Industry Deep Dive: Pets and Promo
It’s a universal truth: pets make life better. Whether they bark, purr, slither, or swim, these lovable companions have earned their place in our hearts—and our homes. And that deep devotion? It’s exactly why the pet industry continues to thrive. From gourmet treats to pet insurance, doggy daycares to fish tank designers, there’s no shortage of opportunity in this tail-wagging, whisker-twitching world. Let’s sniff out what’s happening in the pet industry. Pets Make Life Better
Americans are head-over-paws for their pets, and the numbers prove it. According to the American Pet Products Association (APPA), 71% of U.S. households own a pet. Crunching the Numbers Like Dogs Crunch Bones 65.1 M 46.5 M 13.3 M 6 M 6 M 6 M Dogs Cats Fish Birds Reptiles Small Animals source: APPA 2023–2024 National Pet Owners Survey Pets in Household Spending: Treating Pets Like Royalty $152 Billion spent on pets in 2024 $65.8 Billion Pet Food & Treats $39.8 Billion Vet Care & Product Sales $13 Billion Other Services like Boarding & Grooming $33.3 Billion Supplies & Over-TheCounter Medicine source: APPA 2023–2024 National Pet Owners Survey
Pet Ownership by Generation 20% 30% 25% 25% Millennials Gen X Gen Z Baby Boomers Gen Z pet owners are likely to have a variety of pets such as rodents, birds, and fish. Gen X pet owners are the least likely to own those types of pets. 41% of Gen Z pet owners spend money on behavioral training. source: Forbes.com Pet Costs Stats $7 Million pets were insured in the US in 2025. $22.7 Billion saved each year in health care costs by owning a pet. $8.62 Billion pet boarding worth in 2024. $14 Billion net worth estimated for pet boarding in 2030. $1.37 Million estimated for pet travel market in 2033. $51 Billion was estimated for the pet food market in 2024. source: naphia.org, HABRI.org, grandviewresearch.com
Let’s explore the six big players in the pet space—no chickens or goats, just the classic companions. The Sensational Six Man’s best friend—and the undisputed heavyweight in the pet industry. With more than 65 million U.S. households welcoming a dog into their lives, canine companions dominate the market. They’re not just pets; they’re family members with their own social media accounts, birthday parties, and even bucket lists. Dog-focused businesses are booming, from boutique bakeries to mobile groomers and DNA testing services. Whether it’s a rescue pup or a purebred, dog parents are serious about spoiling their four-legged pals. Dogs Tennis balls, branded bandanas, custom treatmaking kits, collapsible water bowls, and waste bag dispensers that clip right onto a leash. Great Promo Picks:
Dog Promo Products Dog Treat Pouch Item# EFAC180 | SAGE # 53226 Dog Poop Pickup Dispenser Item# FLMC176 SAGE # 52419 Dog Leash Item# Pet400 SAGE # 67569 Pet Accessory Bag Item# 45730 | SAGE # 57550 Crunch-It Dog Toy Item# WPT-CP12 SAGE # 60462
New Englander® Doggie Rain Jacket Item# 1099 | SAGE # 50673 Pet Bandanna Item# DBDSM SAGE # 69609 Collapsible Silicone Pet Bowl Item# 0CLSST459 | SAGE # 53505 Fido’s Dog Ball Item# JK-9124FC | SAGE # 50219 Dog Bowl Bottle Lite Item# TWB20 SAGE # 63786
They’re fierce, independent, and convinced the world revolves around them—and honestly, they’re not wrong. With over 46 million households housing at least one cat, these mini-tigers hold massive sway in the pet economy. Cat lovers go all in, from gourmet treats and plush window hammocks to cat towers taller than the fridge. There’s also a quirky charm to the cat world that lends itself well to clever merch. Think mysterious eyes, aloof attitudes, and internet-breaking cuteness. Catnip grow kits, laser pointer toys, branded magnets, treat baking kits, and tongue-in-cheek t-shirts that capture feline sass. Great Promo Picks: Cats
Cat Promo Products Bodi Buffalo Douglas Company, Inc SAGE #64270 Interactive Bite-Resistant Cat-Teasing Wand Item# EFAF280 SAGE # 53226 Pet Food Can Cover Item# AWJL00585 SAGE # 51709 Litter Scooper Item# 3210 SAGE # 50018 Cat Paw Pet Grooming Brush Item# APT45Z SAGE # 52682 Pet Grooming Magic Cloth Wrap Item# IX11316 SAGE # 50933
