Pampered Pets: Inside the Rise of Humanization and Premium Pet Care

A data-backed look at how pets became family—and why premium food, supplements, tech, and services now define modern pet parenting—plus where La Petite Labs leads this wellness-first shift.

By La Petite Editorial, ~12 min read

  • Pet humanization is durable: spending has soared and continues trending upward; owners increasingly treat pets like children and invest accordingly.

  • Premium categories are booming: human-grade food, advanced supplements, pet tech (wearables/monitors), luxury services, and insurance/advanced vet care.

  • Supplements mirror human wellness: NAD⁺ boosters, collagen, probiotics, CBD, turmeric—proactive, preventative care with multi-ingredient synergy (1+1>2).

  • La Petite Labs’ edge: human-grade, science-backed, vet-guided formulas—Hollywood Elixir™ and Pet Gala™ (16 actives each); together as the Pampered™ system they deliver 32 synergistic actives for whole-pet wellness.

  • What’s next: personalized nutrition, microbiome therapies, AI-enabled health tracking, and canine longevity research (e.g., rapamycin trials) will further blur human–pet wellness.

  • Practical takeaway: invest in health-positive quality and transparent testing; prioritize outcomes (nutrition, mobility, calm, longevity) over vanity purchases.

Pet Humanization, by the Numbers: The Premiumization Boom

Americans spent over $123 billion on their pets in 2021, a 13% jump from the prior year, and annual pet industry sales are on track to hit $157 billion by 2025. This explosive growth is fueled by a cultural shift: pets are no longer viewed as property, but as beloved family members.

Today’s “pet parents” are sparing no expense to pamper and protect their fur-kids. From organic, human-grade pet food to wearable fitness trackers to even pet acupuncture, new products and services are booming to meet the needs of these doting owners. Sales of pet supplements alone have surged ~20% annually as owners seek to improve pets’ healthspan with the same nutraceuticals and superfoods they take themselves. In short, the line between human and pet wellness is blurring — and it’s giving rise to a premium pet care revolution.

This humanization ethos only intensified during the COVID-19 pandemic. Stuck at home and craving companionship, 23 million U.S. households adopted new pets during the pandemic. Spending per pet surged as people invested in better food, toys, and health care for their new “family” members. The numbers tell the story: total U.S. pet spending leapt from $90 billion in 2018 to $123 billion in 2021, and it reached $136.8 billion in 2022.

Even as life returns to normal, this elevated level of pet spending has persisted. Petco’s CEO calls pet humanization a “permanent shift” – as Millennials and Gen Z assume a larger share of pet ownership, it’s putting “upward pressure on premiumization” (i.e. paying more for better quality). In other words, people aren’t just buying more pet products – they’re trading up to higher-end, healthier, and more personalized options.

“When pets become family, we don’t just spend more—we reinvent food, supplements, tech, and care around them.”

A Premium Pet Lifestyle: New Categories Emerge

Treating pets like family has opened the floodgates for new categories in the pet care market. Innovations that once might have seemed extravagant are now mainstream as passionate pet parents seek the very best. Some of the booming segments born from pet humanization include:

Human-Grade Pet Food

Gourmet meal services and fresh, whole-food diets for pets have proliferated. Brands like The Honest Kitchen and JustFoodForDogs offer meals prepared with human-quality ingredients – think free-range meats and diced vegetables that look like home cooking. Major retailers are on board too; Petco even has in-store kitchens preparing fresh dog meals. Pet parents are willing to pay a premium for food that mirrors a healthy human diet, believing “food is medicine” for pets just as for people. Little wonder the pet food segment led all categories with $58 billion spent in 2022.

leap years dog supplement compared to hollywood elixir

Supplements & Wellness Products

From joint support chews to probiotic powders, nutritional supplements for pets are soaring. Pet owners now give their pets vitamins, omega-3 fish oil, CBD drops for anxiety, and even anti-aging compounds. In fact, U.S. pet supplement sales exceeded $2.7 billion in 2023, growing nearly 20% per year as owners invest in preventative wellness. The focus is on natural remedies to improve pets’ quality of life – e.g. calming herbs for stress, turmeric for inflammation, and probiotics for gut health – much like the supplements in human health stores.

Pet Tech Gadgets

High-tech pet parenting is on the rise. Smart collars and trackers now allow owners to monitor their pet’s activity, sleep quality, and even heart rate in real time, just as a Fitbit or Apple Watch does for humans. Automatic feeders, treat-dispensing cameras, self-cleaning litter boxes, and even AI-driven toys are transforming pet care at home. The global pet tech market is projected to hit $12.5 billion in 2025 and nearly double again by 2030. These devices aren’t just gimmicks; many serve serious purposes, like alerting owners to health issues earlier or enabling enrichment and exercise for home-alone pets.

