Category Analysis: Pet Enrichment Solutions

Pet enrichment is no longer just about keeping pets entertained. As pet parents place greater emphasis on mental stimulation, natural behaviors and overall wellness, enrichment products are becoming a regular part of daily routines. The global pet enrichment solutions market is valued at approximately $11.8 billion in 2026 and is projected to reach $20.6 billion by 2034, growing at a compound annual growth rate (CAGR) of roughly 7.2 percent, according to Stratistics MRC, which provides tailored market research and strategic consulting services across a wide range of industries. 

“As we head into Q4, we’re excited about the continued momentum behind pet enrichment and the growing understanding among pet parents that enrichment is an important part of a dog’s overall health and wellbeing,” shared Adam Baker, Founder and CEO of Sodapup. “The holidays are obviously an important selling season for our industry, but we’re particularly encouraged that consumers are increasingly looking for products that have a purpose beyond simply being a fun gift. They want products their dogs will actually use and that can become part of their everyday routines.”

He continued, “That’s a great fit for Sodapup. We’ve spent the past several years building a much broader approach to enrichment, with products that support licking, chewing, foraging, slow feeding and problem-solving. Heading into Q4, we’re excited about helping retailers tell that bigger enrichment story and encouraging consumers to think about enrichment as a system rather than a single product.”

Starmark Pet is launching its Q4 season with a three-day event at the Starmark Ranch, featuring activities for dogs and pet parents. Highlights include an UpDog Disc Challenge and community contests such as dock diving, agility and a costume competition. Local rescue groups will also be there with pets available for adoption. 

“We’re excited to host this fun weekend for our community and bring awareness to Central Texas rescue groups and some of the great things you and your dog can achieve through training,” said Emily Benson, Marketing Director at Starmark Pet.

Jason Nesbitt, Director of Marketing & Ecommerce at SmarterPaw, discussed what’s changing in cat enrichment.

“Humanization is also reshaping catnip itself. For years, the ingredient has been treated as a commodity: plain packaging, minimal design, bottom of the shelf. That’s changing. The brands leaning into visual identity, expressive formats and playful design are seeing three things happen at the same time. The item drives impulse at shelf, the format drives engagement at home, and the consumable drives repeat purchase. That’s what turns catnip from an ingredient into a category worth stopping for.”

He continued, “Beyond the play experience itself, we’re seeing a broader shift: pet parents are choosing products that reflect personality, humor and culture. The generic toy is losing shelf momentum to expressive, character-driven designs that feel like they belong in the household, not just in the pet corner. And when a toy makes for a shareable moment on social, that’s its own engine of demand. Cat parents want products that photograph well, react well, and travel across their feed.”

Carrie Van Wert, Founder of Giddy Kitty, has a lot to celebrate after the company won the Launch Pitch competition at SUPERZOO. 

“Our retail footprint continues to grow, Chewy onboarding is underway, and in October, we’re launching Mindy the Mouse, which combines play and Purrsuits Cat Treats to let cats stalk, catch, and consume their reward,” elaborated Van Wert. “Our biggest challenge and opportunity is education. Enrichment is more than keeping a cat occupied; it’s about providing an outlet for natural hunting instincts that support mental and physical well-being. Our job is to make that benefit simple for retailers and cat parents to understand and incorporate into daily routines.”

Enrichment products are increasingly becoming part of pets’ everyday routines rather than being reserved for occasional or one-time use. “We see more and more pet parents add in enrichment during mealtime, swapping out a regular bowl for something more enriching, like our ZippyPaws Happy Bowls, adding a bit of fun to mealtime. These products also need to either add fun colors or blend into a home’s aesthetic,” explained Jen Glaser, Co-Founder of ZippyPaws.

She added, “We see consumers choosing products that are easy to fill, easy to wash and dry, and easy to store. The goal is to add enrichment to your dog’s life without burdening yourself with too much extra washing and cleaning. This is why we make sure that our Happy Bowls and SmartyPaws Tumblers are top-rack dishwasher safe, so pet parents can easily add them to their daily routines.” 

“Customers also like products that can be used multiple ways. For example, our SmartyPaws Mushroom Tumbler comes in two parts, so you can easily freeze the bottom portion with bone broth and use the top portion as a peanut butter lick mat. This gives the customer flexibility in how they can use the product. The worst is waiting for all the parts to wash or freeze and you have nothing for your dog right now,” noted Glaser. 