Cat Scratch Mat Item# EFCE019 SAGE # 53226 Cat Food Spoon with Can Opener Item# NQCWV006 SAGE # 53388 Breathable Cat Bubble Backpack Item# GG0826 SAGE # 53130 Custom Catnip Cat Toy Item# PBCUSTOMCATNIPTOY SAGE # 51428 Cat Laser Toy Item# QJ90307 SAGE # 53155
Small in size, huge in heart. Rodents—including rats, hamsters, guinea pigs, and mice—are ideal for apartment dwellers or anyone who prefers a low-maintenance cuddle buddy. These little guys have fans who are just as passionate and particular as dog and cat people. Rodent-friendly products lean toward practicality and enrichment—safe chew toys, cozy bedding, and interactive accessories. Rodents Custom stickers, mini t-shirts, branded chew toys, or even logo-printed travel habitats for on-thego pocket pets. Great Promo Picks:
Rodent Promo Products Pet Feeding Bag Item# 01282TL SAGE # 50933 Pet Pouch Hoodie Item# YORKN65106 SAGE # 69488 Hanging Feeder Item# SPSF300 | SAGE # 53409
Portable Small Animal Carrier Bag Item# DZP-AMI 045 SAGE # 52940 Hamster Sleeping Bags Item# ASCC080 | SAGE # 52871 Small Pet Hamster Food Bowl Item# G0130 | SAGE # 52995 Hamster Anti Bite Capture Toy Item# SRKCAY053 SAGE # 53423
Cold-blooded, sure—but totally cool. Reptile and amphibian enthusiasts are a devoted bunch, often treating their pets like tiny dragons. From snakes and geckos to frogs and axolotls, these exotic pets come with very specific care needs—and gear to match. This market thrives on habitat customization and specialty products. That means there’s room for creative branded items that fit inside tanks or help with transport, feeding, and maintenance. Tank-safe decals, feeding buckets, branded feeding tongs, reptile care kits, and vinyl stickers with spooky-cute reptile flair. Great Promo Picks: Reptiles & Amphibians
Reptiles & Amphibians Promo Products Animal Handling Gloves Item# DD105 SAGE # 53243 Collapsible Water Bucket Item# GBLY038 | SAGE # 52368 Silicone Tongs Item# MZY028 SAGE # 52351
Pool Animal Rescue Ramp Item# NQCWV056 SAGE # 53388 Animal Anxiety Sensory Stickers Item# EF3N049 SAGE # 53226 Plastic Aquarium Item# 352 | SAGE # 63088
From single bettas in a dorm room to elaborate saltwater reef tanks that belong on a magazine cover, fish ownership spans a huge range. These finned friends are a staple in homes, schools, and offices for their calming effect and colorful personalities. Fish owners are always on the lookout for ways to improve their aquariums—whether it’s sleek tank tools or stylish accessories. Fish Branded fish nets, aquarium-safe decals, samplesize food containers, water change buckets, and magnetic algae scrapers. Great Promo Picks:
Fish Promo Products Tropical Fish Stress Reliever Toy Item# MAF-011 SAGE # 67338 Mini Fish Bowls Item# 499 SAGE # 63088 Mini Fish Tank With Filter and LED Light Betta Aquarium Item# ASL1529 SAGE # 52585
Digital PH Meter Item# SMCYWS203 SAGE # 53064 Plant Based Beta Fish Bowl Item# ASL1144 SAGE # 52585 Quantitative Shaker Item# CZ019 SAGE # 52935 USB Mini Fish Tank with Pen Holder Lamp Calendar Item# DZP-WER 133 SAGE # 52940
Lively, social, and sometimes downright hilarious, birds bring song and color into their humans’ lives. From tiny parakeets to talkative macaws, bird lovers take their pets seriously—and so does the industry around them. Birds need a steady supply of toys, treats, and enrichment activities. Promo ideas that add enrichment or brighten up the cage environment are sure to fly off the shelves. Branded bird food samples, custom perch tags, cage magnets, foraging toys, and fun graphic tees with punny bird sayings. Great Promo Picks: Birds
Bird Promo Products Solar Bird Bath Fountain Pump Item# PP-PH 256 SAGE # 53263 Stainless Steel Hanging Pet Bowl Item# MPP6316 SAGE # 53529 Bird’s Beak Pruning Shears Item# GHL5231103 SAGE # 51452 Acrylic Window Bird House Feeder Item# GWAW2129 SAGE # 50342
From scaly to fluffy to feathered, pets bring joy, comfort, and sometimes a little chaos to our lives— and they deserve a place in your promo strategy. Whether you’re pitching to a local groomer or a nationwide pet supply brand, there’s plenty of tailwagging potential here. Your Biggest Fan-imal
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