Product Code: LA20081128
As economic pressures mount, many US pet owners are scaling back on discretionary spending, pushing the broader pet industry to its limits. Despite these financial challenges, the market for non-traditional pets-such as fish, birds, reptiles and amphibians (herptiles), and small mammals-continues to offer cost-effective companionship and niche growth opportunities. In 2024, this "other pets" segment saw modest growth of under 2%, reaching a total market value of $3.6 billion.
Budget-Friendly Pet Ownership Amid Inflation
With inflation and tariff uncertainties impacting household budgets, pets that are more affordable than dogs and cats could become more attractive to consumers. Although smaller pets can present a lower-cost entry point into pet ownership, rising prices across pet food, supplies, and accessories remain a concern for owners of these smaller animals.
Emotional Connection and Specialty Retail Drive Demand
Many pet owners find joy in observing and interacting with their smaller pets. These animals may not offer the same level of affection as traditional pets, but they are still seen as valued members of the family. Specialty pet retailers play a pivotal role in this market by offering expert guidance and tailored product recommendations-especially important for first-time or less experienced owners.
Strategic Marketing and Retail Innovation Needed
With consumers prioritizing essential purchases, marketers and retailers must adopt creative strategies to promote products for fish, birds, reptiles, and small mammals. Emphasizing value, wellness, and ease of care can help brands connect with budget-conscious pet owners.
Comprehensive Market Insights from Packaged Facts
The newly released Fish, Small Mammal, Herptile, and Bird Products in the US, 5th Edition delivers a deep dive into this evolving market. Key highlights include:
Historical and projected retail sales from 2019 to 2029
Ownership trends by animal type and pet owner demographic profiles and attitudes
E-commerce growth and digital marketing trends
Product innovation, safety, and competitive strategies
Cross-category influences from the dog and cat markets
Backed by exclusive data from Packaged Facts' Pet Owner Surveys, this report is an essential resource for industry stakeholders looking to navigate the challenges and opportunities in the "other pets" category.
Table of Content
CHAPTER 1: EXECUTIVE SUMMARY
- INTRODUCTION
- Scope and Market Definition: Products for "Other Pets"
- Methodology
- MARKET OVERVIEW
- OPPORTUNITIES
- Figure 1-1. Level of Agreement with the Statement, "The cost involved with setting up habitats/tanks for other pets is reasonable", 2025 (percent of other pet owners)
- Figure 1-2. Top Reasons for Ownership of Pets Other Than Dogs/Cats, 2025 (percent of other pet owners)
CHAPTER 2: INTRODUCTION
- CHAPTER HIGHLIGHTS
- INTRODUCTION
- Scope and Market Definition: Products for "Other Pets"
- Methodology
- MARKET OVERVIEW
- Other Pet Market Endures Economic Challenges
- Table 2-1. US Retail Sales of Other Pet Products, 2019-2024 (million dollars)
- Most Categories See Similar Percentage Growth
- Table 2-2. US Retail Sales of Other Pet Products by Type of Pet, 2022-2024 (million dollars)
- Figure 2-1. Share of Other Pet Product Sales by Type of Pet, 2024 (million dollars)
- Supplies Sales Make Up Bulk of Market
- Figure 2-2. Share of Other Pet Product Sales: Supplies (Non-Food) vs. Food, 2024 (million dollars)
- MARKET OUTLOOK
- "Other Pet" Acquisition Spree Moderates
- Figure 2-3. Share of Pet-Owning Households Adding Pets, 2024 (percent of pet-owning households)
- Economic Pressures Persist Despite Lessening Inflation
- Table 2-3. Effects of the Economic Environment on Other Pet Owners, 2025 (percent negatively/positively affected)
- Figure 2-4. Significant Challenges to Pet Ownership Faced in Past Twelve Months, 2025 (percent of other pet owners)
- Figure 2-5. Selected Pet Product Spending Psychographics, 2025 (percent of other pet owners)
