Mars Unveils the World’s Biggest Pet Parent Study, Including Insights into the Philippines

Mars Incorporated, a global leader in pet care products and services, confectionery, snacking, and food, and the maker of some of the world’s most-loved brands, unveils significant findings from its pet parent study, showcasing the biggest trends influencing today’s pet owners across 20 countries, including Philippines¹.

The 2024 study, conducted among over 20,000 pet parents, highlights the significant impact pets have on lives and explores the latest trends in pet ownership. This groundbreaking study, one of the most extensive of its kind, aims to deeply understand the evolving needs of pet parents, reinforcing Mars’ commitment to enriching the lives of both pets and their pet parents.

As the survey underscores the growing global trend of pet ownership—now over 1 billion pets worldwide—it also highlights the challenges that come with pet parenthood Mars Unveils World’s Largest Pet Parent Study.

Key Findings from the Pet Parent Study for Philippines:

• Most Popular Breeds: In the Philippines, medium-sized dogs are most popular. Shih Tzu is overwhelmingly the most common specific breed (29%). Meanwhile, Persian is the most common specific cat breed (43%).
• Pets as Life’s Priority: Pet parents in the Philippines are clearly devoted to their pets, with more than one-third (36%) of dog and (33%) cat owners considering their pets the most important thing in their lives
• Pet Owner Gratitude: Of those Filipinos satisfied with their pets, dog owners appreciate the stress relief and reduced anxiety (61%) and unconditional love (57%), while cat owners also appreciate the stress relief and reduced anxiety (60%) and entertainment and laughs (52%) their fur babies bring.
• Generational Trends: The percentage of dog ownership satisfaction is even higher amongst Generation Z (Gen Z) (64%) and Millennials (62%). The same is seen for cat ownership with Generation Z at 54% and Millennials at 50%.
• First-time pet ownership is common among Gen Z Filipinos (56% for dogs, 48% for cats), while millennials tend to plan pet parenthood more thoroughly.
• Preference for Young Pets: 80% of puppies and 79% of kittens are acquired when they are 3 months old or younger.
• Shelter Adoption: Only 4% of pets, for both puppies and kittens, were adopted from shelters. This emphasizes the need to raise awareness and support for shelter ^[1]

The role of pets, especially among younger generations is growing.

With this in mind, Mars is proud to highlight its pet adoption platform WeR4HappyTails, in partnership with animal shelters such as Animal Kingdom Foundation, which connects those who would like to adopt pets with registered animal shelters in the Philippines.

The initiative aims to promote shelter pet adoption and encourage pet owners to act responsibly. The portal helps match potential pet owners with shelter dogs and cats through an easy-to-use pet directory. Recognizing that lifestyle compatibility is an important aspect of pet ownership, WeR4HappyTails also features a fun personality test where pet lovers can find out which shelter dog or cat profile matches their lifestyle and personalities.

“The Mars Global Pet Parent Study highlights that Filipinos in some of our big cities perceive their neighborhoods as more pet-friendly than the global average – this is an incredible progress of the country over the years. Filipinos value the comfort that pets bring. However, there is still a long way to go with the need to promote pet adoption and educate responsible pet ownership. The study emphasizes this need and as a business that advocates strongly on responsible pet ownership and adoption, we are proud and happy that our effort has been supported by our partners, Animal Kingdom Foundation and Shopwise. Together, we hope to bring to life our ambition of every homeless pet finding a forever-loving home,” said Johnny Racoma, General Manager for Mars Pet Nutrition Philippines.

The company will participate in Mars’ first ever Global Adoption Weekend on Saturday, October 19, 2024 as part of Shopwise’s Pet Fair at Ayala Malls Circuit Makati.

The event aims to highlight responsible pet ownership and the importance of supporting pet shelters and adoptive pet parents. Activities will include a pet adoption drive in collaboration with Animal Kingdom Foundation, free vet consultation as well as a photo booth to encourage pet parents to capture moments with their pets and share their photos and stories of pet compatibility on social media using #MarsPetAdoption, #MarsPetAdoptionSEA, and #CommitToCompatibilitySEA.

^[1] Pet parents refer to dog and cat owners surveyed in 20 markets