From Raw Diets to Collagen for Cats: How Wellness Culture Took Over Pet Care
The New York Times recently highlighted a growing movement: the rise of wellness culture for pets. Just as human health fads have embraced collagen powders, raw diets, and longevity supplements, these same ideas are now being marketed to dogs and cats.
For veterinarians, this trend presents both opportunities and challenges. On one hand, pet owners are more engaged than ever with the health and longevity of their animals. Boutique diets, nutraceuticals, and alternative therapies reflect a desire to optimize every stage of a pet’s life. On the other hand, some of these wellness-inspired practices lack strong evidence for safety or efficacy—and in some cases, can be harmful.
Veterinary clinics are increasingly encountering clients who bring in pets already on alternative regimens. Some arrive with pets being fed raw meat–based diets or unconventional supplements, others with home remedies for conditions such as skin irritation, ear infections, or parasites. While many of these owners are highly motivated and deeply invested in their pet’s wellbeing, the reliance on unproven or poorly regulated products can complicate treatment and strain the veterinarian-client relationship.
The wellness industry itself is booming, and pets are becoming part of that larger cultural shift. From specialized skincare products for dogs to supplements promising joint support, gut balance, or even extended lifespan, companies are tapping into consumer demand. The New York Times noted that this mirrors the human side of wellness culture, where high-end products often market a lifestyle as much as a clinical benefit.
For veterinary professionals, this trend underscores the importance of communication. Pet owners are likely to encounter these products online or through social media influencers, sometimes before a veterinarian has a chance to discuss prevention and evidence-based care. By approaching these conversations with openness rather than confrontation, clinicians may be better able to guide clients toward safe, effective choices while respecting their interest in holistic wellness.
Wellness culture for pets is unlikely to slow down. If anything, it may accelerate as more brands recognize the spending power of pet owners who see their animals not just as companions, but as extensions of their own health and lifestyle choices. For veterinarians, staying informed—and maintaining a collaborative dialogue with clients—will be essential as this cultural shift continues to unfold.
