UPDATE: A groundbreaking new survey reveals that Millennials are leading the way in dog pampering, spending an astonishing $3,420 annually on their pets. The Wahl Dog Pampering Survey, released today, highlights the stark differences between generations in Australia, from spending habits to grooming preferences.
This survey, conducted online from September 15 to 21, 2025, collected insights from 496 Australian dog owners across generations, showcasing how each group uniquely spoils their canine companions.
Millennials are showing their love with extraordinary financial commitment, averaging $285 per month on their furry friends. Notably, 22% of Millennials spend over $500 monthly, the highest among all age groups. Furthermore, a remarkable 72% of Millennials utilize professional grooming services every 2-3 months, indicating a strong trend towards luxury pet care.
Meanwhile, Gen Z is emerging as eco-conscious pet owners, with 64% indicating that eco-friendly or ethically made grooming products are “very important.” This generation is also known for showering their dogs with gifts, as an impressive 95% purchase birthday or Christmas presents for their pets.
In contrast, Gen X is more pragmatic, with 62% preferring home grooming for convenience and cost savings. This group is also the most likely to have multiple dogs, appreciating the companionship it brings.
For Baby Boomers, affection is expressed through simple acts, with 71% allowing their dogs to sleep in bed with them. Although this generation shows a more modest spending approach, with 40% spending between $201–$300 monthly, they still find ways to pamper their pets with at-home grooming sessions.
Emil Kristensen, Product Manager at Wahl Australia and New Zealand, states,
“This data shows our bond with dogs is deeply personal and evolves with each generation.”
Key survey highlights include:
– 72% of Millennials use professional groomers regularly.
– 64% of Gen Z prioritize eco-friendly grooming.
– 91% of all respondents give gifts to their pets on special occasions.
– 60% of Millennials would take their dog to work if they could.
– 53% of Australian dogs are adopted from shelters or charities.
In celebration of this pet-loving culture, Wahl has launched its third annual Next Pet Model Competition, seeking Australia’s cutest dog. The winner will receive $20,000 in prizes, including a professional photoshoot and the title of Wahl Next Pet Model 2025. Dog owners can enter by posting their pet’s best photo on Instagram and tagging @nextpetmodel and @wahlanz.
Entries opened today, September 29, and will close on October 19. Full entry details can be found at http://au.wahl.com/next-pet-model.
This survey underscores the evolving relationship Australians have with their pets, revealing how each generation finds unique ways to express love and care. As pet ownership continues to grow, the demand for quality and ethical pet care will likely rise, reflecting broader societal values.
For further information or to arrange an interview with a Wahl dog groomer, contact Marlene Richardson at GasbagPR at 0409 888 218 or via email at [email protected].
