Pet ownership can be as demanding as parenthood – a sentiment 70% of US pet owners held in 2025 (Ipsos, 2025). Forward-thinking brands are easing that burden with intuitive products and services designed to demystify pet care, reduce complexity and streamline the more cumbersome aspects of keeping a pet.

Pet owners are increasingly turning to technology for support, fuelling a market forecast to grow from $15.6bn in 2025 to $52.9bn by 2035 (GMI, 2025). Brands are responding with tools that monitor pooches’ behaviours at home, locate missing pets and help owners plan for potentially significant veterinary costs.

From tools supporting service dogs in the home to platforms matching older shelter dogs with senior adopters and services guiding owners through a pet's final stages of life, pet brands increasingly tailor their products to audiences with distinct needs.

Pet pampering has become a serious lifestyle category. With 88% of UK dog owners feeling their pet deserves the same pampering as humans (ManyPets, 2024), brands are responding in kind by launching pet lines alongside their luxury ranges, creating dog membership clubs and developing premium grooming products that mirror high-end human equivalents.

Climate-conscious pet owners are considering the carbon footprint of having a pet, creating demand for more sustainable products. Brands are responding with sophisticated plant-based pet foods that don't compromise on nutrition, alongside solar-powered production. For more on sustainable treats, see the Brief.

Pet longevity is emerging as a compelling space in pet care. With 66% of US pet owners prioritising a long, good-quality life for their pets (The New Consumer x Coefficient Capital, 2025), brands are developing everything to extend pets’ healthy lifespans, from medications to sophisticated wearables that track and monitor pet health in real time.