lives, offering unconditional love, a sense of family, fun and stress relief

🐱 Cat vs. 🐶 dog: Cat ownership is more common than dog ownership globally, with more men (52% male vs 48% female) owning cats

🌱 Sustainability: 45% prioritize it when choosing pet food

This isn’t just about a pet food maker like Mars, as the brand puts it, “embedding pet parent centricity into [its] DNA to transform the experience and build lifelong relationships with the 455 million pets and pet parents.” Brands across the board are recognizing this USD 500 billion opportunity and introducing everything from pet-friendly fitness classes to Whopper-flavored biscuits.

Why now? While pets are part of the family for people of all ages, significant numbers of both millennials and Gen Z are choosing pet ownership over parenthood. Since pets are a proven gateway to consumers’ hearts, brands can win loyalty by tapping into that profound human-animal connection. How could you create genuinely pet-friendly products and experiences? Or engage pet lovers and non-pet lovers alike? For inspiration, check out Seoul’s neighborhood paw patrol and Montreal’s free dog behavior workshop.