Category Analysis: Health and Wellness

The health and wellness category continues to push forward due to leading manufacturers’ dedication to providing easy and effective solutions to pet parents and their pets. These solutions surround preventive and supplemental care and over-the-counter treatments, which all help pet owners avoid vet trips and ensure their pets’ longevity. 

“When reflecting on this year, we must acknowledge the role our new product development has played in pushing the health and wellness category forward,” said Debra Decker, Director of Marketing at Pet King Brands. “After listening to consumer demand when it comes to that ‘corn chip’ smell pets get on their paws, we were excited to formulate the all-new Funky Paws, which is the only enzyme-based paw cream on the market. It is backed by our full line of vet-recommended products and can be used after a pet’s grooming appointment or bath, as part of a post-walk routine, or whenever paw and skin irritation occurs to prevent infection.”

“2025 has been a big year for Squishface,” said Founder Tiffany Burris. “We’re in the middle of launching three exciting new products that will be beneficial for both pets and pet parents—the Squishface Slobber Towel, Squishface Toe Paste and an exciting, new, not-quite-ready-to-announce grooming tool. These launches build on our mission of supporting overall pet wellness, not just for wrinkly breeds, but for all dogs. Another highlight has been growing our reach through wholesale partnerships and distributors. Selling on Chewy.com has also been a great step forward, giving pet parents more convenient ways to shop with us in places they already trust.”

“2025 has been a landmark year for PetAg,” said Jonathan Ochoa, VP of Marketing. “We’ve continued to expand our leadership in the pet health and wellness space through both innovation and accessibility. One of our proudest accomplishments this year was the expansion of our nutritional supplement line with a new functional product tailored for aging pets. Launched as an exclusive product in tandem with the brand’s latest retail distribution partnership with Walmart, Esbilac Healthy Aging is designed for adult and senior dogs to support their overall health and wellness. PetAg’s essentials being available in Walmarts nationwide brings quality pet care to more homes. The team amplified the availability and product benefits through social media partnerships. With these partnerships, authenticity is non-negotiable. Pet parents can tell when a message feels forced, and trust is everything in our category. We work with influencers who genuinely share our values and use our products with their own pets. By focusing on real experiences and transparent storytelling, we create meaningful connections that last well beyond a single campaign. That authenticity not only builds credibility—it strengthens the bond between PetAg and the pet parent community.”

“This year has been a momentous one for Vetnique with the acquisition of YuMOVE and our expansion into Canada and the UK, we’re growing faster than ever to meet the demand of pet parents,” said Dr. James Bascharon, CEO and Founder of Vetnique. “Pet parents are increasingly prioritizing proactive wellness for their pets, and that’s aligned well with our mission to support pets thriving for life with vet-recommended, science-backed health solutions. Another major win this year has been the launch and rapid adoption of our Oticbliss Cleaning & Drying Ear Finger Mitt, which are resonating with both veterinarians and pet parents for their ease of use and effectiveness. Operationally, we’ve been able to maintain high fulfillment rates thanks to strategic investments in inventory planning and expanded distribution partnerships.

“Our continued success connects back to our mission, accessible pet care that does no harm,” said Decker. “Since the beginning, we’ve remained non-toxic and fear-free in our LP3 Enzyme System that selectively targets single-celled organisms to prevent disturbance to natural flora while providing effective, gentle treatment. It all started with Elizabeth, a German Shepherd who suffered from chronic ear infections. Her struggle inspired the creation of ZYMOX products, developed by Pamela K. Bosco, President and Founder of Pet King Brands. With a passion for animals and a commitment to finding an antibiotic-free solution, Pamela and her brother, bioscientist Michael Pellico, developed the first enzyme-based pet health care products, revolutionizing how people care for their pets. We hold this mission close to our chest as we continue to develop solutions to this day.”

“We’ve always stayed focused on solving everyday problems for pets and their owners, because we know that by helping dogs, we create happy humans,” Burris said. “Every product we make comes from asking, “What do dogs really need, and what’s just filler?” That’s why our ingredients are simple, clean and effective. Another part of our success is that because we’re pet parents ourselves, we understand what it’s like to deal with the issues our products address, and we want solutions that are safe, affordable and effective. Listening to our customers and adapting based on their feedback has been a big driver of our growth too.”