Luxury Services (Spas, Massage & More)

The spa day has gone to the dogs – literally. Upscale grooming salons, canine massage therapists, and even pet acupuncture clinics have growing clienteles. What was once niche is now normal: even a decade ago veterinarians noted that “everybody knows about acupuncture for their pets” and that massage was following suit as a standard therapy. Today you can book your pup a blueberry facial at a dog spa or your aging cat a series of acupuncture treatments to relieve arthritis (some pet acupuncturists report $400 for 10 sessions in major cities, and they stay busy!). Pet hotels with luxury suites, doggy daycare with “pawdicures,” and even psychics and pet communicators illustrate how far owners will go to indulge their companions.

Insurance & Advanced Healthcare

With pets seen as family, owners are increasingly purchasing pet health insurance to afford major surgeries or cancer treatments for Fido. In the U.S., the pet insurance sector has boomed with new providers (10+ startups in the last three years) entering the market. Large companies like Walmart and Chewy have partnered with insurers to offer coverage plans. Beyond insurance, veterinary care itself is emulating human healthcare: telemedicine for pets, 24/7 urgent care vet clinics, and subscription-based veterinary memberships (like boutique clinics that offer unlimited visits for a monthly fee) have emerged. Pet parents now seek second opinions, specialist care (from pet cardiologists to dermatologists), rehab therapy, and more – the same kind of medical empowerment human patients expect.

Across every category, the common thread is premiumization. Pet owners are opting for the “best of the best” for their animals: clean, high-quality ingredients, advanced gadgets, skilled wellness practitioners – often mirroring the trends in human lifestyle and healthcare. If there’s a cutting-edge service or product in the human world, chances are it’s being adapted for pets. From DNA tests for dog breed heritage to longevity research for extending canine lifespans, modern pet care looks astonishingly like human care.

Wellness Supplements: Pets Mirror Human Health Trends

One of the clearest reflections of pet humanization is the boom in pet wellness supplements. Just as people stock their cabinets with multivitamins, omega oils, and herbal remedies, pet parents are now doing the same for their dogs and cats. The mindset has shifted from only treating illness to preventing illness and supporting vitality. In practice, this means giving pets daily supplements to keep their joints limber, coats shiny, digestion smooth, and nerves calm – rather than waiting until problems arise.

The statistics underscore this proactive approach. Sales of pet supplements jumped 21% in 2020 alone and are projected to top $1 billion by 2025 in the U.S. (indeed, newer reports put it even higher, as mentioned earlier). A Packaged Facts survey found that the most commonly purchased pet supplements address mobility (hip & joint) issues – think glucosamine, chondroitin, and MSM to help older dogs with arthritis, much like what senior citizens take. Other top reasons include skin/coat health (for which owners use fish oil, collagen, and biotin), and anxiety relief (where CBD oils, chamomile, L-theanine, or tryptophan chews have become popular). The overlap with human supplement regimens is unmistakable. In fact, industry analysts note a “growing overlap between human and pet supplement use”, with owners even trying trendy human wellness ingredients for their pets.

Take NAD⁺ boosters as an example. NAD⁺ is a coenzyme linked to cellular energy and aging; it’s a hot topic in human biohacking circles (with people taking NAD⁺ precursors like NR or NMN to combat aging).

That trend has now arrived in pet care: major brands launched dog supplements with Nicotinamide Riboside (NR), a form of vitamin B3 that increases NAD⁺. One such product boasts that it “provides cellular, metabolic, heart, brain, and muscle support” for aging dogs – essentially promising the same anti-aging benefits humans seek from NAD boosters.

Similarly, probiotic supplements for gut health in pets have gone from rare to routine, mirroring the human probiotic craze for digestive wellness. And consider CBD (cannabidiol): while regulators sort out the rules, many pet owners have already embraced CBD treats or tinctures to help anxious dogs chill out during thunderstorms or to ease an arthritic cat’s discomfort. Pet owners are effectively saying: if it helps me feel better or live healthier, maybe it can help my pet, too.

This is a remarkable cultural change. A decade or two ago, giving supplements to pets was mostly limited to a scoop of glucosamine for your old dog’s arthritis or maybe some brewer’s yeast for coat health. Now we have pet supplements featuring adaptogenic mushrooms, kelp and blueberries, turmeric and Boswellia, probiotics and prebiotic fiber, melatonin, CoQ10, collagen, and on and on – a cornucopia of ingredients as sophisticated as any human wellness stack. Pet parents are reading labels and demanding the same quality standards they expect for human supplements. This has pushed many brands to produce human-grade pet supplements (made in FDA-approved food-grade facilities) and to provide lab testing results for purity. Transparency and trust are paramount, because as one industry commentary put it, “if it’s not good enough for humans, it’s not good enough for Fido”.

