The humanisation of pet care is reshaping the industry, marking a shift from pure functionality to emotionally driven, lifestyle-led solutions. As pets are increasingly seen as fully-fledged family members, owners are seeking personalised, wellness-focused products that reflect their own routines and values. Influenced by adjacent sectors like beauty, home tech, and longevity, this movement mirrors the innovation we expect in human care. It’s no longer about essentials – it’s about tailored, thoughtful experiences that support emotional wellbeing. Meeting these rising expectations means embracing design, personalisation, and purpose across every brand touchpoint. In our latest trend forecasting report, we explore how to navigate and own this new era of pet humanisation, emotional connection, and empowered purchasing behaviour.