How America’s “Baby Bust” Could Reshape the Market for Pets Other Than Dogs and Cats

As the US birthrate continues its steady decline—a trend that accelerated during the pandemic and shows little sign of reversing—marketers and retailers of products for pets other than dogs and cats need to prepare themselves for a reckoning. While much attention has focused on how this shift may impact traditional pet segments like dogs and cats, the implications for other companion animals—fish, small mammals, reptiles and amphibians (herptiles), and bird —are perhaps even more critical. Packaged Facts proprietary survey data from June 2025 show that nearly 20% of these “other pets” were purchased specifically for children in the household, meaning that even a small drop in the number of households with children could have a disproportionate impact on other pet ownership

Who Are “Other Pet” Owners?

Historically, many of these pets have been "starter pets" for children, introduced to teach responsibility or to accommodate families not ready for the demands of a dog or cat. With fewer children in US households, the demand for these types of pets could face headwinds. Fish tanks, hamster habitats, and lizard enclosures have long been a staple of family life—but they’re often dependent on a child’s curiosity and a parent’s willingness to support it. A shrinking population of young pet owners could mean stagnation or contraction in these categories.

Targeting Younger Generations

Yet, there is also opportunity. As Millennials and Gen Z delay or forgo parenthood, some may look to non-traditional pets as alternatives to raising children. Additionally, this market may benefit from the housing challenges facing these younger generations. Fish, small mammals, herptiles and birds appeal to urban dwellers with limited space and time. Aquariums and other enclosures, when styled with an eye towards home décor, appeal to aesthetic-minded consumers. As much as dog and cat owners rely on their pets for mental health benefits and anxiety relief, so, too, do owners of other pets—Packaged Facts Survey of Pet Owners from June 2025 shows that 75% of these owners agree that their pets other than dogs and cats have a positive impact on their mental health.

Marketing and Retailing Opportunities in a Challenging Environment

To thrive in the current landscape, marketers should consider reframing their messaging around emotional enrichment, sustainability, and wellness. Highlighting the mental health benefits of observing fish or the low-maintenance companionship of a gecko could resonate with audiences who are increasingly prioritizing work/life balance. Retailers can respond by repositioning these pets not as substitutes for dogs and cats, but as fulfilling lifestyle additions for single adults, childfree couples, and empty nesters.

The US birthrate drop may curtail traditional routes to other pet ownership, but it also invites a broader cultural reimagining of who a pet owner is—and what types of pets meet their emotional and lifestyle needs. The winners in this next chapter of the pet market will be those who look beyond the family household and meet the moment with creativity and insight.

For additional analysis, see the newly published report Fish, Small Mammal, Herptile, and Bird Products in the US, 5th Edition by Packaged Facts.

About the blogger: Shannon Landry is the Brand Manager for Packaged Facts Pet and a veteran pet market research analyst.