It wasn’t so long ago that people viewed pets as property – something they “owned.” Thankfully most of society has evolved to understand that pets are part of the family, and that their needs and emotions are as valid and important as other human family members.

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 2023 Pet Innovation Awards.

Today I want to dive into the trends (already here and right around the corner) that are revolutionizing the beautiful and unbreakable bond between humans and their animals! I’ll also introduce you to a little of the genius behind the 2023 Pet Innovation Award winners and some leading pet brands shaping a new era for pets.

Sustainable practices for pets and their humans.

Mindless consumption, waste and use of non-sustainable resources are out! Thoughtful purchases are in. You should expect to see a growing boom of truly sustainable products.

There are many brands that are creating ethically sourced, made to last pet products.

I’ve seen some incredible products on the market. Here’s a few of my faves -

1. Sustainable materials and manufacturing practices

▪ P.L.A.Y is a B Corp that uses recycled plastic bottles to create many of their products, including dog beds and toys! Fun fact: Their plushies meet the same standards as infant/children safety standards!

▪ The dooLoop makes lugging your dog’s poop a hands-free job. It’s a simple and non-toxic device made of recycled plastic and packaging. This fun and hands-free dog walking accessory helps you do your ‘dooty,’ times two: being a good citizen by picking up after your dog and putting recycled materials to good use.

2. Sustainable protein sources in pet food and treats

We’re getting beyond the yick factor! People are more open to adding insects and bugs to their diet (just look at insect protein powder and insect flour!). This practice brings me back to my youth, when I worked up close and personal with nature on our family run dairy farm. Insects and bugs are part of the life cycle and many have a positive effect on their environment simply by being bugs and doing their bug life thing.

Pet food and treats are looking at these natural, sustainable protein sources, too. Here are three companies adding insects, invasive species and other environmentally friendly protein to their pet food.

▪ Protenga makes a premium insect protein for Fido.

▪ Scout and Zoe’s sells a wide range of insect and invasive species-packed nutrition for cats and dogs.

▪ American Ostrich Farms makes dog treats from humanely-raised and sustainable (less waste and water than beef) ostriches.

3. Pet parents want help parenting while working from home

Despite the push to get people back in their offices, the work-from-home trend is here to stay. This new work from home lifestyle is a boon to pack animals like dogs, who thrive when their pack is together. Cats, too, will appreciate their human family close by when they feel like playing or cuddling, or asking for food. These workers have unique pet dilemmas, like barking dogs during conference calls, cats walking on their computer keyboards (bonus points during a conference with an important client) and balancing working hours with playing hours.

4. Pet perks as employee benefits

Companies are struggling to get their workforce back after the pandemic – and the perks of pre pandemic days like free gym memberships and nice lunches once in awhile just aren’t enough to attract and retain talent.

Companies large and small are extending benefits into pet insurance ($9.4 billion dollar industry in the US in 2022), pet services and other support for employees with animals. If you do work in an office you might enjoy visits from therapy dogs or a bring your dog to work day.

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 gut health, anxiety and depression are being approached from a complementary, holistic approach.

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 digestion and healthy breathing.

Holistic health will continue to boom. We’ll probably even see services like reiki healing and aura photography for pets to become more popular. For my dog Snickers, massage has been especially healing. Victoria at The Balanced Orchid offers dog massage, and I’ve seen first hand the benefits massage can bring to dogs who are anxious or recovering from an injury or surgery.

6. Becoming one with Mother Nature.

Humans are putting the planet first again. In our household we try to eat clean, natural food, and also avoid toxins in our cleaning and beauty products. Andee- beauty counter

We’re taking our pet care back to nature too.

Similar to holistic health and sustainability, we’re seeing and will continue to see a respect for nature with pet food that is free of fillers and is minimally processed. Think freeze dried, dehydrated and raw foods.

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

CBD is also making a big splash in human and pet spaces. I wrote a blog about this- click here.

7. 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 stylish 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 Dog Clothing/Accessory Company of the Year, creates beautiful handmade Italian leather dog accessories. Another luxury brand that won is Doodle Couture. They took home Harness Innovation of the Year, proving pet parents will pay the price for being fashionably functional.

8. Artificial intelligence (AI) and tech come together for greater pet care

AI is making life easier for everyone. Like most tech savvy pet and people photographers, I leverage AI myself to push efficiency ever higher. Not everyone agrees with AI and its use can be controversial. One thing’s for sure—AI is finding myriad ways to take care of pets.

From business software like bookyourpet.com to AI-powered medical image diagnosis software from aiforpet.com, pets and the people who love them are able to give them better care.

The everyday pet parent is gaining in interest in devices with biometrics to truly keep their pup safe. Smart Dog Collar reports on your dog’s health AND location (great for door-dashers!). One Health Group, who won Overall Health Product of the Year, has also developed Voyce, a wearable that monitors your dog’s quality of rest, heart rate variability and calories burned, and more!

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

If you are a pet parent, carving out time for play and bonding is critical to you collective health and happiness. 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!

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.

Two businesses creating the all-in-one stop/pet-and-human experience are PUCCI Café in Texas and King’s Dog Daycare in London. PUCCI is a café, wine bar, desserts (made for dogs with human-grade ingredients) and luxury dog boutique all rolled into one! King’s is part daycare, part photography studio, part groomer, part café and more! Your dog and you are well taken care of here!

Closer to home here in Minneapolis, check out Brew Park in Plymouth. While your dog plays off leash in this indoor park (supervised by on of their Park Rangers, you can enjoy food and drink in their Barkery. Their indoor turf is cleaned daily with a pet safe cleaner.

10. Subscriptions and memberships

Seems like there’s a subscription box or membership for almost anything these days— as an introvert, one of my favorites is the Introvert’s Treat Box, filled introvert treats like soy candles, calming bath salts and, of course, a book.

Or, if you are a witch, you can order your own subscription for witch supplies from The Witche’s Moon.

Subscriptions and memberships are in full force in the pet space and will ramp up in 2024. Pet sitters, dog walkers, pet photographers and trainers might start charging for memberships instead of individual sessions. Subscriptions for recurring purchases are becoming popular too: food, treats and toy boxes but also household items too like poo bags and these paw-approved air filters.

There you have it – my guide to what we can expect in the world of pets in 2024 and beyond!

I’m loving the trend toward including pets as family, and normalizing taking care of their physical and emotional needs.

One thing is for sure. Humans are continuously finding ways to bond with their pets.

2024 Pet Trends To Watch