Pet Wellness Trends to Watch | Featured articles

Jnothing like a pandemic to shake up the wellness industry. With healthy products and services selling like never before due to the pandemic, it’s only natural that consumers want to pass these benefits on to their pets. But with a market as large as the health and wellness market, it can be difficult to know which products will fly off the shelves and which may not appeal to consumers.

Many pet professionals rely on SuperZoo to better gauge trends and stock up on popular products. When SuperZoo is back in Las Vegas in August, the pet community was eager to visit the new product showcase and meet the 2021 winners.

As expected, the showcase highlighted new wellness products that are grabbing attention and driving profits. Specific winners this year included bird stress recovery supplements, earplugs to calm dogs during grooming, equine mobility products, healthy plants for fish, electrolyte tablets for horses , wound repair and reptile coolers, to name a few.

“It’s an exciting time for pet professionals and pet owners alike,” says World Pet Association (WPA) President Vic Mason. “Pet wellness products, especially supplements, allow pets to live longer, healthier lives, which brings a real level of joy to their owners. The retailers in our community love pets too, so they’re passionate about finding the premium solutions their customers are looking for.

As in-depth research studies are released and new products hit the market, expect supplements and wellness products to grow in popularity. Combined with the recent diversification of the veterinary sector – including in-store clinics and online pet pharmacies – and an increase in pet insurance, pet welfare seems to have a future. long and healthy.


After CBD products took the market by storm over the past few years, pet owners started buying CBD treats and tinctures to help their pets’ joint health and alleviate anxiety. According GrandView SearchGlobal CBD Pets Market was valued at USD 125 Million in 2020 and is projected to grow at a Compound Annual Growth Rate(CAGR) of 58.9% through 2028. Remarkably, the supplements market, including the vitamins, fish oil and probiotics, is expected to hit the $1 billion mark by 2027.

Part of this growth is due to an accelerated awareness of immune health, triggered by COVID-19. Kerry Institute for Health and Nutrition conducted a survey of dog and cat owners in the United States and found that over 25% are more concerned about their pet’s health as a result of the pandemic. Last year, that translated into increased sales of CBD, hemp oil, krill oil, and money in the form of nutrition bars, candies, and meal toppings.

Digestive health supplements are also skyrocketing at a growth rate of 173% in 2020 compared to 2019. Probiotics are leading the way, again driven by pet owners who take the supplement and want to share the benefits with their pets.

Diversification of the veterinary sector

For much of 2020, convenience was king in the retail world, driving a surge in e-commerce sales that could account for 50% of all sales over the next five years, according to the research firm. Packed facts. Not surprisingly, veterinary health services have also moved online, including telehealth practices as well as online ordering of prescriptions and specialty products. Today, the retail industry is eager to engage.

Earlier this summer, the two Soft and Pet Supplies More, have officially expanded their offerings to include prescription pet medications. Available online, the outlets will offer prescription diets, flea and tick products and specialist medicines with veterinary clearance for cats, dogs and horses to start with.

According TD Ameritrade, pet medications and vaccines are expected to be a $15 billion market by 2025. As pet owners increasingly seek the best professional care for their pets, insurance for pets has amortized the cost. Last year, dog insurance covered about 75% of the market, according to

“It’s too early to tell how an increase in pet insurance will affect consumer spending on pet care and supplements,” Mason said. “However, as pet insurance grows in popularity, it is likely that pet health products will also be a priority for customers.”

Often the best information comes directly from the retailers themselves.

Lisa Senafe, co-founder of Bentley Pet Supplies always had a passion for animals. A former finance professional in the mortgage industry, Senafe’s life changed after she adopted her dog Bentley.

“I’m very strict about the products I sell because quality and customer service are extremely important to me,” says Senafe. “Owners come to me with allergies, skin and coat issues, and digestive issues. That’s why I offer a variety of products, so they can find what’s best for their pets. It is never a single, done thing.

While new brands and formulations of pet food and supplements are always coming to market, what makes this time different is the arrival of unique categories of pet wellness products, including pet wipes. pets, cat toothpaste, creative habitats and self-cleaning, wi-fi – connected litter boxes. As the industry grows, expect more product categories and wellness supplements to hit the shelves.

For professionals looking for products suitable for their target audience, SuperZoo will return to Las Vegas August 23-25, 2022. You can learn more about the New Product Showcase winners at

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