Small pets for big cities and younger owners

The cuddly, docile guinea pig or the smart and busy hamster has always been the classic starter pet. And today still this holds true. Such small pets often serve as a point of entry for households looking to upgrade to a dog or a cat at some point in the future.

But there is a difference: today’s small pet parents aren’t just young children and teens. They’re more likely to be young adults with growing families. Or renters in large metropolitan areas, looking to get established in their careers while keeping a pet at home that fits with their social, urban lifestyle. Interestingly, according to the 2021-2022 American Pet Products Association (APPA) National Pet Owners Survey, they may not think of themselves as ‘pet parents’ at all.

Demographic divide

It’s not only hamsters and guinea pigs which are gaining popularity. Ownership of small pets such as rabbits, ferrets and mice has risen in recent years and 5% of US households now have a small pet, compared to 4% in 2018.

“In the last 2 years with the pandemic, the number of small pet and bird owners has increased noticeably,” according to Sue Brown, Senior Vice President of Sales and Marketing at F.M. Brown’s Sons, maker of small pet brands Tropical Carnival, Encore and Extreme.

“People who were homebound, or working more flexibly, were more likely to adopt a small pet or bird during this time. Children were looking for a connection to a pet and their parents were excited to provide them with a small animal, instead of video games.”

But the major change appears to be a generational shift: the popularity of small pets is surging within Generation Z, the demographic cohort born after 1997.

Roughly 15% of Gen Z-ers owned a small pet in 2020. It makes this generation the only one with small pet ownership above 10%, according to the National Pet Owners Survey. Small pet ownership is on the decline in all other age groups, although they remain popular with millennials, who currently own 35% of America’s small pets. Baby boomers, by contrast, own just 7% of small pets. Dog and cat ownership are spread far more evenly amongst the various age groups.

The affordable choice?

While the majority of small pet parents do not cite cost as a major factor in their decision to acquire a pet, financial considerations do seem to be important.

Typically, small pet owners earn less per year than other pet owners. Not only are they younger (average age of 37 compared to 45), but they’re also more likely to rent rather than own their home. In the same vein, during the pandemic, many people in this younger generation were hit by layoffs and a cut in working hours. All in all, according to APPA, they were more likely than other pet owners to report worries about making ends meet.

A family matter

At the same time that Gen Z-ers are discovering the benefits of small pets, the conventional take on such pets as starter pets for small children still holds true. In fact, households with small pets (versus households with larger pets) are far more likely to have small children. Interestingly, small pet owners indicate that – on the death of their current pet – they plan to replace the pet with a larger one.

The percentage of small pet owners who say their pets are “a good way to teach children how to be responsible” fell by 3% between 2018-2020. And unlike more mainstream pets like dogs and cats, the percentage of small pet owners who say their pet is “part of the family” is also down 6%.

Instead, a growing proportion of small pet owners describe their pets as a hobby that helps them to connect with like-minded people. This is especially true of pet owners with the smallest pets, such as hamsters, gerbils and mice. With size – think of guinea pigs and rabbits – owners start describing their pets as being a companion or part of the family.

Small pets, big spenders

Despite the limited financial means of Gen Z small pet owners, they seem to have no qualms when it comes to spoiling their pets.

In a recent National Pet Owners Survey, small pet owners (more than dog and cat owners) stated they were likely to spend more on premium pet products, including products marketed as ethically sourced, ecologically friendly, and free of Bisphenol A (BPA). Nearly a quarter of small pet owners said they preferred to buy organic pet food.

“Small pet owners are very similar to dog and cat owners, in that they want what is nutritionally best for their animals, even if it means spending more on it,” according to Dean Reyes, Director of Marketing and Sales at Higgins Premium Pet Foods. Higgins, originally a pet store, actually began manufacturing pet food in order to meet the demand for small pet products, including food and treats free of artificial colors, preservatives and flavors.

Emotional well-being

Beyond food and nutrition, small pet owners care for their animals’ long-term and emotional well-being, even beyond their own time here on earth. They are even likely to include provisions regarding the care of their pets in their will.

But, for the here and now, they buy treats, toys and gifts for their pets more frequently. Small pets also receive gifts from their owners on noticeably more holidays than dogs and cats – a finding from the APPA survey that may reflect the fact that small pet owners are significantly more racially and ethnically diverse than dog and cat owners.

However, it’s unclear whether small pet owners are always able to live up to their ideals for pet ownership. 40% of small pet owners report that they will need to cut back on their spending going forward. And there’s also the question of an increasing shortage of pet-related services. 21% of small pet owners say they struggle to find someone to care for their pets when they are away. And the number of small pet owners who said they could not find a qualified veterinarian doubled between 2018-2020.