10 pet product categories that are booming right now

The clearest signal of how pet ownership has changed in the U.S. is not how much people spend but what they spend it on. The American Pet Products Association, the trade group that has surveyed pet owners and published industry spending estimates for decades, tracks that mix year after year. Exact figures move with each report cycle. The fastest-growing pet product categories stay recognizable from one survey to the next: health-focused food, wearable devices, insurance, supplements and gear built for aging animals.

That list describes a relationship, not just a shopping cart. Dogs and cats that a generation ago lived largely outdoors and ate whatever was cheapest on the grocery shelf now come with monthly premiums and activity data. Their food is formulated for a specific life stage. Veterinary medicine pulled the market along with it. Procedures once reserved for human patients — MRI scans, chemotherapy, orthopedic surgery — are now available at specialty animal hospitals in most large metro areas. The consumer products built around that level of care followed.

The shift has consequences beyond the household. Retailers rearrange shelf space and manufacturers invest in refrigeration and cold-chain shipping. Veterinary practices field questions about supplements and trackers that did not exist a decade ago. For owners working with a finite budget, the sorting problem is sharper. Some of this growth reflects real progress in animal health. Some of it reflects marketing to buyers who have grown accustomed to spending more on their animals.

Each of the 10 categories ahead has shown durable expansion rather than a single viral season. Each ties to a specific change in owner behavior — paying for preventive care, demanding to recognize every ingredient on a label, or bringing the dog along on the trip. None are guaranteed to keep climbing. Together they explain why a pet store today stocks something closer to a pharmacy, a grocer and an electronics counter at once.

Illustration: Quartz

Pet insurance has shifted from a specialty purchase to something many owners consider the moment they adopt. Veterinary practices raise it during routine visits, and a number of large U.S. employers offer it as a voluntary benefit alongside medical, dental and vision plans.

The driver is the cost of veterinary care itself. MRI and CT imaging, orthopedic repair, chemotherapy and emergency surgery for an intestinal obstruction are all available at specialty and emergency hospitals in most major metro areas. Those procedures can run into the thousands of dollars. Insurance converts an unpredictable, high-dollar risk into a fixed monthly line item.

The provider field has widened accordingly. Trupanion, Nationwide, Healthy Paws, Embrace, ASPCA Pet Health Insurance and Lemonade all compete for the same customer. They do it with different structures: accident-only plans, accident-and-illness plans and optional wellness riders covering vaccines and annual exams.

Coverage terms vary enough that two policies at similar prices can behave very differently. Nearly every insurer excludes pre-existing conditions. Many apply waiting periods for orthopedic issues, or limit payouts by annual cap, per-incident cap or percentage of the bill. Most operate on reimbursement rather than direct payment, meaning the owner settles the invoice at the clinic and files a claim afterward. Deductibles may reset annually or apply per condition depending on the carrier, which changes what a claim is actually worth. Trupanion is an exception on payment, offering direct settlement at participating hospitals.

Younger owners have pushed much of the uptake. Millennial and Gen Z pet owners entered the market already used to discussing veterinary bills in online communities. They tend to treat coverage as part of the baseline cost of a pet rather than a luxury. Shelters and breeders have reinforced that framing by bundling short trial policies into adoption paperwork.

Enrollment remains low in the U.S. by international standards, well behind the U.K. and Sweden, which is the clearest argument that the category has room left to expand.

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Fresh and frozen pet food — refrigerated or frozen meals sold in place of shelf-stable kibble and canned wet food — now occupies store space that most grocery and mass retailers did not allot 15 years ago. Freshpet built its business around branded refrigerated coolers installed inside those stores, which put a specialty product in front of shoppers on an ordinary trip.

The direct-to-consumer side grew on a separate track. The Farmer's Dog, Ollie and Nom Nom ship portioned, gently cooked meals by subscription, with servings sized to a dog's weight and body condition from details the owner enters at signup. Mars Petcare later acquired Nom Nom, a sign that an established manufacturer read the format as durable rather than a passing preference.

The selling point is ingredient legibility. Labels name chicken thigh, sweet potato, lentils and spinach instead of meat meal or byproduct meal, and several brands employ board-certified veterinary nutritionists to formulate recipes. The practical check is narrower than the marketing. A complete diet should state on the package that it meets the nutrient profiles set by the Association of American Feed Control Officials, or AAFCO, for the relevant life stage.

