SYDNEY, NSW – September 29, 2025 - A new nationwide survey has uncovered a fascinating generational divide in how Australians care for their canines, from grooming habits and eco-conscious choices to gift-giving and monthly spending. The Wahl Dog Pampering Survey shows that while spoiling dogs is a universal language, the "how" and "why" differ dramatically between Baby Boomers, Gen X, Millennials, and Gen Z.
Millennials: The Ultimate “Paw-rents"
Millennials lead the pack when it comes to treating their dogs like family:
- Spend an average of $3,420 annually on their pets ($285 per month), with 22% spending over $500 monthly - the highest of any generation.
- 72% book a professional groomer at least every 2–3 months.
- 60% would take their dog to work every day if they could.
- 57% of their dogs are adopted from shelters or animal charities.
Gen Z: Eco-Warriors and Santa Paws
- While 81% of all dog owners say product quality matters more than ever, 64% of Gen Z rate eco-friendly or ethically made grooming products as “very important” - more than any other group.
- 95% of Gen Z buy birthday or Christmas gifts for their dogs, proving no stocking is complete without a squeaky toy.
Gen X: Balancing Cost and Care
- 62% prefer home grooming over professional services, citing convenience and cost savings.
- They’re also the generation most likely to own multiple dogs, valuing companionship between pets.
Baby Boomers: Bedtime Besties
- 71% let their dogs sleep in bed with them, showing affection in simple, intimate ways.
- 54% give their dogs monthly at-home pampering sessions.
- 58% describe their dogs as “quite pampered,” with 40% spending $201–$300 monthly -yet only 19% book monthly grooming.
"This data shows our bond with dogs is deeply personal and evolves with each generation," said Emil Kristensen, Product Manager, Wahl Australia and New Zealand.
“Whether it's the Millennial desire for luxury and work-life balance, Gen Z's eco-consciousness, or Boomer's cuddling up at night, every generation finds a unique way to show they care."
Key Survey Highlights
- 72% of Millennials use a professional groomer every 2–3 months.
- 64% of Gen Z value eco-friendly or ethical grooming products.
- 95% of Gen Z buy birthday or Christmas gifts for their dogs.
- 91% of all respondents give gifts to their pets on special occasions.
- 60% of Millennials would take their dog to work every day.
- 71% of Baby Boomers let their dog sleep in their bed.
- 53% of Australian dogs are adopted from shelters or animal charities.
- Millennials spend an average of $3,420 annually on their pets.
“We’re thrilled to celebrate this passion with our third annual Next Pet Model Competition, giving Aussie dogs the chance to strut their stuff and become the face of Wahl for a year.” Emil added.
Now in its third year, Wahl’s Next Pet Model is on the hunt for Australia’s cutest dog The winner will walkies away with $20,000 in prizes, including a professional photoshoot and become the new face of Wahl with the coveted title of Wahl Next Pet Model 2025.
To enter:
- Post your dog’s best photo on Instagram.
- Follow and tag @nextpetmodel and @wahlanz
- Tag #nextpetmodel25.
Entries open September 29 and close October 19. Full entry details: http://au.wahl.com/next-pet-model
Survey Methodology
The Wahl Dog Pampering Survey was conducted online between 15 – 21 September collecting responses from 496 Australian dog owners across Gen Z (13–28), Millennials (29–44), Gen X (45–60), and Baby Boomers (61–79). Respondents were recruited nationwide across all states and territories.
For more information:
To interview a Wahl dog groomer or find out more, contact
Marlene Richardson GasbagPR on 0409 888 218 or at [email protected]
About Wahl
The Wahl Clipper Corporation was founded by Leo J Wahl in 1919 in Illinois, USA. Its range of electric razors, beard trimmers and hair clippers are sold in over 150 countries. It was the first company to produce cordless hair clippers with rechargeable batteries and a no-mess vacuuming beard trimmer.
In Australia, its pet products are sold in Pet Barn, Pet Stock and other major retailers.
