Gen Z drives 50% surge in pet care spends on Flipkart as premiumisation picks up

India’s pet care market is moving beyond basic feeding and grooming, with younger consumers pushing a sharp shift towards wellness and premium products. New data from  Flipkart  shows the category is growing at over 50% year on year on its platform, outpacing the broader industry’s nearly 20% growth.

“Pets are loved, cared for, and nurtured like family in households today,” the company said, pointing to the rise of “pet parents” who are reshaping how spending decisions are made.

At the centre of this shift are Gen Z and millennial consumers, who now account for more than 80% of demand on Flipkart’s pet care segment. Their approach is more deliberate, moving beyond essentials to a wider basket that includes nutrition, grooming, preventive care and enrichment.

The value of pet care industry in India was ₹30,434 crore ($ 3.6 billion) in CY24 and poised to increase to ₹2,10,000 crore ($ 24.8 billion) by CY32, which is multiplying due to accelerated urbanisation and health concerns pertaining to pets, according to industry reports. 

What's driving the growth?

Nutrition is emerging as a key growth driver. Demand for clean label, breed specific and fortified pet food has risen over 40% as consumers look for more tailored and healthier options. This is being complemented by a steady rise in preventive care products, including grooming tools and health supplements, indicating that pet wellbeing is becoming part of routine spending rather than occasional purchases.

Play and engagement are also gaining ground. Demand for pet toys has jumped 50% year on year, spanning chew toys, training aids and interactive accessories. The trend signals a shift towards keeping pets physically active and mentally stimulated, mirroring broader wellness trends among consumers themselves.

Geographically, metros continue to anchor demand, with Bengaluru, Delhi and Kolkata together contributing around 10% of total orders. At the same time, adoption is widening. Non metro cities such as Mysore, Dehradun and Cuttack are seeing steady growth as pet ownership expands beyond urban centres.

The category is also becoming more lifestyle oriented. From apparel to occasion based purchases, pets are increasingly part of celebrations and everyday routines, adding new layers to spending patterns.

As Flipkart noted, the growing emotional bond is translating into a more personalised and consistent spend, with comfort, care and wellbeing shaping buying choices.