As Gen Z consumers age, their impact on the pet industry is beginning to be felt.
According to data from geospatial insights company Pass_by, Gen Z is driving traffic to major brick-and-mortar pet retailers, while Millennials are visiting physical pet stores less frequently than they did in 2019.
PetSmart saw a 1.3% increase in Gen Z visits over the last five years, while Petco also benefited, seeing a 1.9% increase in Gen Z traffic since 2019. Another chain, Pet Supermarket, saw a similar increase at 1.6%.
Meanwhile, Millennial visits to the same three retailers has decreased since 2019. Millennial visits to PetSmart dropped 6.2% since 2019. Visits to Petco fell, 6.8%, and visits to Pet Supermarket saw a 7.6% decrease over the last five years.
"As Gen Z comes of age and enters their prime pet-owning years, they're bringing a new level of energy and enthusiasm to the pet retail industry," said Pass_by VP of marketing James Ewen. "While Millennials may be drifting away, savvy retailers who cater to Gen Z's unique preferences and shopping habits could be poised for a new era of growth."
Pass_by noted that retailers should be aware of this growing cohort and their spending power, and cater to their values such as sustainability and ethical practices, digital engagement and experiential retail.
“The influence of Gen Z on the pet retail industry is a testament to the broader shifts in consumer behavior and market dynamics,” wrote Ewen in an analysis of the data. “As retailers navigate this new landscape, the key to success lies in understanding and aligning with Gen Z’s values and preferences. Embracing this shift is not just strategic, it’s essential for retailers aiming to thrive in the rapidly changing retail ecosystem.”