Price is the main limit on wider adoption. A fresh subscription for a medium or large dog typically costs several times what the equivalent amount of dry food does. That concentrates buyers in higher-income households and among owners of small dogs, where smaller portions keep the monthly cost manageable.

Frozen raw food sits in the same cases but raises different handling questions. The U.S. Food and Drug Administration has warned owners about raw meat diets because of Salmonella and Listeria contamination, a risk that reaches the person preparing the bowl as well as the animal eating from it.

Logistics decide who can compete here. Cold-chain shipping, insulated packaging with dry ice for home delivery and freezer space in a customer's kitchen are all required. Those constraints favor well-capitalized companies, and they explain why the category moved slowly until retailers and manufacturers funded the infrastructure behind it.

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A collar-mounted tracker now does two jobs at once: it tells an owner where the dog is, and it tells them how the dog slept. Devices from Whistle, Fi and Tractive pair a GPS radio with an accelerometer and send both data streams to a smartphone app. The collar tag has become a running record of an animal's day.

Two separate worries built this category. The first is as old as pet ownership itself: the open gate, the chewed leash, the dog that bolts when fireworks start. The second is borrowed from people. Once Fitbit and the Apple $AAPL Watch made step counts and sleep stages routine things to check on a phone, applying the same idea to a dog or cat needed little selling.

Some makers have pushed past step counting toward measurements with clinical value. Certain collars log how often a dog scratches or licks, which can flag an allergy or skin infection before an owner spots the behavior. Others track resting respiratory rate, a number veterinary cardiologists already ask owners to count at home when monitoring dogs with heart disease. These readings matter as a trend across weeks rather than as a single data point, which is the argument for leaving the device on full time.

Recurring fees shape the economics. Real-time location tracking depends on a cellular connection, so most trackers pair the hardware purchase with a monthly or annual plan. Buyers who expected a one-time cost often object to that structure. Coverage also depends on network reach, so performance varies in rural areas.

Battery life and physical durability set the practical limits. A tracker riding on a Labrador that swims every day faces conditions an indoor cat's collar never will. Manufacturers have answered with waterproof, reinforced versions aimed at working and sporting breeds. Cat models go the other direction, cutting weight and bulk so the device fits a breakaway collar a cat will tolerate wearing.

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Joint supplements built around glucosamine, chondroitin and omega-3 fatty acids have become one of the steadiest sellers in pet retail, for a plain reason: dogs and cats now live long enough to develop arthritis. Osteoarthritis ranks among the most common chronic conditions in older dogs, and owners treat it as something to manage early rather than accept late.

Nutramax Laboratories built much of the category with Cosequin and Dasuquin. Both pair glucosamine hydrochloride with chondroitin sulfate, and the Dasuquin line adds avocado-soybean unsaponifiables. Veterinarians often name these products during routine visits, and the conversation tends to start before a dog shows any limp. Large and giant breeds prone to hip and elbow dysplasia — labrador retrievers, German shepherds, golden retrievers, rottweilers — are the usual candidates for preventive use.

Fish oil sits on the same shelf and works through a different mechanism, targeting inflammation rather than cartilage support. EPA and DHA are the active components, and the dose matters more than the brand name. A general multivitamin carrying trace amounts of omega-3s will not reach a useful level for an arthritic dog.

Format has done as much for sales as formulation. Soft chews, flavored powders that scatter over a meal and liquid pumps have largely displaced the hard tablet, because the hardest part of any supplement regimen is a dog that spits out the pill. Some manufacturers stack joint ingredients onto a dental chew or a daily multivitamin so owners hand over one product instead of three.

One caveat outranks the rest: nothing on the shelf substitutes for keeping a dog lean. Extra body weight increases mechanical load on damaged joints and adds inflammatory signaling from fat tissue. Weight loss in overweight arthritic dogs can improve lameness on its own, and supplements function as an addition to that, not a replacement.

Animal supplements also face looser federal review than drugs, so potency and label accuracy vary by manufacturer. Products carrying the National Animal Supplement Council seal have at least submitted to that group's auditing and labeling program, which gives owners one checkable filter in an aisle that offers few.

