Insights

Why Pet Wellness Is the Next Big Market

Smart 360

19 Sep 2025 — 1 min read

The wellness industry is no longer just for humans. From vitamin supplements and organic anxiety treatments to collagen “puptides” for joint care, pet wellness is exploding into a premium category with serious consumer demand. For brands, this isn’t just a passing trend — it’s a growing market with emotional, cultural, and financial weight.

Why this trend matters

The global pet industry is worth an estimated $207 billion, with the U.S. and China leading the way. Consumers increasingly see pets as “lifestyle partners,” and they’re willing to spend accordingly:

85% of owners believe nutrition and supplements are as important for pets as for humans (ADM).
77% of U.S. pet owners say they’ll pay more for healthier products.
In China, premium cat food sales priced above ¥50/kg grew 42% year-over-year in 2024 (WARC).

This surge mirrors broader consumer behaviors we already see in human wellness — from raw diets and functional beverages to hyper-personalization in beauty.

Marketing opportunities

For pet brands (and even lifestyle and wellness companies considering category extensions), the opportunities are clear:

Personalization sells: Tailored diets, supplement plans, and “bespoke wellness” resonate strongly with owners projecting their own health choices onto their pets.
Emotional storytelling: Playing into themes of longevity, vitality, and treating pets “like family” can justify premium pricing.
Trend alignment: Positioning pet products alongside human wellness culture (e.g. natural remedies, functional food trends) creates immediate familiarity and aspirational appeal.
Premiumization: Chinese brands show how luxury positioning — even “pet hot pots” — can go viral and command higher margins.

The risks

As always with wellness, claims must be evidence-based. Dubious promises could lead to brand crises, especially as skepticism toward vets and vaccines grows in parallel with human health misinformation. Transparency and scientific backing will be key to maintaining trust.

Bottom line

Pet wellness is no longer niche — it’s the “Goopification” of petcare, merging human health trends with a booming global market. For marketers, the winning strategy will blend personalization, science-based credibility, and emotional resonance. Those who can position their brand at the intersection of love, lifestyle, and longevity will gain a powerful competitive edge.

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