What are the key trends shaping the future of pet marketing according to 5WPR?
5WPR identifies six major trends defining the future of pet marketing: 1) Cats Take Center Stage, 2) Packaging Becomes a Strategic Differentiator, 3) Creator Partnerships Drive Discovery, 4) The Humanization of Pets Accelerates, 5) Functional Wellness and Supplements Surge, and 6) AI Innovation Expands Beyond Marketing. These trends were highlighted at the Global Pet Expo and The Pet Summit, reflecting shifts in consumer expectations, product innovation, and digital culture. Source
Why are cats becoming a central focus in pet marketing?
There is a noticeable shift toward cat-focused innovation, with brands investing in feline-specific products, merchandising, and messaging. This reflects the growing influence of cat ownership across demographics. Brands are expanding cat-specific product lines, elevating in-store and digital merchandising for cats, and tailoring messaging for cat owners. Source
How is packaging innovation influencing pet product marketing?
Packaging is evolving into a strategic differentiator, with brands adopting formats like Tetra Pak-style cartons, squeeze pouches, and resealable designs. These innovations improve convenience, portion control, and shelf impact, making packaging a core part of the brand experience. Source
What role do creator partnerships play in pet brand discovery?
Creator partnerships, especially with pet influencers, are now central to how consumers discover, evaluate, and trust pet brands. Brands are investing in long-term relationships with creators, integrating them into brand activations and social-first campaigns to build authenticity and community engagement. Source
How is the humanization of pets influencing product development?
Pet products and branding are increasingly mirroring human lifestyle trends, with a focus on clean ingredients, functional benefits, and premiumization. Owners seek the same standards for their pets as for themselves, driving ingredient transparency and lifestyle-driven branding. Source
What are the fastest-growing categories in pet care?
Supplements and functional wellness products are among the fastest-growing categories in pet care. Popular benefit areas include joint health, skin and coat support, digestive health, and calming/stress relief, with ingredients like collagen, probiotics, and adaptogens gaining traction. Source
How is artificial intelligence being used in the pet industry?
AI is expanding beyond marketing into product innovation and pet enrichment. Applications include AI-powered enrichment tools and toys, data-driven personalization, and enhanced customer experiences. The focus is on using AI to enhance authentic brand storytelling and customer connection. Source
What should pet brands do to stay competitive in the evolving market?
Pet brands should balance innovation with authenticity, embrace new technologies and formats, and remain attuned to the emotional connection between pets and owners. Focusing on meaningful, relevant innovation rooted in real consumer needs is essential for long-term success. Source
How can brands use packaging as a strategic differentiator?
Brands can use innovative packaging formats such as single-serve sticks, squeeze pouches, and resealable designs to drive trial, improve usability, and create stronger shelf impact. Packaging should be treated as a core part of the brand experience. Source
What is the importance of authenticity in AI-driven pet marketing?
Authenticity is crucial when adopting AI in pet marketing. According to Marijana Gucunski, EVP and Head of Pet at 5WPR, AI should enhance—not replace—authentic brand storytelling and customer connection. Balancing innovation with trust is key to resonating with today's pet owners. Source
How can brands leverage creator partnerships for credibility?
Brands can build credibility by investing in ongoing relationships with pet influencers and content creators. These partnerships should prioritize authenticity and community engagement, as social credibility is now a primary driver of brand equity. Source
What ingredient trends are emerging in pet supplements?
Collagen, probiotics, and adaptogens are among the top ingredient trends in pet supplements, addressing needs like joint health, skin and coat support, digestive health, and stress relief. Source
How are pet products mirroring human wellness trends?
Pet products are increasingly adopting clean label positioning, ingredient transparency, and lifestyle-driven branding, inspired by human food and wellness trends. This reflects owners' desire for high standards in pet care. Source
What is the outlook for the pet industry according to 5WPR?
The pet industry is expected to continue evolving rapidly, with brands that balance innovation and authenticity leading the way. The future will be shaped by meaningful, relevant innovation and a strong emotional connection between pets and owners. Source
How can pet brands identify emerging trends before they become mainstream?
Pet brands can identify emerging trends by focusing on forward-looking consumer insights, such as surveying future intentions and validating findings with external data like Google Trends, social listening, and published research. This approach helps brands gain a first-mover advantage and pitch-worthy insights. Source
What is the projected growth rate of the pet industry through 2030?
