The Future of Grooming
Pet humanization has blurred the line between human-grade products and products designed specifically for pets. The grooming category is a strong example of this crossover. COVID accelerated pet owners’ desire to learn how to groom their pets at home and invest in the right tools and products to do it well. Regular grooming—including shampooing, conditioning, brushing, and using products that address specific skin and coat concerns—supports pets’ long-term health and happiness, even if some pets may resist the process in the moment.
“One of the biggest opportunities in grooming today isn’t just innovation—it’s helping professionals maximize the value of their investment,” said Megan Salinas, Director of Brand and Integrated Marketing for Andis. “As economic pressures continue to impact the industry, groomers are looking for durable, high-performance tools that deliver reliability and long-term value. At Andis, we’re focused on developing tools built to last, backed by a two-year warranty, because we know professionals depend on them every day. At the same time, the continued focus on pet wellness reinforces the importance of quality grooming tools and services in supporting a pet’s overall health and well-being.”
“The biggest growth opportunity is more mainstream channels,” said Joel Weinstein, President of Bass Brushes. “Business-wise, we see growth outside of the traditional pet channel. Those are stores that sell a lot of different things, general merchandise stores, but they also have a pet section, and just like everything else, they’re elevating it. They’re really recognizing the demand from pet parents who want better quality products and more meaningful purchases.”
“The greatest growth opportunity is in offering solution-based grooming tools that are premium in quality and precise in their intended function,” said Maria Fernandes, Sr. Director of Brand and Development at Tweezerman. “According to Mintel, home grooming is booming, with over 41% of pet parents shifting to invest intentionally in spending more to ensure their pets get the best products for their specific needs. As pet parents shift their mindset from price-driven purchasing decisions and trade up for products that are durable and precise, there is a clear opportunity to introduce safe at-home grooming solutions that deliver professional-quality results, are durable, and are gentle on cats and dogs alike. There is a clear opportunity for professional channels to guide pet parents in purchasing tools that are professional in quality but safe for non-professional groomers to use.”
Looking ahead, leaders see the grooming category expanding in two directions: products and tools that make grooming easier and more comfortable for professionals, and solutions that help pet parents turn grooming into a more positive, bonding experience at home.
“We expect to continue evolving alongside the needs of professional groomers, with a strong focus on reducing fatigue without sacrificing performance,” said Salinas of Andis. “Grooming is a physically demanding profession, which is why we’re investing in lighter-weight tools and technologies like M-Force blade technology, which uses magnetic tension to help blades cut up to 30% cooler and extend cordless runtime by up to an hour. Over the next five years, we believe the biggest advancements in the category will be those that help groomers work more comfortably and efficiently throughout the day.”
“I do think that you’re going to see more growth around that tactile bonding aspect of grooming. Grooming was thought of as a practical, functional aspect of your relationship with your pet; you want to keep the coat clean and tidy, and you want to keep up your pet’s appearance. That was the extent. On a personal level, intuitively, we know that’s not true. I think you will see more of an emotional framing. Pet skin care has become a massive thing. There are formulas, creams, and the aesthetics side. You’re starting to see pet aestheticians. That’s a new area of grooming,” said Weinstein.
“Tweezerman Pet Collection will continue to be grounded by our love for our pets, delivering the safest and most precise tools to care for your cat or dog,” stated Fernandes. “Our goal is to enhance how pets feel about being groomed, turning stressful sessions into bonding moments between pets and their parents.”
According to the American Pet Products Association, 39 percent of U.S. households own cats. With the rise in cat ownership, cat grooming has also seen a surge.
“One trend we’re watching closely is the growing interest in cat grooming,” Salinas said. “As more pet owners learn about the health and wellness benefits of regular grooming for cats, we’re seeing increased demand for tools, education, and services tailored to feline needs. More broadly, pet parents continue to seek trusted brands and high-quality products that help them care for their pets between professional grooming appointments. As these trends continue, we expect the category to become even more focused on wellness, specialized solutions, and professional-quality results.”
“From the consumer’s perspective, this is only going in one direction,” Weinstein said. “The line between people and pets is almost nonexistent. What people are looking for is not just higher quality. I frame it as more meaningful purchases; they want to know that what they’re doing is more top-level. Natural is a big deal, and it’s growing. Professional-level products. There’s no gatekeeper to the tools. There’s a learning curve, but people want to learn. We’re seeing those trends: home use and at-home applications that require professional-level tools.”
“Pet parents today treat their pets as family. They humanize their pets, driving shifts in the category with higher demand for products that prioritize health and wellness, over price. This is leading to an accelerated shift for more education, better service, and higher-quality products from trusted brands. Tweezerman offers the safest and best quality grooming tools with built-in safety features to prevent harming your pet during use,” stated Fernandes.
Whether in the hands of professionals or pet parents at home, the future of grooming will be defined by products that support both pet wellness and the human-animal bond.
