20 Years of Caring for Pets
In this report
- Top Findings
- Paws for Thought
- Most-wanted Advancements in Pet Care
- Most-wanted Advancements in Pets’ Lives
- The Dolittle Effect
- The Future of Pet Products
- Top 5 Supplements
- Hear From Our Experts
Top Findings
Tech tops pet owners’ dreams for the future
1 in 7
want AI animals to be friends for their pet
Pet owners want to translate barks and meows
1 in 5
wish they could ask their pets about their physical health, while nearly the same number want to know how happy or unhappy they are.
Supplements are sought after
1 in 3
expect more supplements and health-related products in the next 20 years.
Paws for Thought
At Pet Drugs Online, we’ve seen how far pet care has come in the last 20 years and are excited about where it’s going.
Our latest research* shows that pet ownership is evolving rapidly, with technology set to play a pivotal role in what’s to come.
Innovating For Pets
From translating barks and meows to automated teeth brushing devices, self-cleaning beds, doors that work on paw-recognition and AI companions, it’s clear the future for pet owners will be built on their eagerness for innovation that prioritises pets’ health and happiness.
Access to Expert Advice
Pet parents told us that over the past 20 years, access to expert advice has improved and care products are better than ever, resulting in pets living longer, healthier, happier lives.
Focused Pet Care
Looking ahead, they’re hopeful for even more personalised, wellbeing-focused pet care solutions, designed to strengthen the bond between pets and those who love them most.
As we celebrate our 20th anniversary, we’re looking forward to championing a future of smarter, more connected pet care that continues to put our pets first.
*Data based on 2,000 UK pet owners, commissioned by OnePoll in May 2025.
Top 5 advancements pet owners want to see in pets’ health in the future
As we look to the future, we asked pet owners across the UK what advancements they wanted to see in the world of pet health. Here’s what they had to say:
| % | Category |
|---|---|
 46%
|
Advanced therapies to keep ageing pets active and pain-free |
 46%
|
Devices to help detect complex health issues early |
 40%
|
Be able to translate barks and meows into English |
 37%
|
New medical tech to help extend pets’ lives |
 36%
|
Nutrition that adapts to pets’ needs |
Top 5 advancements pet owners want to see for their pets’ life in the future
Putting pets first has always been the goal and now pet owners have had their say on what they want to ensure the happiest, healthiest lives for their pets.
| % | Category |
|---|---|
|
34%
|
Devices that automatically pick up cat or dog poo |
|
29%
|
Smart pet doors which open and close based on paw or facial recognition |
|
29%
|
Litter trays that clean themselves |
 26%
|
Temperature changing beds based on how their pet feels |
 25%
|
Self-cleaning beds |
The ‘Dolittle’ Effect
What a world it would be if we could speak to our pets, but what would they say? And what would we want to hear?
| % | Category |
|---|---|
|
20%
|
Would opt to know about their physical health |
|
17%
|
Want to be told how happy - or unhappy - they are |
The Future of Pet Products
How we care for our pets is constantly changing, and now thousands of pet owners have shared what they expect of the future of pet products.
| % | Category |
|---|---|
|
30%
|
Health-related |
|
29%
|
More sustainable |
|
27%
|
Personalised |
Top 5 Growing Supplements
Personalised pet nutrition continues to evolve with supplements able to provide tailored support where pets need it most. Find out what five supplements are most popular among pet owners right now.
| % | Category |
|---|---|
|
30%
|
Joint & Muscle |
|
24%
|
Nutritional support |
|
24%
|
General multivitamins |
|
18%
|
Stress & anxiety-reducing |
|
17%
|
Probiotics |
Sarah Page-Jones
BVSc MBA CertSAS PhD MRCVS
Since receiving her BVSc in 1997, Sarah has worked in practices across the board, caring for small animals, horses, farm animals, and even zoo animals. Now, Sarah and her team are devoted to maintaining our high animal welfare standards.
“With the busy lives pet owners now lead, cameras are great to keep an eye on what pets are up to, but we’re surely not far off seeing AI pet-sitters! It’s clear pet owners are eager for even more innovation, especially when it comes to the health of their pets and everyday convenience; which mirrors the trends we’ve seen, of owners purchasing more tailored food and supplements aimed at specific conditions.”
Lizzie Youens
BSc (Hons) BVSc MRes MRCVS
With 10 years of hands-on experience combined with being an incredibly accomplished veterinary writer, Lizzie's passion for animal health is unparalleled! Her expertise spans animal behaviour, dermatology, geriatrics, and brachycephalic health & welfare.
"Our pets are such an important part of our lives, so it’s really rewarding to reflect on how pet care has evolved over the years. Looking forward to the next twenty years, I am excited to see how veterinary care continues to advance - with new research, medications and technologies - so that we can continue to provide pets and their owners with all the care that they need – and truly deserve."
Nicola Lakeman
RVC & Nutrition Manager, BA (Hons), MVSc
As one of only three Veterinary Technician/Nurse Specialists (VTS) in pet nutrition in the UK, Nicola's expert insight and 30 years of veterinary practice experience in invaluable. She shares her expertise by lecturing across the UK and abroad on pet nutrition and internal medicines.
“Looking back over the last twenty years of PDOL, we have seen massive improvements in lifespan and healthspan of our pets. The integration of pets as a much loved family member has shown the importance of the human-pet bond. The advancement of veterinary care, medicines and nutrition reflects this. We all want the best for our pets (family members) and these advancements clearly demonstrate this.”
Trent Webb
Product Data & Privacy Manager
Having been with Pet Drugs Online since the very beginning, Trent has witnessed the evolution of the pet care industry first hand. His insights and expertise on the ever-shifting landscape of pet ownership and care is integral to everything we do.
"Over the past 20 years, we’ve seen an increased trend of humanisation of pet care, particularly in the nutrition, dietary and health products that pet parents are purchasing. Dog parents’ approaches to purchasing pet supplements have evolved over the past ten years; while purchasing general multivitamins has decreased by 6 per cent, sales of specific Nutritional Support supplements have increased by 231 per cent.”
