Zoetis and Rory the Vet call on ‘Generation Pet’ – a new breed of post-pandemic pet owners – to prioritise their cats and dogs’ health
- Zoetis UK uncovers the five key ‘paw-sonalities’ making up ‘Generation Pet’ – the wave of Gen-Z, Millennials and young families who got their first pet in the pandemic – which one are you?
- New data shows 58% of pet owners worry about their pet’s health above all else, but for many, fear around cost is putting them off visiting a vet
- On National Dog Day, Zoetis has teamed up with Rory the Vet to encourage Generation Pet to prioritise vet advice to ease worry, anxiety and last-minute costly care
To celebrate National Dog Day, Zoetis UK, the world’s leading animal health company, has teamed up with Rory the Vet, British veterinary surgeon and TV personality. Together, they’re recognising Generation Pet, a new wave of post-pandemic cat and dog owners in the UK, to help them prioritise their furry friends’ health. With 3 in 10 pet owners getting their pet in the pandemic, Generation Pet is largely driven by Gen Z, Millennials and families with young children.[i]
Based on new data from a Zoetis-commissioned YouGov survey of 2,023 UK cat and dog owners, health is the top worry among pet owners, with 58% saying they worry about their pet being diagnosed with a serious illness. This comes above getting into an accident (44%), running away (42%) and cost (for spending on food, vet bills, etc.) (41%). With National Dog Day recognising the close bond between humans and dogs, research found this bond is stronger than ever, with 60% saying their dog improves their mental health and 38% of dog owners admitting they have left a party early to get home to their pooch! Despite this, cost implications are still top of owners’ mind, with 35% saying the cost of vet care and treatment puts them off going to the vet, higher than any other reason.
Rory the Vet, whose book The Secret Life of a Vet was published during the pandemic, says:
“I saw a huge influx of first-time pet owners following COVID-19. It’s wonderful to see so many people, particularly busy professionals and young families, enjoying the benefits that a pet brings, whether its companionship, getting outside more for walks or feeling a sense of purpose. At the same time, four years later and in the midst of a cost-of-living crisis, Generation Pet may now be starting to experience worry around health and the financial implications. Proactively checking your pet for signs and symptoms and asking for vet advice can ease this anxiety and make sure your beloved pet stays on top form.”
So, who is Generation Pet? Zoetis has uncovered the five key owner ‘paw-sonalities’ making up this new generation of pet owners – and their unique approach to caring for them:
- The Helicopter Parents – as pet-owners for the first time, they are more prone to worrying about their furry friend. Helicopter Parents take their pet’s health very seriously and would drop everything to take care of them. In fact, more than a quarter (27%) of pet owners have cancelled plans with friends and family to take care of their pet, rising to nearly one-third (32%) among dog owners!
- The Carefree Custodians – the pandemic saw many families adding a pet to their brood for the first time, with 78% of owners saying their pet is part of their family. Those with children tend to worry less, with one-fifth of owners with two or more children saying they do not worry about anything in particular when it comes to their pets.
- The Content Companions – pandemic pets were often introduced to combat the isolation that came with switching from office to home working. 73% of respondents say their pet provides companionship, rising to 81% in child-free households.
- The Active Adventurers – with COVID-19, came the rise of the daily walk, and so came a daily walk companion. Over half (55%) of dog owners surveyed said their pet now helps them stay physically active.
- The Eco Warriors – with Gen-Z leading the way in sustainable lifestyles, we’re seeing a growing trend of ethically-minded pet ownership. 45% of owners say having a pet has given them a sense of purpose. Eco Warriors are more likely to adopt than buy and always opt for local, sustainably sourced pet food.
“I’m delighted to see in our research that the human animal bond is alive and well among Generation Pet,” says Dr Edwina Gildea, a vet and Director of Veterinary Operations at Zoetis UK. “Across all our paw-sonalities, it’s clear that pets are a member of the family, and owners are taking a proactive approach when it comes to their health. At the same time, seeing how many are putting off vet visits is concerning, albeit understandable in today’s cost-of-living crisis. I encourage anyone who got a pet during the pandemic to register with a vet if they haven’t already and stay alert of the signs and symptoms of pain or illness. This way, issues can be caught early, and your vet can help recommend the best form of treatment or management.”
[i] National Office of Animal Health (NOAH). Exploring the impact of the pandemic on cat and dog ownership in the UK. February 2022. Available online: https://www.noah.co.uk/wp-content/uploads/2022/08/Kantar_survey_results_-website-1.pdf. Last Accessed: August 2024.
