Bird ownership rarely dominates conversations about the growth of the pet industry, but that may be precisely why it deserves closer attention. Beneath the surface, the category is exhibiting a set of characteristics that many larger segments struggle to achieve: high owner engagement, strong reliance =on specialty retail, and rising discretionary spend driven by emotional connection rather than necessity.
Data from APPA’s 2025 Bird, Small Animal & Horse Report shows that bird owners are not casual participants. They actively seek expert guidance, invest in enrichment and long-term care, and increasingly purchase gifts that reflect a deeper bond with their pets. In an industry often focused solely on scale, bird ownership highlights a different growth equation, where trust, education, and experience create lasting value.
For manufacturers and retailers, this reframes how success should be measured within the category. Bird ownership is not simply holding steady; it is demonstrating how smaller segments can deliver outsized opportunities when engagement, expertise, and premium behavior converge.
Bird ownership doesn’t follow the same pattern as many other pet categories. Rather than being driven by impulse or convenience, it is shaped by intention. Owners tend to enter the category after research, with a clear understanding that birds require ongoing care, enrichment, and attention. That mindset carries through the entire ownership journey.
APPA’s research shows that bird owners, across age groups, consistently demonstrate deeper engagement with care decisions. Growth in the category is less about rapid expansion and more about commitment; owners who are willing to invest time and money to get it right. That distinction matters. It means demand is steadier, loyalty is stronger, and purchasing decisions are less price-sensitive.
Species trends reinforce this dynamic. Parakeets remain the most commonly owned birds, offering accessibility for first-time owners. At the same time, the rebound in cockatiel ownership reflects an interest in birds that offer higher interaction and companionship value. These are not passive pets; they are chosen for relationship and routine, not novelty.
For manufacturers, this signals a category where long-term value outweighs short-term volume. Products that support care depth, enrichment, and species-specific needs align more naturally with how bird owners think and make purchasing decisions.
In a retail environment increasingly shaped by speed and digital convenience, bird ownership stands apart. Specialty retail remains central, not out of habit, but out of necessity. Bird owners rely on bird stores because expertise matters. Habitat setup, diet, socialization, and enrichment are too nuanced to navigate without guidance.
APPA’s data shows that bird stores and their personnel are among the most trusted sources of information for owners, and that reliance on them has grown over time. Just as important, bird stores remain the primary place where owners acquire their birds, reinforcing the role of physical retail as both educator and gatekeeper.
This creates a very different retail equation. Success is not driven solely by foot traffic, but by knowledge transfer and relationship building. Stores that invest in staff training, in-store education, and ongoing engagement are not just selling products; they are also shaping confidence. That confidence, in turn, drives repeat visits and higher-value purchases.
For brands, this environment rewards partnership over placement. Products supported by education, demonstrations, and informed recommendations are far more likely to win loyalty than those competing solely on price or packaging.
One of the clearest signals of a bird owner’s engagement level is how they spend beyond essentials. Gifting behavior in the category is not just occasional, but widespread. A majority of bird owners purchase gifts for their pets, and the average spend per gift continues to rise year over year.
What’s notable is not just the amount spent, but the motivation behind it. These purchases are expressions of care, chosen to improve quality of life. While holidays play a role, much of this spending happens throughout the year, driven by relationships rather than calendar moments.
Spending is rising as well. The average spend per bird gift exceeded $40, representing a significant year-over-year increase. Importantly, gifting is not limited to holidays; many owners purchase enrichment items, treats, and accessories throughout the year as expressions of care and connection.
This behavior mirrors the premiumization trends seen in larger pet categories, but remains underdeveloped in the bird category, creating room for growth.
Opportunities across the value chain include:
This pattern mirrors premiumization trends seen in larger pet categories, but without the saturation. Bird ownership offers room to grow gifting and discretionary categories organically, without relying on novelty cycles or aggressive promotion. The opportunity lies in reframing these products as integral components of care, rather than optional extras.
Bird ownership may never rival dogs or cats in sheer scale, but it doesn’t need to. What it offers instead is a blueprint for sustainable growth built on trust, education, and emotional investment. Owners are engaged. Retailers are influential. Spending is intentional.
For manufacturers and retailers navigating margin pressure and shifting consumer expectations, the bird category offers a valuable reminder: growth doesn’t always come from chasing the largest audience. Sometimes it comes from serving a smaller one exceptionally well.
That means developing products designed for longevity, not trends. It means treating education as a growth driver, not a support function. And it means recognizing that in high-trust categories, experience often matters more than convenience.
Access the 2025 Bird, Small Animal & Horse Report
For deeper insights and actionable strategies across bird, small animal, and horse ownership, explore APPA’s 2025 Bird, Small Animal & Horse Report.
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