As a pet owner, it's important for us to keep our finger on the pulse of the latest industry trends. By understanding what pet owners want for their pets—and what they’re willing to spend their hard-earned dollars on—we, as a pet brand, can adapt our products and services to fit those preferences, serving pet parents and their loyal companions in the most efficient way possible.
People increasingly view their pets as members of the family, and as a result, they are willing to invest in premium and luxury products for their furry friends.
In this guide, we’ll explore some of the top pet industry trends and examples to help you determine how to apply them to your own business or simply shop for your family pets. To get started, here are some statistics to sum up the current state of the pet industry.
State of the Pet Industry: Key Statistics
Based on data from 2018 to 2023, the pet care industry is in a good spot—in fact, it’s on an upward trajectory. Here is some Pet Care Market Growth Data:
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Americans spent $147 billion on their pets in 2023.
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Pet food and treats earn the most in the U.S. pet market.
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The pet supplement industry is set to hit $1.05 billion by 2027
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There are 82 million pet-owning households in the U.S.
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The global pet industry is projected to grow to almost $500 billion by 2030.
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51% of owners consider their pets as much a part of the family as human family members.
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32% of pet owners are Millennials, the largest generational cohort in this segment.
Leading companies like Hill's Pet Nutrition play a significant role in this growth, offering specialized diets that cater to specific health needs, thereby driving market expansion.
These trends demonstrate a growing demand for pet care products, increases in pet ownership in general, and gradual shifts in which generations constitute pet industry consumers. The question is: which trends will drive this growth?
Pet Ownership Trends
Pet ownership trends are evolving, with more people viewing their pets as integral family members. According to recent surveys, 82 million U.S. households now own a pet, with the percentage of pet-owning households rising from 56% in 1988 to 67% today. This shift reflects a broader societal change where pets are increasingly seen as companions deserving of the same care and attention as human family members.
One striking statistic reveals that 43.6% of pet owners prioritize the health of their pet’s food over their own. This trend is driving a significant demand for healthy and natural pet food options. Pet owners are more conscious than ever about the ingredients in their pets’ diets, seeking out organic, grain-free, and nutrient-rich foods to ensure their furry friends lead long, healthy lives. This focus on pet health is not just a passing trend but a fundamental shift in how people approach pet ownership.
Pet Care Market Overview
The pet care market is a booming industry, reflecting the growing importance of pets in our lives. In 2023, the global pet care market size was valued at an impressive USD 246.66 billion. This market is projected to grow from USD 259.37 billion in 2024 to a staggering USD 427.75 billion by 2032, at a compound annual growth rate (CAGR) of 6.45%.
Several factors are driving this robust market growth. Increasing pet ownership is a primary driver, as more households welcome pets into their families. Rising disposable incomes also play a crucial role, enabling pet owners to spend more on premium pet care products and services. Additionally, there is a growing awareness of animal health and wellness, prompting consumers to invest in high-quality pet food, supplements, and veterinary care. The global pet care market is poised for continued expansion, reflecting the deepening bond between humans and their pets.
7 Pet Care Market Trends to Pay Attention To
Now that you understand the general state of the pet industry, let’s cover some of the trending topics, values, and products in the space that make pet ownership and consumer spending more popular.
1. Sustainable and Eco-Friendly Products
Since environmental awareness has grown, pet owners are increasingly seeking sustainable, eco-friendly products. This includes:
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Biodegradable toys
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Organic food options
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Eco-friendly grooming products
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Products made from recycled materials, like paper cat litter
Additionally, consumers are looking at labels for popular certifications that show that the company is dedicated to sustainability, ethics, and protecting the environment. These might include the Upcycled Food Certification, USDA Certified Organic, or Marine Stewardship Council certified, among others.
Example of This Trend
Only Natural Pet offers high-quality food, treats, supplements, flea and tick treatments, and supplies for cats and dogs. The brand is an experienced expert in natural and sustainable food and pet products.
In addition to making pledges regarding honesty and sustainability to its consumers, Only Natural Pet is B Corp Certified. To achieve this certification, businesses must meet the highest standards for their social and environmental practices related to areas like business governance, employees, and the environment. Only Natural Pet releases public reports and their social and environmental performance to maintain its status.
2. Pet Health and Wellness
There is a growing focus on pet health, including preventive care. When it comes to pet ownership, expect more demand for:
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Supplements like probiotics
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Specialized diets, such as fresh or freeze-dried food
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Fitness trackers designed specifically for pets
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Previously niche products like pet toothbrushes
Companies like Hill's Pet Nutrition are at the forefront, offering specialized diets that cater to specific health needs, thereby driving market growth.
