Scaling Up: Bigger Tanks, Snake Comebacks, and Data Insights

Pet owners aren’t just adding to their households; they’re upgrading the habitats that support them. According to the American Pet Products Association’s latest Fish and Reptile Report, fish and reptile enthusiasts are investing in larger environments and more specialized care, creating new opportunities across the aquatic and reptile categories.

Among fish owners, 77% now keep two or more fish; a steady climb from previous years. Saltwater hobbyists, meanwhile, are shifting toward larger, more advanced tank systems. In the reptile segment, snakes are slithering back into popularity as other lizard ownership declines, signaling a renewed interest in niche species and higher-end enclosures.

These shifts represent more than just hobbyist enthusiasm; they reflect a maturing market where engagement drives innovation, and scaling up means scaling opportunity.

Bigger Tanks, Bigger Business

Aquatic pet owners continue to evolve from casual keepers to dedicated hobbyists. Both freshwater and saltwater owners are adding more fish to their tanks, but saltwater enthusiasts are leading the expansion.

• 44% now have tanks between 56–125 gallons, up 10% from 2023.
• 34% own 126+ gallon tanks, a 17% increase over the same period.

As tank sizes increase, so does the demand for high-performance equipment—advanced filtration, energy-efficient lighting, decorative coral, and automated monitoring systems. This growing “upgrade economy” encourages repeat purchases and brand loyalty as consumers seek products that make scaling seamless.

For manufacturers and retailers, this trend presents an opportunity to position premium products as essential components of the modern aquatic experience. Bundled upgrade kits that include lighting, décor, and maintenance tools can streamline purchasing while reinforcing brand value. The key is helping owners see each upgrade as part of a continuing journey, not a one-time investment.

Bonding Beyond the Basics

Beyond habitat size, fish and reptile owners are deepening their emotional connection with their pets, creating a new layer of opportunity for lifestyle and enrichment products.

• 51% of fish owners buy gifts for their pets, with saltwater enthusiasts leading at 71%.
• Nearly two-thirds (64%) of reptile owners purchase gifts for their pets, spending an average of $34 per gift—up 42% from 2023.
• One-third of fish owners name a caretaker for their pets, and nearly a quarter set aside financial provisions.
• Among reptile owners, 47% designate a caretaker and 22% make financial provisions, underscoring long-term commitment and planning.

This growing sense of personalization signals that owners want products that reflect care, creativity, and identity. For brands, these behaviors highlight a shift toward emotional connection and premium experiences—where product storytelling and thoughtful design help consumers express both personality and purpose through pet ownership.

Reptile Shifts: Snakes on the Rise

The reptile category tells a similar story of evolution and renewed enthusiasm. While turtles and tortoises remain the top choice at 43% of reptile owners, the standout shift is the 22% rebound in snake ownership since 2023, making snakes the third most popular reptile pet.

At the same time, ownership of “other lizards” has declined 19%, underscoring the changing dynamics within this diverse segment. Snakes’ growing popularity, driven by low maintenance requirements, striking appearance, and customizable habitats, opens the door for innovation in enclosures, heating systems, humidity controls, and enrichment products.

Retailers can adapt by tailoring inventory to match the complexity of care. Segmenting products by species or experience level, and creating “starter-to-specialist” displays, can help hobbyists find what they need while fostering loyalty. Manufacturers who develop adaptable, modular systems that serve multiple reptile types will be well-positioned to meet the needs of this expanding market.

Business Takeaways: Turning Insights into Strategy

As fish tanks expand and reptile preferences shift, manufacturers, retailers, and suppliers are presented with clear opportunities to capture growth through innovation and education. The next phase of success in these categories will depend on how effectively companies support owners in scaling their environments, whether by designing modular product ecosystems that evolve with experience, curating upgrade bundles that simplify purchasing, or leveraging data-driven insights that make personalization seamless.

Products that combine performance, visual appeal, and sustainability will resonate most with this sophisticated audience. By understanding that today’s aquatic and reptile owners value both functionality and experience, brands can strengthen loyalty and differentiate themselves in a market where customization and care increasingly define success.

The message is clear: as tanks get larger and reptile ownership diversifies, consumers are signaling a deeper commitment to their pets’ habitats and well-being. This evolution reflects a broader trend in the pet industry—one that prioritizes engagement, education, and connection.

For manufacturers and retailers, “scaling up” is more than a data point; it’s a growth strategy. By aligning innovation with consumer behavior, the industry can turn passion into partnership and establish new standards for quality and care.

Explore the 2025 Fish & Reptile Report

From bigger tanks to bolder reptile choices, pet owners are reshaping the aquatic and reptile categories – and redefining what it means to care for companion animals.

For a deeper look at these and other emerging trends, explore APPA's 2025 Fish and Reptile Report. This comprehensive report delivers data-driven insights into ownership patterns, purchasing behavior, and emerging product opportunities across every category.

Purchase the full report in the APPA store here ➡

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