Gen Z is adopting cats at higher rates than dogs. Pet care company Rover is taking notes.

"Dog adoptions have been slower to recover, whereas cat adoptions have really gone fast. For Gen Z workers, many of whom are just starting out in their careers, cats represent a lower barrier to pet ownership. The industry understanding is that they're lower-maintenance, generally lower-cost, and easier to take care of."

"Of all demographic groups, cat ownership grew the most among Gen Z - 18% - and millennial men - 24%- in 2024, according to a report published last year by the American Pet Products Association. Many pet owners have displayed a willingness to spend money on their companions, whether it's better-quality food or a new toy."

"In January, Rover responded to that demand when it paid an undisclosed amount for Meowtel, an app that provides cat-sitting services with an emphasis on in-home visits - a strategy the company says appeals to cat owners, who are generally averse to boarding their pets."

Rover, a pet-care app, is adapting its business model to capitalize on shifting pet ownership trends among younger demographics. Following pandemic-era dog adoption surges, demand has shifted toward cats, particularly among Gen Z users. Cats appeal to younger, early-career workers due to lower maintenance requirements, reduced costs, and easier care compared to dogs. Cat ownership grew 18% among Gen Z and 24% among millennial men in 2024. Pet owners continue spending on quality food and toys despite broader spending cutbacks. Rover acquired Meowtel, a cat-sitting app emphasizing in-home visits, recognizing that cat owners prefer this service over traditional boarding.

Read at Business Insider