Crucially, pet supplements are no longer about single “magic bullet” ingredients. A major trend – in both human and pet supplementation – is formulations that combine multiple actives for synergy. Science has shown that nutrients can work together in the body to amplify each other’s effects (for instance, a review in Frontiers in Nutrition concluded that “mounting evidence suggests that certain nutrients, when consumed together, can have greater efficacy than when consumed alone”.

Pet supplement makers have taken note: rather than selling just a plain glucosamine pill, they now offer complex blends where 1 + 1 > 2 in effect. For example, a well-formulated joint powder might include collagen, MSM, vitamin E, and omega-3s – covering multiple pathways (cartilage repair, inflammation reduction, antioxidant support) in one scoop. Likewise, a skin & coat supplement might mix omega fatty acids, biotin, zinc, probiotics, and herbs to address both internal and external causes of skin issues. This “holistic combo” approach is directly inspired by human wellness philosophies.

“Pets now share our wellness playbook—NAD⁺ boosters, collagen, probiotics—but the real leap is synergy: when actives are designed to work together, 1 + 1 > 2.”

La Petite Labs: Born in the Era of Pet Parents

As a company, La Petite Labs is very much a product of the pet humanization era. Our founding mission is simple: pets deserve the same level of science-backed wellness that humans do. We saw that traditional pet products were often “feed-grade,” laden with cheap fillers and by-products, while human wellness was racing ahead with pure, potent nutraceuticals. So we set out to bridge that gap – to bring human-grade quality, advanced bioscience, and holistic formulations into the pet supplement space.

loved like family anti-aging supplements for pets are for beloved companions

Human-Grade, No Compromises

What does that mean in practice? First, all our products are made with human-grade ingredients and processes, meeting the stringent FDA standards required for human supplements. We refuse to use the artificial flavors, mystery meat meals, or subpar fillers that too often sneak into pet products. Instead, we source pure, clinically-studied actives – the kind you’d be comfortable taking yourself – from marine collagen peptides to NAD⁺ precursors to organic medicinal herbs. Each batch is produced in an NSF-certified facility and tested for contaminants, because trust and transparency are non-negotiable for pet parents (and for us as pet parents, too).

thornevet longevity complex hollywood elixir alternative

Hollywood Elixir™: A 16-Active Symphony for Longevity

Secondly, La Petite Labs focuses on cutting-edge wellness that mirrors human health. Our flagship Hollywood Elixir™ draws directly from anti-aging research: 16 actives including NAD⁺ boosters (nicotinamide riboside, niacin), CoQ10, high-impact antioxidants (resveratrol, quercetin, astaxanthin), and cellular protectors (glutathione, vitamins C & E). The formula targets aging at its roots—mitochondrial energy, oxidative stress, and organ resilience—at functional doses. Designed for synergy, NAD⁺ precursors heighten the antioxidant network, while CoQ10 pairs with B vitamins to drive cellular and cardiac energy. The result isn’t a solo ingredient but an orchestra—comprehensive, multi-pathway longevity support for pets.

Pet Gala™: Beauty-as-Wellness, From Cell to Shine

Similarly, our Pet Gala™ formula takes a multi-faceted approach to beauty and wellness for cats and dogs. It contains 16 actives for skin, coat, nails, eyes, and metabolism – from omega-3 EPA/DHA for skin moisture, to biotin and collagen for fur growth, to lutein for eye health, to turmeric and reishi mushroom to modulate inflammation (often a root cause of skin itchiness). By addressing nutrition at the cellular level and the visible level, we aim to create true radiance from the inside out. Pet Gala isn’t just a coat supplement or just a digestive aid – it’s built to be an all-in-one daily wellness ritual that elevates a pet’s overall vitality (hence the name “gala,” a celebration of health).

Pampered™: 32 Actives, One Complete Wellness System

We believe strongly in the science of synergy, so much so that we offer Pampered™ – The Complete Pet Wellness System, which is a bundle of Hollywood Elixir + Pet Gala. Used together, they deliver 32 active ingredients covering nearly every aspect of a pet’s health. Think of it as comprehensive insurance for wellness: joints, heart, brain, immune system, skin and coat, digestion, liver and kidneys – everything is supported. Customers who use the full Pampered system report benefits like improved energy and a shinier coat and fewer tummy issues, confirming our view that a well-rounded nutritional profile creates synergistic whole-body improvements.

