The Rise of the ‘Pet Parent’: How the Humanization of Pets is Changing Product Demands

Over the past decade, the role of pets in households has undergone a significant transformation. More and more pet owners now view their pets as family members, even as their “children.” This phenomenon, known as “pet humanization” or “pet parenting,” has not only altered the way people relate to their pets but has also profoundly influenced the market demand and supply chain of pet products. Through in-depth research and data analysis, we can see how this trend is shaping the future of the pet industry across multiple dimensions.

1. Premium Pet Food: No Longer Just ‘Feed’

As pets’ status rises in people’s lives, pet owners have become significantly more concerned about their pets’ dietary health. According to the latest data, the global pet food category grew by 6% in 2018, and from 2023 to 2028, there’s an expected 5.32% annual growth rate (CAGR).This indicates that more pet owners are willing to invest more money in their pets’ dietary health.

Modern pet owners tend to choose high-quality, grain-free, organic, or natural ingredient-based pet foods. In the U.S., for example, brands like Blue Buffalo, Wellness, and Orijen have seen a surge in demand for their grain-free and high-protein foods, which are considered better for meeting pets’ nutritional needs. Moreover, the market for functional foods and specialized formulas targeting specific pet health issues, such as arthritis, obesity, or sensitive skin, is also growing rapidly. According to data from Pet Food Industry, the functional pet food market is growing at an annual rate of 9.5%, further demonstrating pet owners’ increasing focus on their pets’ health.

Additionally, the pet treats market is rapidly expanding. Modern pet owners are willing to purchase natural, healthy pet treats as rewards or training tools. According to a report by Packaged Facts, the U.S. pet treats market reached $8.5 billion in 2023 and is expected to continue growing in the coming years. Premium pet treats, such as those made from vegetables, fruits, and superfoods, are becoming popular choices for pet owners.

2. Pet Fashion: Expressing Personality and Style

Pet fashion is not just about aesthetics; it’s also a way for pet owners to express their love for their pets. According to latest data, the global pet clothing market size was estimated at USD 2.09 billion in 2023 and is projected to grow at a CAGR of 4.1% from 2024 to 2030. 

Holiday costumes, custom collars, and stylish harnesses are just a few of the products that are being eagerly embraced by pet parents. Particularly with the rise of social media, dressing pets in fashionable clothing and showcasing them on platforms like Instagram or TikTok has become a popular trend. According to Hootsuite, pet-related hashtags on Instagram were used 150 million times in 2023, further underscoring the global influence of pet fashion.

Moreover, pet owners’ consumer preferences are driving the market for high-end pet clothing and accessories. Brands like LuxePets and Ruby Rufus focus on luxury pet apparel, offering high-priced products that still attract a significant number of pet owners. Pet owners are willing to spend extravagantly on their pets, not only for their appearance but also to demonstrate their love and the emotional bond they share with their pets.

3. High-End Pet Care: Providing Comprehensive Care

With the popularization of the “pet parent” concept, the pet care product market has experienced unprecedented growth. According to a report by Packaged Facts, the U.S. pet care products market reached $20 billion in 2023, and this number is expected to grow to $30 billion by 2027.

Pet owners are now more inclined to choose pet care products that are similar to human care products. This includes natural ingredient-based shampoos and conditioners, skin creams, and even pet perfumes. Brands like Earthbath and Burt's Bees have launched natural pet care products that are favored by pet owners for being free of chemicals and artificial fragrances. These products not only protect pets’ skin health but also meet pet owners’ demands for environmental sustainability.

In addition, the demand for pet dental care products has also increased significantly. According to data from Statista, the global pet dental care market is expected to reach $1 billion by 2025. Pet owners are becoming increasingly aware of the importance of oral health for their pets' overall well-being, leading to a rise in the sales of pet toothbrushes, toothpaste, and oral sprays.

4. Smart Pet Devices: Technology Brings Peace of Mind

The smart pet device market is rapidly expanding, driven by technological advancements and pet owners’ concerns for their pets’ health and safety. According to a report by Fortune Business Insights, the global pet tech market is expected to reach nearly $5 billion by 2028, with a compound annual growth rate of 25%.

Smart feeders, pet monitoring cameras, and wearable devices are some of the most popular products in this market. For example, smart feeders from brands like PetSafe and WOPET allow pet owners to remotely control their pets’ feeding times and portions, a boon for busy pet owners or those who frequently travel.

Pet monitoring cameras are also a popular technological innovation. According to Allied Market Research, the global pet camera market is expected to reach $3 billion by 2027. Smart cameras from brands like Furbo and Petcube not only provide real-time monitoring of pets but also allow owners to interact with their pets remotely via an app and even dispense treats through the camera device. These features ensure pet owners can keep their pets safe and healthy, even when they’re away from home.

Wearable devices further enhance pet health monitoring. Through wearable devices from brands like FitBark or Whistle, pet owners can monitor their pets' activity levels, sleep quality, and even heart rate. The data from these devices can also be shared with veterinarians, providing comprehensive monitoring and management of pets' health.

5. Emotional Needs: The Evolution of Pet Toys and Interactive Products

“Pet parents” are not only concerned about their pets’ physical health but also their emotional well-being. As a result, the pet toy and interactive product market has seen rapid growth. The global pet toys market size was valued at USD 8.88 billion in 2023 and is expected to grow a CAGR of 9.6% from 2024 to 2030. The rising demand for pet toys can be attributed to the growing awareness of pet health and well-being, leading pet owners to seek engaging and interactive toys to enrich their pets' lives. Additionally, the humanization of pets has increased, driving a desire to provide pets with stimulating and entertaining toys similar to those enjoyed by humans.

Compared to traditional toys, modern pet toys increasingly combine technology and psychological design. For example, many toys now feature interactive functions, such as sound, light, or movement, to engage pets. These toys not only fulfill pets' play needs but also help alleviate separation anxiety. For instance, KONG's line of smart interactive toys, controlled via an app, allows owners to interact with their pets remotely, even when they’re away from home.

Moreover, as pet owners become more aware of their pets’ psychological well-being, the market has seen the introduction of specially designed comfort products for pets. For example, Snuggle Puppy’s toy dog, which simulates a heartbeat, is designed to help pets relieve anxiety and provide emotional comfort. The success of such products demonstrates pet owners' willingness to invest in their pets' mental health.

Conclusion

The rise of the “pet parent” is not just a trend in the pet industry; it represents a deep commitment among modern pet owners to their pets' health, emotional well-being, and overall quality of life. This commitment is driving the demand for higher-quality, more technologically advanced, and emotionally enriching products. By understanding and catering to this trend, wholesalers and retailers can seize this vast market opportunity, offering products that align with consumer mindsets and needs, and thus stand out in a highly competitive market.

By actively responding to the changes brought about by pet humanization, the pet product supply chain can become more refined and personalized to meet the ever-changing demands of modern pet owners. This not only enhances a brand’s market competitiveness but also positions it for success in the evolving future market.