Pets are remarkably good for their human companions: Research has linked owning a pet to health benefits including lower blood pressure, reduced stress, improved mood, and increased feelings of social support. And given all the joy Fido and Fluffy bring to their households, pet parents are more invested than ever in keeping their furry friends happy, healthy, and active for as long as possible. 

This focus on longevity has pet parents spending more disposable income to keep their pets’ tails wagging. According to Grand View Research, the global pet food market value was $103.3 billion in 2023 and it is expected to reach $139.9 billion by 2030. Consumers are more likely to keep purchasing pet products even if it means cutting back elsewhere. A study from Acosta Group found that 96% of pet parents consider their pets part of their family, and 86% are willing to adjust their budgets to accommodate their pets’ expenses.  

Natural retailers have an opportunity to be a key conduit in helping customers support their pets’ health. After all, your customers trust you to vet the brands in the human products you carry. Offering the same levels of quality, trust, and transparency via carefully selected pet products can be a powerful way to cultivate a loyal customer base. 

3 key factors I suggest when vetting pet products and cultivating relationships with pet parents: 

Focus on Clean Labels. It used to be that marketing for pet food boiled down to “Meow, meow, meow,” and “Bacon, Bacon, Bacon,” but in recent years, the emergence of brands like Zesty Paws, Carson and Bear, and Blue Wilderness have shifted the conversation. Pet parents now understand that big brand pet foods made with carbs, meat products and fillers and preservatives can lead to health issues like obesity and inflammation, and they’re looking for products made with clean ingredients, and science that supports the package claims. Pet parents are also looking for brands with clear mission and purpose. An easy way to vet the quality of over 7,000 dog foods is downloading the free app Tailscore (available on Apple and Android). The app can scan any dog food label and instantly analyze the health impact. 
Highlight Branded Ingredients. When I started Zesty Paws, I focused on the idea that all these customers that are using branded ingredients in their own supplement might appreciate the trust and transparency that comes with branded ingredients in their pet supplements. So we put the branded ingredients right on the label, and Zesty Paws in now the number one pet supplement on the market. Being able to point to clear therapeutic dosages and clinical results will help you build trust with your customers. 
Lean Into Education. Educated customers are loyal customers. The more you help your clients understand how nutrition of food and supplements can impact the health and mobility of their pets, the better. It may help to bring in a vet or vet tech occasionally to discuss pet nutrition and offer advice. I also recommend Embark, a dog DNA test that can help you identify the exact breed and give you more information on the best diet and nutritional support for your dog and what to watch for as they age. 

2025 Pet Trends to Watch

Condition-specific supplements. The pet supplement market is expanding beyond general joint support. There are going to be a wide-range of condition-specific supplements for heart health, cognitive health, energy, and stress support. This is where education can be a boon. Having an expert who can offer comprehensive information about your pet's needs at various life stages will drive sales. 

Managing mycotoxins. These chemical byproducts of mold and fungi grow on grain crops, and can cause health issues such as eczema, nausea, and liver disease. Unfortunately, mycotoxins are prevalent in pet food. Studies show grain-free pet food is less likely to be contaminated by mycotoxins, but it's not always practical for families on a budget. At Carson and Bear, we are focused on mycotoxin management. Our Superfood Dog Food Topper contains proprietary ingredients that help neutralize these harmful toxins, plus offers omega-3s and probiotics for joint and gut support. 

Functional treats. Mintel reports that 68% of U.S. pet food buyers are interested in treats or meal toppers with benefits.