Gone are the days of the aloof housecat stereotype. Enter today’s feline companions who are celebrated, socialized, and spoiled in ways that rival their canine counterparts. And pet brands have a major opportunity to lean in.
What’s Fueling the Feline Frenzy?
Since 2023, US cat ownership has jumped an impressive +23%, now reaching 49 million households – that’s 9 million more in just two years!* What’s behind the surge?
- Making room for more to love: Households with 3+ cats have grown +36% since 2018.
- Deeper bonds, more interaction: Like with their canine counterparts, cat ‘humanizing’ is on the rise. Nearly half of owners now train their cats, over 50% use leashes, and 1 in 4 host parties to celebrate their feline family members.
- Shifting demographics: Single GenZers (men included) as well as retirees – two groups known for forming strong emotional bonds with pets – are driving much of the increase in new ownership.
- Love your pet and independence, too – while dog adoptions surged during the pandemic, post-pandemic growth in cat ownership also appears to be driven by the more independent nature of felines, offering today’s busy owners with more flexibility to come and go.
So What Does It All Mean for Pet Brands?
The rise in cat ownership is more than a trend – it’s a shift in how people relate to their pets. Brands that position themselves as authentic partners who support today’s cat parent’s desire to nurture, bond with and celebrate their cat(s) as family will reap the benefits of stronger loyalty and sustainable growth. Here are a few ways that cat brands can readily demonstrate their “prowl-ness” in the market:
|
Opportunity |
Why it Matters |
|
Lead with emotion and enrichment in all brand content – digital and traditional – highlighting cat-owner bond and functional product value |
Demonstrates brand is connected to cat owner values and needs on a holistic level |
|
Take a targeted, data-driven approach with messaging and marketing efforts across all channels |
Tailored messaging will help drive sales, increase ROI and form deeper loyalty with customer segments that matter most |
|
Lean into pet humanization across brand products, promotions and in-store activations |
Recognizing pets as family will help build brand affinity. From new SKUs to shelf storytelling, the right message will touch and deepen owner engagement |
|
Provide health-forward/wellness focused tips and education |
Be the brand that delivers a holistic approach – supporting the whole cat from nutrition to emotional well-being |
|
Empower retailers with the ‘cat opportunity’ story |
Retail staff that understands this movement can better recommend, display and champion your brand in-store |
|
Go premium – provided the brand will deliver the experience |
Today’s cat owners are happy to trade up for quality. From gourmet food & treats to luxury accessories, aspirational positioning can pay off when backed by performance |
The rise in cat ownership is about much more than numbers – it’s about the love and care that comes with it. Brands that recognize the emotional depth of the modern cat-owner relationship and align with their values, lifestyle, values and needs will become the ones leading the pack.
*Source: 2025 APPA Report