The State of Pet Ownership in the U.S.
New Morning Consult research maps the American pet owner — who they are, how they shop, and which brands earn their loyalty across every generation.
Pet ownership in America isn't what it used to be. Cat ownership has climbed nearly 8 percentage points since 2018 and hit a tracking high in 2025. Millennials have become the defining generation of the category, owning dogs and cats at higher rates than any other cohort. And pet households are among the most commercially engaged consumers in the country. This report draws on surveys of more than 1.5 million U.S. adults conducted throughout 2025 to deliver a clear, data-driven picture of who owns pets today, how their behavior differs from the general population, and which brands are winning their consideration.
Authors
Bobby Blanchard
Sr. Director Audience Development
What’s Inside the Report
Pet Ownership at a Modern High: As of December 2025, 75.6% of U.S. adults live in dog-owning households and 58.6% in cat-owning households. Find out what's driving cat ownership's steady climb — and which generations are leading it.
The Millennial Effect: Millennials lead all generations in both dog ownership (80%) and cat ownership (61%). See how ownership patterns shift — and shrink — across Gen Z, Gen X, and Boomers.
Who Pet Owners Actually Are: Pet owners are more likely to be married, own their homes, and have children under 18 at home. The data challenges the popular image of pet ownership as a substitute for family.
Media and Social Behavior: Cat owners over-index on Reddit, Snapchat, TikTok, and Pinterest. Dog owners lead on NFL viewership and in-person socializing. See the full platform-by-platform breakdown.
Shopping and Spending Habits: Both pet owner groups substantially outpace the general population on Amazon Prime, online grocery, meal delivery, and social commerce. Find out where the spending differences between dog and cat owners are sharpest.
Brand Purchase Consideration Rankings: PetSmart leads overall, but the rankings shift meaningfully by generation and species. See how 28 pet and pet-adjacent brands stack up — and why Hulu appears in the top 12 for both dog and cat owners.
Insights into pet ownership trends and the demographics of dog and cat owners
