The Future of Health and Wellness
The future of the health and wellness category is being driven by key players in the sector that continue to put pets’ well-being first. These leaders prioritize pets’ comfortability, health and quality of life while ensuring pet parents are able to access premium, effective and safe solutions that are also affordable.
“2025 has been a pivotal year for Pure and Natural Pet as the grooming category continues to evolve,” said President Brian Taus. “We’ve seen a strong upswing in demand for ingredient transparency, eco-friendly formats and functional grooming solutions—areas where we’ve led with innovation. Our USDA Certified Organic grooming SKUs and new waterless grooming formats have performed exceptionally well.”
“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 Founder and CEO James Bascharon. “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.”
“The first half of 2025 has been a very exciting time for both VetriScience and Pet Naturals. Our all-new, fully redesigned VetriScience packaging has been rolling out for the last few months, and we’ve received some amazing feedback from both consumers and our retail partners. Consumers have been asking for clearer, more accessible packaging, and we’re thrilled with the results we’ve delivered. For Pet Naturals, our biggest win was launching our new BusyButter Balanced Belly Bones: high-quality, long-lasting chew bones for dogs that are manufactured in the USA, fully digestible, and made with ingredients that support gut health. This product is really unique in the market, and it’s something that consumers have been looking for,” said Marisa Schmidt, Animal Portfolio Brand Manager.
Pet King Brands’ leadership practices and strategies have continued to push the category forward, helping it grow and evolve. “Based on market research and conversations with retailers, distributors and pet parents, 2025 is the year of pet health and wellness,” said Debra Decker, Director of Marketing. “Our strategy for continued innovation and growth lies in the continuation of our mission to provide accessible, non-toxic pet healthcare products for ears, skin, mouths and more! Our LP3 Enzyme System is comprised of three enzymes that work naturally and synergistically to form a powerful antimicrobial system with no need for harmful antibiotics.”
These companies are looking toward the horizon and pulling their focus toward the potential evolution and shift of the category. “While supply chains have stabilized over the last few years, we’re still navigating through other emerging pressures—particularly rising tariffs and shifts in international trade policies. We’re taking a proactive approach by exploring alternative sourcing strategies, investing in domestic manufacturing where possible and strengthening our network of trusted suppliers to ensure flexibility and continuity. We’re also leveraging improved forecasting and demand planning tools to stay ahead of potential disruptions. We remain focused on minimizing any impact to our customers while maintaining the high standards of quality and innovation that define our brand,” said Bascharon.
“We’ve taken a proactive stance by securing long-term domestic supplier partnerships and building in flexibility with secondary options for key packaging components. Following the lessons learned from the pandemic, we diversified our sourcing relationships allowing us to minimize our risk and keep fill rates high,” said Taus.
“While economic shifts bring challenges, they also open the door to meaningful innovation and growth,” said Schmidt. “Consumers are becoming more intentional with their spending, but pet parents continue to invest in their pets’ well-being—even cutting back elsewhere before compromising on pet care. This trend supports growth in supplement categories that offer proactive health benefits and products that are dual-purpose, like our new BusyButter Balanced Belly Bones, which satisfy both wellness and enrichment needs. We see an opportunity to innovate in cost-effective, beneficial products that don’t compromise quality. In short, the new economic landscape is a call to double down on trust, transparency, and targeted innovation—all areas where we excel.”
Ensuring that consumers maintain access to quality products that are also affordable remains top priority. “The value we provide to our community of consumers doesn’t just come from price—it comes from trust, transparency and proven efficacy. Even in the face of rising costs, Vetnique delivers value by investing in clinical studies, research and high-quality manufacturing. We’re focused on delivering not only innovation, but convenience, whether that’s through launching new product formats or expanding availability across key retail and e-commerce channels. We work hard to offset any potential price increases by optimizing our supply chain, improving operational efficiencies without compromising on the integrity or effectiveness of our products. We believe that when pet parents see meaningful results—and feel confident in the science and care put into our products—that’s where lasting value is truly created,” said Bascharon.
The health and wellness category has been able to thrive due to leaders in the category who focus on creating uncomplicated, simple and efficient product developments. By striking down misconceptions and educating pet parents on best practices, the category has helped pet owners take care of their pets on their own time while ensuring they live healthy, long lives.
