4 Overlooked Pet Segments Controlling Billions in Spend

Issue #210

July 2nd, 2025

Quick Hits:

🥵 These pet nutritionist influencers are catching heat for backtracking their claims

💩 One of the best designed leashes we’ve seen tackle the dirty deed of handling poop bags

💅 Paris Hilton is the face of a new national Pet Wellness campaign

📲 Dogtopia relaunches its mobile app with some wellness-driven upgrades

📽️ Hollywood exec gives up film career to be a pet grief counselor

The pet industry loves to fuss over Millennials and Gen Z, but some of the biggest untapped opportunities lie in less obvious corners.

While everyone chases the same buzzworthy demographics, real growth is quietly coming from a few “hidden” pet owner segments.

Here are four overlooked but data-backed pet consumer groups – and why smart pet brands should pay attention.