Social roles outweigh income in pet humanization trends

Pet humanization is increasingly driven by social and behavioral factors rather than by owners’ income, education level or place of residence. This is shown by several studies and industry reviews published in late 2025 that examine changing attitudes toward companion animals.

A survey conducted by Vilnius University in Lithuania among 571 dog and cat owners found that more than 90% of respondents consider their pets part of the family. In addition, 66.7% of participants explicitly refer to their dogs and cats as their children. According to the authors, the strength of the emotional bond with a pet is more closely linked to the owner’s lifestyle and social role than to financial status.

Humanization is also clearly reflected in consumer behavior. Most respondents said they do not try to save on pet food and choose the best available options, while 43% reported caring more about their pets’ health than their own. These findings indicate a stable link between perceiving a pet as a family member and a greater willingness to invest in its wellbeing.

The study also identified notable social differences. Women tend to form stronger emotional bonds with pets and are more likely to celebrate pet birthdays, give gifts and purchase personalized products. A similar pattern was observed among people living alone, for whom a pet often becomes a key source of emotional support.

Age plays a role as well. The highest level of attributing human qualities to pets was observed among respondents aged 19–25. This group more often treats pets as family and refers to them as children, which researchers associate with the spread of child-free attitudes among younger generations. Younger owners largely shape the cultural narrative of pet humanization and influence broader social expectations.

At the same time, data from a separate study and industry analytics show that the main purchasing power in the pet industry is concentrated in a different age group. According to figures from World Data Lab and NielsenIQ presented in late 2025, Generation X — people born between 1965 and 1980 — remains one of the most overlooked consumer segments despite its significant role in household spending.

Experts note that while cultural and value-driven trends are often set by younger generations, Generation X represents the most financially powerful group and shows high brand loyalty. Their purchasing behavior is pragmatic: they are willing to pay for quality, reliability and solutions that save time and simplify everyday pet care.

Industry analysts also point out that many Gen X consumers are entering the “empty nest” stage or simultaneously caring for elderly parents and adult children. In this context, pets are increasingly seen as an integral part of a broader caregiving framework rather than a secondary hobby. This supports growing demand for functional pet food, pet health products and long-term care services.

The authors of the Lithuanian study emphasize that income, education and geography proved to be less influential for the level of pet humanization than expected. Instead, social roles, lifestyle and the need for emotional connection come to the fore. Taken together, these findings suggest that pet humanization is shaped at the intersection of cultural trends and actual consumer behavior, continuing to reshape demand patterns and priorities across the global pet industry.

Source: petfoodindustry.com