According to a new national survey by Absolute Pets, 85% of South Africans include their pets in family holidays, 78% celebrate their birthdays, and 57% take family photos with them – clear evidence that the line between “pet” and “family member” has all but disappeared.
The findings form part of Absolute Pets’ Because Family Comes First campaign, which explores how pets are shaping homes, routines, and emotional wellbeing across South Africa.
This shift reflects a growing global trend of ‘pet humanisation’, where animals are treated as full family members with their own routines, celebrations, and wellness needs. International reports show the global pet care market has grown by more than 25% in the past five years as people increasingly prioritise their pets’ health, happiness, and emotional role in the household.
South Africa is firmly part of this movement: the Absolute Pets’ survey shows local families are just as emotionally invested in their pets as households in the US, UK, and Europe.
Earlier this year, Absolute Pets’ national pet name survey also reflected this shift, revealing that South Africans are increasingly choosing human-style names for their animals. ‘Bella’ ranked as the number one name for dogs and featured in the top three for cats, while names like ‘Lilly’ appeared across multiple species – a strong indication that pets are viewed and named as true family members.
“This research confirms what we’ve seen in our stores and communities for years: pets aren’t just part of the home, they’re at the heart of it,” says Stephen Warner, CEO of Absolute Pets. “From birthdays to braais, South Africans are including their pets in the everyday fabric of family life.”
Over the past few years, Absolute Pets has expanded its footprint to nearly 200 stores and a rapidly growing online platform, growth driven by increased demand for wellness products, premium nutrition, gifting, grooming, and pet services.
Warner says this correlates directly with the cultural shift revealed in the data. “Customers aren’t just buying food or bedding anymore,” says Warner. “They’re choosing birthday treats and accessories, wellness supplements, toys, even spa treatments. We’ve seen a clear rise in grooming services, nutrition consultations, and premium product choices. People are no longer buying for their pets, they’re celebrating with them.”
Among the standout findings:
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85% include their pets in family holidays
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78% celebrate their pets’ birthdays
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62% buy them gifts
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57% take family photos with them
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33% would rather stay home with their pets than travel without them
Dogs remain the most celebrated pets (72%), but cat owners express some of the deepest emotional language, describing their companions as “calming,” “centering,” and “my best friend.”
Families with children extend these rituals to smaller animals too – from birds and rabbits joining mealtimes to fish tanks creating calm within the home.
Overall, 71% of respondents said their pets help relieve stress, and 45% said they help reduce anxiety, underscoring the essential role animals play in emotional wellbeing.
Beyond affection, the survey reveals a country of responsible pet parents with 92% ensuring annual vet check-ups, and 61% budget between R1 000 and R2 500 a month for pet care, with many saying they would cut personal expenses before compromising their pets’ health.
“These are thoughtful, intentional relationships,” says Warner. “People plan, budget, and make life decisions around their pets, whether it’s choosing a pet-friendly home, adjusting family routines, or ensuring their pets have the right nutrition, comfort, and healthcare.”
Additional insights from the survey:
Financial commitment
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92% ensure annual vet check-ups
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61% budget R1 000–R2 500 monthly for pet care
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34% have or are considering pet insurance
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73% buy vet-recommended food
Lifestyle and emotional wellbeing
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80% say pets help them connect socially
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64% plan outings with their pets
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52% choose homes based on pet access
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89% say pets boost mood
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71% say pets relieve stress
Generational pet parenting
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44% of 18–34s would adopt a pet before having kids
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62% share pet content weekly
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39% spend more on pets than on self-care
Adoption and compassion
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46% have adopted from shelters
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62% would adopt again
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38% donate or volunteer at animal organisations
The results highlight a profound cultural shift: pets are no longer companions, they are integral members of the modern South African household. This trend intersects with rising mental health awareness and a growing desire for comfort and connection.
“When we say Because Family Comes First, we’re recognising that for millions of South Africans, family includes paws, claws, feathers, and fins,” says Warner. “It’s a reflection of who we are – compassionate, connected, and deeply caring.”
Absolute Pets continues to support this evolving relationship through its product offering, community initiatives, and education programmes that help families give their pets the best possible quality of life.
For more information on Absolute Pets and its product offering, please visit the website.