Gen Z aren’t just reshaping pet ownership, they’re reshaping how pet brands need to show up, communicate, and build relevance.

Pet ownership across the UK is already strong, with 57% of households owning at least one pet, that’s around 38 million pets and a 9% rise in just one year1. But it’s Gen Z who are accelerating this momentum.

Younger adults (18–34) are one of the fastest-growing groups of new pet owners, and cats in particular are having a moment. An impressive 41% of Gen Z now live with at least one cat, driving a notable rise in cat ownership across the UK in recent years2.

What’s even more telling is how much this generation is willing to spend. Gen Z aren’t just buying pets - they’re investing in them. Those aged 18–24 spend around £145 per month on pet care, approximately 30% more than the average spend for UK pet owners3.

A 2025 Mintel report also highlights that 78% of Gen Z own a pet, the highest of any generation4, with a clear preference for personalised care, pet-first products, and lifestyle-led choices. Pet product categories experiencing strong growth and being driven by the Gen Z passion to treat their pet like family, are pet-friendly cleaning products, grooming products, anxiety support products, nutrition supplements, niche and natural pet food, toothpaste (searches for ‘cat toothpaste’ have risen by 71% over the last five years) and bath-time solutions.

For pet brands, this isn’t just interesting data. It’s a clear signal that expectations are shifting.

Pets, Platforms, and the Gen Z Digital Life

To reach Gen Z, brands need to meet them where they already are and that’s on social media.

TikTok has become home turf, with many Gen Z users treating it as a primary content source and returning multiple times a day5. Instagram remains a daily staple6, while YouTube continues to perform strongly for longer-form content. Snapchat also maintains high daily usage, particularly among younger audiences.

Zooming out, the picture becomes even clearer.
94% of Gen Z who use social media, log in to at least one social platform every day, with 83% logging into TikTok every day. Instagram, YouTube, and emerging platforms like Threads and Discord all play a role, but TikTok and Instagram continue to lead on both reach and relevance. 7

For pet brands, digital content isn’t optional, it’s mission critical. Gen Z discover new products socially, integrate pets into their online identities, and engage most with brands that understand how they communicate.

Crucially, this audience doesn’t respond to overt advertising. They respond to content that feels natural, entertaining, and socially endorsed, which is where PR-led storytelling and social-first campaigns make the difference.

What This Means for Pet Brands

Gen Z aren’t just buying different products, they’re behaving differently:

• Pets are lifestyle companions, not just animals
• Social content heavily influences purchasing decisions
• Brands are expected to show personality, transparency, and creativity
• Personalisation, fun, and pet-first thinking drive engagement

From influencer partnerships to social-first launches and story-led campaigns, Gen Z gravitate towards brands that get them. When that connection is made, loyalty follows, and it plays out publicly, online.

How Vista PR Can Help

We work with Gen Z audiences every day through the pet, family, and lifestyle brands we represent. We see first-hand how deeply this generation connects with their pets, not as possessions, but as part of their identity.

Because we’re embedded in this space, we don’t just track trends, we spot them early and know how to activate them. We understand how Gen Z discover brands, what stops their scroll, and what motivates them to share, advocate, and engage.

As more traditional and emerging brands look to connect with younger pet owners, we help them translate insight into visibility, shaping campaigns that feel authentic, culturally relevant, and built for social traction.

If you’re looking to:

• reach younger pet owners in a way that genuinely resonates
• build scroll-stopping social content that earns attention
• tap into fast-moving category trends
• refresh your brand story for a new generation
• launch campaigns designed to travel organically

Vista PR is ready to help you make it happen.

ENDS

SOURCES:

1.     World Animal Foundation - Oct 2025 https://worldanimalfoundation.org/advocate/pet-ownership-statistics-uk/

2.     LBC - May 2025 https://www.lbc.co.uk/article/cats-now-britains-favourite-pet-as-taylor-swift-drives-surge-in-popularity-among-6cWJZ_2

3.     Go Compare - Dec 2024 https://press.gocompare.com/news/gen-z-spend-nearly-a-third-more-on-their-pets

4.     Mintel - 2025 https://store.mintel.com/report/uk-household-care-habits-of-pet-owners-market-report

5.     Mericool - Jun 2025 https://metricool.com/uk-social-media-statistics/

6.     Sprout Social - Oct 2025 https://sproutsocial.com/insights/social-media-demographics-uk/

7.     SQ Magazine - Oct 2025 https://sqmagazine.co.uk/gen-z-social-media-statistics/