From the bustling cities to the serene countryside, New Zealand is a nation of devoted pet lovers, with nearly two-thirds of all households opening their doors and their hearts to animal companions, fueling a multi-billion dollar industry built on care and connection.
Key Takeaways
- In 2023, 64% of New Zealand households owned at least one pet, equating to approximately 1.1 million pet-owning households out of 1.7 million total households
- Dogs were the most popular pet in New Zealand with 1.2 million dogs owned nationwide in 2023, representing 34% of all households
- Cat ownership stood at 1.4 million cats in New Zealand homes in 2023, with 44% of households owning at least one cat
- The New Zealand pet industry market was valued at NZ$2.1 billion in 2023
- Pet food segment alone contributed NZ$1.2 billion to the market in 2023, growing 5.2% YoY
- Veterinary services market size reached NZ$650 million in 2023
- Average annual household spending on pets was NZ$1,850 in 2023
- 42% of pet owners spent over NZ$2,000 annually on their pets in 2023 survey
- Pet food expenditure averaged NZ$950 per household per year in 2023
- Pet food sales dominated with 52% market share in NZ pet products in 2023
- Dry dog food accounted for 28% of all pet food sales volume in 2023
- Wet cat food sales grew 6.5% to 15% of pet food market in 2023
- 68% of NZ vets reported increased demand for wellness checks in 2023
- Average vet visit cost rose to NZ$95 in 2023 from NZ$85 in 2022
- Pet obesity affected 59% of dogs and 61% of cats in NZ 2023 surveys
New Zealand's significant pet ownership fuels a multibillion-dollar industry.
Consumer Spending
- Average annual household spending on pets was NZ$1,850 in 2023
- 42% of pet owners spent over NZ$2,000 annually on their pets in 2023 survey
- Pet food expenditure averaged NZ$950 per household per year in 2023
- Veterinary bills averaged NZ$650 per pet-owning household in 2023
- 35% of owners bought pet insurance, averaging NZ$450 premium yearly in 2023
- Accessories spending hit NZ$420 average per household in 2023
- Grooming services cost averaged NZ$280 per year for dog owners in 2023
- Online purchases accounted for 32% of total pet spending, averaging NZ$600 in 2023
- 55% of millennials spent more on pets than in 2022, average increase NZ$300
- Cat owners spent 15% more on litter and hygiene products, NZ$220 avg in 2023
- Dog treat purchases averaged NZ$180 per year per dog in 2023 data
- 28% of spending went to premium or organic pet food in 2023
- Emergency vet visits cost averaged NZ$1,200 per incident for 18% of owners in 2023
- Boarding fees during holidays averaged NZ$55 per night per pet in 2023
- Toy purchases for pets totaled NZ$150 average annually in 2023
- Training services spending was NZ$320 for new puppy owners in 2023
- 62% of owners increased spending due to inflation by 8.2% in 2023
Consumer Spending Interpretation
For Kiwis, the family pet has officially become a luxury item with a fur coat, as the average household's annual devotion now tops $1,850, proving that unconditional love comes with a surprisingly itemized invoice.
Industry Trends
- The pet industry in NZ is projected to grow at 5.1% CAGR to 2028
- Sustainable pet products sales increased 22% in 2023 to NZ$210 million
- E-commerce penetration in pet retail hit 35% in 2023
- Direct-to-consumer pet food brands captured 18% market share 2023
- Adoption rates from shelters rose 14% post-COVID in 2023
- Tech adoption like smart feeders used by 12% of owners in 2023
- Vegan pet food options grew 30% in availability 2023
- Personalized pet nutrition plans subscribed by 8% of owners 2023
- Pet-friendly travel accommodations increased 25% in 2023
- Subscription box services for pets reached 45,000 subscribers 2023
Industry Trends Interpretation
Kiwi pets are now living their best, most sustainably pampered lives, as evidenced by a nation that shops online for eco-friendly toys, debates vegan dog food, monitors their chonk via smart feeders, and insists on tailor-made vacation plans for the whole (fur) family.
Market Value
- The New Zealand pet industry market was valued at NZ$2.1 billion in 2023
- Pet food segment alone contributed NZ$1.2 billion to the market in 2023, growing 5.2% YoY
- Veterinary services market size reached NZ$650 million in 2023
- Pet accessories and supplies market was NZ$450 million in 2023, up 7% from 2022
- Grooming and boarding services valued at NZ$180 million in the NZ pet industry 2023
- Pet insurance market grew to NZ$45 million in premiums collected in 2023
- Online pet product sales reached NZ$320 million, 28% of total retail in 2023
- The pet industry contributed 0.8% to New Zealand's GDP in 2023 estimates
- Imports of pet products totaled NZ$750 million in 2023, mainly from Australia and China
- Domestic pet food production was NZ$850 million in value for 2023
- Pet retail stores generated NZ$1.1 billion in revenue across 1,200 outlets in 2023
- Employment in pet industry reached 25,000 full-time equivalents in 2023
- Export of NZ pet products was NZ$120 million in 2023, targeting Australia primarily
- Projected market growth to NZ$2.5 billion by 2027 at 4.5% CAGR from 2023
Market Value Interpretation
Kiwis may famously cherish their "no. 8 wire" ingenuity, but when it comes to their furry overlords, they happily surrender a staggering $2.1 billion a year, proving that unconditional love is, in fact, a highly conditional and very lucrative industry.
