Freshpet’s COO says customers spend more on pets than children: ‘Their dog comes before their partner, their kids’

As major milestones like buying a home or having kids have felt increasingly unattainable, younger generations have invested more in something arguably as rewarding: their pets. During the pandemic pet boom , an eye-popping 23 million American households adopted a cat or dog, which forced people to adjust their household budgets to afford a new furry friend. But for many pet parents, having a dog or cat hasn’t just meant carving out an extra $50-$100 per month just for food and toys. Pet parenting has become more of a lifestyle, with people shelling out hundreds of dollars per month for fresh food-and sometimes thousands for special experiences like a Transatlantic flight or curated vacation . This is evidence of a shifting consumer attitude around pets, Nicki Baty , chief operating officer of $3.1 billion dog food brand Freshpet, told Fortune . “I think it’s kind of gone on steroids, really,” Baty said of the trend of pet parents willing to spend more on their pets. She even said some pet parents value their pets more than other family members. “In consumer insights we get, they spend more on their pet, and they value their pet more than their children,” Baty said. “So when you had to rank the order of relationships they have in their family, their dog comes before their partner, their kids, other family members.” “It’s one of the most constants in life,” she continued. “There’s something, I think, really powerful about that human-animal bond, and especially over the last few years, with everything that played out, with COVID as well.” How much it costs to have a pet The average annual cost of raising a human child in the U.S. is nearly $30,000, according to a recent LendingTree study , an eye-popping figure that often dissuades people from extending their families. It’s also approximately equal to the lifetime care costs for a pet. According to Rover’s 2025 Pet Parenthood report , the average lifetime care for a 10-year-old dog costs about $34,550, and $32,170 for a 16-year-old cat. To be sure, those figures can vary based on breed and health conditions-plus, pet parents should expect to pay much more during a period riddled with inflation and tariffs: They can expect to spend about 11% more for veterinary fees this year, 183% more for pet cleaning supplies, 20% more for grooming supplies, and 85% more for treats and chews, according to Rover. That’s also meant the number of households today bringing a pet home has become relatively flat, Baty said, “and that’s a big change from the last few years.” Even considering how much more expensive it’s become to own a pet, people still want their furry family members to have the best care and conditions, which often starts with food. During the past few years, fresh, raw, or freeze-dried food have become more popular options, marketed as a healthier and more life-sustaining option for pets than traditional kibble. Is fresh pet food worth the cost? While The...

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