Adam England

Longer cat lifespans and better diagnostics are driving growth in the supplement category, with innovation focusing on convenience and advanced formulations.

Owners remain willing to spend more on premium products tailored to their pets’ comfort – despite the durability of this market being tested by inflation and discount marketplaces.

This pet care segment is expected to continue to grow strongly over the coming decade. Key drivers include natural ingredients, probiotics and a focus on preventive care.

Consumers are looking for more sophisticated sleeping accessories that meet their pet’s individual needs and can easily be moved from one place to another.