“Pet parents are more proactive than ever about their animals’ health. They’re looking for preventive solutions, not just treatments when issues arise. Transparency, quality and ease of use are all key expectations. Supplements are becoming part of daily care routines, much like vitamins are for people, and PetAg is proud to deliver products that meet those higher standards,” said Ochoa. “Additionally, domestic manufacturing continues to be a powerful trust signal, especially for consumables. PetAg manufactures all of their products in the Midwest. Brand trust and legacy are also playing a larger role. Brands like PetAg, with decades of veterinary and breeder trust, continue to resonate strongly with both new and experienced pet parents.”

“Right now, we’re focused on continuing to strengthen our wholesale and distributor relationships, so more pet parents have access to Squishface no matter where they shop,” said Burris. “Education is another priority, helping owners understand that different breeds face different skin and coat challenges. Some breeds are more prone to hyperkeratosis, yeast build-up or recurring bacterial and fungal infections. Others struggle with tear stains that can’t necessarily be avoided but can be managed with the right care. Seasonal changes can often make these issues worse, so our focus is on giving pet parents effective tools they can rely on consistently. It’s not just about prevention, our products help in the moment, and with regular use, they keep problems from turning into bigger health concerns that might require a vet visit.”

“In Q4, PetAg is channeling its focus into innovation and brand transformation as we prepare for a major product launch in early 2026,” said Ochoa. “At the heart of this innovation is our vet-formulated Dyne Dog Advanced Soft Chews, a new line of targeted supplements designed to address specific canine states. These chews are powered by effective ingredients at science-backed dosages, setting a new standard in the category and building on the trusted performance of the Dyne brand. We’re proud to support this innovation with the strength of more than 90,000 5-star reviews online, a testament to the trust pet parents place in our products. As a 100 percent employee-owned company based in the USA, our commitment to quality, transparency and pet well-being drives everything we do. In parallel, we’re also advancing a comprehensive brand transformation, elevating PetAg’s presence through a cohesive new design system that enhances shelf appeal and clearly communicates product benefits. This work reflects our broader goal of strengthening PetAg’s brand equity and deepening connections with our customers. As we close out the year, our teams are fully engaged in laying the foundation for successful launches by investing in R&D, consumer insights, marketing strategy and operational planning. The momentum we build now will ensure we enter 2026 ready to lead and continue to be a trusted name in pet wellness for years to come.”

Preventative and home care have remained top of mind for pet owners. “Pet parents are doing their best to support their pets while also remaining mindful of their budgets. This is why at-home care products are so important—they provide necessary healthcare in between grooming and vet appointments,” said Decker.

“The category is strong and growing, and the biggest shift we’ve noticed is that pet parents are looking for products that are both natural and effective. They want to give their dogs what they actually need and leave out the extras that don’t serve them. That’s exactly the space we live in, focusing on naturally based ingredients that keep dogs comfortable, healthy and happy without unnecessary fillers,” Burris said.

“At PetAg, science isn’t just part of the process, it’s at the heart of everything the brand does. Since 1930, the team has developed products with a rigorous research-driven approach to ensure safety, quality and effectiveness. That commitment to proven science sets us apart in an industry where not every product is backed by the same level of testing and expertise. It’s why veterinarians, breeders and pet parents have trusted PetAg for generations. It’s this combination of innovation, integrity and empathy that keeps PetAg trusted in a competitive space,” said Ochoa. “PetAg balances science-backed credibility with emotional connection when communicating their brand story. We know pet parents want solutions that work, but they also want to feel an emotional connection to the brands they bring into their homes.”

“Pet parents’ shopping choices are guided by brand loyalty, which is why it’s important to us to emphasize the use of the same great enzyme system across all our products. With each ZYMOX and Oratene product, consumers can count on a safe, non-toxic approach to addressing common pet issues such as ear infections, skin conditions and oral health concerns,” said Decker.

“We’ve seen that even in a tight economy, pet parents still prioritize their dogs’ health. The difference is they’re looking for affordable solutions that prevent bigger problems down the road. That’s why we’ve worked hard to keep our products fairly priced—they’re a fraction of the cost of a vet visit—and still effective. At the end of the day, our goal is to make it easy, safe and cost-effective for owners to care for their pets at home,” Burris said.