At CES 2025 and in New York product rollouts, companies pushed a wave of pet-wellness technologies aimed at keeping animals healthier and more comfortable. The humanization of pets is fundamentally reshaping the pet care industry through increased consumer spending and demand for premium products and services. Industry estimates place recent annual U.S. pet industry spending at roughly $120–150 billion, and multiple surveys report that a large majority (often around three-quarters or more) of pet owners consider their pets family members, helping drive growth in this sector.

The shift reflects a broader change in how owners think about companion animals: not just as pets but as family members whose physical and emotional well‑being merit the same preventive care and monitoring people expect for themselves. That view is shaping new devices and services from hydration-focused fountains to activity trackers and AI-enabled notifications. Pet owners can integrate technology into daily routines by using smart feeders and water dispensers to automate and monitor feeding schedules, as well as wearable activity or GPS trackers to track pets’ movement, sleep, and location for health and safety.

Maddie Guy, 34, co-founder of pet supplement brand Buddy, captured the change in emphasis: “I want my dog to not only live long, but I want them to live long and well, which is very different than a past mindset,” she said. Her comment framed much of the discussion around products designed to extend healthy years rather than simply extend life. This aligns with the broader historical trends that led to the rise of premium pet products and services, where pet owners increasingly view their companions as family members deserving premium experiences. What historical trends have led to the rise of premium pet products and services?

Veterinarians and product designers described complementary aims. “As we’ve seen the evolution of our pets go from, ‘He’s just a dog who lives outside,’ to now truly part of our family members, we not only want to be proactive in their physical well-being, but we also want to really support their mental and emotional well-being,” said Dr. Danielle Bernal of Wellness Pet Company.

Companies are translating that mindset into specific features. Petcube, for example, is developing hydration products intended to improve water quality and encourage drinking. One highlighted device is a wireless, rechargeable fountain that purifies water by combining UV‑C antibacterial light with a four‑layer filtration system. Executives emphasized different aspects of care, and Anastasia Kukhar, CEO of Petcube, framed hydration as foundational, saying simply: “hydration is the foundation of well-being.” Companies presenting hydration and monitoring solutions said those elements are the first step in a layered approach to preventive care.

Other designs take a domestic, low‑stress approach to feline care: a pod that gently removes loose hair as a cat passes through, collecting fur as the kitty enters and exits the unit. Those kinds of small conveniences are presented as part of a holistic effort to keep animals comfortable in temperature‑controlled, low‑stress environments.

Tracking and early detection remain a major focus. Michael Hurnaus, CEO of Tractive, said of one device: “The device will not diagnose the condition but will serve as an early-warning system that may warrant a visit to a veterinarian.” That positioning underlines how companies are careful to present gadgets as alerts and supports rather than substitutes for clinical care.

Product rollouts and feature updates are already rolling out to some users: companies plan software improvements delivered “through a free software update in March,” extending functionality without additional hardware purchases.

Industry observers point to younger buyers and a growing market for premium pet products as drivers of the trend. Market and trade analyses describe rising demand for smart feeders, wearables, and remote monitoring tools that let owners align pet care with their own wellness preferences; those reports provide context for the innovations appearing on show floors and in retail channels. See market commentary from Accio and practical guides on integrating devices into routines from Fitbark.

The market positioning is clear: products are pitched as ways to reduce stress, make daily care easier and flag problems earlier, while leaving diagnosis and treatment to veterinary professionals. That combination aims to reassure owners who now expect high‑touch, tech‑enabled options for the animals in their households.

Where this momentum goes next will show up in both product iterations and how owners use the tools in everyday life. For now, companies are expanding device capabilities and promising software updates that broaden functionality without new hardware purchases.

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