It’s clear that pet owners want their furry, feathered, and scaly friends to be with them as long as possible and to feel their best, which is driving demand for innovative pet care products.
Example of This Trend
Zesty Paws is an entire brand built on offering supplements to cats and dogs. The supplement line is designed to support pets’ long-term health, focusing on areas like immune support, behavior, hip and joint support, and gut health. Supplements reassure pet owners that their four-legged friends are getting all of the vitamins and nutrients they need to thrive.
The pet supplement industry is set to hit $1.05 billion by 2027, according to an analysis by Grand View Research. Examples of trending pet supplements include dog vitamins, cat fish oil, and dog probiotics. But one specific area that's growing quickly is pet probiotics.
Probiotic treats can help pets suffering from digestive issues and food allergies. Probiotics for dogs and cats have also become popular on TikTok: videos mentioning the product have over 386 million views on the platform.
This trend is heavily driven by the “humanization of pets”. Meaning that people are starting to feed their pets the same type of food they eat themselves. People are now paying more attention to their gut health (approximately 33% of people say they try to consume gut-friendly probiotics daily).
And these people are starting to add gut-supporting products to their pet’s diets. In fact, approximately 7% of pet owners purchased a gut-supporting formula last year.
3. New Pet Food Product Categories Emerging
The pet industry has traditionally been made up of a handful of product categories:
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Food
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Toys
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Beds
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Leashes
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Hygiene
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Pet Grooming
But we’re starting to see significant amounts of innovation in pet product R&D, leading to the introduction of innovative pet care products.
Specifically, entrepreneurs aren’t simply launching variations of existing products. They’re creating entirely new pet care product categories.
Example of This Trend
Pet wipes are essentially moist towelettes used on pets after getting into a mess or going to the bathroom. Although a relatively new category, Amazon already has nearly 300 brands of pet wipes for sale in pet grooming.
PRIDE+GROOM’s “THE SWIPE” wipes make light work of freshening up a face, a paw or a patch of muddy fur. Nourishing like their shampoos and armed with their enticing signature scent, THE SWIPE is a must to have on hand when your dogs start behaving like, you know, dogs. They are great for wiping away dirt and odor in between baths or cleaning them up after dinner or playtime.
THE SWIPE is perfect for cats too. They’d never admit it but they can miss a spot every now and then. With a fresh, great smelling coat, you’ll just need to beware of the cattitude.
Best of all, your furry family member is going to love THE SWIPE, because there’s no water or rinsing required. You’re also going to love how simple, quick and easy these wipes are to use. They’re safe for daily use.
4. Luxury Pet Care Items and Services
As pets are increasingly seen as family members, there is currently a rise in luxury pet services in the pet care market. No matter the product: if it will make their pets happier, there’s a group of owners who will buy it. These include:
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Luxury pet carriers
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Fancy grooming products
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High-end pet spas
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Luxury veterinary care
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Boutique pet hotels
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Gourmet pet food services
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High-end pet hygiene products such as deodorizers, tissues, and specialized cat litter
In addition to supporting their pets’ health, owners want to ensure their animals live comfortable, enjoyable lives. They’re willing to spend on luxury services and pet related products to remove stressors from their pets’ lives and treat them as they would a human family member.
Example of This Trend
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Outdoor cat enclosures, also known as catios, make it possible for cats to get time outside without jeopardizing their safety (or the safety of local birds!) and make pet ownership just a little but easier. These enclosures are often highly customizable, and cat owners can add all kinds of bells and whistles to make the structure as comfortable and engaging as possible.
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Luxury dog grooming products are becoming more popular as pet owners prioritize their pets' health and well-being.These products include shampoos, conditioners, colognes, and grooming kits. PRIDE+GROOM is a brand that offers these luxury products for different fur types and include all natural ingredients such as avocado oil and calendula extract.
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Small Door Veterinary is a membership-based veterinary care provider with locations in New York City, Boston, and Washington, DC. They offer a variety of pet care market services, including annual exams, same-day appointments, and convenient 24/7 telemedicine.
