The pet industry continues to evolve at a rapid pace, shaped by shifting consumer expectations, innovation in product development, and the growing influence of digital culture. As brands compete for attention in an increasingly crowded market, differentiation is no longer optional; it’s essential.
At Global Pet Expo one of the industry’s leading gatherings of pet brands, marketers, and innovators, several clear themes emerged that will define the next phase of pet marketing and product innovation.
Marijana Gucunski, EVP and Head of Pet at 5WPR, took the stage at the learning event alongside Global Pet Expo, The Pet Summit, to discuss the evolving role of artificial intelligence in communications during her session, “AI in Pet PR: Balancing Innovation with Authenticity.” Her perspective reinforced a broader theme across the event: innovation must be paired with trust and authenticity to resonate with today’s pet owners.
Below are the key trends shaping the future of pet marketing.
1. Cats Take Center Stage
A noticeable shift toward cat-focused innovation is underway, signaling a broader change in consumer behavior and brand prioritization.
Brands are increasingly investing in feline-specific products, experiences, and merchandising strategies, reflecting the growing influence of cat ownership across demographics.
What this looks like:
- Expanded cat-specific product lines
- Elevated in-store and digital merchandising for cats
- More tailored messaging for cat owners
What brands should do:
Reevaluate category strategies to ensure cats are not treated as a secondary audience. Dedicated innovation and targeted marketing for feline consumers will be critical for growth.
2. Packaging Becomes a Strategic Differentiator
Packaging innovation is accelerating beyond traditional cans and bags, becoming a key lever for both functionality and brand distinction.
From Tetra Pak-style cartons to squeeze pouches and resealable formats, brands are prioritizing convenience, portion control, and visual differentiation on shelf.
Key formats gaining traction:
- Cartons and alternative packaging structures
- Single-serve sticks and squeeze pouches
- Resealable, freshness-focused designs
What brands should do:
Treat packaging as a core part of the brand experience. Innovative formats can drive trial, improve usability, and create stronger shelf impact in a competitive retail environment.
3. Creator Partnerships Drive Discovery
The growing presence of pet influencers and content creators at the event underscored the importance of social-first storytelling in today’s marketing landscape.
Creator partnerships are no longer a supplemental tactic; they are central to how consumers discover, evaluate, and build trust with pet brands.
What this looks like:
- Influencers integrated into brand activations and event experiences
- Content-first campaigns designed for social platforms
- Ongoing creator partnerships vs. one-off collaborations
What brands should do:
Invest in long-term creator relationships that prioritize authenticity and community engagement. Social credibility is now a primary driver of brand equity.
4. The Humanization of Pets Continues to Accelerate
Pet products and branding increasingly mirror human lifestyle trends, reflecting the deep emotional connection between owners and their pets.
From clean ingredients to functional benefits, the line between human and pet wellness continues to blur.
Key signals:
- Ingredient transparency and “clean label” positioning
- Lifestyle-driven branding and premiumization
- Products inspired by human food and wellness trends
What brands should do:
Align product development and messaging with broader consumer lifestyle trends. Pet owners are seeking the same standards for their pets as they do for themselves.
5. Functional Wellness and Supplements Surge
Supplements have emerged as one of the fastest-growing categories in pet care, driven by increased focus on preventative health and overall wellness.
Brands are incorporating functional ingredients commonly found in human health products to address specific needs.
Popular benefit areas:
- Calming and stress relief
Ingredient trends include:
What brands should do:
Position products around clear, benefit-driven messaging. Education and transparency will be key to building trust in an increasingly crowded supplements market.
6. AI Innovation Expands Beyond Marketing
Artificial intelligence was a major theme, extending beyond marketing into product innovation and pet enrichment.
From AI-powered tools to interactive toys designed to stimulate pets mentally, technology is playing a larger role in enhancing pet well-being.
This aligns with the perspective shared by Marijana Gucunski during her session, where she emphasized the importance of balancing innovation with authenticity in AI-driven communications.
Emerging applications:
- AI-powered enrichment tools and toys
- Data-driven personalization
- AI-enhanced customer experiences
What brands should do:
Adopt AI thoughtfully, ensuring it enhances (not replaces) authentic brand storytelling and customer connection.
Key Takeaways for Pet Brands
- Cat-focused innovation is becoming a major growth driver
- Packaging is evolving into a critical brand and usability differentiator
- Creator partnerships are essential for discovery and credibility
- Humanization continues to shape product development and positioning
- Supplements and functional wellness are rapidly expanding categories
- AI is influencing both marketing and product innovation
Looking Ahead
The insights from Global Pet Expo and The Pet Summit make one thing clear: the future of pet marketing will be defined by brands that can successfully balance innovation with authenticity.
As consumer expectations continue to rise, winning brands will be those that not only embrace new technologies and formats but also remain deeply attuned to the emotional connection between pets and their owners.
In an industry built on trust, connection, and care, innovation alone isn’t enough; it must be meaningful, relevant, and rooted in real consumer needs.