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CBD oils, chews and balms for dogs and cats now sell at Petco and through Chewy, a distribution shift that moved the category out of specialty wellness shops in the space of a few years. Most of these products are marketed for anxiety — thunderstorms, fireworks, separation, car rides and veterinary visits.

Regulation has not kept pace with that distribution. The U.S. Food and Drug Administration has not approved any CBD product for use in animals. It has also sent warning letters to companies marketing cannabidiol with unproven claims about treating disease in pets. State rules vary, which leaves quality control largely with the manufacturers. Some brands publish third-party certificates of analysis confirming cannabinoid concentration per serving and screening for contaminants. Others list no verifiable numbers at all. A shopper reading the front of a package cannot tell the two tiers apart.

Demand has grown anyway. Much of it comes from owners who already use cannabidiol themselves and see no reason the same logic would not apply to a nervous dog. Veterinary engagement has been more cautious. Cannabinoid pharmacology turns up in continuing education programming and in research at several veterinary colleges, but formal dosing and treatment guidance remains thin. Veterinarians in some states have also faced ambiguity about what they are allowed to recommend.

The calming category is wider than CBD. Pheromone diffusers such as Adaptil for dogs and Feliway for cats release synthetic versions of the chemical signals animals use to communicate safety. Pressure wraps like the ThunderShirt work differently, applying steady, gentle compression across the torso. Both formats predate the arrival of cannabidiol in pet retail, and both address the same owner problem through mechanisms that have nothing to do with each other.

Anyone adding a calming product to a pet's routine should raise it with a veterinarian first, particularly for an animal already on prescription medication. Cannabidiol is processed by liver enzymes that also metabolize common veterinary drugs, and interaction research in dogs and cats remains limited.

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Home dental care has become one of the pet aisle's steadier growth areas because veterinary organizations now treat periodontal disease as an infection rather than a cosmetic issue. Gum disease in dogs and cats involves bacteria below the gumline, and the American Veterinary Dental College recommends daily brushing at home as the most effective way to slow plaque between professional cleanings.

That guidance has moved a specific set of products into mainstream retail. Enzymatic pet toothpastes are formulated without fluoride and without xylitol, neither of which is safe for an animal to swallow, so a pet does not need to rinse or spit. Rubber finger brushes sized for a cat's mouth sell alongside them, as do water additives aimed at owners who will never sustain a brushing routine.

The sorting tool most owners encounter is the Veterinary Oral Health Council seal, an independent certification given to products that meet defined standards for reducing plaque or tartar. The VOHC publishes separate accepted-product lists for dogs and cats, and the seal turns up on chews, dental diets, gels and water additives. It is one of the few verifiable signals in a category where package claims otherwise go unchecked.

Dental chews remain the volume driver. Greenies built a product line around the format, and most major pet food companies have since launched a competing treat, which is why dental products now hold their own section in large pet stores rather than a few feet of shelf.

Veterinary dentists are consistent about the limits. Home products slow plaque accumulation above the gumline. They cannot remove hardened tartar below it, which requires scaling under general anesthesia, and the AVDC opposes the anesthesia-free cleanings marketed at groomers and pet stores because they do not reach that tissue.

Cat products trail dog products in variety for a practical reason: brushing a cat's teeth is harder to sustain. Manufacturers have concentrated feline development in treats, gels and water additives instead of brushes.

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Puzzle feeders, snuffle mats and treat-dispensing toys sell on a single premise: a pet that has to work for its food is less likely to invent its own entertainment in the couch cushions. Kong, Nina Ottosson and Outward Hound built product lines around that idea, and the format has since spread across most major pet brands.

The behavioral logic is simple. Dogs and cats are predators with foraging instincts, and a full bowl satisfies hunger without engaging any of them. Idle time tends to surface as chewing, digging and barking, which are among the common reasons dogs get surrendered to shelters. Problem-solving burns mental energy that a short leash walk does not, and that matters for owners in apartments or anyone short on daylight hours.

Design within the category has stratified by difficulty. The hollow Kong, stuffed and frozen, occupies a dog for a long stretch. Sliding-tile and lift-compartment boards from Nina Ottosson carry difficulty ratings, so a dog that solves one can move up a level. Snuffle mats — dense fabric fringe that hides dry food — ask for a nose instead of paws, which suits older dogs and animals on post-surgical rest.

