Fish, Small Mammal, Herptile, and Bird Products in the US, 5th Edition

Report Overview

In the face of economic pressures, the $3.6 billion U.S. market for fish, small mammals, herptiles, and birds is driven by emotional connection, affordability, and expert-led specialty retail support.

Key themes covered in this report:

• economic challenges are limiting overall growth for fish, small mammal, herptile, and bird products
• pet specialty outlets remain the primary channel for consumers
• shifts in US population demographics may impact future demand

US Market for Fish, Small Mammals, Herptiles, and Birds Faces Economic Headwinds but Holds Growth Potential

Opportunities in the pet market remain despite the growing economic uncertainties that have pushed pet owners, and the pet market overall, to the limit. Pets other than dogs and cats, such as fish, small mammals, reptiles/amphibians, and birds, can be a less costly way for consumers to have furry (or scaly or feathered) friends in the house.

That said, although smaller pets are generally more affordable, their owners continue to face high prices across all consumer categories, resulting in less than 2% growth in the other pets market in 2024, which reached $3.6 billion. Ongoing tariff uncertainty has further strained budgets, prompting many to cut back on “nice to have” items and prioritize essentials, meaning that marketers and retailers need to find creative ways to promote products for these smaller companion animals.

A Focus on Enjoyment and Companionship

Some positive factors driving sales in this market include the enjoyment owners get from watching and interacting with these smaller pets and a general attitude that other pets, though not always as affectionate as dogs and cats, are still valued members of the household.

Pet Specialty Channel a Critical Market Driver

Another factor at play is the outsized part the pet specialty channel plays in the sales of products for other pets, accounting for a significantly larger share of sales than in the pet market overall. Pet stores provide advice and product suggestions for other pet owners who may be unsure about how to best care for their pet and alert them to new product trends.

A Comprehensive Market Analysis

Fish, Small Mammal, Herptile, and Bird Products in the US, 5th Edition provides detailed analysis of these and other opportunities in the market for fish, small mammal, herptile, and bird products. The report also examines how marketers are responding to the issues of the day including value propositions, e-commerce, and product safety, and notes the key trends from the dog and cat product market that have been crossing over.

Building on analyses presented in previous editions of this report, this fully updated fifth edition features:

• breakouts of historical and projected retail sales from 2019 through 2029 across the four animal types: fish, small mammals, herptiles, and birds
• ownership trends by animal type and pet owner demographic profiles and attitudes
• competitive strategies of key players
• trends in marketing and new product development
• retail dynamics including the e-commerce boom and social media marketing

Backed by exclusive data from Packaged Facts’ 2025 Surveys of Pet Owners, this report is an essential resource for industry stakeholders looking to navigate the challenges and opportunities in the “other pets” category.

Fish, Small Mammal, Herptile, and Bird Products Report Scope

This report analyzes the $3.6 billion US market for pet products for pets other than dogs and cats, broken out into the following four categories:

• Fish and aquarium products – Food, aquariums, filtration products, and lighting/heating for freshwater and saltwater fish.
• Small mammal products – Food and treats, enclosures, enclosure accessories, bedding, and toys for small mammals such as chinchillas, hamsters, gerbils, guinea pigs, mice, rabbits, rats, and sugar gliders.
• Herptile (reptile and amphibian) products – Food, enclosures, heating/lighting, and accessories for reptile and amphibian species, including turtles, snakes, geckos, chameleons, newts, iguanas, and bearded dragons.
• Pet bird products – Food, toys, cages, and cage accessories for pet birds such as budgies, canaries, and parrots.

These four categories of pets are referred to collectively by the overarching term “other pets” throughout this text, and the market for products targeting these pets is referred to as the “other pet products market”.

All food sales discussed are for commercial products specifically intended for other pets and do not include human foods (such as fresh fruits or vegetables) or human food ingredients used to make homemade pet foods or snacks. This report does not cover products for pets outside the description of the animal types listed above, such as farm animals or insects/arachnids kept as pets. Sales figures also exclude sales of live animals.

The report takes a deep dive into key trends in marketing and new products, retail channel trends, and consumer trends. Consumer data comes from Packaged Facts’ proprietary Surveys of Pet Owners and includes pet population data, demographic data, and psychographics exploring purchase attitudes and motivations. Historical data are provided for 2019 through 2024, with projections for 2025 through 2029.

Fish, Small Mammal, Herptile, and Bird Products Report Methdology

The information in this report was obtained from primary and secondary research. Primary research includes national online consumer surveys of US adult pet owners (aged 18 and older) conducted by Packaged Facts to measure purchasing patterns and attitudes with regard to pet products and services; the majority of the data is from our January 2025, March 2025, and June 2025 (conducted in May and June 2025) surveys. These Packaged Facts surveys have sample sizes of 1,500-1,600 adults who are screened for response quality and are in aggregate representative of the US population on the demographic measures of age, gender, geographic region, race/ethnicity, household income, and the presence/absence of children in the household. The January survey included 275 owners of pets other than dogs and cats, the March survey 120, and the June 2025 survey 164.

Primary research also includes interviews with pet market experts; participation in pet industry events; the on-site examination of retail stores; and internet canvassing including websites and blogs. Secondary research includes gathering information and data from consumer business and trade publications; company profiles in trade and consumer publications; and information culled from Packaged Facts’ extensive pet market research database and report collection.

Our estimates of market size and company performance draw on reported revenues and annual reports of pet product manufacturers and retailers; government data; and figures from other market research and retail sales tracking sources.

Fish, Small Mammal, Herptile, and Bird Products Report Details

Key Industry Participants