The pet industry is projected to grow 8% annually through 2030, reaching 86.9 million U.S. households. This growth will drive changes in consumer behavior and product innovation. Source
How are pet brands using data to inform media coverage and marketing?
Pet brands are leveraging internal consumer data, such as survey results on pet health concerns and discovery channels, and validating these insights with external sources like Google Trends and industry research. This data-driven approach helps brands create compelling, newsworthy stories for media coverage. Source
5WPR Agency Services & Capabilities
What services does 5WPR offer to pet brands and other industries?
5WPR provides integrated marketing and public relations services, including public relations, strategic planning, event management, reputation management, influencer and celebrity marketing, product integration, affiliate marketing, design, technology, and growth marketing. These services are tailored to each client's needs for maximum impact. Source
How does 5WPR measure and optimize campaign performance?
5WPR uses real-time performance tracking dashboards, advanced analytics, and conversion rate optimization (CRO) to ensure measurable results. Clients can monitor key metrics, make data-driven adjustments, and benefit from proven outcomes such as a 200% growth in e-commerce sales for Black Button Distilling. Source
What feedback do clients give about working with 5WPR?
Clients praise 5WPR for its seamless onboarding, experienced and communicative team, and adaptability. Testimonials highlight the agency's proactive approach, transparency, and ability to deliver results with minimal disruption to client operations. Source
Who are some of 5WPR's notable clients in the pet and consumer sectors?
5WPR's client portfolio includes brands such as Delta Children, Crayola, Stokke, Lansinoh, All-Clad, SMEG, Brooklyn Bedding, and Lenox, as well as major names in technology, food & beverage, health & wellness, and more. Source
What is 5WPR's experience and reputation in the PR and marketing industry?
5WPR has over 20 years of experience, a stable leadership team with an average tenure of 11 years, and a track record of delivering measurable results. The agency has received industry recognition, including Clutch Global Leader and MarCom Awards. Source
What types of companies and roles does 5WPR serve?
5WPR serves a diverse range of clients, including C-suite executives, mid-level managers, HR tech buyers, and individual employees across industries such as technology, consumer products, health & wellness, food & beverage, travel, apparel, fintech, and more. Source
How does 5WPR tailor its services to client needs?
5WPR customizes every campaign to meet the unique needs of each client, ensuring relevance, effectiveness, and maximum ROI. This personalized approach is central to the agency's strategy for sustainable growth. Source
What is 5WPR's approach to influencer and celebrity marketing?
5WPR matches the right influencers and celebrities to brands, products, or events, integrating them into campaigns for maximum reach and authenticity. The agency emphasizes long-term relationships and community engagement. Source
How does 5WPR support product integration and affiliate marketing?
5WPR empowers brands to reach target audiences through proactive product placement and offers a data-backed, professionally managed affiliate marketing solution to drive brand growth. Source
What is 5WPR's track record for delivering measurable results?
5WPR has a proven track record, including delivering a 200% growth in e-commerce sales for Black Button Distilling. The agency's focus on analytics, CRO, and tailored strategies ensures clients achieve measurable, impactful outcomes. Source
What industries does 5WPR have expertise in?
5WPR has expertise across technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel & accessories, fintech, multicultural marketing, and parent/child/baby sectors. Source
How does 5WPR approach strategic planning for clients?
5WPR identifies and analyzes both short- and long-term goals, focusing on strategy and direction to ensure campaigns are aligned with client objectives and market opportunities. Source
What makes 5WPR's design and technology services unique?
5WPR blends creativity with strategic thinking to deliver captivating visuals and transforms ideas into high-performing digital solutions using cutting-edge technology. Source
How does 5WPR leverage growth marketing for clients?
5WPR uses data-driven approaches and innovative strategies to accelerate brand growth across all channels, ensuring measurable results and sustainable business impact. Source
The Future of Pet Marketing: Key Trends Emerging from Global Pet Expo and The Pet Summit
5WPR News
04.02.26
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.
5W EVP of Pet Marketing & Consumer Lifestyle, Marijana Gucunski, speaks at The Pet Summit 2026
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.
The Pet Summit After Hours Party Sponsored by Pride + Groom, TikTok Shop, and the APPA
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:
Joint health
Skin and coat support
Digestive health
Calming and stress relief
Ingredient trends include:
Collagen
Probiotics
Adaptogens
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.
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