"Younger pet owners are adopting different habits, often discovering products through short videos and expecting pet care to fit into a more tech-driven routine. TikTok now plays a big role in what catches attention and feels worth trying."
"Social media has evolved into integrated commerce channels where discovery, validation, and purchase happen in one place. The launch of TikTok Shop in 2023 accelerated that transition, giving pet brands a direct way to convert attention into sales."
"Millennials account for about a third of U.S. pet owners, while Gen Z is the fastest-growing group, already making up roughly a quarter. These consumers treat social feeds as marketplaces, completing purchases within minutes."
"Brands like BarkBox collaborate with high-reach creators to showcase new products, often pairing content with limited-time offers that prompt immediate purchases, reducing customer acquisition costs and delivering stronger returns than traditional advertising."
The U.S. pet market is projected to reach $151.3 billion in 2024, with consumers becoming more selective due to rising prices. Younger pet owners are shifting their shopping habits, often discovering products through short videos on platforms like TikTok. Social media has evolved into integrated commerce channels, allowing for product discovery and purchase in one place. Millennials and Gen Z are driving this change, treating social feeds as marketplaces. Brands are collaborating with creators to showcase products, leading to reduced customer acquisition costs and a shift in marketing budgets toward social commerce.
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