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

Description

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.

Product Code: LA20081128

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)

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)

iv
"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