The surge in pet ownership that began during the pandemic has had significant implications for industry sectors, notably in pet care and technology. By November 2021, a survey from the ASPCA indicated that 20% of US households had adopted a cat or dog since the onset of COVID-19. The Pet Food Manufacturers’ Association in the UK similarly reported that 3.2 million households had welcomed a pet into their homes.
As many office workers transitioned to remote roles, their newfound companions received a considerable share of attention. However, as of early 2025, corporate policies have begun to shift back towards in-office work, placing added pressure on pet owners. The expense of pet care, already on the rise, has compounded these challenges. High costs in pet food, veterinary bills, and insurance have led to the emergence of "pet debt," where owners find themselves financially strained in their efforts to maintain care for their pets, whom 82% of US pet owners regard as equivalent to children, according to Harris polling.
The global pet care market, currently estimated to be worth $320 billion, is projected to grow to $500 billion by 2030, defying economic downturns as spending on pets has historically remained stable even during recessions, such as those in 2001 and 2008. This resilience has attracted attention from the tech sector, which aims to ease some of the burdens associated with pet ownership through innovative products.
Examples of tech-driven solutions include Necto, a $179 device that utilizes 5G technology to monitor temperature and humidity levels in cars left for pets, and Minitailz, a pet collar akin to a Fitbit, which tracks various health metrics for $99. The Drybo, launched by HomeRunPet, is a drying device for damp dogs, with prices starting at $599.99. Additionally, UK-based Moggie offers a collar and hub system designed to detect behavioral changes in cats that may signal illness, priced at £149.
US-based company Petlibro has expanded significantly since launching its automatic pet feeders and water fountains in late 2020. Business development head Jeh Lin remarked, “With the pandemic, perhaps we got kinda lucky, as folks… started searching online for help.” Their most popular feeder model can dispense dry food multiple times a day, and the company has also initiated Petlibro Care, a subscription service that leverages device-collected data to provide personalised feedback to pet owners.
Ali Ganjavian, founder of Moggie, describes its device as a way to foster deeper bonds between pets and their owners. The technology aims to monitor cats’ activity levels and health through AI-generated insights derived from tracked behaviours.
Further exploring the intersection of technology and pet care is Nathan Maleh’s new venture, Pose Pets, which produces UV400 rated sunglasses designed for dogs. The glasses, selling at $64.99, cater to small and medium breeds and address concerns regarding sun exposure and eye injuries.
Despite the myriad high-tech products entering the market, there appears to be a contrast between increasing anthropomorphism in pet care and the realities of emerging societal norms. Kristen Boesel, an independent analyst, observes a growing need for products that address pet health and emotional needs, while noting that pet owners are also gravitating towards lifestyles that may not accommodate their pets fully.
As social interactions resume, pet owners are finding themselves balancing pet companionship with an active social life. “People have more vibrant social lives again, so they want to be able to do what they want to do, at the times that are convenient to them,” Boesel comments.
Clinical animal behaviourist Lisa Sinnott has raised questions about the efficacy and appropriateness of some of these innovations. While acknowledging that water fountains and certain health tracking systems may have merit, she cautions against complacency in relying solely on technology for pet care. “It’s completely misleading that pets will be OK because they have food," Sinnott argues. "They need companionship.”
The juxtaposition of technological advancement in pet care products with genuine human needs highlights a complex dilemma within the pet ownership landscape. While innovations may enhance convenience for pet owners, they also raise critical questions about the implications for pet welfare and companionship in a world adjusting to a post-pandemic reality.
Source: Noah Wire Services