Slow feeders address a different problem. Bowls molded with ridges and spirals stretch a fast eater's meal across several minutes instead of seconds. Owners of deep-chested breeds such as great danes and standard poodles watch eating speed closely, since gastric dilatation-volvulus, the twisting of a distended stomach, is a surgical emergency in those dogs.

Cat products have developed along a parallel line. Treat balls, wand toys and battery-powered units that mimic erratic prey movement are aimed at indoor cats with nothing to hunt. Cat-sized food puzzles also get used for weight management, since extracting kibble piece by piece slows a meal down and spreads it out.

Subscription boxes including BarkBox helped normalize rotation, framing enrichment as a monthly refresh rather than a single purchase that has to last.

Illustration: Quartz

Orthopedic beds, pet ramps, mobility harnesses and senior-formulated food have grown because the customer base for them keeps getting larger. Dogs and cats are living longer than they did a generation ago, which means more animals reach the years when arthritis, cognitive decline and failing organ function become daily management problems rather than end-stage events.

Memory foam and orthopedic beds have moved from a specialty item to a standard line at major pet retailers. The design logic is simple. A dense foam base spreads weight more evenly than loose polyester filling, which reduces pressure on hips and elbows during the long stretches older dogs spend lying down. Raised bolster edges give an arthritic animal something to brace against while standing up.

Ramps and stairs solve the problem owners of large older dogs hit first. A Labrador that cleared the back of an SUV for 10 years eventually cannot. The impact of landing does more damage to a worn joint than the push off the ground. PetSafe builds folding and telescoping ramps sized to car height, along with shorter stair units for couches and beds. Non-slip surfacing matters more than length in most households. Lift harnesses with padded handles over the hips serve a related purpose, letting one person support a dog's rear end on stairs or across slick floors.

Senior food formulas usually cut calorie density, since activity drops while appetite often does not. Many add joint support ingredients, and feline senior diets frequently control phosphorus, because chronic kidney disease ranks among the most common conditions in older cats.

Cognitive support has become its own corner of the category. Canine cognitive dysfunction shows up as disorientation, disrupted sleep cycles and loss of house training, and several diets and supplements built around antioxidants and medium-chain triglycerides are sold as a way to slow it.

End-of-life services have expanded alongside the products. In-home euthanasia providers now operate across many U.S. metro areas, and veterinary hospice has grown into a recognized practice area. The growth here is arithmetic more than fashion: extend lifespans, and the senior pet population gets bigger every year.

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Car harnesses, airline-compliant carriers, collapsible bowls and backseat barriers now sell year-round rather than seasonally. More owners bring the animal along instead of booking a sitter or a boarding kennel, and the equipment follows the itinerary.

Air travel set the specifications. Most major U.S. airlines publish in-cabin pet policies with firm limits on carrier dimensions, combined pet-and-carrier weight and the number of animals allowed per flight. Those limits differ enough between airlines that a bag cleared for one may not fit under the seat on another. Sherpa and Sleepypod built product lines around meeting those under-seat measurements. Carriers are now marketed by the exact dimensions they satisfy rather than by size labels like small or medium.

Car safety is where the category changed most. An unrestrained dog is a distraction while the vehicle is moving and a projectile in a collision. Crash-tested restraints from Sleepypod and Ruffwear address a risk that drew little consumer attention a decade ago. The Center for Pet Safety, an independent nonprofit, runs its own crash testing on harnesses, carriers and crates. That testing gave buyers a reference point separate from manufacturer marketing. Hawaii bars drivers from holding an animal in their lap, and other states address the behavior under general distracted-driving rules.

Hospitality followed the demand. Kimpton and La Quinta have kept pet-friendly policies long enough that the policy functions as a booking argument on its own. Pet rules are now a standard filter on major travel booking sites.

Remote and hybrid work accelerated the shift. Owners with schedule flexibility travel more often and for longer stretches, and extended boarding becomes expensive and impractical at that frequency. Travel gear moves from a once-a-year purchase made before a holiday drive to equipment that stays in the car. That is the kind of repeat demand that sustains a retail category rather than a seasonal spike.