It wasn’t so long ago that people viewed pets as property – something they “owned.” It’s incredibly heartening to see how far we’ve come in recognizing that pets are not property, but beloved family members. Today, the bond between pet parents and their animals is built on mutual respect, love, and understanding—creating a deep, unspoken connection that enriches both lives in ways words can’t fully express. I’m grateful to witness and celebrate this beautiful shift, where pets are cherished as companions who bring endless joy and unconditional love.

We’ve come a long way in terms of understanding animal psychology, behavior and better ways to parent the pets we care for. You can see a lot of that science going to good, practical use through the 2024 Pet Innovation Awards.

Today I want to dive into the trends (already here and right around the corner) that are revolutionizing the everlasting bond between humans and their animals! I’ll also introduce you to a little of the genius behind the 2024 Pet Innovation Award winners and some leading pet brands shaping a new era for pets.

1. The demand for ‘style meets function’ increases

Do you know what people love more than beautiful things? Beautiful things that work exceptionally well. The trend towards “style meets function” has ramped up in recent years and will continue to do so.

Take Pretty Litter for example. Cat litter that is aesthetically pleasing and helps keep track of your kitty’s health…what’s not to love? And turns out people are flocking to the company. Exploding Topics revealed that searches for Pretty Litter are up a whopping 608%(!!!) since 2019.

They aren’t the only company making it into the mainstream. Poisepup, who won 2023 Dog Clothing/Accessory Company of the Year, creates gorgeous handmade Italian leather dog accessories. Another luxury brand that won is Kanine. They took home Dog Clothing/Accessory of the Year, proving pet parents will pay the price for being fashionably functional.

2. Pet parenting is looking a lot like human kid parenting – and so are products

Goods that resemble products for humans are trending. Doggy diaper bags, clothes and costumes, wearable pet carriers, strollers, and mommy-and-me clothing are becoming must-have accessories for pet parents who want to share their style and lifestyle with their furry friends. From matching pajamas to pet-friendly backpacks and even high-end pet furniture, these products are a reflection of the growing desire to treat pets as true family members, with all the love, care, and attention to detail that goes into our own personal belongings.

Some hot products in this space include Juno’s doggy diaper bags (named Pack Product of the Year), Zoo Snoods’ dog head covers (named 2023 Clothing Product of the Year) and BooDog Lifestyles for the mommy-and-me accessories like matching human and dog scarves.

3. All-in-one services and experiences both humans and pets can enjoy together!

Bonding with your pet through shared experiences is essential for building a deeper, more meaningful connection that lasts a lifetime. Cultivating experiences that both humans and pets can enjoy is in high demand! So is giving pet parents a place where pet care, shopping, and amenities come together to enhance every aspect of their pet’s life.

A ‘cause Digital Marketing survey of dog and/or cat owners found that the majority (71 percent) would “be happy” if their pet store or service provider offered other services.  And like most things in the free market, if there’s a demand, a supply will come.

Pet photography is one of those unforgettable experiences that allows you to capture the bond you share with your pup in a way that lasts forever. It’s not just about taking pictures; it’s about creating moments that reflect the unique love and connection between you and your furry friend. Whether it’s a playful photo shoot, a cozy session, or a special milestone, these images become cherished memories that you’ll treasure for a lifetime. Bonding with your pet through shared experiences like photography deepens your relationship and creates memories that go beyond the everyday routine.

4. Becoming one with Mother Nature

Humans are putting the planet first again, embracing lifestyle changes like growing our own food, avoiding parabens and sulfates, and opting for organic and sustainably sourced products. We’re choosing natural yards over synthetic grass, and focusing on mindful consumption to reduce our environmental impact. These shifts toward a more eco-conscious and health-focused lifestyle are not just affecting us—they’re influencing how we care for our pets too.

Similar to holistic health and sustainability, we’re seeing a rise in pet food that reflects this respect for nature. More and more, pet food is shifting toward human-grade, minimal-ingredient formulations that prioritize quality over quantity—no fillers, no processed ingredients, and no bioengineered additives. Think freeze-dried, dehydrated, and raw foods that offer pets the same wholesome, natural nutrition we seek for ourselves.

Some companies doing pet food differently include Portland Pet Food Company, The Honest Kitchen and Vital Essentials.

5. Holistic health approaches to pet care

Another trend we’ll continue to see deepen and broaden in the pet space is a focus on holistic health with expert formulations. Issues like anxiety, gut health, and joint pain are being approached from a complementary, holistic perspective, offering pets and their owners more natural and effective ways to nurture overall well-being.

Companies like bSerene are creating calming solutions. There are also probiotic grooming products to take care of our pet’s skins. Skout’s Honor Pet Supply Co. is a leader in this space of caring as much about what we put on our pet’s bodies as well as what we put in it. Pets are even getting a water upgrade. OxyPet offers oxygenated water, which has been shown to amp up the immune system and support skin, digestion, & joints.

Holistic health will continue to boom. We’ll probably even see services like dog message, aura photography, & reiki healing for pets to become more popular.

There you have it – my guide to what we can expect in the world of pets in 2025 and beyond!

I’m most excited about the rise of holistic pet care and natural, sustainable products. It’s amazing to see how pet wellness is becoming as thoughtful and intentional as our own!

One thing is for sure. Humans are continuously finding ways to elevate the relationship with their pets, treating them as true family members and prioritizing their health, happiness, and quality of life in ways that reflect deep love and respect and I am here for it!

And don’t forget, when you’re ready to capture that fun adventure with your pup, give me a call. It would be an honor to create something magical just for you!

Wags & Wiggles,
Jess