December 18, 2025, 12:47 pm | Read time: 8 minutes

Significant Differences Among Pet Owner Generations

Pets play a central emotional role for many people. They provide comfort, structure, and a sense of security. This close bond is also reflected in the animals’ nutrition. However, there is often a tension between emotional closeness and practical, financial, and cultural aspects.

The “Generations Barometer Pet Food” systematically examines for the first time how Generation Z to the Traditionals (ages 69–79) deal with this tension. Building on the “Generations Barometer Food” 2024, the pet sector is now being analyzed to see how much animal welfare, sustainability, new technologies, and health aspects are considered in the selection of pet food—and where acceptance ends.

The study shows: Pet owners want healthy and responsible feeding, but the interpretation of this varies greatly between generations. The study was conducted by the market research company Kantar for Heristo AG and is based on a representative online survey of 1,000 pet owners in Germany. The analysis was scientifically accompanied by Prof. Dr. Jürgen Zentek, a veterinarian at the Free University of Berlin. The results provide fascinating insights into how different generations assess their relationship with their pets.

What Was Examined?

The data collection of owners aged 16 to 79 took place between August 29 and September 10, 2025. The survey captured motives for pet ownership, attitudes toward nutrition, sustainability awareness, willingness to pay, and openness to innovations such as in-vitro meat or insect protein. The target group was divided into five age cohorts: Generation Z, Y, X, Baby Boomers, and Traditionals, categorized as follows:

Generation	Age 2025	Birth Years
Generation Z	16–28 years	1997–2009
Generation Y (Millennials)	29–43 years	1982–1996
Generation X	44–58 years	1967–1981
Baby Boomers	59–68 years	1957–1966
Traditionals	69–79 years	1946–1956

The Result Across All Generations

The results of the “Generations Barometer Pet Food” provide a nuanced picture of the tension between love for animals, responsibility, and consumer reality. Key insight: Emotional closeness determines the attitude; rational considerations, however, determine the food. Fifty-seven percent of respondents describe themselves as their pet’s “parent,” and 86 percent regularly talk to them. At the same time, 45 percent say that pet food must primarily be “functional”—meaning practical and healthy, not ideological or trend-driven.

Generations Z and Y show greater openness to plant-based diets, sustainable packaging, and innovative concepts like in-vitro meat or insect protein—but only if health benefits are clearly communicated. Younger owners are also more likely to adopt food trends. Overall, 34 percent of total participants recognize environmental benefits in in-vitro meat—yet more than half express significant health or hygiene concerns.

Proven health benefits are particularly important to owners, such as through special food or optimized protein profiles. The acceptance of sustainability is there, but only if it is clearly recognizable and understandable (e.g., organic, “Made in Germany”). However, one-third reject any surcharge for it. The willingness to pay for such aspects is higher among younger generations than older ones.

Genetic Engineering Doesn’t Make It Into Most Owners’ Bowls

Another key finding: Health trumps idealism. Special food is appreciated across all age groups—for allergies, age-related issues, or intolerances. The majority still consider animal proteins the best way to feed a pet. At the same time, many young owners believe they are well-versed in pet nutrition, although actual factual knowledge may vary significantly according to studies.

The rejection of genetically modified ingredients is particularly pronounced: GMO products (genetically modified organisms) received the lowest approval overall. Cultivated meat is also mostly rejected, although ethical advantages—such as no animal slaughter—are indeed recognized.

In conclusion, the pet food market is undergoing a generational shift: While older generations tend to focus on price, familiar brands, and functionality, younger owners seek evidence-based, sustainable, and animal-friendly solutions—but not at any cost. The emotional relationship with the pet remains stable, but the way responsibility is interpreted changes significantly over life stages.

Pet Ownership in the Generational Shift

The younger generations—especially Gen Z and Millennials—are shaping a new form of pet ownership that is highly emotional and closely aligned with their own lifestyle. For them, the pet is a family member, often equated with children, and this attitude is directly reflected in feeding. Millennials, in particular, are willing to pay more for animal welfare and sustainable products, while Gen Z is more value-driven but price- and purpose-oriented.

The middle generations—Gen X and the Baby Boomers—navigate the tension between emotional attachment and pragmatic everyday life. Both groups talk a lot with their pets and see them as reliable companions, but show significantly less willingness to innovate and a pronounced price consciousness. For them, functional, proven feeding is paramount, supplemented by moderate sustainability demands, which rarely lead to higher willingness to pay. Despite this conservative stance, Baby Boomers remain the most stable group in the pet market: They have the highest willingness to repurchase and thus form the solid base of pet owners, while simultaneously reinforcing the strong role of traditional food brands.

However, the oldest generation, the Traditionals, stands out the most. Their feeding behavior is neither trend-critical nor consciously different, but characterized by remarkable indifference to ingredients. The fact that only 12 percent find a high meat content important does not mean they prefer modern dietary alternatives—rather, the composition of the food hardly matters to them. They feed what they have been feeding for decades: conventional, often highly processed canned or dry food products, with little interest in grain-free, organic labels, or protein quality. This generation forms a sharp contrast to younger owners, who see nutrition as an expression of care, responsibility, and personal attitude.

