Fish, Small Mammal, Herptile, and Bird Products in the US, 4th Edition


Attention: There is an updated edition available for this report.

Fish, Small Mammal, Herptile, and Bird Products in the US, 4th Edition


The market for fish, small mammal, herptile, and bird products has historically taken a back seat to the market for dog- and cat-focused offerings, due to these smaller pets’ significantly lower numbers in terms of both population and sales. A pandemic-related population surge in the “other pet” market thrust these smaller companion animals into the spotlight, with market sales experiencing double-digit increases in 2020 and 2021 as new pet owners purchased enclosures and other supplies to take care of their new pets. As of 2023, these new owners are maintaining their pets, and sales growth has moderated as a result. Packaged Facts projects that on top of a 7% increase experienced in 2022, the market for pets other than dogs and cats will grow 4% in 2023, reaching $3.6 billion in sales.

In addition to the larger pet owner base encouraged by the pandemic, other factors driving sales in this market include pet owner willingness to spend on their pets other than dogs and cats despite economic challenges; the enjoyment owners get from watching and interacting with these smaller pets; and a general attitude that other pets, though not always as affectionate as dogs and cats, are still valued members of the household. Another factor at play is the outsized part the pet specialty channel plays in the sales of products for other pets, with pet stores providing advice and product suggestions for other pet owners who may be unsure about how to best care for their pet.

Packaged Facts’ Fish, Small Animal, Reptile, and Bird Products in the US, 4th Edition examines these and other opportunities for growth in the other pet market, breaking out sales and marketing/new product trends by animal type. A list of top marketers and examination of changing channel trends, including the part played by pet specialty and online outlets, are also included. Featuring exclusive data from Packaged Facts’ Surveys of Pet Owners, the report examines attitudes and demographic characteristics of other pet owners, providing insight into motivations for both pet acquisitions and product choice.


  • Executive Summary
    • Introduction
      • Scope and Market Definition: Products for “Other Pets”
      • Methodology
    • Market Overview
    • Opportunities
  • Introduction
    • Chapter Highlights
    • Introduction
      • Scope and Market Definition: Products for “Other Pets”
      • Methodology
    • Market Overview
      • Other Pet Market Endures Economic Challenges
        • Table US Retail Sales of Other Pet Products, 2019–2024 (million dollars)
      • Most Categories See Similar Percentage Growth
        • Table US Retail Sales of Other Pet Products by Type of Pet, 2022–2024 (million dollars)
      • Supplies Sales Make Up Bulk of Market
    • Market Outlook
      • “Other Pet” Acquisition Spree Moderates
      • Economic Pressures Persist Despite Lessening Inflation
        • Table Effects of the Economic Environment on Other Pet Owners, 2025 (percent negatively/positively affected)
        • Table Level of Concern About Rising Prices in Select Categories, 2025 (percent of pet product shoppers)
      • Other Pets Considered Part of the Family
      • Intensified Focus on Health and Wellness
      • Other Pet Owners Willing to Pay for Services
      • Characteristics of Other Pet Acquisition
      • Where Other Pets Are Acquired
        • Table Sources of Most Recent Pet Acquisition in Last 12 Months, 2025 (percent of pet owners acquiring new pets)
      • Sources Influencing Pet Acquisition
      • Top Motivations For Owning Other Pets
      • Pet Care Experience Level Varies by Type of Other Pet
      • Population Changes May Impact Other Pet Market
        • Table Annual Percent Change in US Births, 2012–2023
    • Looking Ahead
      • Moderate Sales Increases Through 2029
        • Table US Retail Sales of Other Pet Products, 2024, 2025P and 2029P (million dollars)
        • Table US Retail Sales of Other Pet Products, 2024, 2025P and 2029P (million dollars)
    • Channel Trends
      • Pet Specialty Channel Captures Over Half of Market
      • In-Store Purchase Most Common Way to Shop
      • Pet Specialty Stores Fulfill Specific Role in Other Pet Sales
      • Chewy’s “Endless Aisles” Offer Wide Product Selection
      • Walmart Increases Focus on Other Pets
    • The Marketers
      • A Consolidated Market
      • Other Pet Owners More Likely to Go Online for Pet Information
      • Social Media a Way for Marketers to Connect with Other Pet Owners
    • Consumer Trends
      • 16% of Pet Households Have Pets Other Than Dogs or Cats
        • Table Topline Ownership Rates for Pets Other Than Dogs or Cats, 2024 (percent of pet-owning households)
      • “Other” Pet Population by the Numbers
        • Table Number of Pets Owned by Type of Pet, 2025 (percent of other pet owners)
      • Adding Other Pets to the Household
      • Other Pet Ownership Demographics
        • Table Other Pets Owned by Generation, 2025 (index of pet owners with a base of 100)
  • Fish and Aquarium Products
    • Chapter Highlights
    • Category Overview
      • Moderate Growth in 2024
        • Table US Retail Sales of Fish and Aquarium Products, 2019–2025P and 2029P (dollars in millions)
      • Aquatics Segment Corners Largest Share of Supplies
      • Pet Specialty Chains Lead in Channel Sales
      • Fish Ownership
    • Marketing and New Product Trends
      • Overview
      • Food
      • Tanks
      • Filtration and Water Maintenance
      • Lighting and Heating
  • Small Mammal Products
    • Chapter Highlights
    • Category Overview
      • Growth Moderates in 2024
        • Table US Retail Sales of Small Mammal Products, 2019 through 2025P and 2029P (dollars)
      • Category Shares: Supplies vs. Food
      • Pet Specialty Chains Lead in Channel Sales
      • Small Mammal Ownership
    • Marketing and New Product Trends
      • Overview
      • Food and Treats
      • Toys and Bedding
  • Herptile Products
    • Chapter Highlights
    • Category Overview
      • Herptiles Category Sees Moderate Sales Increase
        • Table US Retail Sales of Herptile Products, 2019 – 2025P, 2029P (million dollars)
      • Category Shares: Supplies vs. Food
      • Pet Specialty Chains Lead in Channel Sales
      • Herptile Ownership
    • Marketing and New Product Trends
      • Overview
      • Food
      • Live Foods
      • Packaged Foods
      • Enclosures and Accessories
      • Heating, Lighting, and Bedding
  • Pet Bird Products
    • Chapter Highlights
    • Category Overview
      • Moderate Growth in 2024
        • Table US Retail Sales of Pet Bird Products, 2019 through 2025P and 2029P (dollars)
      • Category Shares: Supplies vs. Food
      • Pet Specialty Chains Lead Channel Sales
      • Pet Bird Ownership
    • Marketing and New Product Trends
      • Overview
      • Foods and Treats
      • Cages and Containment
      • Toys

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