Gone are the days of feeding Fido leftovers from dinner. As people increasingly see their pets as part of the family, many are looking to splash out on foods with added benefits. Catering to this, Pooch & Mutt is a high-end pet food brand that claims to benefit pooches’ physical and mental health.

For a new generation of pet owners, spurred on by the pandemic, the emotional health of their animals is more important than ever before. Petpuls’ AI-powered dog collar promises to deepen the pet-owner relationship and provide emotional transparency by giving dogs a voice.

The line between pets and family blurs evermore amid calls for pets’ food to better reflect their owners’ dietary values and wider identity. People are emerging from the pandemic with a stronger emotional bond to their pets, and a wave of specialty products is catering to this shift.

Going to the vet can be a difficult experience – pets may get spooked at the clinic by strange smells, sounds, and other animals, while many owners struggle to find the necessary time and funds to visit. FirstVet addresses these pain points by setting up virtual appointments through video calls.