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Overview of the Results by Generation

Generation Z (Birth Years 1997–2009, Age 16–28)

• Pet Bonding: Very high emotional identification. Seventy-nine percent describe themselves as “parent,” and 78% see their pet as a family member.
• Pet Types: Most common are dogs (68%) and cats (68%).
• Motivation: Companionship (54%), emotional bond (58%), sense of responsibility (41%).
• Dietary Decisions: Sixty-one percent pay attention to similar criteria as for themselves (organic, sugar-free, sustainable). Sixty-seven percent prefer animal protein.
• Innovations: Most open to plant-based alternatives (50%), insect protein (53%), in-vitro meat (46%). Concerns about processing and safety exist.
• Sustainability: Comparatively high openness to sustainable packaging and organic products. At the same time, 45% say, “Food must primarily be functional.”
• Skepticism: Forty-four percent reject genetic engineering for their pet.
• Repurchase: Twenty-three percent would definitely get a pet again.

Millennials/Generation Y (Birth Years 1982–1996, Age 29–43)

• Pet Bonding: Sixty-six percent see themselves as “parent,” 83% regularly talk to their pet.
• Pet Types: Dogs (59%) and cats (66%) are dominant.
• Motivation: Comfort (46%), emotional closeness (56%), responsibility (29%).
• Dietary Decisions: Sixty percent pay attention to similarity to their own diet. Seventy-five percent believe they are well-informed. Seventy-two percent prefer animal protein.
• Innovations: Forty-six percent open to in-vitro meat, 43% to insects. The majority have health concerns.
• Sustainability: Fifty-four percent value sustainable manufacturing practices. Forty-five percent are willing to pay more for animal welfare or organic quality.
• Skepticism: Fifty-one percent reject genetic engineering for their pet.
• Repurchase: Twenty-two percent would definitely get a pet again—significantly less than older generations.

Generation X (Birth Years 1967–1981, Age 44–58)

• Pet Bonding: Fifty-three percent see themselves as “parent,” 87% regularly talk to their pet.
• Pet Types: Dogs (50%) and cats (58%) lead.
• Motivation: Emotional bond (48%), companionship (63%), responsibility (26%).
• Dietary Decisions: Fifty-seven percent align with their own diet. Seventy percent prefer animal protein.
• Innovations: Cautious: only 19% open to plant-based alternatives, 26% to insects, 40% to in-vitro meat.
• Sustainability: Forty-six percent apply their sustainability standards to pet food. Price consciousness is high.
• Skepticism: Fifty-one percent consider genetic engineering unsuitable.
• Repurchase: Thirty-five percent would definitely get a pet again—moderate level.

Baby Boomers (Birth Years 1957–1966, Age 59–68)

• Pet Bonding: Fifty-one percent see themselves as “parent,” 89% regularly talk to their pet.
• Pet Types: Cats (57%) before dogs (45%).
• Motivation: Social stability, emotional companionship, habit.
• Dietary Decisions: Forty-four percent pay attention to a similar diet to themselves. Sixty-seven percent consider animal protein important. Eighty-six percent support special food.
• Innovations: Low openness: 20% for plant-based alternatives, 26% for insects, 25% for in-vitro meat.
• Sustainability: Forty-one percent value sustainable origin. Only 27% show willingness to pay more.
• Skepticism: Fifty-three percent reject genetic engineering.
• Repurchase: Forty-one percent would definitely get a pet again—the highest value among all groups.

Traditionals (Birth Years 1946–1956, Age 69–79)

• Pet Bonding: Functionally driven, only 44% see themselves as “parent,” 93% regularly talk to the pet.
• Pet Types: Dogs (48%) and cats (55%), occasionally small animals.
• Motivation: Structure, social closeness, and companionship in old age.
• Dietary Decisions: Highest skepticism towards innovations. Only 12% consider a high meat content particularly important. Sixty-one percent support special food.
• Innovations: Least openness of all groups (e.g., 18% approval for in-vitro meat or insects).
• Sustainability: Forty-seven percent are interested in origin, but have little willingness to incur additional costs.
• Skepticism: Fifty-four percent reject genetic engineering—the highest rejection in comparison.
• Repurchase: Thirty-five percent would get a pet again. Health/financial reasons are often a hindrance.

Conclusion

The relationship with pets is strongly emotional—but when it comes to food, many decide rationally. Health is the most important criterion, followed by price and trustworthiness. Sustainability only plays a role if it is communicated concretely and transparently.

The younger generations show greater openness to new concepts, but also high demands on information quality. The pet food industry faces the challenge of designing its products flexibly and target group-oriented—scientifically based, clearly explained, and emotionally engaging. Only in this way can trust and acceptance be secured across all age groups.