One of the biggest trends that Baker of Sodapup pointed out was that pet enrichment was shifting from being viewed as entertainment to being considered part of a pet’s overall health and wellness. “Pet parents increasingly understand that dogs need mental stimulation as well as physical exercise, and they’re looking for products that help address boredom, provide appropriate outlets for natural behaviors, and make everyday activities more engaging,” remarked Baker.

He added, “Food-based enrichment is a particularly important part of that trend. Lick mats, slow-feeder bowls, treat dispensers, puzzle feeders and other products that turn feeding into an activity continue to gain traction. Rather than simply putting food in a bowl, pet parents are looking for ways to make mealtime last longer and provide their dogs with an opportunity to lick, forage, problem-solve and work for their food.”

“We’re also seeing enrichment become more integrated into daily routines. Consumers are using enrichment during mealtime, while working from home, during grooming, after exercise, while traveling, and in other situations where they want to keep their dog calmly occupied. That is expanding the category well beyond the traditional definition of a dog toy,” explained Baker.

“Another trend is the convergence of enrichment and nutrition,” added Baker. “As consumers become more interested in fresh foods, functional ingredients and better nutrition, enrichment products provide a platform for delivering those foods in more interesting ways. That creates an opportunity for retailers to merchandise enrichment alongside food, treats, toppers and supplements rather than limiting it to the toy aisle.”

Benson of Starmark Pet noted that consumers are focused on value: “Toys that continue to excite, challenge, and entertain dogs long after their first use maintain popularity past the flashy trends because ultimately, that’s what people want for their dogs.”

She continued, “Consumers are more conscientious in their spending habits in this stifled economy and are prioritizing value through longevity in their purchases. If the number of toys purchased is reduced due to cost, the toys that are purchased need to be worth their price tag and last.” 

“With online competition always looming and restrictive consumer budgets, pricing has been a forefront topic in most of our recent retailer meetings,” Benson revealed. 

When it comes to cat enrichment, Mike Bateman, National Sales Director for SmarterPaw, maker of the Meowijuana and Doggijuana lines, described a common misconception.

“That enrichment has to be complicated. Cats don’t need an instruction manual. They need opportunities to do the things cats are wired to do—stalk, chase, hunt, pounce, scratch, forage and explore. A great teaser can turn 10 minutes with your cat into a full hunting experience. A treat dispenser can turn snack time into problem-solving. And high-quality, fresh catnip can completely change how a cat interacts with a toy.”

He continued, “The No. 1 question in cat is still: ‘Will my cat actually play with it?’ Cat parents want products that earn their way out of the toy basket. That means strong sensory appeal, movement, variety and products that tap into behaviors cats already want to perform. Consumers also want value—but value isn’t just about price. A cheap toy a cat ignores isn’t a value. A toy they keep coming back to is.”

Van Wert of Giddy Kitty believes enrichment is taking on a more meaningful role in everyday cat care.

“Enrichment is evolving from an ‘extra’ into an important part of everyday pet care as pet parents better understand the behavioral and emotional needs of indoor cats,” relayed Van Wert.

She added, “A common misconception is that enrichment simply means keeping a pet entertained. True enrichment should give animals meaningful opportunities to engage in natural behaviors. For cats, the hunting sequence doesn’t end with watching or chasing; it includes capture and reward. That insight is central to Purrsuits, which allows cats to search, pursue, capture, bite, and consume.”

Glaser of ZippyPaws gave this advice to shoppers evaluating all the choices: “We’ve seen products on the market that do not offer any enriching factors despite being labeled as such, diluting the category. The category is so buzzworthy right now that it is sometimes used as an unsubstantiated marketing tactic, just as ‘green’ or ‘eco-friendly’ were similar buzzwords a while back.” 

She continued, “Customers navigating all these new products should also keep in mind how their dog likes to play and its capabilities. For example, some enrichment toys depend heavily on pawing to move pieces. If your dog is shy using his paws, then that may not be the best fit for your dog. At ZippyPaws, we’re always trying to innovate on the ways to play—including pawing, nosing, or shaking—to elevate the category and continually add value.” 

In a crowded category, standout enrichment products do more than catch shoppers’ eyes—they keep pets engaged and customers coming back.