Pet Ownership
- In 2023, 64% of New Zealand households owned at least one pet, equating to approximately 1.1 million pet-owning households out of 1.7 million total households
- Dogs were the most popular pet in New Zealand with 1.2 million dogs owned nationwide in 2023, representing 34% of all households
- Cat ownership stood at 1.4 million cats in New Zealand homes in 2023, with 44% of households owning at least one cat
- New Zealand has an average of 1.48 pets per pet-owning household as of 2023 data
- Bird ownership accounts for 12% of New Zealand households, with around 500,000 pet birds in 2023
- Fish are kept by 11% of households, totaling approximately 4 million pet fish in New Zealand in 2023
- Small mammal ownership, including rabbits and guinea pigs, is at 5% of households with 150,000 such pets in 2023
- Reptile ownership has grown to 3% of households, with 80,000 pet reptiles reported in 2023
- Multi-pet households make up 28% of all pet owners in New Zealand in 2023
- Urban households in Auckland own pets at a 58% rate, lower than rural areas at 72% in 2023
- 78% of New Zealand pet owners consider their pets as family members in 2023 surveys
- Female-headed households own pets at 67% compared to 61% for male-headed in 2023
- Households with children under 18 have a 75% pet ownership rate in 2023
- Senior citizens (65+) own pets at 52% rate, preferring smaller dogs and cats in 2023
- Māori households have a 70% pet ownership rate, higher than Pākehā at 63% in 2023
Pet Ownership Interpretation
New Zealand has clearly wagered its national happiness on a vast, furry (and scaled) economy of love, where nearly two-thirds of homes have at least one non-human family member, proving we're a country run by cats, chaperoned by dogs, and quietly judged by a half-million birds.
Product Categories
- Pet food sales dominated with 52% market share in NZ pet products in 2023
- Dry dog food accounted for 28% of all pet food sales volume in 2023
- Wet cat food sales grew 6.5% to 15% of pet food market in 2023
- Pet collars and leashes sales reached 220,000 units in 2023
- Flea and tick treatments sold 4.2 million units across NZ in 2023
- Bird seed and feed market was 120,000 tons annually in 2023
- Aquarium supplies sales totaled NZ$85 million in 2023
- Premium raw pet food sales increased 12% to NZ$180 million in 2023
- Pet beds and bedding products sold 450,000 units in 2023
- Dental care products for pets reached 1.8 million units sold in 2023
- Litter products for cats totaled 95,000 tons consumed in 2023
- GPS trackers for pets sold 65,000 units in NZ market 2023
- Organic pet treats market was NZ$45 million in 2023 sales
- Travel carriers for pets sold 110,000 units in 2023
- Supplements and vitamins for pets reached NZ$120 million sales 2023
- Toys segment grew 9% with 2.1 million units sold in 2023
- Cleaning products for pet messes sold NZ$65 million worth in 2023
Product Categories Interpretation
New Zealand pet owners are clearly speaking a universal love language, investing heavily in keeping their companions well-fed, healthy, and secure, while also funding a small, furry-led economic boom in everything from GPS-tracked adventures to the solemn, granular business of litter management.
Veterinary and Health
- 68% of NZ vets reported increased demand for wellness checks in 2023
- Average vet visit cost rose to NZ$95 in 2023 from NZ$85 in 2022
- Pet obesity affected 59% of dogs and 61% of cats in NZ 2023 surveys
- Vaccinations were administered to 92% of owned dogs in 2023
- Desexing rates for cats reached 85% in urban areas of NZ 2023
- Tele-vet consultations grew 45% to 150,000 sessions in 2023
- Dental procedures under anesthesia performed on 22% of pets in 2023
- Heartworm preventatives used by 76% of dog owners in 2023
- Emergency vet caseload increased 18% due to accidents in 2023
- Pet palliative care services utilized by 14% of senior pet owners 2023
- Allergy treatments prescribed to 28% of pets in NZ 2023
- Microchipping rates hit 88% for new puppies registered in 2023
- Cancer diagnoses in pets rose 11% to 12,500 cases in 2023
- Rehabilitation therapy sessions totaled 95,000 for pets in 2023
- Parasite infection rates dropped to 4% due to preventatives in 2023
- Nutritional consultations with vets up 32% in 2023
- Surgical sterilizations performed 145,000 times on pets in 2023
- Mental health services for anxious pets grew to 25,000 cases 2023
- Herd health programs covered 65% of working dogs in rural NZ 2023
Veterinary and Health Interpretation
The data reveals a nation of doting but perhaps overly generous pet owners, where our cherished companions are increasingly benefiting from—and occasionally requiring—the full spectrum of modern veterinary care, from preventative wellness to specialized treatments, all while their waistlines and our bills expand in solidarity.
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