More and more people view pets as full-fledged family members – so-called "fur babies." The image of dogs as merely guards around the yard and cats kept to hunt mice has long since changed. This is especially true because more and more people in cities are keeping pets.
This influences consumer behavior: food is chosen consciously – like a gift to beloved family members.
Pet humanization is no longer a trend, but the essence of the pet food industry. Products resemble human food in their presentation and composition – both in terms and ingredients.
Consumer Behavior & Product Innovation
- Premium and functional foods are booming: Pet owners in Europe are increasingly turning to natural, healthy, and targeted foods (e.g., for skin, joints, and digestion).
- Natural and organic products are trending strongly: The market for organic and natural pet food grew to approximately USD 9.5 billion in 2024 and could reach almost USD 17 billion by 2033 – largely fueled by humanized consumer preferences. (Source: https://www.marketdataforecast.com/market-reports/europe-organic-and-natural-pet-food-market)
- Growing market for nutritional supplements: Pet food supplements are growing rapidly – from around USD 276 million in 2025 to almost USD 489 million by 2035, driven by preventative health strategies and humanization (Source: https://www.futuremarketinsights.com/reports/europe-pet-food-supplements-market)
Unusual trends in the humanization of pets
- Weddings for dogs and cats – especially in the US and Japan, pet weddings are becoming increasingly popular.
- DNA tests for personalized feeding plans: A saliva sample is used to analyze the genetic makeup of the pet to determine individual food, behavior, or health risks – just like in humans
- Massages, aromatherapy, CBD baths, manicures with colored nail polish – what was once reserved for humans is now part of the pet wellness offering.
- Matching outfits for humans and pets: More and more brands are offering matching clothing for humans and pets – hoodies, rain jackets, or even pajamas.
- Birthday and holiday products: From personalized dog treats to Christmas calendars and Easter boxes for cats – celebrations are fully integrated into everyday pet life.
- Pet-fluencers: Animals on Instagram, etc., with millions of followers, collaborations with brands, professional photoshoots, and their own merchandise lines – animals as lifestyle icons.
- Pet bereavement culture & memorial jewelry: Cremation, urns with portraits, silver paw prints, "pet memorial jewelry" with hair or ashes – a new dimension of farewell and grief processing.
- Subscription boxes for animals: Monthly surprise boxes with treats, toys, and seasonal accessories – just like beauty or food subscriptions for humans.
Conclusion
The humanization of the pet market is not only driving demand for healthy and sustainable products – it is also creating space for emotionally charged experiences, personal rituals, and lifestyle products with (not entirely serious) overlap with the human sector.
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Disclaimer
For legal reasons, we would like to point out that some of the above statements require further research and studies to scientifically prove them. Therefore, not all statements can currently be accepted by conventional medicine.
The information contained in this article regarding legal regulations, approvals, and possible uses of raw materials is based on careful research and our current state of knowledge (as of July 2025). However, we assume no liability for the completeness, accuracy, or timeliness of the information.
The legal framework for food and food supplements is subject to constant change. Therefore, the manufacturer or distributor is always responsible for checking the applicable regulations, EU regulations, and approval lists for the use of raw materials and health-related claims.
In case of legal uncertainty, we recommend consulting legal experts or the relevant authorities.