Scratching beyond the surface: Marketing to cat owners requires a different playbook.

Cats are having a moment, and dogs remain popular, but lumping these two audiences into “pet parents” could lead your brand astray. The reality is cat owners are very different from dog owners—and not just in their demographics or spending habits. Even the way they perceive their pet and its role in their family is different. It may be easy to lean on surface-level assumptions, but diving deeper will reveal true strategic advantages for your brand.

Spend any time talking to a marketer about best practices and the first thing we’ll tell you is know your audience. This includes not making assumptions about one audience based on generalizations about another. While dog products get a lot of marketing love,

cat-focused brands are carving out their own niche. Let’s explore some examples of where the data tell a different story.

Pet parent or emotional support human?

As pet ownership has evolved, we’ve gained more insight into the nuances between dog owners and cat owners. Even something seemingly as simple as the phrase “pet parent” can mean something different to each group. In a 2013 opinion piece for Slate, writer Torie Bosch argued that she doesn’t consider herself a pet parent. Today, leading cat owner publication Catster.com refers to “cats and their parents” in their mission and in articles across the site.

While this may indicate an increasing preference for “pet parent” among cat owners, only 37% consider themselves to be their cat’s parent in 2025.² Still, 48% of cat owners think of their pets in the same away they think of a human family member.¹ The breakdown of those who do see themselves as a “cat parent” splits along generational lines; Millennials are more likely to refer to themselves this way.³

Unique relationship, unique priorities.

When it comes to spending, it may be easy to reach for a broad number, like the fact that pet owners spent $152 billion in 2024. But this doesn’t reflect the whole picture. In 2023, people spent 39% of their budget on products for their cat, but only 31% on food. Meanwhile, dog owners spent the same percentage on food and products (28%).⁴

Takeaway: Know thine audience.

If you’re building a profile on cat owners, you’ll need to dig deep to make informed, strategic decisions. If you’re marketing a new cat food, dig into the percentage of people who choose premium food over basic. Supplements may be trending in pet wellness, but are they really the next hot item for cats? The more you understand the nuances of your audience, the better you can connect with them.

There is more data than ever that offers insight into cat owners and dog owners. By truly understanding all the nuances of your audience, you can unlock the human truths that build a memorable brand.

References

1. “About half of U.S. pet owners say their pets are as much a part of their family as a human member.” Pew Research Center. 7 July 2023. Accessed 16 July 2025.

2. “Most dog and cat owners say their pets know them at least as well as their friends and family.” YouGov.com. 30 January 2025. Accessed 16 July 2025.

3. “Millennials with pets more likely to call themselves ‘Mommy’ or ‘Daddy’.” Newsweek.com. 2 April 2024. Accessed 16 July 2025.

4. APPA State of the Industry 2024. American Pet Products Association.