Pet wellness is becoming less of a niche category and more of a household routine, according to new survey data from Lillie&Lee.
The company's Pet Wellness Consumer Trends Report 2026 found that pet owners are increasingly applying the same preventive wellness mindset to their pets that they use for themselves. The findings come as the U.S. pet supplement market reaches $3.4 billion, growing 7.4% over the past year.
According to the survey:
- 71.6% of respondents take supplements themselves.
- 65.2% give supplements to their pets.
- Pet owners trust veterinarians more than social media when choosing supplements.
- Shared wellness is becoming a household mindset.
"Pet parents are increasingly thinking about their pets' health the way they think about their own," said Lee Asher, founder of Lillie&Lee. "This isn't simply about supplements. It's about a more proactive approach to everyday wellbeing."
Daily habits, nutrition and proactive care
For decades, pet care has largely centered on responding to problems when they arise, noted the company. The survey findings point to a growing focus on preventive wellness, including daily habits, nutrition and proactive care.
The pattern extends to preventive care as well. When owners think about routine health visits for themselves, they are also thinking about veterinary care for their pets, said D.J. Gugenheim, partner and president of Lillie&Lee.
"The way people think about wellness for their pet is changing," said Gugenheim. "For many pet owners, caring for a pet's health has become similar to how health-conscious families think about their own health and longevity approach by using supplements to help delay issues that are part of aging.
"We want the healthiest and longest lives together as we can possibly get," Gugenheim added. "Our survey gives us an interesting look at how closely those behaviors for pets as well as ourselves are beginning to align."
Read the full Pet Wellness Consumer Trends Report 2026.
Lillie&Lee is a pet and human wellness company founded by animal-rescue advocate Lee Asher.
