APPA's latest report reveals shifting demographics, rising engagement, and the important role smaller pets have in U.S. households
STAMFORD, CONN (September 24, 2025) – The American Pet Products Association (APPA) announced today the release of its 2025 Fish & Reptile Report, its third pet owner insights report this year. The report features the latest research and insights from APPA’s National Pet Owners Survey on saltwater fish, freshwater fish and reptile owners, providing nearly 200 pages of comprehensive analysis and visuals on owner shopping trends, sentiment, demographics and behaviors.
The data shows shifting generational trends, the evolving emotional bonds between people and smaller species of pets, and a deep relationship between owners and in-store retail.
“Younger generations are shaping the future of pet ownership, and fish and reptiles are at the center of that evolution,” said APPA’s President & CEO, Pete Scott. “From larger, more sophisticated habitats to strong emotional bonds and thoughtful long-term care, these pets play a meaningful role in millions of lives and create new opportunities for the pet care community.”
The 2025 Fish & Reptile Report details the scope of fish and reptile ownership in the U.S. and the emerging trends shaping these categories, with an estimated 10 million US households owning freshwater fish, followed by six million that own reptiles, and two million that own saltwater fish. Key trends revealed in the report include:
Scaling Up
Fish owners are adding more fish to their tanks, with saltwater enthusiasts moving to larger, higher-capacity setups. Among reptile owners, turtles and tortoises hold the top spot; other lizards are declining, and snakes are making a strong comeback.
- Both saltwater and freshwater owners are adding more fish to their tanks. As a result, saltwater fish owners are upgrading to and spending more on larger, higher-end setups.
- A majority of fish owners (77%) now keep two or more, a 7% increase since 2018, reflecting a steady rise in hobby engagement. At the same time, single fish ownership has gone down 19% since 2018.
- Bigger tanks are making waves among saltwater fish owners: 44% now have 56-125 gallon tanks (up 10% from 2023), while 34% have gone larger with 126+ gallon tanks (a 17% increase from 2023).
- Among reptile owners, turtles and tortoises remain the top choice, with 43% keeping them as pets. Other Lizards rank second at 29%, though their ownership has declined 19% from 2023. Snake ownership rebounds at 22% of reptile owners, with a 22% increase from 2023, making them the third most popular reptile pet.
Gen Z Rises, Millennials Keep the Lead
Gen Z emerges as a powerful force among pet owners, driving new energy and interest in reptiles. At the same time, Millennials continue to grow as a major presence in fishkeeping across both saltwater and freshwater segments.
- Gen Z makes its mark in reptile ownership, now representing a third of all reptile owners (33%), a striking 27% increase from 2023.
- More Millennials are becoming fish owners, making up nearly half (46%) of saltwater fish owners and 38% of freshwater owners, a 15% and 9% increase from 2023 that underscores their continued passion for pet ownership.
Beyond the Basics
Fish and reptile owners demonstrate the depth of their connection with their pets, from buying gifts to planning for their long-term care, highlighting owners' meaningful relationships with these smaller species.
- Half of fish owners (51%) buy gifts for their pets, with saltwater enthusiasts leading the way. Seventy-one percent purchase presents compared to 44% of freshwater fish owners. Most reptile owners (64%) purchase gifts for their pets and spend an average of $34.20 per gift, up from $24.10 in 2023.
- Planning for the future isn’t just for people – fish and reptile owners are making sure their pets are cared for, too. One-third of fish owners name a caretaker (33%), and nearly a quarter (23%) set aside financial provisions. Almost half (47%) of reptile owners designate caretakers, and 22% make financial provisions.
Modernizing the Pet Home
Personalization and high-quality care shape the modern pet home. Fish owners move towards acrylic and custom tanks with advanced lighting, while reptile owners plan to add more cage furniture for enrichment.
- While glass tanks remain popular, acrylic tanks make a splash among fish owners. Half (50%) now own an acrylic tank (a 12% increase since 2018), highlighting a shift toward modern, versatile aquarium options.
- A growing number of saltwater fish owners invest in custom-made tanks, with 43% opting for personalized setups (a 19% jump from 2023). This shift shows a growing appetite for tailored, high-end aquarium experiences.
- Fish owners increasingly invest in aquarium lighting to enhance their tanks. Among saltwater fish owners, 79% currently own lighting (a 36% increase from 2018), and more than half (58%) plan to purchase in the next year (a 100% increase from 2018). Freshwater fish owners also embrace the trend, with 70% currently using aquarium lighting (a 32% increase from 2018) and 31% planning to purchase in the next year (a 158% increase from 2018).
- More reptile owners intend to enhance their pets’ environment, with 14% planning to purchase cage furniture within the next year (a 56% increase from 2018). This highlights a growing focus on enrichment and quality habitats.
Strong Retail Connection, Growing Digital Reach
Fish and reptile owners rely on trusted retailers for pet purchases and information while increasingly turning to digital sources like social media, blending a strong in-store connection with growing online engagement.
- Retailers remain the go-to source for fish availability, with 64% of owners relying on them for information about fish. However, social media gains traction, particularly among saltwater enthusiasts. Thirty-two percent now turn to social platforms to learn about fish availability, a 39% jump from 2022.
- Most fish owners (38%) purchase their fish from fish stores, with freshwater owners showing the most significant shift: 36% now buy from fish stores, up 57% since 2018. Only 30% of fish are obtained from pet superstores, a 14% decrease from 2023 alone.
- When it comes to information, fish owners look across multiple channels: fish stores (41%), the internet (41%), and pet store personnel (39%) rank as the top three.
- Reptile acquisition shifts as well. While pet superstores remain the largest single source (18%), their popularity is declining, down 14% from 2023. Local specialty stores gain traction, with 15% of owners now purchasing reptiles there, a 15% increase from last year.
- For reptile care information, the internet dominates (53%), followed by pet store personnel and social media (both 34%), showing how digital resources continue to shape this ownership segment.
“Gen Z continues to prioritize pet ownership as they enter adulthood,” said APPA’s Vice President of Research Insights, Ingrid Chu. “They’re emerging as a strong force in reptile ownership, while Millennials continue to expand their presence in fishkeeping, a combination fueling engagement and spending. The data also shows stronger trends towards enrichment and personalization, reflecting pet owners' growing priority on quality, customization, and care.”
The American Pet Products Association is a membership organization serving the pet industry through services and programs designed to help its members prosper. Since 1988, APPA has published the APPA National Pet Owners Survey, the premier resource of its kind, providing in-depth data on consumer behavior. APPA’s research and insights monitor consumer habits, identify short- and long-term trends and discover new opportunities in pet ownership, pet product and service consumption, published across four quarterly reports, including State of the Industry, Dog & Cat, Fish & Reptile and Horse, Bird & Small Animal.
For more information about APPA’s pet industry data, visit www.americanpetproducts.org/insights. Complementary media access is available upon request.