2025 trends and innovations shaping the future of pet care

From lab-grown proteins revolutionizing pet nutrition to AI-powered health monitoring systems that detect issues before they become serious, 2025 is shaping up to be a pivotal year in the evolution of pet care. At the recent Pet Connect Summit, industry leaders and innovators shared insights that paint a picture of an industry at an exciting crossroads—where artificial intelligence meets preventative healthcare and sustainable practices reshape how we feed and care for our animal companions. 

As Georgette Wilson, CVO at MYPETGO, says, “Over the years we've gone from pet caretaker to pet owners to pet parents full evolution, where a lot of people consider their pets as part of the family and as such, their expectations will grow with that.”

These trends signal a fundamental shift in pet care, one that promises to make pet parenthood more sustainable, accessible, and connected than before.

1. Proactive health monitoring and accessible veterinary care

Preventative healthcare isn’t just a priority for humans; pet owners are turning to AI-driven diagnostics, telehealth services, and personalized treatment options. With more options available, and particularly at-home solutions, pet owners can take a more proactive approach to their pets’ health from the comfort of their homes. Just as people have smart watches that measure activity and health vitals, smart collars will be able to tell pet owners and vets health parameters, heart rate, respiratory rate, indirect measurement of stress. Rather than waiting for symptoms to become severe, families can now leverage these advanced tools to detect and address health concerns earlier, often without leaving their homes.

As the vet sector faces rising operational costs and pressure from inflation, these solutions couldn’t come at a better time. Pet care and vet costs continue to rise, yet pet insurance penetration remains surprisingly low at just 3-4%, despite its clear benefits in managing veterinary expenses. However, a notable shift is occurring among younger pet owners. Gen Z consumers are 16 times more likely to invest in pet insurance than Baby Boomers, says Dirk Beeckman, executive chairman of Independence Pet Holdings. This reflects a broader change in how younger generations view and prioritize their pets' healthcare needs, and companies are providing more accessible and manageable ways for pet owners to prioritize pet health.  

Companies to watch:

• Parasight System: AI-driven diagnostic platform with in-clinic test results in under six minutes

• Pronova’s Kora Strip: A saliva-based, at-home test for early detection of chronic conditions in senior dogs

• Innovative Pet Lab: At-home gut health testing kits to monitor inflammation and digestive health

• ImpriMed: AI-powered, personalized cancer treatment plans tailored to each pet’s specific tumor profile

• GekkoVet: Clinical decision support platform helping vets diagnose and treat conditions more accurately

2. Sustainable and ethical pet nutrition

As pet parents become more conscious of their environmental impact, innovative companies are meeting the demand with upcycled ingredients, lab-grown proteins, and alternative protein sources. Recent surveys reveal a growing consumer demand for sustainable pet food, with 51% of pet owners willing to pay more for ethical and eco-friendly options.

Companies are incorporating sustainable ingredients, such as insect protein, upcycled grains, and lab-grown meat, which have a smaller environmental footprint compared to traditional animal proteins. Also, brands are exploring greener manufacturing processes, including reduced water usage and lower greenhouse gas emissions, to align with consumer expectations. For example, some manufacturers are implementing renewable energy solutions in production facilities and prioritizing recyclable packaging materials to minimize their impact. 

Companies to watch:

• Dog & Whistle: Converts surplus human food into nutritious pet meals, reducing food waste

• Friends & Family Pet Food: Produces cultivated chicken and fish protein to create sustainable pet foods

• Jiminy’s and Chippin: Uses insect-based proteins for eco-friendly pet nutrition

3. Financial solutions for pet healthcare

Pet care costs are climbing, and it's pushing the veterinary world to get creative with solutions. Gone are the days when a trip to the vet meant a simple checkup with predictable costs. Today's veterinary medicine offers incredible, advanced treatments—but they come with price tags that can make any pet parent's eyes widen. When you consider that caring for a pet throughout their life could run up to $55,000, according to Heidi Sirota, CEO of Pet Industry Strategic Growth Advisors, it's easy to see why many families are looking for better ways to manage these expenses.

Pet owners have new financial options including payment plans, employer-funded insurance policies, and other financial tools to help make those expensive treatments more manageable for the average pet owner. Financial providers are educating pet owners to help them understand their options before they’re faced with a hefty vet bill. They're showing people how insurance isn't just an extra monthly expense, but rather an investment that could save thousands down the road when unexpected health issues arise. This shift is making quality pet care more accessible to families who might have previously struggled with big veterinary expenses.

Solutions to keep an eye on: 

• Insurance solutions: Companies are offering more tailored pet insurance plans to cover rising veterinary costs. For instance, employers are sponsoring pet insurance plans for employees, and some insurance companies are basing their fees on usage by leveraging pet health data.

• Flexible financing: CareCredit helps bridge the financial gap for pet owners facing routine and emergency vet expenses. It’s integrated with pet insurance and vet practices for direct claims reimbursement and digital payment processing. 

• Integration with financial tools: Smart devices are integrating with pet insurance and financing solutions to simplify claims and make veterinary care more affordable and accessible. Pet insurance companies offer reduced premiums for preventative care documented through wearables, and subscription services are combining health monitoring with regular supply delivery.

4. Diversity, Equity, and Inclusion (DEI) in pet care

As pet ownership continues to cross-cultural and socioeconomic boundaries, industry leaders are recognizing that their teams should reflect the diverse communities they serve. This shift isn't just about checking boxes or following trends. Companies are discovering that when people from different backgrounds come together, they bring unique insights into how various communities view, care for, and bond with their pets. 

The focus on diversity is feeding into product development and marketing strategies too. Teams are now better equipped to understand and address the unique needs of different communities, whether it's creating more inclusive marketing campaigns or developing products that consider various cultural preferences and practices.

Solutions to keep an eye on:

• Black Pet Business Network: BPBN’s Launch and Lead Initiative provides mentorship, resources, and funding for Black entrepreneurs in the pet industry.

• Latinx Veterinary Medical Association: LVMA aims to empower and support Latinx veterinary professionals and offers scholarships, mentorship, and resources to foster inclusivity in the veterinary field.

• Pride Veterinary Medical Community: Focused on creating a supportive community for LGBTQ+ veterinary professionals, PrideVMC provides advocacy, education, and events to improve inclusivity in the industry.

• Diverse hiring practices: Companies are developing mentorship programs for diverse veterinary students, employee resource groups (ERGs), and leadership development programs focused on underrepresented groups. 

With 2025 already well underway, it’s ever-more apparent that pets are family and deserve care that reflects that status. The convergence of AI-powered diagnostics, sustainable nutrition solutions, and smart home technology is creating an ecosystem where preventative care is more accessible and effective than ever before. While challenges remain—particularly around veterinary care costs and accessibility—the industry is actively developing creative solutions to ensure quality pet care reaches more families across diverse communities. The future of pet care is shaping up to be more sustainable, technologically advanced, and inclusive.