New Zealanders love their pets, with 4.35 million pets of many species gracing our homes. Aotearoa has one of the highest cat ownership rates in the world – at least 40% of households have at least one (meaning there are approximately 1.2 million domestic cats). Around 34% of us are thought to own dogs, that’s 850,000 all up.
A recent survey, commissioned by us here at Companion Animals New Zealand, consisted of a robust sample size of more than 500 dog and cat owners in New Zealand who were asked a range of questions around how they perceived their pet’s happiness.
Among the key findings were:
While most participants felt their pet was quite happy, more than a third of cat / dog owners (36%) thought their pet could be happier, and when looking at just dog owners, this rose to 43%.
4% of people either weren’t sure, or didn’t think, that their pet could experience emotions (3% were not sure and 1% didn’t think their pet could experience emotion).
81% said it was important to them as pet owners that their cat or dog was happy.
90% said it was very important to them that their pet was healthy.
Topping the list of what was perceived to make pets happy was food (closely followed by grooming and the company of the pet owner.)
Topping the list of what was perceived to cause sadness were things such as aggression/loud noises/shouting, as well as being ill or the pet being left alone.
“At Companion Animals New Zealand, we believe that positive welfare for our pets starts with us, the humans.”
Professor Nat Waran, Director of A Good Life Centre within Companion Animals New Zealand, says gauging how people perceive animal emotions is a critical component to improving pet welfare.
“The fact that 4% of owners in this survey didn’t know, or didn’t believe, that their pet experienced emotions is quite a startling find,” says Professor Waran. “New Zealand was among the first countries to recognise and enshrine animal sentience into law in August 2015 – yet there are people who still don’t think their own pet can experience emotion at all.
Professor Nat Waran
“At Companion Animals New Zealand, we believe that positive welfare for our pets starts with us, the humans. We do these surveys without judgement. We know that understanding people’s beliefs and opinions will allow us to develop the best educational opportunities for sharing what’s needed to give animals a good life.”
Through its new initiative 'A Good Life for Animals Centre,' Companion Animals New Zealand, will be helping define what a “Good Life” for pets is exactly. This endeavour marks a significant shift from focusing solely on minimising negative experiences for animals to embracing a positive approach. Through the Centre, Companion Animals NZ will harness the science of human behavior change to promote positive animal welfare outcomes.
“Our understanding of animal happiness may not always match reality as we tend to view their emotions through a human lens, leading to potential misunderstandings,” finishes Waran. “Therefore, we emphasise the need for evidence-based criteria to define happiness accurately and develop practical methods. Our goal is to empower animal guardians in Aotearoa with the knowledge and tools for their pets' fulfilling lives, addressing challenges like recognising the behaviours that tell us about happiness and sadness to enhance awareness and education across New Zealand."
Companion Animals New Zealand plans to collaborate with various animal groups nationwide, including SCPA, rescue groups, and MPI, to ensure a comprehensive approach to pet welfare.
The national charity is widely recognised for managing the largest pet microchip database – the NZ Companion Animal Register (NZCAR) - which boasts 1.3 million registered pets and over 900 authorised users. The register plays a vital role in reuniting lost pets with their guardians, particularly during natural disasters.
The public is invited to engage with Companion Animals NZ's research and initiatives, sign up for updates, and support the organisation's mission of promoting positive pet welfare.
Survey highlights
Emotions:
96% of participants believe their pets can experience emotions, while 1% do not believe so, and 3% are unsure.
The most commonly attributed emotions to pets are happiness (91%), fear (92%), excitement (87%), and worry/anxiety (82%).
Cats are perceived to experience emotions differently than dogs in some categories (e.g., 97% of dog owners felt their pets could feel excitement, while 82% of cat owners shared the same feelings about their cats).
Happiness
42% think their pets are very happy most of the time, and 54% believe they are quite happy.
81% consider their pets' happiness to be very important.
Interactions with company their owners (86%), being talked to (79%), being groomed (88%), playing (81%), and being provided with food (93%) are considered major contributors to pet happiness.
Factors perceived as leading to sadness or unhappiness include being alone (52%), illness (69%), loud noises (62%), negative interactions with people (57%), and aggression from other animals (71%).
36% of participants think their pets could be happier.
Health:
90% consider their pets' health very important.
Potential Improvements
Participants’ plans to improve their pets' lives include spending more time with them (25%), playing more with them (22%), and providing more mental stimulation (37%).
Barriers
Common barriers to meeting pets’ needs include work/life commitments (29%), cost of living (24%), not having enough time (9%), and lack of information about animal emotions (7%).
Survey methodology: Insights HQ (previously Camorra Research) carried out this survey on behalf of Companion Animals New Zealand. They ran an online survey with a total of 539 pet owners across New Zealand to understand current behaviours and attitudes.
For more information or media enquiries contact rebecca@companionanimals.nz
