Key stat: Nearly half (49%) of Gen Z and millennial pet owners have designed, or considered designing, a specific part of their home for their pet, according to an April survey from The Harris Poll.

Beyond the chart:

• That interest comes with real spending behind it. Some 45% of Gen Z and millennial dog owners spend $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, more young households have room in the budget, and the house, for a pet-first setup. The share of married couples in their 30s and 40s without children rose from 8% to 12% over a decade, according to Pew Research Center.

Use this chart: Drop this chart into pitches for home goods, furniture, and home improvement brands to show that pet spending reaches well beyond food and toys. Use the 49% to make the case for pet-friendly product lines, room-styling content, and cross-category placements with pet retailers.

Related EMARKETER reports:

• Infopack: Pets 2026 (EMARKETER subscription required)
• Millennials 2026: Millennials Are Redefining Digital Adulthood (EMARKETER subscription required)

Methodology: Data is from the July 2026 The Harris Poll report titled "The State of Pets 2026." 2,070 US adults ages 18+ were surveyed online during April 24-26, 2026, among a nationally representative sample. Of the respondents, 1,625 were identified as pet owners.