Key stat: 41.2% of US digital buyers ages 35-54 bought pet products online in the past month, well ahead of 18-34s (29.2%) and 55-65s (28.0%), according to a June survey from Bizrate Insights and EMARKETER.

Beyond the chart:

• Buying often is not the same as spending big. Younger owners still write the larger checks, with 45% of Gen Z and millennial dog owners spending $100 or more a month on food and snacks versus 37% of Gen X and boomers, and the gap widens to 21% versus 6% on pet insurance, according to The Harris Poll.
• Meanwhile, pet products punch well above their weight in the online cart. The category trails only clothing (53.3%) among everything US digital buyers purchase online, according to Bizrate Insights and EMARKETER.

Use this chart: Drop this in your pet category planning deck when the media team pitches a Gen Z pet parent buy. Show this to clients to justify shifting spend toward 35-54s, and benchmark your own customer age mix against the 32.8% category average.

Related EMARKETER reports:

• Generational Shopping Trends 2026 (EMARKETER subscription required)
• Gen Z Digital Trends 2026 (EMARKETER subscription required)

Methodology: Data is from the June 2026 Bizrate Insights and EMARKETER Survey "Ecommerce Shopping Behaviors," conducted by Bizrate Insights. 999 US adults ages 18 to 65 were surveyed online during May 1 to May 29, 2026. Respondents identified as female (50.4%) and male (49.6%) and were ages 18-34 (33.1%), 35-54 (33.3%), and 55-65 (33.5%). Data has a margin of error of +/-3 percentage points at the 95% confidence interval. Respondents were members of Bizrate Rewards, the Bizrate Consumer Panel operated by Bizrate Insights, which is comprised of over 2 million panelists who provide feedback based on their experiences and opinions. The Bizrate Rewards panel is comprised of a broad demographic profile which represents a sampling of all ages, education levels, genders, and incomes. At the time of joining the panel, each panelist stated they had shopped online. In exchange for providing feedback, panelists have the opportunity to earn points, which can be exchanged for electronic gift cards. This survey, provided by Bizrate Insights on behalf of EMARKETER, provides a monthly consumer pulse of digital shopping behavior and intent.