In the last decade alone, the role of dogs in our daily lives has transformed... dramatically. What used to be considered over-the-top (dog strollers, pup spa treatments, matching accessories) is now completely normal. Today’s pet parents treat their dogs not just as animals, but as full-fledged lifestyle companions who participate in errands, travel, hybrid work schedules, and even wellness routines.

This shift isn’t just cultural; it’s reshaping the entire pet industry. For brands and retailers, the message is clear: modern consumers expect products that support a fully integrated lifestyle with their dogs.

This guide breaks down the trends shaping 2025 and how you and your brand can stay ahead.

Why Dogs Are Now True Lifestyle Companions

The latest 2025 reports reveal powerful insights:

• Over half of dog owners take their pets along for daily errands.

• 49% want pet-friendly workplaces.

• 74% of dog-travelers now fly with their pets.

These statistics signal a major shift in consumer identity. Dog ownership today is a lifestyle, one built around convenience, emotional connection, mobility, and shared experiences.

Pet parents want solutions that fit seamlessly into how they live, work, travel, and unwind. This is the new standard, and brands must evolve accordingly.

The Rise of Life-on-the-Go: Dogs Are Traveling Everywhere

Search interest in “dog travel gear,” “airline-approved pet carriers,” “pet-friendly travel,” and “portable dog essentials” continues to climb. This is no surprise: mobility is now a defining piece of pet ownership.

Pet Parents Want On-the-Go Gear That’s Functional and Stylish

Brands that are winning in the pet travel category are offering:

✔ Airline-approved dog carriers

Prioritizing ventilation, TSA-friendly design, and elevated aesthetics.

✔ Portable dog bowls & collapsible travel crates

Lightweight, durable, easy to stash in cars, suitcases, or tote bags.

✔ Travel grooming essentials

Think wipes, travel shampoos, portable brushes, and single-serve treats.

✔ Hydration & wellness solutions

Hydration boosters, calming aids for travel, and heat-friendly gear.

But the real driver behind pet travel? Connection.
Dog owners want to create shared memories and keep their companions close. When brands tap into the emotional layer of this trend (not just the functional layer) they create powerful loyalty.

Retailers can capitalize by building online and in-store collections around themes like:

• “Adventure Essentials”

• “Travel with Your Dog”

• “Weekend Getaway Gear”

This category is growing fast, and shows zero signs of slowing.

Dogs in the Workplace: A New Category Opportunity for Retailers

As hybrid work schedules settle into normalcy, searches for “pet-friendly offices,” “dog office gear,” and “calming chews for work environments” have surged.

Nearly half of dog owners say they want to bring their dogs to work, and it’s redefining product demand.

(Our PRIDE+GROOM office is always dog friendly, FYI!)

The “Weekday Companion” Product Boom

Brands leading this space are focusing on solutions designed specifically for office settings, including:

• Under-desk dog beds

• Odor-control or washable mats

• Non-squeak toys that won’t interrupt meetings

• Stylish carriers that complement business attire

• Calming chews & stress relief products for office days

Pet parents are looking for products that support a more balanced, mindful workday. Retailers who create “Pets at Work” curated assortments can drive stronger conversion and bigger baskets by tapping into this growing trend.

Pet Wellness On the Move: The Next Major Growth Category

Search trends confirm it: pet wellness is among the fastest-growing categories in the entire pet industry.

But wellness today isn’t just about nutrition or vet visits. Pet parents now want holistic, portable wellness—solutions they can take to the office, on hikes, on flights, and everywhere in between.

What Today’s Pet Parents Expect

• Ergonomic harnesses for active lifestyles
  
• All-natural grooming supplies for healthy bathing and coat care
  

• Temperature-regulating jackets and breathable fabrics

• Hydration boosters for hot climates and travel

• Calming supplements for stress, noise, and motion

• Immunity and longevity formulas that reflect human wellness trends

In short: pet parents want what they use: clean, functional, easy-to-integrate wellness solutions. Brands that invest in science-backed ingredients, intuitive design, and lifestyle-driven marketing will dominate this expanding category.

How Brands & Retailers Can Win: Lifestyle Alignment Drives Loyalty

The pet industry is no longer defined by products. It’s defined by how products fit into modern life.

If you want to win customer loyalty in 2025 and beyond, focus on:

1. Travel-Friendly Innovation

Offer gear made for mobility: carriers, collapsible accessories, airline-ready products, portable grooming supplies, and travel treats.

2. Workplace-Ready Collections

Build curated assortments around “Dogs at Work” with calming aids, quiet toys, desk-friendly beds, and stylish carriers.

3. Wellness as a Lifestyle

Embrace holistic, human-inspired wellness solutions including hydration, calming, joint health, and stress management.

4. Storytelling That Matches How People Live

Your marketing should show dogs in real life: running errands, joining meetings, traveling, exploring. Not pets in isolated studio shots.

Brands that show they understand the lifestyle of today’s dog owner will be the brands that earn repeat purchases, higher basket sizes, and long-term loyalty.

Final Takeaway: The Future of Pet Retail Is Lifestyle Integration

Dogs are not pets; they’re partners in everything people do.

The pet brands and retailers that thrive in 2025 and beyond will be those that:

• Embrace mobility

• Support workplace integration

• Prioritize wellness

• Market through lifestyle storytelling

This holistic, emotionally connected approach is no longer optional. It’s the new foundation of the modern pet industry, and the key to sustained growth in the years ahead.

WHO IS PRIDE+GROOM?

PRIDE+GROOM was born because a group of New York City dog lovers wanted the same level of grooming products for their dogs that they themselves enjoyed. They looked (hard) but nothing was up to snuff. Or sniff. Like so many, we love our families and take pride in our homes, and we consider our pets to be integral parts of those entities. That said, we could not find an effective way to coif them that was on par with the way we tended to our children, our homes, or ourselves. These beloved pets are allowed on the furniture and in our beds, and yet even when fresh from the groomer, we knew they did not smell or feel as good as they could.

With the development of our coat-specific shampoos, conditioner and deodorizing spray, we think we found just the way to say thanks for being the best and the sweetest MVP of the house. Skin and coat health is very important to us.

PRIDE+GROOM is the first dog grooming brand launched under a beauty platform, with formulas made in a clean beauty and scent lab. We know beauty is not only skin deep. We did a ton of research to create the entire line. Each product is formulated with its own unique blend of essential oils sourced from around the world.

IN DOG WE TRUST

Shop our entire line:  www.prideandgroom.com