MARIE-SOPHIE GERMAIN

By Marie-Sophie Germain

When you picture a “pet parent,” what comes to mind? A millennial taking their dog to a dog-friendly café? A couple planning their weekend around their cat’s grooming appointment? You’re not wrong—but increasingly, the same emotional investment, consumer behavior, and sense of responsibility is being directed toward pets that don’t bark or purr.

Welcome to the next evolution in the pet care industry: pet parenting for small pets. Rabbits, ferrets, rodents and birds are no longer considered “starter pets” or niche companions. In the eyes of a growing number of consumers, they are full-fledged family members.

This shift is opening a world of opportunity for pet brands, retailers, and service providers—but only if they recognize how deeply the concept of “pet parenting” has infiltrated this once-overlooked segment.

🧠 What Is “Pet Parenting”?

The term “pet parenting” goes beyond responsible ownership. It’s a cultural mindset where pets are treated like children—emotionally, logistically, and financially. This includes:

• Making pet-related decisions that mirror those of human parenting (e.g., healthy diets, behavioral training, daycare, insurance)
• Using emotional language (“my baby,” “fur kid,” “adoption” instead of “purchase”)
• Prioritizing the pet’s well-being as a family member—not just as an animal

This isn’t just anecdotal. In a 2023 survey by Mintel, 76% of pet owners under 35 said they view themselves as a “parent” to their pet, not just an owner. And while most industry attention focuses on dogs and cats, smaller pets are catching up—fast.

🐰 Case Study: The Rabbit as Urban Companion

In my article “Rabbits Are the New Cats,” I wrote that rabbits had moved from the margins of pet ownership to center stage—especially among millennials and young urban dwellers.

What makes rabbits so appealing to this demographic?

• They’re apartment-friendly
• They can be litter trained
• They’re affectionate, quiet, and live up to 12 years
• They come in diverse sizes and breeds (from 1.5kg Polish dwarfs to 7.5kg Flemish Giants)

But more than that, they fit into a lifestyle of emotional bonding and ethical responsibility. Organizations like the House Rabbit Society now advocate keeping rabbits indoors only, in environments that resemble “rabbitats” rather than cages. Brands like Ferplast and Trixie have released premium housing systems that allow more space, environmental enrichment, and modular design—signaling the growing demand for functional and attractive rabbit “furniture.”

Retailers are catching on: the European pet care market saw a 12% increase in rabbit-specific SKUs between 2022 and 2024 (source: Euromonitor), from specialized hay mixes and probiotics to foraging toys and grooming accessories.

🦜 Parrots: Emotional Investment Over a Lifetime

Parrots might not fit the “small” pet category size-wise, but they undeniably fit the niche in terms of market behavior. They are long-lived, emotionally intelligent, and deeply bonded to their caretakers.

Some key facts:

• Parrots can live 30 to 80 years, depending on species
• They require daily interaction, emotional stimulation, and complex enrichment
• They experience grief, boredom, and separation anxiety, much like dogs

A 2021 study published in Applied Animal Behaviour Science found that parrot owners ranked as highly attached to their pets as dog owners. This translates into high spenders: from hand-carved foraging puzzles and organic diets to bird-safe aromatherapy oils and even avian therapists. In fact, the average lifetime spending on a medium-sized parrot exceeds €15,000 (source: VogelMagazin, 2023).

Parrot ownership isn’t for the faint of heart—and for many, it’s a lifelong commitment akin to raising a child. The industry must adapt accordingly, offering legacy planning tools, insurance coverage, and behavioral support previously reserved for dogs.

📈 Pet Parenting’s Impact on Purchasing Habits

The pet parenting trend is not just ideological—it’s profoundly commercial. And it’s reshaping how small pet products are designed, marketed, and consumed.

According to Packaged Facts (2024):

• 89% of small pet owners now buy “gifts” for their pets during holidays
• 44% increase in vitamin/supplement sales for small animals since 2018
• 65% of bird and small mammal owners have bought interactive or “enrichment” toys in the past year

The concept of seasonal marketing—once dominated by dog/cat categories—is bleeding into the small pet space. Subscription boxes for rabbits (e.g., Bunnies That Lunch), enrichment kits for ferrets, and TikTok influencers spotlighting their pampered rats are all part of this cultural transformation.

🛒 What Retailers & Brands Should Do

If you’re a B2B stakeholder in the pet industry—manufacturer, distributor, or retailer—here’s how to meet the demands of small pet parents:

1. Rethink Housing Products
   Move beyond wire cages. Offer modular, aesthetic, and wellness-focused enclosures—products that match modern living rooms, not farmyards.
2. Market Emotionally, Not Just Logically
   Use language that speaks to the heart: comfort, bonding, joy, enrichment—not just “easy to clean” and “compact.”
3. Offer Customization & Upsell
   Pet parents want choices that reflect their values. Offer eco-packaging, breed-specific feeds, birthday boxes, and personalized care kits.
4. Develop Expertise Channels
   Create content and customer service tools that answer emotional and behavioral questions, not just product specs.

🧭 Final Thoughts

In a world where more people delay or avoid having children, pets have stepped into an emotionally significant role—and small pets are no exception. The brands that recognize and respect that shift will not only win loyalty, but lead innovation in a segment once overlooked.