Research reveals Kiwis grieve their pets as much as their family members

GRIEF CENTRE MEDIA RELEASE: 30 January 2025

It is well-known that Kiwis love their pets, so it is perhaps not surprising that recent research has shown the death of a pet to be as emotionally intense as the death of a family member.

The research conducted late last year by Grief Centre and the Funeral Directors Association of New Zealand revealed a grief emotional intensity rating of 7.9/10, just slightly higher than the death of a family member at 7.8/10 but not statistically significantly different. The research also revealed that one in four New Zealanders had experienced the death of a pet in the last two years.

Grief Centre General Manager Katrina King says demand for grief counselling for pet loss is growing and several of their counsellors have supported people grieving the death of a pet.

“Grieving the death of a beloved family pet is absolutely valid. Many people will have personally experienced this and would agree that it is an incredibly sad time.

New Zealanders generally consider their pets as part of the family unit, so it is natural to struggle when a pet dies.”

She also says that there is growing interest from counsellors, veterinarians and others working with animals in understanding more about pet loss and what support grieving pet owners need.

“In 2024 we ran a popular professional development webinar with Australian pet loss support organisation By My Side  and had many professionals attend to better understand how to support their clients through this difficult time,” she says.

Attached are some of the results of the 'National Grief Survey,' conducted by Marble Consulting and Dynata on behalf of the Grief Centre and the Funeral Directors Association, showing the intensity of various grief events.

Download the research summary.

MEDIA CONTACT: Katrina King, General Manager Grief Centre, 0274 595 923, katrina.king@griefcentre.org.nz