Written by

Tien Chau

A marketing professional with a passion for combining data and storytelling to craft clear narratives from consumer insights.

Key Insights from the TGM Global Pet Care Insights 2026

Technology Adoption in Pet Care: What Works and What Doesn’t Across Generations

March 09, 2026

(Updated June 28, 2026)

Pet technology adoption continues to grow, but preferences vary across generations. This article examines what drives adoption, what barriers remain, and how different age groups evaluate pet technology products in today's pet care market.

As the pet care market matures across APAC, technology is emerging as both an opportunity and a point of friction. While awareness of connected solutions is rising, integration into daily life depends on whether these tools demonstrate tangible improvement over existing practices. Adoption is shaped by scrutiny rather than enthusiasm.

Drawing from TGM Research’s Global Pet Care Insights 2026 – Future of Pet Care, this article examines the evolving criteria owners use to judge innovation, the structural barriers that limit wider usage, and the implications for brands operating in a maturing technology segment.

Key Takeaways

Price and value are the biggest factors influencing pet tech adoption across all age groups in APAC.
Younger pet owners aged 18–34 are more likely to trust products recommended by veterinarians (N=603).
Older consumers aged 35-54 place greater importance on natural ingredients, safety, and product quality (N=722).
For consumers aged 55+, traditional pet care habits are a bigger barrier than price, with many not seeing a strong need for more technology (N=248).
Pet tech brands will grow faster if they focus on practical benefits, clear value, and solutions that fit naturally into existing care routines.

What Works: Reassurance, Defined by Age

According to TGM Pet Care Technology Insights 2026 - How Vietnamese pet owners use tech and apps in pet care - Factors consistently anchors trial decisions are price and value (N=3726). All age groups from 18 to 55+, cost-benefit alignment remains the most stable driver when trying new pet products.

This indicates that pet technology adoption is not driven by impulse. Regardless of age, owners want to understand what they are getting in return. Whether younger or older, the first filter is rational: is this worth it?

However, beyond this shared foundation, different age groups rely on different forms of reassurance to support that value judgment.

Across all age groups, one factor consistently anchors trial decisions: price and value.

TGM data revealed that among respondents aged 18–34 (N=603), professional endorsement carries noticeably stronger weight. Vet approval and recommendation rank higher in these younger groups than in older cohorts. For these owners, expert validation helps reduce uncertainty. Innovation alone is not sufficient; authority-backed reassurance reinforces trust and legitimizes the purchase decision.

In contrast, respondents aged 35 and above (N=970) place relatively greater importance on natural or organic ingredients. From 35–44 through 55+, health alignment becomes more prominent than in the younger groups. The shift does not replace value as a driver, but it reframes how value is interpreted. For these groups, quality is increasingly associated with safety and integrity rather than endorsement alone.

Taken together, the pattern reveals three layers of “what works”:

Universal driver: Price and value matter to everyone.
Younger reassurance: Ages 18–34 lean more on vet endorsement.
Health orientation: Ages 35+ show stronger preference for natural or organic alignment.

Adoption begins with value across all ages. What differs is the supporting narrative that reinforces that value. Younger owners look for expert credibility. Older groups look for health alignment and product integrity.

What Doesn’t Work: When Value Feels Misaligned

Across all age groups, the most consistent barrier to using more pet technology is the perception that it is too expensive for the value delivered.

This concern leads among respondents aged 18–24 at 40% (N=226), remains high at 37% for 25–34 (N=377), and continues as the top barrier through 35–44 at 33% (N=391) and 45–54 at 31% (N=331).

The most consistent barrier to using more pet technology is the perception that it is too expensive for the value delivered.

In the TGM's latest pet care report, respondents aged 18–54 (N=1325), resistance follows a stable structure. Cost remains the primary barrier, consistently shaping hesitation across these age groups. However, this financial concern is reinforced by a steady rise in preference for traditional pet care methods as owners move into mid-life. Technology is therefore evaluated against what already works, not in isolation.

However, the hierarchy shifts in the 55+ group.

Among respondents aged 55 and above (N=248), preference for traditional pet care methods becomes the dominant barrier at 39%, overtaking cost concerns. In addition, 36% report that they do not see the need or benefit of using more pet technology. Unlike younger cohorts where financial hesitation leads resistance, the hesitation here is driven by comfort with current practices. When established care methods are already viewed as effective, technology is required to demonstrate clear and practical improvement.

The resistance structure can be summarized in three patterns:

Shared constraint: Cost remains the dominant barrier across all age groups.
Routine resistance: Ages 18–54 hesitate when switching away from familiar routines feels unjustified.
Necessity threshold: Ages 55+ hesitate when added technology does not appear essential.

For younger and mid-life owners, adoption depends on price making sense. For older owners, it depends on proving a clear purpose.

Strategic Implications for Pet Businesses

Anchor pricing to visible value. Cost is the dominant barrier across all age groups, so pricing must clearly reflect tangible outcomes such as improved health tracking, time efficiency, or reduced uncertainty in care decisions.
Reinforce value with the right reassurance signals. Younger owners respond more strongly to professional endorsement, while older groups place greater weight on natural alignment and established care principles. Credibility should be communicated in ways that match these expectations.
Compete with routines, not just competitors. For ages 18–54, resistance is shaped not only by price but by attachment to traditional care methods. Technology should demonstrate clear improvement over what owners already consider sufficient.
Prove necessity, not novelty. Among older owners in particular, adoption depends on whether technology feels essential rather than optional. Messaging should emphasize practical relevance and meaningful enhancement of daily care.

Pet technology adoption is reshaping what owners expect from connected care solutions across APAC. Dive into the TGM Global Pet Care Insights 2026 series for comprehensive insights across: Pet Nutrition, Pet Health & Vet Care, Pet Accessories & Services, Pet Ownership & LifeStyle, and Tech & Innovation.

Methodology

The TGM Global Pet Care Insights 2026 study is based on a large-scale quantitative survey conducted across 6 countries in APAC, targeting a representative sample of adults aged 18 to 55+. The survey is designed to explore changing trends and consumer behaviors shaping pet care in 2026.

Survey Methodology: Online interviews using CAWI (Computer-Assisted Web Interviewing)
Sample Size: 6,207 participants, including 3,726 pet owners
Age Groups: 18–24, 25–34, 35–44, 45–54, 55+
Country Coverage: Indonesia, Japan, the Philippines, South Korea, Thailand, and Vietnam
Data Weighting: Results have been weighted to reflect regional demographics for accurate market representation.