If 2025 was the year pet parents got more intentional (without loving the price tags), 2026 looks like the year the industry gets sharper: more science-backed wellness, more “worth it” premium, more digital convenience, and a bigger push to prove claims, not just market them.
Here are the pet care trends we’re watching most closely as we head into 2026—plus what they could mean for pet parents and the pet care businesses serving them.
1) Health-first spending, but with a value filter
Pet parents are still prioritizing health, even when budgets tighten—yet they’re demanding clearer proof and better value from what they buy. Research and trade coverage point to a continued shift toward products that support specific outcomes (mobility, digestion, skin/coat, calm, dental), with an emphasis on functional benefits and credibility. Pet Food Processing+1
What this looks like in real life:
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“Targeted” nutrition and treats (not just “premium”)
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More label-reading and fewer impulse buys
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Increased skepticism toward vague, feel-good claims
2) Functional nutrition goes mainstream
Functional pet foods—and especially “add-ons” like toppers and mix-ins—keep gaining momentum as owners try to personalize routines without fully changing diets. You’ll see more talk about gut health, longevity, and research-backed ingredients, along with pressure on brands to substantiate benefits. Pet Food Processing+2Mintel Store+2
What to watch:
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Probiotics/prebiotics and microbiome-positioned formulas
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Joint-support ingredients and senior-focused feeding strategies
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“Science-backed” becoming a purchasing requirement, not a nice-to-have Pet Food Processing
3) Fresh and minimally processed pet food keeps expanding
Fresh pet food has moved beyond niche. Large players are investing in the category, signaling that “human-style” meals and minimally processed options are going to keep growing through 2026. Reuters
Expect:
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More fresh, refrigerated, and gently cooked options in mainstream retail
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More hybrid feeding (kibble + fresh) for value and convenience
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Tighter conversations around safety, handling, and clear sourcing
4) Convenience becomes the new standard: subscriptions and e-commerce
Digital purchasing isn’t “the future”—it’s the default. E-commerce share of pet care is projected to keep climbing toward a meaningful portion of total sales, with subscriptions and auto-ship becoming routine for staples. Euromonitor+1
What it means for pet care pros:
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Customers will expect frictionless reordering and reliable fulfillment
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“Always in stock” becomes part of your brand promise
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Bundles and replenishment systems win (when they’re easy)
5) Pet insurance keeps rising, especially as costs stay top-of-mind
As veterinary costs remain a major concern, pet insurance adoption continues to grow—and the category is becoming more competitive and more visible to everyday pet parents. Industry reporting shows strong premium growth and continued momentum. NAPHIA+2petbenefits.com+2
Why this matters in 2026:
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More insured pets may mean more willingness to pursue diagnostics and treatment
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Pet parents will ask more questions about coverage, costs, and “what’s worth it”
6) Vet access + telehealth: solving for convenience and capacity
The veterinary workforce picture remains strained, and telehealth is increasingly positioned as a pressure-release valve—especially for triage, follow-ups, minor concerns, and post-op check-ins. AAVMC+2IDEXX Veterinary Software+2
How this shows up:
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More clinics offering digital tools (online scheduling, text updates, virtual consults)
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More pet parents expecting speed and clarity, not long waits
7) Pet tech gets smarter: wearables, monitoring, and AI-powered tools
Wearables and health monitoring are moving from novelty to normalized—especially for activity, sleep, and location tracking. On the clinic side, major industry tech players are explicitly pointing to AI, telemedicine, and wearables as core “2026” practice trends. IDEXX Veterinary Software
What to watch:
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“Early warning” monitoring (pattern changes that trigger action)
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Better integration between home data and veterinary care workflows
8) Sustainability, with receipts
Sustainability isn’t going away—but in 2026 it’s getting more practical and more scrutinized. Packaging innovation is increasingly framed as “cost-effective sustainability,” balancing recyclability with shelf-life, performance, and affordability. PetfoodIndustry+1
Translation:
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Fewer vague green claims, more specific materials and outcomes
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More pressure to design for real-world disposal and usability
9) The human-animal bond keeps deepening—and it’s shaping everything
Industry reporting continues to emphasize stronger bonds, more proactive wellness behaviors, and shifting demographics in ownership. American Pet Products Association+1
In 2026, that likely means:
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More “preventative” mindsets (wellness routines, early interventions)
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More gifting, enrichment, and quality-of-life purchases year-round PetfoodIndustry
Where Kinn fits in a 2026 world
If 2026 is about smarter health choices, cleaner routines, and systems that make pet care easier, the basics become even more important: consistent hygiene, reduced cross-contamination in shared spaces, and simple habits that support wellness without adding workload.
That’s why we keep coming back to the unglamorous stuff that works: one-pet-one-bowl routines, sanitary feeding setups, and operational consistency—especially in busy facilities during peak seasons.