UPDATE: A groundbreaking survey just released confirms that Millennials are Australia’s top dog pamperers, spending an astonishing $3,420 annually on their pets. Conducted by Wahl Australia, the Wahl Dog Pampering Survey reveals a striking generational divide in how Australians spoil their canines, with Millennials leading the charge in luxury pet care.
This urgent report shows that while all generations cherish their furry friends, the “how” and “why” of pampering differ significantly. The survey highlights that Millennials spend an average of $285 per month on their dogs, with 22% going above $500 monthly, making them the most extravagant pet owners in the country.
According to the survey, 72% of Millennials book professional grooming services every 2–3 months. Additionally, 60% of them would take their dog to work daily if possible, showcasing their commitment to integrating their pets into their lifestyles. Notably, 57% of their dogs are adopted from shelters or charities, reflecting a growing trend towards responsible pet ownership.
In contrast, Gen Z is emerging as eco-conscious pet owners, with a staggering 64% prioritizing eco-friendly grooming products—more than any other generation. The survey reveals that 95% of Gen Z members buy birthday or Christmas gifts for their dogs, proving that they are not shy about celebrating their pets in style.
Gen X, on the other hand, strikes a balance between cost and care, with 62% opting for home grooming to save money. They are also the most likely to own multiple dogs, emphasizing companionship among their pets. Meanwhile, Baby Boomers exhibit affection through simple gestures, with 71% allowing their dogs to sleep in bed with them and 54% providing monthly at-home pampering sessions.
Emil Kristensen, Product Manager at Wahl Australia and New Zealand, stated,
“This data shows our bond with dogs is deeply personal and evolves with each generation. Whether it’s the Millennial desire for luxury and work-life balance, Gen Z’s eco-consciousness, or Boomers cuddling up at night, every generation finds a unique way to show they care.”
Key highlights from the survey include:
– 72% of Millennials utilize professional groomers regularly.
– 64% of Gen Z emphasize eco-friendly grooming products.
– 91% of all dog owners give gifts to their pets on special occasions.
– 53% of Australian dogs are adopted from shelters.
The survey was conducted online from September 15 to 21, 2025, gathering insights from 496 Australian dog owners across all generations. As the pet pampering trend continues to grow, Wahl Australia is excited to announce its third annual Next Pet Model Competition. The winner will receive $20,000 in prizes, including a professional photoshoot and the title of Wahl Next Pet Model 2025.
To enter, participants can post their dog’s best photo on Instagram, follow and tag @nextpetmodel and @wahlanz, and use the hashtag #nextpetmodel25. Entries are open from September 29 to October 19.
For more details on the survey or to interview a Wahl dog groomer, contact Marlene Richardson at GasbagPR at 0409 888 218 or via email at [email protected].
As Australians continue to redefine pet care across generations, the fascinating insights from this survey highlight the evolving relationship between humans and their beloved dogs.
