A new survey of 2,000 UK cat and dog owners revealed the technological advancements they’re hoping to see for their pets in the future, including smart watches (20%) and automated teeth brushing devices (26%).
Devices that automatically pick up poo (34%), AI animals to be a ‘friend’ to their pet (1 %) and anxiety and emotional support solutions (29%) also emerged as popular inventions pet owners wish for their four-legged friends. Others want
to see pet beds which change temperature based on how the cats and dogs feel (26%), smart home appliances controlled by barks and meows (14%) and public transport purely for pets and owners (13 %).
If owners could ask their cat or dog about one thing, the majority (20%) would opt to know about their physical health, while 17% want to be told how happy – or unhappy – they are.
The research, commissioned by Pet Drugs Online to celebrate its 20th anniversary, also found 29% would like to see the invention of paw recognition doors!
Sarah Page-Jones, head of veterinary compliance at Pet Drugs Online, one of the UK’s largest suppliers of veterinary medication online and animal care products, said:
“This research paints an exciting picture of the future of pet care. We’ve come a long way already, with tech inventions such as automatic feeders, cameras and DNA testing kits, but there are still so many opportunities.
“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.
“We know that the focuses we have on human health always trickle down to the priorities pet owners have for their companions – seen through food and nutritional demand over the past decade. Looking ahead, pet’s mental health will likely become more important to owners, as it has for humans in recent years.”
Reflecting on what’s changed since the online retailer launched, 76% of pet parents believe the standard of pet care products has improved in the past two decades, and a further 74 % think the availability of expert-backed information for owners has increased. Over half (59%) also believe pets are generally living longer lives now compared to 20 years ago.
In the future, owners expect products to be more sustainable (29%), personalised (27%) and health-related (30%).
Pet parents have already been making savvier nutritional choices, tailored to the individual needs of their pets, with joint and muscle (30%), general multivitamins (24%) and stress and anxiety-reducing supplements (18%) being the most popular supplements for owners to purchase.
Trent Webb, product sales data expert at Pet Drugs Online, adds: “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%, sales of specific Nutritional Support supplements have increased by 231%.
“One dog supplement that has stayed in consistent demand is Joint & Muscle. Category sales increased to 2% in 2021 after rising by 35% after 2020 but quickly returned to normal levels in recent years – it seems dogs have and will always have bad knees!
“However, for cat parents, multivitamins prove the most popular of all supplements at 21%, but sales have reduced by 53% over the past decade. While demand for Gastrointestinal & Digestion supplements has seen ebbs and flows: rising by 36% in 2024, only to fall by 51% in 2025, supplements to help felines reduce their Stress & Anxiety are in the highest demand, rising by 1,703% in five years.”
Over the past 20 years, there has also been a major shift from standard kibble to premium, organic, raw and speciality diets (such as grain-free, vegan, hypoallergenic).
According to Trent Webb, “Pet parents want variety, and we’ve seen them purchasing from 283% more food brands than they did ten years ago!”
As in human health, stress is a hot topic both for people and their pets.
“Stress-reducing supplements remain the go-to for pet owners, but specific foods dedicated to supporting our four-legged friends are gaining ground,” according to Trent Webb, “we’ve seen that owners who purchased Stress Relief Diffusers between 2020 and 2023, are repurchasing refills, indicating that they really see the benefits of calming scents and products that are designed to reduce stress in the home.”
In general, 69 % of pet parents feel optimistic about the future of pet care.
Page-Jones concluded: “Pets are so much more than furry companions. They are members of the family whom we prioritise and care for as much as we would any other relative.
“We’re excited to see what the future holds for pet care, hopefully helping both pets and owners to spend more time together, understand one another and improve all areas of health and wellbeing.”
