Premium dog accessories segment continues to expand

The dog accessories market is booming, as changing attitudes reshape consumer habits. Today’s dog owners treat their pets like family, so they are increasingly looking for durable and functional products that reflect their own lifestyles.

Made to endure

Ruffwear is a US-based manufacturer of outdoor performance dog gear. “The market is growing, partly due to consumers who want to include their dogs in more aspects of their lives, activities and travels. Demand is high for accessories that make these adventures more convenient,” Cristina Stavro, Product Line Manager at Ruffwear, tells PETS International.

“People are holding their pet’s gear to higher performance standards than ever before, and introducing their dogs to new experiences every day,” she continues, adding that sustainability is now a key focus as more and more customers also want brands to meet improved environmental standards in their manufacturing and business practices.

When it comes to quality, durability is a top priority for pet owners, with customers preferring kit that is built to last. “We’ve also seen a shift in consumers becoming less price-sensitive and open to paying more for high-quality, durable products,” Stavro says.

Regional spending trends

Aesthetics are also a huge selling point, as people appreciate products that both look and feel good. “We see this in the choices consumers make in gear selection, often shopping with variety, color and coordination in mind,” Stavro continues.

Pet players operating in the segment have noticed regional differences in preferences and patterns. For example, Ruffwear has registered an increase in spending on premium dog gear in the Asia-Pacific region, particularly China.

“Color options and regional product exclusivity are driving factors in the region, reflecting a newer and rapidly evolving ‘life with a dog’ lifestyle in that market,” Stavro explains.

Sustainable enrichment

In 2013, West Paw in the US state of Montana was the first pet industry brand to be given B Corp certification. Its enrichment toys for dogs are designed for rugged play and ultimate safety, using an US Food and Drug Administration (FDA) compliant material called Zogoflex that the company invented in 2004.

Spencer Williams is West Paw’s CEO: “For 30 years, we’ve seen a continued increase in demand for ecofriendly products.”

He says that consumers also seek accessories that can offer health and wellness benefits to their pets.

“Our toys and accessories tap into consumer preferences in enrichment. When dogs live a life that is enriching, the benefit for people is a sense of contentment and joyful connection. That is what fuels our innovation.”

Harnesses for comfort

Dog harnesses are now increasingly popular, with many people opting to use them as a comfortable, everyday alternative to collars.

In its 2025 National Pet Owners Survey, the American Pet Products Association (APPA) reports that 58% of dog owners in the US were using a harness in 2024, and another 20% a no-pull collar. This is up from 39% and 18% respectively in 2018.

A leash is a must for most dog owners. According to APPA, almost two-thirds of them (62%) own a regular or standard leash, while 37% use a retractable one.

Material preferences shifted between 2018 and 2024, with nylon and cloth now less popular – from 41% to 37% and 30% to 28% respectively. Purchasing frequency has also changed slightly. Leashes are now bought more often than in 2018.

Innovative product launches

Across the industry, brands are rolling out new products aimed at meeting pet owners’ rising expectations for quality, functionality and design.

For example, Ruffwear’s Fall/Winter 2025 Collection of dog apparel is driven by rising demand for both seasonal and performance-oriented products, on top of the ongoing pet humanization trend.

“People want their canine companions to have access to the same gear that they have for adventure. Our new Climate Changer Vest is a great reflection of this demand.

Almost everyone has a warm vest in the closet for when temperatures start to drop, and now your dog can have one too. This opens up opportunities for seasonal adventures, keeping them comfortable without losing mobility,” Stavro says.

Making cars canine-friendly

Other industries now also cater to the growing dog accessories market, including the automotive sector. For instance, major car manufacturers such as Isuzu, Toyota and Bentley have launched bespoke lines of dog accessories for select models, extending the comfort and convenience of their vehicles to their customers’ pets.

Isuzu and Ruffwear have collaborated on a curated range of premium dog accessories for the D-Max pickup truck, including harnesses, bowls, beds, seat covers and jackets designed for adventurous dog owners. The range was launched in October 2025.

Meanwhile, Toyota in Israel has partnered with Kurgo, a US outdoor dog gear manufacturer, to launch Toyota Pets – an accessories line designed to provide comfort and safety for both daily drives and off-road trips.

The products, which went on the market in the summer of 2025, have undergone quality assurance and advanced crash testing to ensure long-term durability.

In the luxury segment, Bentley Motors recently brought out the Pet Accessory Range for its Bentayga SUV.

The products include a bespoke dog guard, quilted load-space liner with an integrated bumper protector, tailored rear seat protection covers and seat extenders with quilted door cards.

Accessories as merchandising

Renowned names and franchises in the entertainment industry are also riding the wave. Back in 2022, Jonathan Davis of the US nu-metal band Korn launched the pet accessory brand Freak on a Leash.

In the spring of 2025, he teamed up with fashion designer Ashton Michael to bring out a new collection of dog collars, harnesses and toys.

Square Enix, the developer behind the popular Final Fantasy franchise, now has a pet merchandise line under its SQEX Pets brand, featuring accessories inspired by the iconic game series.

The latest products have been created in collaboration with Tokyo-based baby and pet care company Combi, which was also involved in the brand’s new Dragon Quest-themed pet product range.

Xcel Brands, a US media and consumer products company focused on influencer-driven brands and social commerce, has partnered with premium pet gear maker K9 Wear to launch Trust. Respect.

Love by Cesar Millan, a lifestyle brand featuring pet essentials, training tools and accessories – all inspired by Mexican- American dog trainer and TV star Millan.

Inflationary pressures

Despite growing demand, some dog owners have limited their dog accessory purchases. A study by PETS International and Yummypets, powered by Loop, two years ago, found that rising living costs had strained the finances of 85% of pet owners across France, Canada, the US and the UK.

Many of them were cutting back on non-essential items, with nearly a quarter reducing spending on treats and toys, and one in 10 on leashes and collars.

Economic conditions may have been looking brighter recently but, in the light of global developments, many pet parents have still been looking to cut costs.

In a 2025 analysis of the pet care industry, NielsenIQ stated that in response to inflation, consumers are actively deal-hunting, turning to discount stores and closely monitoring brand prices to stretch their budgets.

Future development

Stavro says that, overall, growing competition in the performance accessories for dogs category will help accelerate innovation.

“A challenge unique to this segment is creating gear that fits every dog. Each product we create at Ruffwear is designed with an active dog in mind. Finding new and better ways to enhance performance will continue to shape the category in the near future,” she says.

“Brands will need to focus on solving the logistical challenges of bringing a dog on an adventure, to effectively meet future consumer needs. The biggest opportunity in innovation lies in meeting needs in unique ways and solving problems people didn’t yet realize they had.”

Williams from West Paw sees some changes in purchasing behavior: “We see people spending on premium products that will last, helping their money stretch further, but also consumers searching for high-quality products that come with a lower price point.

“As experienced designers and manufacturers, we’re eager to meet the customer where they need us to be as our product line continues to grow and evolve in 2026.”