For many Generation Z South Africans (people born between 1997 and 2012), traditional life milestones such as marriage and parenthood are happening later, if at all. Instead, a different kind of family dynamic is emerging: pets becoming beloved family members.
This growing trend, known as pet humanisation, is seeing younger generations invest more time, attention and money in their pets’ overall well-being than those before them.
Often described globally as “pet-obsessed but budget-stressed”, pets are no longer just companions; they’re travel buddies, social media stars and, for many young adults, their first experience of caring for another living being.
But while this generation is enthusiastically embracing pet ownership, there’s one aspect of pet parenting that’s frequently overlooked – the true cost of keeping a pet healthy.
According to Miway Insurance, there’s often a disconnect between the visible costs of pet ownership and the expenses that matter most when things go wrong.
“Many first-time pet owners budget for food, toys, grooming and accessories, because these are the costs they see every month,” says Kavisha Parbhoo, Head of Strategy & Product Development at Miway Insurance. “However, what often catches people off guard are the unexpected vet bills that can arise from illness, injury or emergencies. It’s these unplanned expenses, not the everyday ones, that tend to blindside pet owners. Even something as routine as grooming can cost more than most people budget for.”
The hidden costs of modern pet ownership
Monthly treats, speciality foods and accessories quickly add up, and these are often seen as the biggest costs of pet ownership and yet many pet owners remain uninsured against veterinary emergencies that could cost tens of thousands of Rands. The real financial risk is often unexpected illness, accidents and emergency surgery.
Whether it’s a broken bone after an accident, emergency surgery following the ingestion of a foreign object, or treatment for an unexpected illness, veterinary costs can escalate rapidly.
For younger consumers already managing student debt, rising living expenses and economic uncertainty, even a once-off veterinary bill can place significant strain on their finances. For example, elbow dysplasia, a common condition in larger dogs like Labradors and Golden Retrievers, can cost upwards of R7,000 to treat, even in otherwise healthy dogs.
Preventative care matters
Under economic pressure, South African households are looking for ways to cut expenses and stretch budgets further. However, when it comes to pet healthcare, cutting costs and managing them wisely aren’t the same thing.
First instinct is often to postpone vaccinations, annual veterinary check-ups, dental care or treatment for seemingly minor health concerns. While these decisions may save money in the short term, they can become significantly more expensive later.
A small untreated condition can develop into a more serious medical issue requiring extensive treatment. Missing vaccinations can expose pets to preventable diseases, while poor dental health can contribute to broader health complications that are both painful for pets and costly for owners.
Preventative care is often the most affordable option because it helps identify issues early, before they become more complex and expensive to treat.
A smarter way to budget
Pet owners should consider having a dedicated healthcare budget for their pet. This could come through savings, insurance, or a combination of both, helping owners take preventative measures with routine care and check-ups, and prepare for unexpected veterinary costs.
People often view insurance as an extra expense, but when it comes to pet healthcare, it can be one of the most effective ways to manage the financial impact of unexpected illness, injury or emergency treatment.
“Insurance is about preparing for the things you cannot control,” says Parbhoo. “You hope your pet never experiences a major health issue, but if it does happen, having cover in place can make a significant difference to both your financial well-being and your ability to access treatment your pet needs.”
Importantly, insurance can help remove the difficult financial decisions that sometimes arise during emergencies, allowing owners to focus on what matters most: their pet’s health and recovery.
Protecting the family members with four legs
For many Gen Zs, pets are an important part of daily life, making responsible ownership about more than love and affection. It also means planning for the unexpected.
“Good financial habits aren’t always about spending less; they’re about planning ahead. As we view our pets as important members of the family, making provision for their healthcare is one of the most responsible investments an owner can make,” concludes Parbhoo.
