Understanding the emotional and economic impact of pets in Mexican households
Do you have pets at home?
Would you describe yourself as an angel, a guardian, or a parent to your pets?
Did you grow up surrounded by animals?
As a child, I shared my home with rabbits, ducks, fish, turtles, and at one point, even a Vietnamese pig. There was always at least one dog in the mix—much to the reluctant tolerance of my parents, who nonetheless believed that caring for animals would teach me empathy and responsibility.
This June, the Amascota Group of Conafab released a noteworthy statistic: in Mexico, 25 million households own at least one pet, with an average of just over three pets per household. That brings the total number of pets in the country to nearly 80 million. Of these, about 44 million are dogs, over 16 million are cats, and approximately 20 millioninclude fish, turtles, hamsters, birds, and other species.
Let’s talk money—because marketing is also about understanding the economic value behind human behavior. According to the same source, the pet food market in Mexico is expected to reach 3.5 billion pesos in 2025, reflecting a growth of one billion pesos in just a single year. To put this into perspective: dividing that figure by the 25 million pet-owning households gives us a sense of the average annual spending per family in this category.
From a market intelligence perspective, we’ve identified that the emotional bond between humans and animals has also given rise to digital tribes—consumer segments defined not just by what they buy, but by how they express themselves, connect with others, and build social identity through their pets.
Among younger audiences, one such group is known as “Pet Angels.” These are individuals aged 18 to 35 who use social platforms—especially TikTok—to post short videos of their pets doing something funny, cute, or simply “adorable.” But it’s more than just entertainment. They also portray themselves as responsible protectors and caregivers, a role that grants them social status and a sense of moral superiority. Their content highlights the emotional connection with their pets and showcases the affection, gifts, and treats they provide.
Gender breakdown in this tribe: 93% women, 7% men.
Another significant group is the “Animal Guardians,” composed of individuals aged 25 to 50 who build their digital identity around animal advocacy and protection. Their mission could be summarized as “giving a voice to the voiceless.” Their online activity centers around social causes:
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Sharing news about animal abuse
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Promoting pet adoption
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Circulating petitions and calling out companies that harm animals
They also showcase their love for wild and unconventional animals, expanding the definition of “pet” well beyond dogs and cats.
Behind the affection and tenderness pets inspire, there is a universe of values, consumption behaviors, and market opportunities worth exploring. Because yes, having a pet may start with love—but it also powers multi-billion-peso industries, digital narratives, and new forms of social identity.
Sergio Rodea
