The American Pet Products Association (APPA) Releases 2024 Bird, Small Animal & Horse Owner Insight Report

Pet owners are developing deeper bonds with their animals, as evidenced by significant increases in gift-giving for Christmas and year-round, among other trends.

STAMFORD, CONN (December 17, 2024) – The American Pet Products Association (APPA) has released the 2024 Bird, Small Animal & Horse Report: Strategic Insights from the National Pet Owners Survey, providing comprehensive insights into these specialized pet ownership segments.

APPA's 2024 Bird, Small Animal & Horse Report offers an in-depth analysis of owner behaviors, shopping trends, and pet care priorities. The research reveals significant shifts in how bird, small animal and horse owners interact with and care for their pets, emphasizing deeper emotional connections and increased investment in pet health and wellness.

“As the leading voice for the pet products industry, our findings demonstrate the evolving relationship between owners and their specialized pets," said APPA President and CEO Peter Scott. "Despite diverse pet types, we're seeing consistent trends of increased emotional attachment and proactive pet care. This is valuable data for our members and other organizations within our industry to help them make informed business decisions.”

Five key findings from the report include:

1. Gifting and Emotional Connection: Pet owners are developing deeper bonds with their animals, as evidenced by significant increases in gift-giving.

• 89% of small animal owners now purchase gifts for their pets, up from 75% in 2018.
• 76% of bird owners purchase gifts, an increase from 69% in 2018.
• 71% of horse owners now buy gifts for their pets, a dramatic rise from 31% in 2018.
• 52% of small animal owners purchase a gift for Christmas, and 46% buy a gift for their pet on their pet’s birthday, up from 25% and 20% in 2018, respectively.
• Most bird owners purchase gifts for their pets on at least one occasion, with birthdays and Christmas seeing notable growth in popularity.
• Most horse owners purchase gifts for their pets on at least one occasion, with Christmas seeing significant growth in popularity. 
  

2. Long-Term Commitment: Owners are making more comprehensive provisions for their pets' future.

• 62% of bird owners and 63% of small animal owners have or plan to make provisions in their wills, up from 52% and 54% respectively in 2018.
• 70% of horse owners maintain consistent long-term planning for their pets.

3. Health and Wellness Priority: There's a marked increase in proactive health management across all pet types.

• Bird owners show a 32% increase in vitamin and supplement purchases since 2018.
• Small animal owners have increased vitamin and supplement purchases by 44%.
• Grooming has become a growing priority, with 42% of bird owners now seeking professional grooming services.

4. Shopping and Information Trends: Owners rely on specialized shopping channels and trusted information sources.

• In-store shopping remains popular, with specialized retailers preferred by bird and horse owners.
• Veterinarians continue to be a trusted information source, particularly for horse owners.
• Social media has seen significant growth as an information channel, rising from 17% to 25% for bird owners and 16% to 24% for small animal owners.

5. Ownership Dynamics: The pet ownership landscape is evolving with changing preferences.

• Small bird ownership has increased to 63% in 2024, compared to 45% in 2018.
• Rabbits are growing in popularity among small animal owners.
• 55% of horse owners now have two or more horses in their household.

The HABSCORE, which measures the human-animal bond, reveals strong emotional connections across these pet types, with owners scoring between 55.9 and 57.2 out of 70, indicating deep and meaningful relationships with their pets.

"These insights underscore the significant role that birds, small animals, and horses play in their owners' lives," added Scott. "The data reveals not just pet ownership, but a profound companionship that continues to grow and evolve."

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. Now conducted annually, the APPA National Pet Owners Survey will monitor consumer habits, identify short- and long-term trends and discover new opportunities in pet ownership, pet product and service consumption across four APPA Research Insights Reports produced quarterly, including State of the Industry, Dog & Cat, Fish & Reptiles and Horse, Birds & Small Animals. 

For more information about APPA’s available market research, visit https://americanpetproducts.org/research-insights. Complementary media access is available upon request.