- ii
- Table 2-4. Level of Concern About Rising Prices in Select Categories, 2025 (percent of pet product shoppers)
- Other Pet Owners Cut Back on Pet Spending
- Figure 2-6. Reduction in Expenditure on "Extras", Past Year vs. Coming Year, 2025 (percent of pet owners)
- Figure 2-7. Changes in Household Spending on Pet Food, 2024 vs. 2023 (percent of other pet owners)
- Figure 2-8. Changes in Household Spending on Non-Food Pet Supplies, 2024 vs. 2023 (percent of other pet owners)
- Figure 2-9. Level of Agreement with the Statement, "The cost involved with setting up habitats/tanks for other pets is reasonable", 2025 (percent of other pet owners)
- Other Pets Offer Several Financial Appeals
- Other Pets Considered Part of the Family
- Figure 2-10. Selected Pets as Family Sentiments, 2025 (percent of other pet owners)
- Intensified Focus on Health and Wellness
- Figure 2-11. Level of Agreement with Mental and Physical Benefits from Other Pets, 2025 (percent of other pet owners)
- Figure 2-12. Level of Agreement with Health- and Safety-Related Attitudes, 2025 (percent of other pet owners)
- Other Pet Owners Willing to Pay for Services
- Figure 2-13. Willingness to Pay for Pet Services for Pets Other Than Dogs and Cats, 2025 (percent of other pet owners)
- Characteristics of Other Pet Acquisition
- Figure 2-14. Characteristics of Pet Acquisition in the Last 12 Months: For Pet Other Than Dogs or Cats, 2025 (percent)
- Where Other Pets Are Acquired
- Table 2-5. Sources of Most Recent Pet Acquisition in Last 12 Months, 2025 (percent of pet owners acquiring new pets)
- Sources Influencing Pet Acquisition
- Figure 2-15. Top Sources Influencing Acquisition of Most Recent Pet Other than Dogs/Cats, 2025 (percent of other pet owners)
- Top Motivations For Owning Other Pets
- Figure 2-16. Top Reasons for Ownership of Pets Other Than Dogs/Cats, 2024 (percent of other pet owners)
- Pet Care Experience Level Varies by Type of Other Pet
- Figure 2-17. Level of Experience Taking Care of Other Pets by Type of Pet, 2025 (percent of owners of pets other than dogs and cats)
- Figure 2-18. Other Pet Owners Pet Care Knowledge, 2025 (percent of owners of pets other than dogs and cats)
- Population Changes May Impact Other Pet Market
- Table 2-6. Annual Percent Change in US Births, 2012-2023
- LOOKING AHEAD
- Moderate Sales Increases Through 2029
- Table 2-7. US Retail Sales of Other Pet Products, 2024, 2025P and 2029P (million dollars)
- Table 2-8. US Retail Sales of Other Pet Products, 2024, 2025P and 2029P (million dollars)
- Figure 2-19. Share of Other Pet Product Sales by Type of Pet, 2029P (million dollars)
- CHANNEL TRENDS
- Pet Specialty Channel Captures Over Half of Market
- Figure 2-20. Share of Other Pet Product Sales by Channel, 2024 (million dollars)
- Figure 2-21. Share of Other Pet Product Sales by Channel, 2029 Projected (million dollars)
- In-Store Purchase Most Common Way to Shop
- Figure 2-22. Channel Choice for Pet Product Purchases in Last 12 Months, 2025 (percent of other pet owners purchasing pet products)
- Figure 2-23. In-store Channel Choice for Pet Food/Treat and Non-Food Supplies Purchases in Last 12 Months, 2025 (percent of other pet owners purchasing pet products in a physical store)
- Figure 2-24. Online Channel Choice for Pet Food/Treat and Non-Food Supplies Purchases in Last 12 Months, 2025 (percent of other pet owners purchasing pet products online)
- Value Most Important Factor on Shopping Habits
- Figure 2-25. Top Influences on Where Other Pet Owners Purchase Pet Products, 2025 (percent of other pet owners purchasing pet products)
- Pet Specialty Stores Fulfill Specific Role in Other Pet Sales
- Petco Focuses on Value and Savings
- Illustration 2-1. Petco Reptile Savings Banner Ad
- PetSmart Positions Around "Pets as Family"
- Illustration 2-2. PetSmart Holiday Collections
- Chewy's "Endless Aisles" Offer Wide Product Selection
- Illustration 2-3. Chewy Frisco Brand Small Mammal Products
