Long associated with dog and cat ownership, the emotional dynamic between a pet and their owner is one of the driving forces of the pet industry. Now, the trend is emerging among fish and reptile owners, who were once categorized as more observational or hobby-driven. APPA’s 2025 Fish & Reptile Report reveals that owners of fish, turtles, snakes, and other reptiles are forming deep bonds with their pets, and expressing that connection through gift purchases, personalized habitats, enrichment, and even long-term care planning.
These behaviors point to a fundamental shift. Owners no longer view fish and reptiles as passive pets or “starter” animals. Instead, they are seen as meaningful companions whose well-being deserves thoughtful investment. For brands and retailers, this evolution represents a new era of opportunity: one where emotional value directly fuels demand for premium products, enriched environments, and lifestyle-driven accessories.
Gift-giving has quickly become a mainstream behavior. According to APPA’s findings, 51% of fish owners now buy gifts for their pets. Saltwater enthusiasts in particular are highly engaged, with 71% reporting gift purchases, compared to 44% of freshwater owners. Reptile owners are even more enthusiastic: 64% buy gifts, and they’re spending significantly more per gift than they did the year prior.
This shift represents a significant cultural shift. Owners are no longer satisfied with functional setups; they want small moments of delight. That might be a new tank ornament that transforms the underwater landscape, a themed hideout for a bearded dragon, or a lighting feature that brings vibrant life to a terrarium. These purchases are not driven by necessity; they’re driven by affection and pride.
Fish and reptile owners are also becoming more emotionally expressive with their pets, celebrating milestones, marking holidays, and using décor as a way to “say something” about both their pets and themselves. For brands, this creates an entirely new layer of opportunity: giftable items, seasonal accessories, and aesthetically driven décor that goes beyond utility.
The most powerful evidence of growing attachment is the rise in long-term care planning. A significant number of owners are making decisions that extend far beyond daily feeding and maintenance:
These choices are traditionally associated with animals who are expected to be life companions. The fact that fish and reptile owners are adopting similar practices signals a profound shift in mindset: these pets are not temporary, and their care is not conditional. Owners are preparing for longevity; whether that means making arrangements for a tortoise who may outlive its human or ensuring a specialized habitat remains in safe hands.
For the industry, this increasing sense of stewardship can spark demand for resources that help owners feel more prepared. Educational materials, caretaker kits, habitat maintenance bundles, and even simple planning guides can all support responsible, long-term ownership. These offerings also strengthen trust, positioning brands and retailers as partners in care, not just suppliers of goods.
Emotional attachment also drives environmental investment. Owners who feel a strong bond with their pets tend to create habitats that reflect care, creativity, and attention to detail, and APPA’s research shows this is happening on a large scale.
Half of fish owners now opt for acrylic tanks, reflecting a preference for clarity, durability, and a modern presentation. Saltwater owners are leading the way in personalization: 43% now invest in custom-made tanks, a dramatic jump from last year. Both freshwater and saltwater aquarium owners are enhancing their aquariums with lighting, a 30% increase since 2018, with even stronger purchase intent for the year ahead.
Reptile environments show a parallel transformation. More owners plan to incorporate cage furniture, a 56% increase since 2018, reflecting an understanding that reptiles benefit from stimulation, exploration, and species-appropriate behaviors.
These investments go beyond aesthetics. They signal a recognition that fish and reptiles thrive in dynamic, thoughtfully curated environments. Owners are responding with personalized setups that feel both functional and expressive, elevating tanks and terrariums into focal points of the home rather than niche accessories.
For manufacturers, this creates strong demand for modular equipment, customizable décor, high-quality lighting, and enrichment tools. For retailers, it underscores the importance of merchandising habitats as living ecosystems, rather than one-time purchases.
As emotional connection becomes an anchor for fish and reptile ownership, the industry has an opportunity to meet owners where they are, with products, services, and experiences that reflect this identity-driven purchasing.
Retailers, in particular, can play a meaningful role. By recognizing habitat personalization, seasonal gifting, and enrichment as ongoing needs, they can design shopping experiences that inspire creativity and spark ongoing upgrades. Small visual cues, like habitat refresh displays or species-themed endcaps, help owners explore possibilities they may not have considered.
Consider the impact of:
These strategies both educate and empower. They also support higher-margin categories that benefit from repeat purchasing rather than one-time setups.
Manufacturers can sustain this momentum by introducing lifestyle-driven product lines, limited-edition décor, and modular systems that enable incremental upgrades. When companies design with emotion in mind, such as beauty, pride, enrichment, and celebration, they expand the definition of what fish and reptile care can encompass.
Storytelling plays a powerful role in deepening these emotional dynamics. Younger owners, in particular, look to social media for inspiration, leaning heavily on content that showcases creative habitats, species personalities, or transformation before-and-after shots. These stories create an ideal environment for brands to pair educational guidance with expressive lifestyle content.
Messaging that connects enrichment to wellbeing, lighting to natural behaviors, or décor to emotional expression can help owners better understand the value behind premium products. When brands ground these stories in research-backed insights, they build credibility while inspiring higher-quality care.
The goal is not simply to sell products; it’s to help owners feel proud of the environments they create and confident in the care they provide.
Explore the 2025 Fish & Reptile Report
From increased gifting to personalized habitats and long-term care planning, emotional bonding is reshaping the fish and reptile category in meaningful ways. These behaviors represent more than trends; they highlight a fundamental redefinition of what these pets mean to their owners.
To explore these insights further and uncover new opportunities for innovation and category growth, access APPA’s full 2025 Fish & Reptile Report. This comprehensive resource delivers detailed data on ownership patterns, purchasing behavior, and emerging trends that will shape the future of the category.
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