To show their furry friends how much they value them, pet parents are pampering their pooches with luxury spa-cations. With wellness concerns high, many owners admit they're unsure of how to keep pets healthy and they're looking for education on at-home pet wellness post spa-cation.

China's young and wealthy are putting off marriage and kids in favour of adopting pets – lavishing them with the love and attention traditionally reserved for children. As definitions of family shift, there's an opportunity for brands to acknowledge young people's changing life priorities.

Pet ownership surged as a result of the pandemic, with around 3.2 million being purchased within the first 12 months. Pets at Home has seen great success during this period, achieving £1 billion worth of sales for the first time ever thanks to its omnichannel and highly personalised approach.

Increasingly dedicated pet parents are looking for ways to take care of their pets’ emotional and physical health. As owners turn away from ‘unwholesome’ store-bought pet food, Butternut Box, a dog food subscription service, offers meals good enough for owners to tuck into themselves.