- Walmart Increases Focus on Other Pets
- Illustration 2-4. Walmart Live Fish Sales Online
- Illustration 2-5. Walmart Pet Bird Sale Prices
- THE MARKETERS
- A Consolidated Market
- Other Pet Owners More Likely to Go Online for Pet Information
- Figure 2-26. Pet Owner Use of the Internet for Pet Purposes, Social Media and Product Research, 2025
- Social Media a Way for Marketers to Connect with Other Pet Owners
- Illustration 2-6. Zoo Med Labs Instagram Post
- Illustration 2-7. Zilla Facebook Post
- Illustration 2-8. Josh's Frogs
- Illustration 2-9. Fluval Aquatics YouTube Instructional Video
- Illustration 2-10. Oxbow Animal Health Pinterest Page
- Illustration 2-11. Kaytee Instagram Account
- CONSUMER TRENDS
- 16% of Pet Households Have Pets Other Than Dogs or Cats
- Table 2-9. Topline Ownership Rates for Pets Other Than Dogs or Cats, 2024 (percent of pet-owning households)
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- "Other" Pet Population by the Numbers
- Table 2-10. Number of Pets Owned by Type of Pet, 2025 (percent of other pet owners)
- Adding Other Pets to the Household
- Figure 2-27. Share of Other Pet-Owning Households Adding Pets in Past 12 Months, 2025 (percent of other pet owners)
- Other Pet Ownership Demographics
- Table 2-11. Other Pets Owned by Generation, 2025 (index of pet owners with a base of 100)
CHAPTER 3: FISH AND AQUARIUM PRODUCTS
- CHAPTER HIGHLIGHTS
- CATEGORY OVERVIEW
- Moderate Growth in 2024
- Table 3-1. US Retail Sales of Fish and Aquarium Products, 2019-2024 and 2029P (dollars in millions)
- Aquatics Segment Corners Largest Share of Supplies
- Figure 3-1. Fish and Aquatic Products Share of Sales: Supplies (Non-Food) vs. Food, 2024 (million dollars)
- Pet Specialty Chains Lead in Channel Sales
- Figure 3-2. Fish and Aquarium Products Sales and Shares by Channel, 2024
- Figure 3-3. Fish and Aquarium Products Sales and Shares by Channel, 2029P
- Fish Ownership
- Figure 3-4. Ownership Rates for Freshwater Fish vs. Saltwater Fish, 2025 (percent of fish owners)
- MARKETING AND NEW PRODUCT TRENDS
- Overview
- Food
- Illustration 3-1. Hikari Frozen Cyclopod Fish Food
- Illustration 3-2. Piscene Energetics Mysis-Based Fish Foods
- Tanks
- Illustration 3-3. Aquael UltraScape Diamond Edition
- Illustration 3-4. Coralife SMART BioCube Jr.
- Illustration 3-5. HelloReef's Clownfish & Anemone Kit
- Filtration and Water Maintenance
- Illustration 3-6. Fluval SK400 Skimmer
- Illustration 3-7. Hikari Aquarium Solutions Bacto-Surge Filter
- Illustration 3-8. Fluval Bio-CO2 Pro
- Illustration 3-9. Tetra Stay Clean Technology
- Illustration 3-10. Clarence the Clarifier Fish
- Illustration 3-11. Dr. Tim's Aquatics ASF Reef Shots
- Lighting and Heating
- Illustration 3-12. Aperture AquaIllumination Hydra Edge
- Illustration 3-13. Fluval Aquasky Series
- Illustration 3-14. Aquael Flow Heater BT
CHAPTER 4: SMALL MAMMAL PRODUCTS
- CHAPTER HIGHLIGHTS
- CATEGORY OVERVIEW
- Growth Moderates in 2024
- Table 4-1. US Retail Sales of Small Mammal Products, 2019 through 2025P and 2029P (dollars)
- Category Shares: Supplies vs. Food
- Figure 4-1. Small Mammal Products Share of Sales: Supplies (Non-Food) vs. Food, 2024 (million dollars)
- Pet Specialty Chains Lead in Channel Sales
- Figure 4-2. Small Mammal Products Share of Sales by Channel, 2024 (million dollars)
- Figure 4-3. Small Mammal Products Share of Sales by Channel, 2029P (million dollars)
- Small Mammal Ownership
- Figure 4-4. Types of Small Animal Pets Owned: Guinea Pigs, Rabbits, Hamsters, 2025 (percent of small animal pet owners)
- MARKETING AND NEW PRODUCT TRENDS
- Overview
- Food and Treats
- Illustration 4-1. Kaytee Field + Forest Focus on Minimal Processing
- Illustration 4-2. Oxbow Animal Health Forage Wise
- Illustration 4-3. Sunseed Vita Balance
- Illustration 4-4. Selective Naturals Botanicals
- Illustration 4-5. Selective Naturals Science Selective Supplements
- Illustration 4-6. Healthy Snackers Lineup
- Illustration 4-7. Lafeber's Hey!Berries Treats
