The health and well -being of pets have consolidated this 2025 as one of the great growth engines in great consumption. What began as a marginal trend associated with brands such as Goop – the brand of actress Gwyneth Paltrow – has evolved into an expanding industry that combines functional products, personalized nutrition and emotional marketing to respond to a new way of understanding the relationship with pets. And, today, 91% of pet owners globally consider their animals as one more family member, according to the report “2025 Insights Report” prepared by ADM, one of the main animal nutrition companies.
Thus, talk about Pet Wellness It is much more than good food for dogs or cats. It implies talking about supplements with Ashwagandha for anxiety, collagen for joints, raw rage and age diets, or even microbioma-friendly products to favor digestive health. All this under an emotional narrative that further humanizes the link between person and animal, and with the added objective of prolonging the life of pets in the best possible state of health.
Longevity, nutrition and functional products
The main engine of this category is the desire to guarantee a long and healthy life to pets. 85% of the owners claim that nutrition and supplements are as important for their animals as they are for themselves, and 78% declare to be interested in products that help increase the life expectancy of their pets.
Digestive health, immunity or long -term vitality are some of the most sought -after areas
This concern translates into the demand for products with natural ingredients, minimally processed and with tangible functional benefits. Digestive health, immunity or long -term vitality are some of the most sought -after areas. And it is not an anecdotal concern: in countries like the United States, 77% of consumers are willing to pay more for healthier products for their pets.
And as in cosmetics or human food, customization has also reached animal care. The ADM report reveals that the owners seek solutions adapted to the specific needs of each animal, according to their race, age or health condition. In the United States, for example, 53% are mainly interested in digestive health, while in Brazil the focus is in the immune system.
This approach generates opportunities for brands that are committed to previous diagnosis, customary food plans or personalized supplementation solutions. In addition, 50% of respondents globally declare that they buy animal health products every two months or more often, demonstrating the consolidation of these habits.
High prices and economic pressure
Although, according to the ADM report, the pet product market continues to grow, but does so at a lower pace than during the postpandemic peak. In global terms, a 3.9% increase in the compound annual growth rate is projected. The causes: high prices, lower adoption rate and more frugal consumers, although equally concerned with the health of their animals.
Thus, 46% of American consumers would be willing to change brand to save money and visit discount stores have increased from 29% to 35% in the last three years. In this scenario, white brands are gaining weight, and many of them already launch functional products to compete with premium brands.
73% of the owners allocate a budget for “Capricho” products
By regions, Latin America presents the greatest opportunity for growth, while the United States and Europe show growth below the world average. In parallel, 73% of the owners continue to allocate a budget for products considered “of Capricho”, which shows that the emotional component still has a decisive weight in purchase decisions.
The key, according to ADM, is to find the balance between quality, customization and competitive price. Innovation will be essential to maintain the loyalty of consumers, while global economic pressures are raffled.
The new relationship between humans and animals
Beyond nutrition, the Pet Wellness It is deeply linked to the emotional. The phenomenon of treating animals as a projection of oneself has grown, with consumers who apply their health beliefs to the animal world. This has resulted, in some cases, in distrust of veterinarians or in dangerous attitudes such as rejecting animal vaccines.
Some experts alert the risk: “Many owners just want the best, but they can endanger their animals without knowing it”warned a veterinarian in an article of The New York Times. However, the phenomenon continues to grow: in China, for example, the “hot pot” for pets went viral, and some users assured that their animals ate better than them.
The global market of Petcare It is valued at 207,000 million dollars, with the United States and China as the largest markets, according to WARC data. And in these countries, the premium segment grows double digit. In China alone, cat sales for more than 50 yuan/kg food grew 42% year -on -year in 2024.
For brands, this implies opportunities, but also risks. As the ADM report recalls, any company that makes unsecked promises could be wrapped in a difficult reputational crisis to manage. On the other hand, the brands that understand cultural change and offer evidence supported solutions, have much to win.
The tendency of Pet Wellness It is the reflection of a structural change in the relationship between humans and animals. A transformation that mixes science, emotions, consumption habits and personal aspirations. And that has given rise to a demanding market and willing to pay more for what guarantees well -being and longevity.
As the ADM report concludes: “The brands that consider consumers about longevity and create solutions focused on the general welfare of pets, will get a competitive advantage.”
More info.: Studio “Pet Nutrition Insights 2025”