Built by Scientists, Guided by Vets

Finally, La Petite Labs’ ethos is shaped by our team’s background. Our formulas are developed by PhD nutritionists and veterinary pharmacologists working hand-in-hand – blending human biomedical knowledge with veterinary expertise. We’re not interested in fads for fads’ sake; we scrutinize the research (often adapting promising developments from human medicine to animal use) and we prioritize evidence-based ingredients. If an ingredient doesn’t have solid data behind it, we won’t include it, no matter how trendy. This science-driven, quality-obsessed approach is exactly what today’s discerning pet parents seek. After all, these are people who read studies about dog longevity trials and who know the difference between types of collagen – in short, our customers are savvy. They motivate us to stay at the forefront of pet wellness.

The Future: Where Human and Pet Wellness Converge

As we look ahead, the boundary between human health and pet health will continue to blur. In some cases, pet care is actually leaping ahead of human medicine in interesting ways. A striking example is in longevity research: testing an anti-aging drug for humans can take decades, but in dogs (who have shorter lifespans) we can see results much sooner. Companies like Loyal have raised serious funding to develop drugs that might extend dogs’ healthy lifespan by a year or more – and in doing so, they might generate insights that apply to human aging as well. The much-publicized Dog Aging Project is currently trialing the drug rapamycin in hundreds of pet dogs to see if it can slow aging, improve heart function and cognition, and ultimately extend canine life. Early signals are promising, and it’s not far-fetched to imagine a future where your vet might prescribe a proven longevity pill for your senior dog.

On the personalized medicine front, we foresee bespoke pet diets and supplement plans becoming the norm. Just as human wellness is getting more personalized (DNA-based nutrition, microbiome testing, etc.), pet parents will demand tailored solutions for their unique pet’s breed, age, and health profile. We’re already seeing dog DNA tests that screen for disease risk, and companies formulating custom kibble based on a pet’s health metrics. In the next few years, you might order a supplement blend that is custom-mixed for your pet, with extra joint support for a Labrador or more kidney support for a senior cat.

Preventative care will also intensify. Pet wearables and remote monitoring could alert owners to subtle health changes – maybe your dog’s tracker notices he’s sleeping more and moving less, prompting an earlier vet checkup and intervention. All of this feeds into the same goal: helping our pets live longer, healthier lives by applying the best of modern science and care, as we do for ourselves.

“Longevity drugs, microbiome therapies, and AI health tracking will push pet care from ‘humanized’ to simply best-practice—longer, healthier lives as the norm.”

Our Long-View Commitment to Pet Wellness

La Petite Labs is committed to remaining a leader in this ever-evolving landscape. We invest in R&D, keep close ties with veterinary researchers, and actively follow human health breakthroughs. Our promise is that as new, safe, and effective wellness strategies emerge, we will bring them into our product line – bridging that human-pet wellness gap for the benefit of your four-legged family members. Our vision is that in 5, 10, 20 years, the phrase “pet humanization” might fade simply because it will be obvious that pets are family. And family deserves nothing less than the best care.

FAQ

What is the “pet humanization” trend?

Pets are treated like family, so care levels now mirror human standards. Younger owners delay kids, bonds deepen, and spending shifts to quality food, wellness, and insurance. Result: premium products, services, and health tech designed first for people, now adapted to pets.

Are premium pet products really worth it?

Yes—when they improve health outcomes.

  • Better nutrition → fewer GI/skin issues and potentially lower vet bills
  • Evidence-based supplements → mobility, calm, longevity support
  • Invest in function (nutrition, safety, health) over fashion (status buys)

How long until I might notice changes?

Ask: does this meet a real need—or my desire?

  • Helping: structure, exercise, species-appropriate nutrition, preventative care
  • Spoiling: excess treats, uncomfortable outfits, habits that worsen health

If it enhances wellbeing or behavior, it’s care—not coddling.

What areas of pet care are people investing in most?

Nutrition leads; wellness is rising fast.

  • Food & treats (human-grade/fresh)
  • Vet care & insurance
  • Supplements (mobility, skin/coat, calm, longevity)
  • Services (grooming, daycare, training) and pet tech (wearables, smart feeders)

What makes human-grade pet supplements different?

Human-grade means human-quality inputs and processes, with transparent testing. Purity, dosing, and manufacturing mirror human standards; labels favor real actives over fillers, aligning with clean-label expectations and trust.

How does La Petite Labs contribute to modern pet wellness?

Science-backed, human-grade, multi-active formulas with real synergy. Hollywood Elixir™ and Pet Gala™ deliver 16 actives each; together as Pampered™ they bring 32 coordinated nutrients for heart, brain, joints, skin/coat, gut, and immune support—evidence-led and vet-guided.

Further Reading