5. Customized Products
Customized and innovative pet care products that cater to the unique needs of individual pets are becoming more popular as pet ownership increases. To pet owners, their dog, cat, lizard, bunny, or fish is one in a million, and they want products that reflect this, such as:
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Personalized pet food formulas
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Custom-fit harnesses and collars
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Custom-made pet tags and ID tags
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Personalized toys, beds, and apparel
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Customized apparel and products for pet owners
These products can also help owners integrate their pets into more areas of their lives. For example, maybe they want pet harnesses in their favorite color or foods that align with their personal beliefs and standards.
Example of This Trend
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PrideBites provides a turnkey solution for brands to expand into the pet space or promote their brand to pet parents. They have the ability to bring your brand to life with fully customizable plush toys designed to captivate furry friends and showcase your unique style. They sell in pet stores and all over the pet sector, growing consumer awareness.
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Pet owners can create custom pet beds with the service Cuddl. They can select the size, type, fabric print and color, and trim color of the bed. Plus, they can add their pet’s name for additional personalization. Owners who like to blend pet supplies with their other home décor will appreciate these types of products.
6. Technological Advancements
Technology plays a significant role in pet care, and recent advancements make it possible for owners to level up their pet care practices with innovative pet care products even when they aren’t home. Consider recent advancements in:
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Pet tracking devices like collar tags and cameras
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Automated feeders
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Automatic litter boxes
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Interactive toys that can be controlled via smartphones
These products can also take the burden of certain unpleasant tasks off pet owners’ shoulders. This improves the overall pet-owning experience while ensuring important jobs still get done.
Example of This Trend
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The Fi Collar offers Live GPS, Health and Behavior tracking on the smartest collar ever built. Their app makes pet ownership that much easier and gives you peace-of-mind, allowing you to monitor animal health, including their activity levels, sleep patterns, and even set up alerts if they leave a designated area; essentially acting as a high-tech pet tracker that requires a subscription service to access its full features.
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The Wickedbone toy comes with an app owners can use to control the toy. Additionally, when it’s set to “Interactive” mode, the toy will simply respond to what pets do while playing with it. This can keep animals entertained and motivate them to exercise even when owners aren’t present, making it great for busy professionals.
7. Pet Humanization
The sentiment of treating our pets like family members influences a variety of product and service offerings in the pet industry, from fashion to furniture designed specifically for pets. This includes maintaining high standards of pet hygiene, with products like deodorizers, tissues, and specialized cat litter becoming increasingly popular. These trends showcase the dynamic nature of the pet industry and the ongoing commitment to enhancing the lives of pets and their owners.
There is still plenty of room for creativity and innovation in this category. Your business could have the next product or service that appeals to pet owners, so start brainstorming. Or, maybe you simply work this trend into your marketing strategy and brand messaging.
Example of This Trend
You may have heard of pet influencers, or petfluencers, before. These are famous pets that owners showcase online to promote products and services they love. Typically, their viewers enjoy pet influencers for their quirky personalities and come to trust their opinions on pet products—and it doesn’t hurt that the subjects are adorable!
Yes, pet influencers are still on the rise and have become a popular trend on social media. They are captivating audiences on platforms like Instagram, TikTok, and YouTube. The pet industry has experienced substantial growth in recent years, thanks, in part, to the rise of social media and pet influencer marketing.
Pet Insurance and Services
Pet insurance is gaining traction among pet owners, reflecting a broader trend towards comprehensive pet care. Over the past decade, searches for “pet insurance” have grown steadily by 100%, indicating increasing interest and awareness. In 2022, the pet insurance industry reached a market size of $9.4 billion and is expected to grow at a compound annual growth rate of 17.04% through 2030.
This growth is driven by pet owners’ desire to ensure their pets receive the best possible care without financial strain. Pet insurance provides peace of mind, covering unexpected veterinary expenses and allowing owners to focus on their pets’ health rather than costs.
Alongside insurance, there is a rising demand for convenient and accessible pet care services. Online pet care platforms and mobile pet grooming services are becoming increasingly popular, offering pet owners flexibility and ease in managing their pets’ needs. These trends highlight the evolving landscape of pet care, where convenience and comprehensive coverage are paramount for pet owners.
Conclusion
These trends all tie back to one overarching theme: the pet care industry is growing as people see their pets as an integral part of their lives that is fundamental to their happiness. This means they want the products and services that will keep their pets as happy and healthy as possible, for as long as possible—and they’re willing to pay top dollar for them, increasing the global pet care market exponentially year over year.
It’s clear that pet parents and consumers are increasingly concerned about the health of their pets. And that they’re willing to spend money to maximize the health of their furry friends. As pet ownership continues to increase, we can expect the industry and pet care market to grow with it.
