Developments in the Pet Space

Last Updated: Jul 13, 2023

The pet space is experiencing a whirlwind of incredible advancements, transforming how we care for and engage with our beloved companions. From cutting-edge technologies to groundbreaking research, there has never been a more thrilling time to be a pet owner. Whether you are a tech-savvy pet enthusiast, a pet-industry business owner, a health-conscious caregiver, or simply intrigued by the boundless possibilities in the pet space, in this article, we will delve into the very heart of these developments now.


Pet Wellness Takes a Top Seat

The pet wellness industry is gaining significant momentum, paralleling the flourishing human health and wellness market. 

A surge of interest in pet supplements, exemplified by the success of Zesty Paws, indicates the growing demand for human-like wellness solutions for pets. The humanization trend in the pet industry has already paved the way for “human-grade” pet food and even pet funeral services. 

With younger generations prioritizing their pets to the extent of choosing them over significant others, the potential for pet wellness seems boundless. Considering the projected $5 trillion value of the global human health and wellness market, the pet industry benefits significantly from this growing trend.

In light of these developments, this article explores four established wellness trends that present promising opportunities for the pet space!

Pet Mental Health

With approximately 3 million dogs in the United States on anti-anxiety medication, there is a growing need for interventions such as:

  1. Animal Behavioral Apps: These innovative apps address concerns like separation anxiety, guiding pet owners and helping them meet their pets’ needs.
  2. Informative Blogs and Newsletters: Pet parents want to stay up to date with research on pet mental health and learn practical ways to implement it; they are also engaging with like-minded individuals in Facebook groups dedicated to this topic. For example, Dogonomist, a newsletter combining elements of The Hustle and The Economist, has already gained over 1,000 subscribers.
  3. Pet Calming Technology: Search trends reveal a significant interest in “calming music for dogs.” Imagine portable speakers similar to white noise machines for babies, designed to soothe pets when they are home alone.
  4. Dog Anxiety Beds: These specialized beds are experiencing increased popularity as pet owners seek out comfortable snooze spots to help alleviate anxiety in their furry friends.

Exclusive Care Clubs

Veterinarians face high levels of burnout, prompting the creation of private concierge care clubs for humans. Following this trend, exclusive care clubs for pets could be the next development. 

Such clubs have the potential to drive niche services like pet longevity medicine. In addition, the benefits for pets could include exclusive access to sought-after services such as professional dog trainers, agility courses, emergency veterinary care, trusted pet sitters, and private dog parks. 

By adopting the care club model, pet owners may gain enhanced convenience and access to specialized services, ultimately improving their beloved furry companions’ overall well-being and longevity.

Personalized Health Plans and Supplements

The rising interest in personalized human supplements suggests that personalized pet supplements may be the next big trend. As a result, pet owners are increasingly exploring options beyond generic animal supplements like Zesty Paws

At Pawsitivity Pet Products, we’ve seen demand for premium pet products increase as well. One of our companies, Vet Naturals, is seeing double digit growth this year, and our blogs, which focus on pet tech ( and overall pet advice ( are seeing explosive growth around keywords focused on pet longevity, and alternative solutions for pet ailments. We’ve also expanded through the acquisition of multiple blogs, such as and Combined, they have a reach of nearly 10 million unique hits a year.

Alex Bakula-Davis, who curates a dog-focused newsletter, believes that personalized pet supplements have significant potential, stating, “More people are doing DNA tests for their animals, which could be great fodder to create personalized health or diet plans.” With the growing popularity of DNA testing for animals, there is an opportunity to leverage this information to create tailored health or diet plans for pets.

Collaborating with veterinarians to develop comprehensive questionnaires leading to personalized supplement regimens is another avenue to explore. Additionally, catering to popular breeds, such as Greyhounds, Cane Corsos, Border Collies, Australian Cattle Dogs, and Newfoundlands, could be a lucrative market. 

To further enhance the pet ownership experience, the concept of a “dog dashboard” is suggested, allowing pet owners to input their dog’s information and receive proactive health insights, recommendations, and reminders (similar to the concept of 

As personalized health and wellness continue to gain traction in the human realm, it is anticipated that this trend will extend to personalized pet supplements, offering tailored solutions for the well-being of our furry friends.

Pet Spas and Alternative Therapies

The increasing search interest in dog chiropractors and pet spas indicates a growing demand for specialized services in the pet industry. This trend prompts speculation about the emergence of pet masseuses and luxury fur care product lines. The rising search interest in “dog conditioners” further supports the idea of expanding offerings in this area.

Taking inspiration from popular human products, there is an opportunity to create luxury shampoo bars and scientifically formulated hair care products tailored for pets. Another potential avenue is to train a team to become certified canine massage therapists, enabling the provision of professional pet massages at a price range of $35 to $50 per session.

As the pet industry continues to evolve and pet owners seek exceptional experiences for their furry companions, exploring these unique services and products can open up exciting opportunities while catering to the growing demand for luxurious and specialized pet care.


Humanization of Pets Leads to Pet Wellness Industry Growth

The wellness industry for pets is poised to experience tremendous growth and become a booming industry for several compelling reasons. There has been a big shift in how pets are perceived and treated. Pets are no longer simply animals but cherished family members deserving the best care possible. Even the Pope told Italians – who have the lowest birthrate in Europe – to stop replacing children with pets! This humanization of pets has resulted in a heightened focus on their overall well-being, leading to increased demand for wellness products and services.

Advancements in veterinary medicine and technology have expanded the possibilities for pet wellness. From innovative diagnostics and dog dashboards to spa treatments and specialized dietary options, pet owners now have a wider range of solutions to address their pets’ health and wellness needs. This has created a foundation for new products, therapies, and services to cater to the evolving demands of pet owners. 

Moreover, pet owners are becoming more proactive in preventive healthcare. They are seeking ways to ensure their pets live longer, healthier lives. This proactive approach allows the wellness industry for pets to tap into this growing trend by offering products such as supplements and health plans. In addition, the expanding pet population and increasing disposable income among pet owners contribute to the growth potential of the pet wellness industry. As more households welcome pets into their lives, the market size continues to expand, presenting vast opportunities for businesses to cater to the diverse needs of pet owners. 

The humanization of our furry friends, advancements in veterinary care, proactive healthcare approaches, and a growing pet population set the stage for a thriving and prosperous pet wellness industry. By recognizing and capitalizing on these trends, businesses can tap into this growing market and provide innovative solutions that enhance the lives of pets and their devoted owners.

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