Pets in the spotlight: Poles spend billions as the pet market booms

Pets have long ceased to be “just animals” - today, they are full-fledged members of the family. In Poland, we spend over 5 billion PLN a year on pet products and services, and the market is growing at a rate of 8–10% annually. Beyond food and veterinary care, there's a growing interest in pet health insurance, premium gadgets, and even professional grooming cosmetics.This boom is driven not only by emotions but also by new technologies, the need for personalization, and a rising awareness of animal health and lifestyle. We invite you to read the analysis prepared by Karolina Liberka, Head of Strategy and Innovation at Garden of Words Group.

Here are 5 key trends shaping the pet industry in 2025:

1. Health & technology - pet tech. Pet owners’ growing expectations for their animals’ quality of life are fueling the development of health-monitoring devices. Smart systems track sleep, activity, heart rate, and other parameters in real time, providing both owners and vets with new diagnostic tools. It’s a step toward early detection of health issues and better preventive care.


➡️ Trend in Poland: Devices like Tractive and Petkit are already available on the Polish market.

2. Genetics & personalized care. DNA sequencing in the pet world is no longer futuristic - it’s already happening. Genetic testing allows owners to learn about potential illnesses, breed ancestry, and even optimal nutrition plans for their pets. This paves the way for fully personalized care, just like in human medicine.


➡️ Trend in Poland: Embark and Wisdom Panel DNA tests are available online, and Polish brand VetExpert offers genetic health screenings.

3. Sustainability & pet care. Conscious pet owners want solutions that are not only effective but also safe and eco-friendly. Hypoallergenic cosmetics, biodegradable wipes, and chemical-free products are becoming increasingly popular. Sustainable development has reached the pet care industry and is aligning with the broader global eco-trend.


➡️ Trend in Poland: Brands like BeEco Pets, Lillipet, and Hau&Miau offer eco-conscious cosmetics and accessories.

4. Fashion & luxury - a pet lifestyle. Pets are now part of their owners’ lifestyles - both online and offline. Luxury outfits, accessories inspired by haute couture, and designer leashes are no longer seen as eccentric, but rather as a growing niche. This trend is especially visible on social media and among so-called pet influencers.


➡️ Product example: Bark Jacobs, a playful, pet-focused parody of fashion house Marc Jacobs, launched a luxury collection for dogs. It’s a perfect example of how fashion merges with pet care, offering animals products inspired by premium aesthetics and style.

5. Authenticity in communication – saying goodbye to sugar-coated marketing. More and more brands are ditching the overly sweet ads with smiling puppies and choosing to tell real stories — including the tougher sides of pet ownership: allergies, digestive issues, aging, or picky eaters. This type of communication builds trust and attracts more conscious customers who want honesty, not illusion.



➡️ Product example: The Honest Kitchen uses simple, transparent language and realistic visuals to show pet food and needs without glamorizing.

As a strategist and researcher, I’ve been observing how the pet product and service market has evolved - from a niche segment to a dynamic, diverse lifestyle category. There’s a clear shift from simple functional needs toward a holistic approach: health, design, technology, and authentic brand relationships. These trends show that pets are not just companions anymore - they’re an important part of modern lifestyle and consumption.