The Great Dog Pampering Divide

Written by Australian Dog Lover 09:39:00 - 0 Comments

A recent nationwide survey has uncovered a fascinating generational divide in how Australians care for their canines. While the love for our furry friends is universal, a new Wahl Dog Pampering Survey shows that the "how" and "why" behind spoiling our dogs differs dramatically between Baby Boomers, Gen X, Millennials, and Gen Z. Let's break down the findings by generation.

Millennials: The Ultimate "Paw-rents"

Millennials are leading the pack when it comes to treating their dogs like family—and they have the budget to prove it. This generation spends an average of $3,420 annually on their pets, which is a whopping $285 per month. A significant 22% of Millennials even spend over $500 monthly, the highest of any generation.

This dedication goes beyond dollars. Over two-thirds of Millennials (72%) book a professional groomer at least every 2–3 months, and 60% would take their dog to work with them every day if they could. It's also worth noting their compassionate side, as 57% of their dogs are adopted from shelters or animal charities.

Gen Z: The Eco-Conscious Santa Paws

For Gen Z, pampering is about more than just fun—it’s also about sustainability. While all dog owners care about product quality, a majority of Gen Z (64%) rate eco-friendly or ethically made grooming products as “very important,” a higher percentage than any other group.

Gen Z is also the most enthusiastic when it comes to celebrating their pups. A staggering 95% of Gen Z owners buy birthday or Christmas gifts for their dogs, proving no stocking is truly complete without a squeaky toy.

Gen X: Balancing Cost and Care

Practical and resourceful, Gen X owners are masters of a good balance. The majority of them (62%) prefer home grooming over professional services, citing both convenience and cost savings as key factors. This generation is also the most likely to own multiple dogs, valuing the companionship their pets provide to one another.

Baby Boomers: The Bedtime Besties

When it comes to showing affection, Baby Boomers opt for simple, intimate gestures. A remarkable 71% let their dogs sleep in bed with them, reinforcing the close, familial bond. They are also highly involved in their dog's day-to-day care, with 54% giving their dogs monthly at-home pampering sessions. In fact, 58% describe their dogs as "quite pampered," even though only 19% book monthly grooming appointments.

Beyond the Generations: Key Findings

The survey revealed some insights that hold true across all generations of dog owners:

• 91% of all respondents buy gifts for their pets on special occasions, showing that the holidays truly are for everyone—including our four-legged friends.

• More than half of all Australian dogs (53%) are adopted from shelters or animal charities, highlighting the community's commitment to giving animals a second chance.

"This data shows our bond with dogs is deeply personal and evolves with each generation," said Emil Kristensen, Product Manager for Wahl Australia and New Zealand. "Whether it's the Millennial desire for luxury and work-life balance, Gen Z's eco-consciousness, or Boomers cuddling up at night, every generation finds a unique way to show they care."

The Search for Australia's Next Top Dog Model

To celebrate this passion for pampered pets, Wahl is launching its third annual Next Pet Model Competition, giving Australia’s most photogenic dogs a chance to strut their stuff and become the face of Wahl for a year. The winner will walk away with a $20,000 prize package, including a professional photoshoot and the coveted title of Wahl Next Pet Model 2025.

To enter, simply:

• Post your dog’s best photo on Instagram.

• Follow and tag @nextpetmodel and @wahlanz.

• Tag #nextpetmodel25.

Entries open on September 29 and close on October 19. For full details, visit au.wahl.com/next-pet-model.

Survey Methodology

The Wahl Dog Pampering Survey was conducted online, collecting responses from 496 Australian dog owners nationwide between September 15 and 21. Respondents were recruited across all states and territories and represented four key generations: Gen Z (13–28), Millennials (29–44), Gen X (45–60), and Baby Boomers (61–79).

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