Is it the tail wagging the dog, or vice versa? Circana’s insights show that wellness benefits go both ways when it comes to humans and their pets.

The cat’s out of the bag in some of the latest data that reveals how pets and pet parents enhance each other’s lifestyles. First, research confirms that those lifestyles are common: 73% of people in the U.S. own some type of pet, and the pet care market alone is valued at $6 billion.

A Positive Leash on Life

Companionship has long been a reason why people bring pets into their households. When Circana asked consumers about other benefits of having furry and feathered friends at home, many cited additional bonuses to their own well-being.

For example, 74% of people who have a dog or cat said that it contributes to their overall mental health. Among other forms of enrichment, pets often provide emotional support, reduce stress or anxiety, and expand social relationships. Reflecting the mindfulness associated with pet parenting, there has been an uptick in the number of people registering their pets as service and emotional support animals.

Pets can also enhance physical health. For example, dog owners who take their pets for a walk or run often get more exercise than they would without that kind of household companion in their lives.

Caretakers and Caregivers

In recent years, there has been a lot of discussion around the “humanization” of pets. Circana finds that that humanization – treating a companion animal like a human family member – is a driver of pet wellness. Products aimed at improving animals’ well-being have moved beyond a niche into an expansive, continually evolving part of the overall pet business.

Pet parents’ desire to take care of their animals is evident in a variety of trends:

• Growth in fresh and frozen pet food is outpacing the overall pet food category. Dollar sales of refrigerated and frozen pet food have risen by double digits in each of the last four years, Circana data shows.

• Supplements and preventive solutions have fueled growth in the pet wellness market. Two of the three top product launches for the 52-week period ending March 8, 2026, were supplements, and one was a probiotic bite.

• In addition to spending on ultra-premium/fresh foods and supplements, pet parents are investing in grooming, training, pet “hotels”, and offerings from veterinarians/veterinary services.

Circana’s insights also point to generational differences in pet care, based on the pet parents’ life stage. Gen Z pet owners, for example, show a high adoption of smart technologies like pet cameras, AI feeders, and smart collars, while millennials seek out personalized care through offerings such as subscriptions and ethically-sourced and eco-friendly products. Gen X pet parents, on the other hand, tend to focus on preventive care and practical wellness, including routine services. Insights indicate that older boomers seek emotional support tools after the loss of a pet, again underscoring the importance of pets to human well-being.

As the humanization of pets and the holistic, two-way nature of wellness evolve, manufacturers and retailers in the pet space can elevate their brands and serve their customers in a variety of ways. Circana’s experts suggest that brands lead with emotion, not just function, when it comes to pet care. These businesses can also leverage data to segment audiences by generation to meet the distinctive preferences of groups in different life stages. Ultimately, treating pets like family can unlock new spending.