Four ways pet parents are thinking about holistic wellness, and what it means for your brand’s CX

Just when you thought you’d seen it all, in September 2024, Bark Box (known previously for doggie airlines and dog cereal) announced Crocs for dogs. Following the success of Crocs for babies, and pet owners on TikTok attempting to put them on their pets’ feet with disastrous consequences, the shoes have been redesigned to be perfect for your four-legged friends – so you can have matching outfits when you head to the park!

Image credit: https://www.highsnobiety.com/p/dog-pet-crocs/

Not just cute marketing and clichés, this change reflects a larger cultural shift. Pets have truly become household kings and queens, with audiences with higher disposable income wanting to give their pets a personal experience as a member of the family. From boutique pet hotels and doggy afternoon teas to premium grooming and branded clothing, the demand for luxury pet services and products is soaring. For example, the frequency of the search term ‘dog groomers near me’ has grown 40% in the last year (Google Trends). Brands that embrace this trend stand to benefit significantly, but real success lies in how thoughtfully they integrate luxury into the customer experience.

In the UK, pet owners are spending an average of £500 per year on luxury pet products such as high-end treats and toys. This is also true in South Korea, where the average spending on pet products rose from ₩262,000 in 2019 to ₩353,000 in 2022.

Crocs for pets: popularity 2019-2024¹

DINKWADs (dual income, no kids, with a dog) are a driving force behind this growth, seeking out companionship and the loving, busy family dynamic featuring pets instead of children. This need to experience togetherness is piquing an interest in audiences looking for shared experiences – e.g. holidays with pets – with conversation and research on dog holidays up 110% YoY.²

The global pet wellness market is a growing category with a CAGR of 9% from 2024–2030, with pet owners investing heavily in holistic treatments, organic foods and premium healthcare products. A broader cultural shift is making holistic wellness not just a treat but a part of a healthy routine, and brands that exploit this change in attitude could take centre stage.

Shopping experiences have been built around this, with retailers aiming to be the ‘Holland & Barrett of pet care’ by expanding their pet lines to offer holistic pet wellness.

The demand for high-quality, natural ingredients in pet food has been particularly notable, with organic and specialised diets such as grain-free, hypoallergenic and raw food diets becoming mainstream choices for health-conscious pet owners. Foods brand-new to the market are being created, like freeze-dried raw food (led by brands like COYA and James & Ella), which had minimal shelf space in the UK until four years ago. These now hold 5-6% of the market share and are expected to soon increase to around four times that.

Pet owners are moving into a space where wellness is proactive and part of everyday life rather than reactive. This is driven by a desire to improve their pets’ quality of life and longevity. Consumers are demanding tailored healthcare solutions, from DNA testing to personalised diet plans that promise a more scientific, proactive approach to pet health.

Once again, we’ve seen a major increase in interest in gut health reflected in the pet wellness world in the last five years. We have seen a 99% growth in searches for probiotic bites, and a 63% increase in Reddit discussions on supplements, proving that we don’t just want to improve our pets’ gut health, we want to talk about it too.³

The sustainable pet care shift captures everything from eco-friendly packaging and recyclable products to ethically sourced ingredients and carbon-neutral brands. Customers are shopping much more consciously across all categories and, with audiences wanting to make better overall decisions, pet brands are being challenged to do better and be sustainably conscious.

One of the biggest changes in the pet care industry has been the development of sustainable pet products, particularly in pet food and accessories. Brands are moving away from environmentally damaging practices such as single-use plastics and non-biodegradable materials, and opting for greener alternatives. For example, Beco has made waves with its eco-friendly pet toys, bowls and biodegradable poop bags, using materials such as recycled plastic and natural rubber to make sustainable and durable products without sacrificing on quality.

When it comes to food, carbon footprints have traditionally been pretty bad in the pet care market, with meat-heavy diets and processes that leave room for improvement. These processes are resource-intensive and contribute to many issues, such as water overuse and greenhouse gas emissions. To combat this, several innovative brands have embraced alternative protein sources and sustainable farming practices. For instance, Yora Pet Foods offers food made from insect protein – a far more sustainable option than traditional meat-based diets. Insect farming uses significantly less water, land and feed, while still providing pets with the high-quality protein they need​. This is reflected in a huge 5,000% increase in searches of the term ‘sustainable food’ in the last five years.⁴

It doesn’t always take a new idea to win with sustainability, though – audiences are also looking to prolong the product lifecycle, with a 40% YoY increase in conversation around second-hand dog accessories.⁵ Marketplaces are helping audiences to get more out of pet products by going second-hand – so much so, that we now see 2,100 monthly searches for ‘used dog crates’.⁶ 

Digital transformation is changing the landscape of healthcare not just for humans but for animals as well, with a 99% increase in the search for ‘vet telehealth’⁷ and a 19.8% CAGR in pet technology.

It’s rapidly reshaping how we care for our pets, giving pet owners unprecedented control over their animals’ health and wellbeing. As pet owners, we want to continue to understand our pets better and make better-informed decisions. Therefore, digital tools and data-driven experiences are becoming integral to today’s pet care. This shift towards a more informed, empowered approach to ownership asks for real-time, data-driven insights and virtual consultations so that pet owners can provide proactive and personalised pet care.

The demand for smart pet technology is growing as we want to really get to know our pets’ needs. Wearables such as Whistle and FitBark are leading the way in pet health tracking, allowing owners to monitor everything from their pets’ activity to sleep patterns and tracking early signs of health issues. Wearables feed owners insights that can help prevent illness and develop precise and personalised daily care routines. This approach to care resonates with pet owners who want to take a proactive, data-driven approach to their pets’ wellness. With searches for pet-health-related tech and products surging in 2023, there is a clear demand for these solutions.

Perhaps the most transformative aspect of digitally empowered pet ownership is the rise of virtual veterinary consultations. During the pandemic, the use of telemedicine in pet care exploded, allowing owners to access vet care from home (thanks to updated ‘under care’ legislation).

Another key area in digitally empowered pet ownership is pet DNA testing. Companies such as Embark and Wisdom Panel offer tests that can provide insights into a pet’s breed, health risks and even behavioural traits. This enables owners to take a personalised approach to their pets’ care, adjusting diets, exercise routines and medical attention based on the genetic profile of their animals.

Overall, brands need to diversify what they offer to enable audiences to ensure continued holistic wellness in their pets’ lifestyles.