Research Shows: Gen Z Fuels Reptile Growth While Millennials Lead Fishkeeping

A Generational Shift in Pet Ownership

From snakes to saltwater tanks, younger pet owners are redefining what it means to keep fish and reptiles. According to new APPA research, Gen Z now makes up a third of all reptile owners, at 33%; a 27% increase since 2023. Millennials, meanwhile, represent nearly half (46%) of saltwater fish owners, and 38% of freshwater owners.

For Gen Z, reptiles represent individuality and creativity; pets that align with their interest in sustainability and self-expression. Millennials, on the other hand, continue to expand fishkeeping practices through their preference for high-quality setups, smart technology, and design-forward aquariums that complement their homes.

Together, these two groups are driving steady growth across both categories. They’re turning traditional hobbies into lifestyle statements, blending aesthetics, innovation, and emotional connection. For brands and retailers, the opportunity lies in understanding how these generations think.

Gen Z's Reptile Obsession Goes Mainstream

Reptiles have evolved from niche pets into cultural icons, thanks in large part to Gen Z. Social media platforms like TikTok and Instagram have introduced millions of young people to reptiles through care tutorials, rescue stories, and the art of terrarium design. These online spaces foster curiosity and normalize reptile ownership as both a creative and responsible hobby.

APPA’s 2025 Fish & Reptile Report reveals that turtles and tortoises remain the most popular species, owned by 43% of reptile keepers, while snake ownership has surged 22% year over year. Local specialty stores gain traction for reptile purchases (up 15% from last year), as younger consumers gravitate toward expert advice and authentic community experiences over mass retail.

For Gen Z, reptile ownership isn’t just about care; it’s about storytelling. Terrariums are like living art projects, designed to reflect the owner’s style and values. Sustainable, colorful materials and modular furniture are key draws, with growing demand for eco-conscious brands that emphasize transparency and welfare.

Retailers that blend digital inspiration with in-store interaction are best positioned to capture this demographic. Offering care guides through QR codes, livestream habitat builds, or interactive displays helps translate online engagement into real-world purchasing behavior.

Millennials Anchor the Modern Aquarium Market

While Gen Z favors reptiles, Millennials remain the core of the aquarium category. Their influence spans both saltwater and freshwater setups, where quality and design lead decision-making.

77% of fish owners now keep two or more fish, a 7% increase from 2018 that reflects a steady rise in hobby engagement and desire for larger ecosystems. Among saltwater enthusiasts, 44% own tanks with a capacity of 56–125 gallons, while 34% have opted for larger tanks with a capacity of 126 gallons or more, both substantial increases from 2023. Millennials also dominate custom aquarium purchases, with 43% now opting for personalized setups, and nearly four in five saltwater owners investing in advanced lighting systems.

This generation approaches fishkeeping as both art and wellness. Aquariums serve as meditative focal points that bring nature indoors while showcasing modern technology. Smart filtration systems, automated lighting, and app-based feeding controls have become the new standard. For manufacturers, this points to continued growth in connected, design-driven products that merge aesthetics with convenience.

Even in an increasingly digital marketplace, Millennials value relationships with specialty retailers. Most fish owners still rely on dedicated fish stores for guidance, demonstrating the enduring importance of knowledgeable staff and curated assortments. Retailers who emphasize education, water-quality expertise, and in-store experiences can turn these touchpoints into long-term loyalty.

Digital Discovery, Real-World Connection

Across both generations, discovery begins online with trust built in person. More than half of reptile owners seek care information online, while a third turn to pet store personnel and social media for guidance. Fish owners, meanwhile, remain highly engaged with brick-and-mortar stores; 64% rely on retailers for information about fish availability, underscoring the hybrid nature of today’s buying journey.

For brands and retailers, the takeaway is clear: authenticity and experience matter. Consumers want to learn from real people, see habitats in person, and feel confident that their purchase supports both animal welfare and personal expression. Creating immersive, education-driven shopping environments, supported by digital content and community engagement, bridges the gap between scrolling and shopping.

Designing for Generational Demand

Though their motivations differ, both Gen Z and Millennials are reshaping small-pet care around similar themes: personalization, sustainability, and storytelling. Gen Z buyers want to stand out and support causes that align with their values. Millennials seek convenience and quality, with an eye toward products that enhance daily life.

For manufacturers, that means designing modular, sustainable habitats and integrating smart technology into aquariums and terrariums alike. For retailers, this means tailoring the shopping experience to each audience, curating social media-inspired displays for Gen Z, and emphasizing premium performance and reliability for Millennials.

What unites these groups is a long-term commitment to their pets. As they mature and their spending power increases, both will continue to reward brands that understand their needs and communicate with authenticity.

Explore the 2025 Fish & Reptile Report

From Gen Z’s bold embrace of reptiles to Millennials’ passion for premium aquariums, today’s pet owners are redefining how they connect with pet fish and reptiles, as well as what they expect from the brands that serve them.

For a deeper look at these and other generational trends shaping product design, retail strategy, and consumer engagement, explore APPA’s 2025 Fish & Reptile Report. This comprehensive report delivers data-driven insights into ownership patterns, purchasing behavior, and emerging opportunities across every category.

Purchase the full report in the APPA store here ➡

Download a preview of APPA's 2025 Fish & Reptile Report by entering your email below.