Not too long ago, doggie strollers and spa days might have raised eyebrows—or even eye-rolls—but attitudes toward our four-legged friends have shifted dramatically over the past decade. Today, these indulgences (and countless other pet-centric experiences) are mainstream. Dogs are no longer just “pets”—they’re family members, and their comfort, safety, and happiness matter in every part of life: from weekend errands and cross-country trips to the office and beyond.
The 2025 APPA Dog & Cat Report backs this up: Over half of dog owners take their pups along for daily walks to run errands, 49% want pet-friendly workplaces, and 74% of those who travel with their dogs choose to fly with them. These numbers tell a clear story: Dog ownership is now a core part of lifestyle identity. Owners don’t just want their dogs nearby—they want them involved in everything: exploring new places, meeting colleagues, or simply grabbing coffee on a Saturday morning.
For pet industry brands and retailers, this shift is both a huge opportunity and a responsibility. As lifestyles become more mobile and integrated, products and services need to keep pace—crafting solutions that fit the lives of busy, wellness-focused #petparents.
Dogs Go Everywhere—And Brands Need to Keep Up
Mobility is the name of the game in modern #petownership. Dog parents aren’t just “accommodating” their pups—they’re building lives that let their companions tag along for the ride. This has transformed the #pettravel category from basic carriers and leashes into a full-fledged lifestyle offering.
With pet-friendly hotels, rideshares, and airlines becoming the norm, demand for on-the-go essentials is skyrocketing. Owners are investing in lightweight, collapsible bowls and crates that make travel a breeze, plus airline-approved carriers that check all the boxes: ventilation, safety, and style. Even grooming and nutrition have gone mobile—think single-serve treats, travel wipes, and on-the-go hydration solutions designed for life in motion.
But this trend isn’t just about convenience—it’s about connection. Bringing a dog on a flight or road trip is a symbol of togetherness, shared adventure, and love. For many owners, it’s a way to express who they are. Brands that design with this emotion in mind—pairing practicality with stories of companionship—will position themselves at the heart of this lifestyle shift.
Travel isn’t a once-in-a-while event anymore; it’s part of everyday #petlife. Retailers that showcase portable solutions (both in-store and online) will tap into a category that’s only growing.
Dogs at Work: Companions Beyond the Couch
Nearly half of dog owners wish their workplaces were pet-friendly—and that desire is already shaping employer policies, product design, and shopping habits. As more people return to offices or adopt hybrid schedules, leaving their dogs at home feels like leaving a family member behind.
For brands and retailers, this opens up a new category we might call “weekday companionship.” Products that make dogs welcome, calm, and comfortable in professional settings are in high demand. Examples include:
- Compact beds and odor-control mats that fit neatly under desks
- Quiet, non-squeak toys and calming chews that won’t disrupt meetings
- Stylish carriers and coordinated accessories that blend with work attire or office aesthetics
These items aren’t just practical—they show owners that brands get the nuances of modern life. Just like athleisure blurred the line between work and comfort, #petproducts that fit hybrid routines are becoming part of how professionals express balance, empathy, and care.
Retailers can capitalize by creating in-store displays or digital collections themed around “pets at work,” pairing functional gear with messaging that speaks to companionship (not just product categories). This kind of targeted merchandising resonates with shoppers looking for holistic solutions.
Wellness on the Move
Redefining dogs as companions also means raising the bar for their health and wellness. Owners see their pups as emotional anchors and workout partners—so keeping them healthy is both a practical and emotional priority.
Pet wellness no longer stops at home—it follows dogs everywhere. Products that support hydration, stress relief, and joint health are finding their way into travel bags and office drawers. Ergonomic harnesses, breathable fabrics, and temperature-regulating materials reflect a “human-grade” approach to design, putting comfort and safety first for active dogs.
At the same time, owners are embracing preventive and emotional wellness. Calming treats for travel, hydration boosters for hot days, and immunity supplements for high-energy breeds are now staples. These innovations mirror a broader trend: pet parents want products that align with their own wellness routines—simple, functional, and integrated into daily life.
By investing in science-backed ingredients and intuitive design, brands can build trust while appealing to owners’ desire for shared well-being. The pet wellness category is now a reflection of the owner’s lifestyle—and companies that authentically bridge that gap will stand out.
Business Takeaways: Lifestyle Alignment = Loyalty
Dogs are no longer just pets—they’re full-time companions shaping how people travel, work, play, and care for themselves. For brands and retailers, long-term success means designing products and experiences that fit this integrated lifestyle.
To stay ahead:
- Expand travel-friendly offerings: Airline-approved carriers, portable nutrition, and multipurpose accessories that simplify life on the go.
- Embrace workplace trends: Curate office-ready gear and collections for hybrid professionals who bring their dogs to work.
- Innovate in wellness: Develop solutions that support physical comfort and emotional balance for dogs on the move.
- Market with lifestyle storytelling: Show how products fit into everyday moments, not just isolated occasions.
These strategies go beyond selling products—they show that you understand how dog owners think, live, and love. When brands align with their customers’ lifestyles, they build emotional connections—and emotional connections drive repeat purchases.
As the lines between human and pet lives continue to blur, this holistic approach will define which brands earn loyalty—and which simply sell gear. For #petindustry leaders, adapting to this integrated way of living isn’t optional—it’s the foundation for growth in 2025 and beyond.
Source: APPA