Category Analysis: Health and Wellness

The pet health and wellness category is growing fast. What used to be a category built on reaction—my dog’s hips are hurting, so I should start giving him a supplement—is now moving to a proactive, holistic approach to keep pets healthy for as long as possible. 

According to the American Pet Products Association, more than half of dog owners (53 percent) give their pets vitamins or supplements, and one-third of cat owners. Supplements for anxiety, digestion, and immunity have grown by 56 percent for dogs and 70 percent for cats in recent years.

Pet Ag, a trusted company that is almost 100 years old and began by supporting neonatal kittens and puppies with baby formula, has been embracing proactive health across all life stages with supplements. Their Dyne advanced supplements are soft chews that are formulated to deliver an effective amount of each active ingredient. “Our mission is to empower pet owners to live for their pets and to enable them with the tools, the formulas and the education so their pets can live proactively happy, healthy lives,” stated Jonathan Ochoa, VP of Marketing at PetAg. “The big key is proactive. Our belief, and it’s a very emotional category, is we want to provide more quality and healthy years together. That really drives our mission, what we wake up and do every day, which is to provide trusted, high-quality formulas to enable proactive health across all life stages for dogs and cats.”

WellJoy saw an opportunity by addressing the power of gut health with their GutBoost biotic blend, which promotes gut health while also addressing common pet conditions.

Kim Gonia, Senior Brand Manager at WellJoy, explained how she sees the category entering a new phase. “Rising pet ownership and the continued humanization of animals have elevated—and forever altered—the expectations around pet care. At the same time, a younger, wellness-conscious pet parent is reshaping what that demand looks like. Their own habits, from supplements to gut health awareness, directly influence how they care for their pets. Further than that, pet parents now expect the same level of options—and quality—for their pet as they do for themselves.”

She continued, “At WellJoy, we see the next chapter of pet wellbeing as one belonging to brands that move beyond catchy product claims and instead champion proactive, science-led wellbeing that’s carefully designed in partnership with veterinarians and nutritionists so that pets can enjoy it and pet parents can trust in it. WellJoy is built for this shift to a modern kind of pet wellbeing.”

Brent Stern, CCO of Synergy Labs sees the tide changing with pet owners. He reported, “Pet parents demand more from the brands they trust, and there appears to be momentum industrywide about determining root cause for wellness-related issues rather than simply addressing the symptom. True wellness solutions require critical thinking and likely longer product development windows for real innovation.”

Debra Decker, Pet King Brands Director of Marketing, stated, “We initially entered the skincare space with a mission to support calm and healthy coats through our enzyme-formulated sprays, creams, shampoos, and conditioners. Now, with Funky Paws, we’ve added a product specifically focused on paw care to bring that optimal skin health all the way down to the toes!”

As the category grows, where do leaders see opportunities? Ochoa at PetAg commented, “The opportunity lies in very clear communication to the consumer and creating products with integrity that actually do what they say they’re going to do to help with that benefit. As an industry, we have to do that, or else, just like on the human supplements side, when we don’t do that, then people retract from it, and they don’t look past supplements to help with what they need for the dog or their cat at the moment. So, I think the opportunity is there, we see it in the numbers, and now it’s just ensuring we are doing our part for the pet industry to make it very simple for the consumer to get the solution they need.”

WellJoy sees the opportunity in building strong relationships. Gonia elaborated, “WellJoy is investing in long-term health foundations so that retailers can serve the modern pet consumer considerately and conveniently, with a pet wellbeing offering that’s smart, simple—and loved by pets. WellJoy is positioning itself as a partner in pet wellbeing, grounded in research, guided by veterinary collaboration, and aligned with modern pet parenting culture.”

She continued, “In 2026, WellJoy’s priority is to build a credible, values-led community around our kind of pet parent, celebrating the dedicated pet owner who believes proactive care is an essential part of responsible pet ownership.”

More holistic solutions are where Stern of Synergy Labs sees the category expanding. “For years, growth was fueled by humanization and premium offerings. That trend is still strong, but what’s emerging now is something more sophisticated: pet parents expect individualized solutions across nutrition, health, behavior, and even emotional wellbeing. They don’t want fragmented products—they want cohesive systems around brands they trust.”

Pet wellness mirrors human wellness. Pet owners expect the same, with high-end, functional ingredients. Popular products include CBD oil, collagen peptides for joints, and leaders see this carry over into pet products. Ochoa at PetAg relayed his experience, “We keep a good eye on what’s going on in the human supplements side. Practical pet owners look to supplements and will purchase supplements; 90 percent of them take supplements themselves. So, they’re somewhat educated on the human side. If they’re taking a protein powder or a collagen supplement or an Omega, because their pet is like their family, they want their pet to get that same proactive care they’re getting.”

And while ingredient fads will come and go, Gonia of WellJoy shared why they are not following trends. “WellJoy is intentionally taking a different path, aiming to lead the change we want to see, rather than follow trends. Innovation at WellJoy is driven by: Deep research, veterinary collaboration, focus on foundational health systems rather than isolated claims, and an obsession with our consumers and their fast-changing lifestyle habits. The development of WellJoy’s proprietary GutBoost biotic blend reflects this commitment, designed not as a trend response, but as a long-term approach supporting the gut microbiome as the key to overall vitality.”

Stern of Synergy Labs’ attempts to also stay one step ahead of trends.

“We view innovation as something to anticipate and translate for retailers and consumers. Our focus is on identifying sustainable trends versus short-term hype and building strategies that align with where consumer behavior is headed, not just where it is today.”

Decker of Pet King Brands will be relying on their tried-and-true innovation. “At the center of all our products is the effective LP3 Enzyme System, based on over 40 years of advanced technology and comprised of three enzymes, each with their own unique, naturally derived properties. When combined, they work synergistically to form a powerful antimicrobial system that differentiates our products from anything else on the market.”

The importance of education in this space was one thing all category leaders saw as critical. 

Ochoa at PetAg noted, “It’s ensuring you have the education formed in the right way. I see that as a bright spot because there are still a lot of consumers confused, but the sales in supplements are growing, which means people are seeing the benefits of a lot of these supplements, but there is still a lot more opportunity to help dogs and cats with their needs.”

WellJoy sees three main ways to better support both retail partners and modern pet parents. Focusing not just on results but also on palatability. 

“By collaborating with vets on our formulation to ensure not just guaranteed inclusion rates, but a soft chew that’s palatable—and more than that, loved—by the choosiest cats and dogs. This makes for higher repeat purchase, which we’re laser focused on, so that WellJoy becomes the simple and smart daily ritual in pet parents’ lives,” said Gonia. She also sees the need to appeal to the health-conscious, younger demographic explaining, “their pet care mirrors their own wellness rituals, by introducing both treats and supplements, so we’re meeting pet parents where and when they want to care for their pets.” 

Another key area of focus is on WellJoy’s science-led storytelling, both on social media and the shelf, an education-driven approach that makes it easier to take better care of pets. 

“We’re increasingly focused on bridging the gap between brand storytelling and retail execution,” said Stern of Synergy Labs. “It’s no longer enough to generate awareness—success depends on how effectively you convert that demand at the point of purchase, both in-store and digitally.”

As pet parents continue to humanize their pets and prioritize prevention over reaction, the category will continue to evolve. The next chapter will be rooted in science, transparency, and trust, fueled by education. Ultimately, what drives the category is what every pet parent wants most—more healthy years together.