The Movement Pet Parents Demanded from the Pet Industry
The Future of Pet Care Looks a lot Like How You’re Already Doing It! 😎
Hey Pet Parent!
The pet industry is going through a major glow-up and it’s being led by pet parents like you!
According to a recent Pet Food Industry report, the way people feed, travel with, and think about their pets is changing fast. Here's a peek at the four biggest trends and what they say about where we’re headed.
1. Fresh Food Is Booming
💥 Stat: The fresh pet food market is expected to grow by 20% annually, surpassing $2.8 billion by 2030.
That’s not a trend...it’s a movement! And you're leading the charge!
Pet parents are ditching ultra-processed pellets for fresh, gently cooked, raw, or freeze-dried diets that look more like real food. Even diehard kibble feeders are boosting the bowl with raw toppers, goat milk, or bone broth to increase nutrients and improve digestion.
This shift is about more than ingredients. It’s about feeding for health, not just convenience. And it's happening because pet parents are asking better questions and expecting better answers.
1. Fresh & Functional Foods Are Booming
Pet parents are turning to fresh, minimally processed, human-grade options. Think less ultra-processed kibble, more raw, cold-pressed and real-food diets. Super-premium fresh formulas are leading the charge.
2. Gut Health Is Finally in Focus
Functional diets featuring prebiotics and probiotics grew 18% for dogs and 9% for cats in 2024 alone. That’s huge! It shows pet parents care about digestion, immunity, and overall wellness.
3. Wellness Is the New Standard
More than 78% of pet parents see nutrition as vital to lifelong health. They’re treating their pets like family members and choosing food accordingly.
2. Supplements Are the New Norm
💥 Stat: 58% of pet owners now give supplements, up from 40% just a few years ago.
From probiotics to medicinal mushrooms, people are looking beyond prescriptions and supporting their pets with targeted, natural nutrition.
Whether it's green lipped mussels for achy joints, milk thistle for liver detox, or slippery elm for sensitive tummies, supplements are being used to prevent problems, not just treat them.
Supplements are no longer just for seniors or sick pets. We’re seeing a shift toward holistic care that supports the whole body and it’s making a real difference in how pets age, recover, and thrive.
Ten years ago, supplements were seen as “extra.” Today? They’re part of the foundation. We’re seeing more people use natural tools to support joints, skin, digestion and aging before things get bad enough for prescriptions.
It’s not about replacing your vet. It’s about giving the body what it needs to stay strong and balanced in the first place.
That's why more people are reaching for:
🍄 Medicinal mushrooms for immune health, allergies and inflammation
🦪 Green lipped mussels for complete joint support
🌳 Slippery elm for sensitive stomachs and respiratory issues
🍃 Milk thistle for pets on meds, flea and tick chemicals or post-vaccine detox
Gut health is getting the spotlight it deserves too, with more attention on probiotics, yeast control, and prebiotic-rich toppers to support the microbiome. Allergies, digestion, even behaviour...it all starts in the gut.
3. Pets Are Part of the Plan
💥 Stat: 42% of pet owners now choose vacation spots based on pet-friendliness. And more than half say they take their pets on errands at least weekly.
Another trend? Pets aren’t staying home. They’re riding shotgun, hitting patios, sleeping in hotel beds and being included in everyday life more than ever.
This trend means new needs: travel-safe calming aids, portable feeding solutions, car safety gear and even gear for hiking or beach days. The more integrated pets become in daily life, the more we’re thinking ahead about their comfort and wellbeing too. Fluffy doesn't just get a plastic dish in an old plastic bag when they join us on vacation, he has his own suitcase filled with all his gear! Hotels know it too and many include bowls and beds in your hotel room to accommodate your furry family members while they're out there making memories with you!
Pet-friendly everything is in demand. And as pet parents, we’re planning our lives around their needs more than ever before.
4. Gen Z + Cat Dads = Big Market Movers
💥 Stat: Gen Z makes up 14% of all pet owners now, but their influence is massive. And male cat ownership has grown 49% since 2020.
Younger pet parents are pushing the industry forward, asking more questions, demanding better sourcing and researching every ingredient label.
They’re also bringing cats into the spotlight. It’s no longer a dog-dominated world. Enrichment toys, raw diets, holistic options and kitty birthday parties for felines are exploding in popularity and we’re here for it.
Younger pet parents are more likely to:
– Choose fresh food and natural care
– Question conventional advice
– Research ingredients and sourcing
– Invest in enrichment, training and health from day one
It’s not a fad, it’s a value shift. And it means the future is looking really good for pets. Gen Z was born with a cell phone in their hand and research is just part of their DNA. They're seeing through the hype Big Pet has been pushing for decades and they're demanding better for their furry family members and they're not going unnoticed!
So, what does this all mean?
✅ It means you're not just following trends, you’re setting them and you're part of the reason they're happening.
✅ It means the questions you've asked and the choices you’ve made are shaping a better future for all pets and the industry is responding to you wanting better for your pets!
✅ And it means that even when it feels like you're going against the grain, you're actually ahead of the curve.
✨ It also means you've come a long way, and we see the love and effort you pour into doing what's best. The research, the label reading, the tough choices, it matters. Your furry family is thriving because of you.
You’re not just feeding a pet, you’re fuelling a life. And that deserves to be celebrated.
So keep asking questions. Keep trusting your gut. Keep fighting the good furry fight.
You're not alone and you're doing an amazing job.
Whether you're boosting the bowl, exploring raw, traveling with your floof, or diving into functional supplements, we’re here for it and we’re here for you.
Here’s to informed choices, healthier pets and one seriously exciting future!