Kiwi Pets Sleep In Our Beds, Get Birthday Parties And Influence Our Workdays, New Petdirect Pet Census Reveals

Tuesday, 17 March 2026, 9:25 am
Press Release: Petdirect

A new nationwide survey of Kiwi pet owners has revealed just how deeply pets are woven into everyday life in New Zealand. The inaugural Petdirect Pet Census surveyed 5,942 pet owners representing more than 7,000 pets, uncovering insights into how New Zealanders live with, care for, and celebrate their furry companions.

The census recorded 3,880 cats compared with 3,710 dogs, with dogs not far behind.

Petdirect Head of Marketing and Customer, Taylor Jones, says the findings highlight just how central pets have become to Kiwi households.

“Pets are not just animals to New Zealanders. They are family members. What we saw in the census is a nation that celebrates pets, cares deeply about their wellbeing, and increasingly shapes lifestyle decisions around them.”

Key findings from the Petdirect Pet Census

Labradors still rule the dog world

When it comes to dog breeds, Labrador Retrievers take the top spot, followed by Golden Retrievers and Mini Schnauzers. Poodle crossbreeds also featured strongly, with 405 Poodle crossbreeds recorded in the survey.

The most popular dog names were:

• Poppy
• Luna
• Charlie

Most cats are proud “moggies”

Among cats, mixed breed moggies dominate at 81 percent, followed by Ragdolls and Maine Coons.

Top cat names were:

• Luna
• Bella
• Poppy

Where Kiwi pets come from

Dogs are most likely to come from breeders, with 57 percent sourced this way, while 13 percent are rescues.

Cats tell a different story. 58 percent are rescued, while many others arrive through what owners jokingly call the “cat distribution system.”

A nation that celebrates its pets

The census shows that New Zealanders go to great lengths for their pets.

Two thirds of pet owners celebrate their pet’s birthday, while 71 percent allow their pet to sleep in the bed.

Different generations love pets in different ways

The census also revealed clear generational differences in how New Zealanders care for their pets.

Gen Z pet owners are the most likely to fully integrate pets into their daily lives, overindexing across nearly every measure in the census. A striking 87 percent celebrate their pet's birthday and 86 percent share their bed with them, both the highest rates of any generation.

Millennials are the most financially invested generation when it comes to pet care, with 46 percent saying they have pet insurance, the highest of any generation.

Jones says the differences reflect how attitudes toward pets are evolving.

"Younger generations increasingly see pets as true family members, and that is influencing everything from how they celebrate them to how much they invest in their wellbeing."

Kiwi workplaces still catching up with pet friendly culture

While pets play a huge role in Kiwi households, most workplaces are yet to catch up.

The Petdirect Pet Census found that only 26 percent of New Zealand pet owners work in a pet friendly office, meaning most still have to leave their pets at home during the workday.

Despite this, the bond between pets and their owners is clear in how people balance work and pet care.

The census revealed that 62 percent of pet owners have taken time off work to care for their pet, while more than one in four owners have taken a day off specifically to settle in a new pet.

Jones says the findings reflect how pets are increasingly influencing lifestyle and workplace conversations.

"As pets become more integrated into family life, we are seeing more conversations around how workplaces can support pet owners and recognise the role pets play in wellbeing."

Health is a major concern for owners

While pets bring joy, owners also worry about their wellbeing.

The survey found 86 percent of pet owners have health concerns about their pets, with the biggest worries being general health, ageing, anxiety and dental care.

“Pet parents want to do the very best for their animals,” says Jones.

“We are seeing a real shift toward proactive pet care, whether that is better nutrition, insurance, or preventative health support.”

New Zealanders want a more pet friendly country

Respondents also shared ideas for improving life for pets and owners across the country.

Top requests included more public dog waste bins, more pet friendly cafes, more pet friendly housing, and more fenced dog parks.

There was also strong sentiment around fireworks, with 76 percent of pet owners supporting a ban due to the distress they cause animals.

Kiwi pets are multilingual

The census also revealed that many pets in New Zealand respond to more than one language.

While most owners speak to their pets in English, many households also use other languages including Te Reo Māori, Spanish, French, German and Mandarin when talking to their animals.

Jones says this reflects the diversity of modern Kiwi households.

“Pets are part of everyday life, and they often become part of the language and culture of the home too.”

The emotional benefits of pets

Despite the responsibilities, the benefits of pet ownership are clear.

According to the census:

• 77 percent say their pets make them laugh every day
• 75 percent say pets help them relax and de stress
• 69 percent say pets comfort them when they feel down

Jones says the results highlight something many pet owners already know.

“Pets bring an incredible amount of joy to people’s lives. The Petdirect Pet Census shows just how important that bond is across New Zealand.”

About Petdirect

As New Zealand's number one Kiwi owned pet retailer, Petdirect is dedicated to dogs, cats, and the people who love them. Reflecting its ‘We get pet’ philosophy, Petdirect provides expert advice through online blogs and consultations, alongside a curated range of high quality products.

Kiwi pet parents can shop online for nationwide delivery, set up convenient Autodeliver for their essentials, and visit a growing network of physical stores.

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