Pet owners in the US are increasingly investing in the health, wellness, and care of their birds, small animals, and horses, according to the American Pet Products Association’s (APPA) 2024 Bird, Small Animal, and Horse Report. The report highlights trends in pet ownership, with a rise in emotional bonds between owners and their pets, similar to trends seen in dog and cat ownership.
Peter Scott, president and CEO of the APPA, said the findings reflect an evolving relationship between owners and their specialized pets, showing greater attachment and proactive care.
The report reveals that bird ownership has increased to 63% in 2024 from 45% in 2018. Rabbits are also growing in popularity among small animal owners. Additionally, 55% of horse owners have two or more horses, showing increased involvement in equine care.
Gift-giving has risen significantly among pet owners. Eighty-nine percent of small animal owners, 76% of bird owners, and 71% of horse owners reported buying gifts for their pets. This marks a substantial increase from 2018, when 75% of small animal owners, 69% of bird owners, and 31% of horse owners engaged in the same behaviour. Small animal owners are particularly active in celebrating special occasions, with 52% buying gifts for Christmas and 46% for their pet’s birthday.
Health and wellness awareness has also grown. Bird owners’ purchases of vitamins and supplements increased by 32%, while small animal owners saw a 44% rise in similar purchases since 2018.
Specialised retail outlets remain the preferred shopping avenue, with bird and horse owners favouring in-store purchases. Veterinarians are the most trusted source of information for horse owners, while social media has gained prominence as a trusted source for bird and small animal owners. Scott emphasized that the data underscores the growing companionship between owners and their pets, highlighting an expanding role for these animals in their owners’ lives.
