Paws and effect

Story by Bailey Gilliam

The pet industry has seen explosive growth in recent years, and it’s showing no signs of slowing down — just like your golden retriever when you say “beach.” In fact, the global pet supplement market alone is projected to reach $1.05 billion by 2027, according to an analysis by Grand View Research. That’s a lot of fish oil and probiotics, but hey, nothing’s too good for Fluffy, right? Here in the Lowcountry we’re no strangers to pampering our pets. And as owners become increasingly dedicated to improving the health and well-being of their companions, new trends are emerging across product categories — luxury items, niche pet foods and even pet insurance. Yes, that’s right — because if you’re not insuring your Labrador, is he even a real family member? Here’s a closer look at the key trends shaping the future of pet care and a few items you’ll want to purchase for your own fur babies.

Pet probiotics and supplements

Among the many pet supplements that have gained traction, one category stands out: probiotics. Pet probiotics are gaining popularity due to their potential to support digestive health, alleviate food allergies and promote overall well-being. Probiotics for dogs and cats have exploded in popularity on social media platforms like TikTok, where videos mentioning pet probiotics have garnered more than 386 million views. This trend is part of a broader shift in the pet industry known as the “humanization of pets,” where owners treat their pets like family members and increasingly share the same food and health practices. Just as many people focus on their own gut health —33 percent of people report consuming probiotics daily — pet owners are now adding gut-friendly products to their pets’ diets. 

Hot pick

Native Pet Probiotic Powder Supplement for Dogs

This super-functional, proprietary powder creates a thriving environment for healthy flora while supporting overall gut health and digestive wellness. The probiotic digestive supplement contains four probiotics for a powerful supplement focused on your buddy’s digestive tract. Sprinkle the power-packed powder over wet or dry food daily for an effortless way to support your four-legged family member. nativepet.com. $17.

New product categories

The pet product market has traditionally been dominated by familiar categories like food, toys, beds and grooming items. However, a wave of innovation is underway, with entrepreneurs creating new product categories that cater to the evolving needs of pet owners. Take pet wipes, for example. Over the last five years, searches for “pet wipes” have grown by 103 percent, and Amazon now offers nearly 300 brands of these moist towelettes designed for cleaning pets after bathroom breaks. While pet wipes are relatively new, their rapid growth shows how pet care is diversifying. Another emerging product is cat toothpaste. While oral hygiene products for pets aren’t new either, the growing popularity of specialty products like cat-specific toothpaste is noteworthy. Searches for “cat toothpaste” have risen 71 percent over the last five years. 

Hot pick

Arm & Hammer Fresh Breath Tuna Flavored Cat Dental Kit

Arm & Hammer has been a trusted name in gentle cleaning for 100 years, and they don’t make any exceptions when it comes to the health of your four-legged friends. This set makes it easy to support your cat’s oral health, whiten and brighten teeth and keep his smile healthy. chewy.com. $9. 

Bougie pet products

Whether it’s frozen yogurt for dogs or color-changing cat litter, luxury pet products are becoming more accessible to the mainstream market. One example is Pretty Litter, a premium kitty litter that changes color based on a cat’s urine pH levels. This product not only appeals to health-conscious pet owners but also taps into the convenience of subscription-based models, as Pretty Litter is sold exclusively online through a monthly subscription. The brand has gained significant traction, especially among millennials and Gen Z consumers. Similarly, cat enclosures, fenced-in outdoor spaces for cats, have gained popularity as more owners look to safely allow their pets to enjoy the outdoors. Searches for “cat enclosures” have increased by 79 percent over the last decade, and some high-end models can cost upwards of $1,000.

Hot pick

PrettyLitter Health Monitoring Cat Litter

Made with highly absorbent crystals, this litter traps and eliminates odor without harmful perfumes. Its lightweight design makes it easy to scoop and pour, and it’s low dust. Additionally, the litter changes color when it detects health problems like urinary tract infections, bladder inflammation, urinary stones or blood in the urine. prettylitter.com. $24. 

Natural pet food

Pet owners increasingly prioritize the health of their pets’ food, with 43.6 percent of pet owners saying they care more about the healthiness of their pet’s food than their own. Brands like Because Animals, which specializes in organic, omega-3-rich pet treats, are tapping into this demand for natural, high-quality pet food. Searches for Because Animals have grown 500 percent over the past decade, reflecting the broader movement toward natural pet food brands. Other companies, such as Open Farm, We Feed Raw and Lily’s Kitchen, are also gaining traction by focusing on organic and sustainable ingredients in their pet foods.

Hot pick

We Feed Raw Beef Recipe Patty for Dogs 

Start your dog on their ancestral diet today, and see positive results in as little as one week. One of the best-selling single-protein recipes, beef is a highly nutritious source of essential amino acids, vitamins and minerals. It is complete and balanced for dogs of all life stages and is formulated by a Ph.D. nutritionist. wefeedraw.com. Prices vary. 

Pet insurance

Another area of the pet industry that’s seeing significant growth is pet insurance. Searches for “pet insurance” have doubled over the last decade, and the market is expected to continue its rapid expansion. In 2022 the global pet insurance industry was valued at $9.4 billion and is projected to grow at a compound annual growth rate (CAGR) of 17.04 percent through 2030. Major insurers, including Lemonade, have entered the space in recent years, offering AI-powered pet insurance to meet the growing demand for coverage. Other pet-specific insurers like Healthy Paws and GoPetPlan also capitalize on the trend.

Hot pick

Lemonade Pet Insurance Preventative Care Plan

The preventative care plan is $16/month for dogs and $10/month for cats, regardless of your pet’s age or breed, and covers 90 percent of your wellness bills up to the specified annual limits. lemonade.com. Prices vary.