- Illustration 4-8. Vitapol Smakers Snack
- Illustration 4-9. Happy Habitats Tiny Pet Treats
- Illustration 4-10. Living World Green Gourmet Toppers
- Illustration 4-11. Brown's Tropical Carnival Natural Behaviors Timothy Hay
- Illustration 4-12. Lafeber's Nutri-Hay
- Toys and Bedding
- Illustration 4-13. Teewy Chew Toys
- Illustration 4-14. Wild Harvest Healthy Benefits Twists
- Illustration 4-15. A&E Cage Company Nibbles Chew Toys
- Illustration 4-16. Natures Instincts Small Mammal Toys
- Illustration 4-17. Kent Pet Group back 2 nature Small Animal Bedding
- Illustration 4-18. Little Hamster Odor Blaster Bedding Deodorizer
- Illustration 4-19. Kaytee CritterTrail Fun-nel Builder's Pack
- Illustration 4-20. Frisco Butterfly Costume
CHAPTER 5: HERPTILE PRODUCTS
- CHAPTER HIGHLIGHTS
- CATEGORY OVERVIEW
- Herptiles Category Sees Moderate Sales Increase
- Table 5-1. US Retail Sales of Herptile Products, 2019 - 2025P, 2029P (million dollars)
- Category Shares: Supplies vs. Food
- Figure 5-1. Herptile Products Share of Sales: Supplies (Non-Food) vs. Food, 2024 (million dollars)
- Pet Specialty Chains Lead in Channel Sales
- Figure 5-2. Herptile Products Share of Sales by Channel, 2024 (million dollars)
- Figure 5-3. Herptile Products Share of Sales by Channel, 2029P (million dollars)
- Herptile Ownership
- Figure 5-4. Types of Herptile Pets Owned: Turtles, Lizards, Snakes, and Amphibians 2025 (percent of herptile pet owners)
- MARKETING AND NEW PRODUCT TRENDS
- Overview
- Food
- Live Foods
- Subscription Services Provide Regular Feedings
- Illustration 5-1. ReptiBites Insect Subscription Service
- Packaged Foods
- Illustration 5-2. Reptilinks 25/25/50 Omnivore + Insects Blend Dry Pellets
- Illustration 5-3. Mazuri Juvenile Tortoise Food
- Illustration 5-4. EmerAid Sustain Herbivore Recovery Food
- Illustration 5-5. Arcadia Gecko Foods
- Enclosures and Accessories
- Illustration 5-6. Exo Terra Vista Panoramic Terrarium
- Illustration 5-7. Zilla Aquatic Turtle Habitat Accessory Kit
- Illustration 5-8. Exo Terra Monsoon Nano Misting System
- Illustration 5-9. Zoo Med Outdoor Tortoise House
- Illustration 5-10. Zilla Reptile Internal Filter
- Heating, Lighting, and Bedding
- Illustration 5-11. Exo Terra Terrarium Heat Mat
- Illustration 5-12. Zoo Med ReptiSun UVB/LED Light
- Illustration 5-13. Exo Terra Reptile UVB Pro Lighting
- Illustration 5-14. Josh's Frogs BioBedding Bioactive Substrates
CHAPTER 6: PET BIRD PRODUCTS
- CHAPTER HIGHLIGHTS
- CATEGORY OVERVIEW
- Moderate Growth in 2024
- Table 6-1. US Retail Sales of Pet Bird Products, 2019 through 2025P and 2029P (dollars)
- Category Shares: Supplies vs. Food
- Figure 6-1. Pet Bird Products Share of Sales: Supplies (Non-Food) vs. Food, 2024 (million dollars)
- Pet Specialty Chains Lead Channel Sales
- Figure 6-2. Pet Bird Products Share of Sales by Channel, 2024 (million dollars)
- Figure 6-3. Pet Bird Products Share of Sales by Channel, 2029P (million dollars)
- Pet Bird Ownership
- Figure 6-4. Types of Pet Birds Owned, 2025 (share of pet bird owners)
- MARKETING AND NEW PRODUCT TRENDS
- Overview
- Foods and Treats
- Illustration 6-1. ZuPreem Website Landing Page
- Illustration 6-2. The ZuPreem Way Feed Smart Nutrition Wheel
- Illustration 6-3. Marlene Mc'Cohen's Signature Blend by TOP's Parrot Food
- Illustration 6-4. CeDe's Hand Rearing Food
- Illustration 6-5. ZuPreem Natural Large Bird Food
- Illustration 6-6. Sunseed Crazy Good Cookin' Snack
- Illustration 6-7. inTune Duets
- Illustration 6-8. Penn-Plax Bagel and Donut Treats
- Illustration 6-9. Vitakraft Mini-Pop Snack
- Cages and Containment
- Illustration 6-10. Prevue Pet Products Cage Kit
- Illustration 6-11. A&E Cage Company Play Stand
- Illustration 6-12. A&E Cage Company Bird Carrier
- Toys
- Illustration 6-13. Beaktivity Bird Toy Bases
- Illustration 6-14. A&E Cage Company Corky Crunchers Happy Beaks Bird Toys
- Illustration 6-15. Caitec Featherland DIY Bird Toys
- Illustration 6-16. Brown's Calcium Cuttlebone