The way we care for our pets has undergone a quiet but powerful revolution. What once centered around balanced kibble or wholesome home-cooked meals has now expanded into a much broader vision of holistic
wellness, where preventive health, emotional care, and long-term vitality define how pet parents nurture their furry companions.
“In the past few years, we’ve observed a significant shift in terms of how pet parents approach the health and well-being of their dogs,” says Ankit Alok Bagaria, CEO & Co-Founder, Loopworm. “Balanced nutrition through kibble or home-cooked meals was the most popular choice back then. Now, the narrative has shifted towards holistic wellness. Supplements, functional ingredients, and preventive health play a crucial role in keeping dogs not just nourished, but thriving.”
Beyond the Basics of Nutrition
Much like human wellness, pet health has moved beyond the fundamentals of protein, fat, and carbohydrates. Today, pet parents are looking for targeted solutions for immunity, joint health, skin and coat care, gut balance, and even cognitive well-being. Natural supplements and bioactive ingredients are stepping into this space, from omega-enriched oils and probiotics to antioxidants, botanicals, and novel protein sources.
At Loopworm, Bagaria explains, the demand for sustainable and hypoallergenic options is growing rapidly. “We are witnessing increasing interest in insect-derived ingredients like silkworm proteins and oil. These provide essential fatty acids such as Omega-3s for brain and liver functions, and high-quality proteins for muscle building, all of which are very easily digestible and eco-friendly. Such innovation is bridging the nutritional and wellness divide.”
The Rise of Preventive and Emotional Care
This holistic shift is not just about diet. It extends into preventive health and emotional well-being as well. Richa Jaggi, Co-Founder & CMO at Awshad, who is also a devoted pet parent, highlights how the lens of care has broadened. “Providing dogs with healthy food and meeting their fundamental needs is no longer enough. Pet parents now focus on health in a much more comprehensive manner. It’s about preventive care, emotional well-being, and long-term health for our furry friends.”
At Awshad, Jaggi and her team have noticed rising interest in natural, science-backed remedies designed to support everything from digestion and immunity to joint health and anxiety. “Natural options are allowing pet parents to take a proactive approach towards addressing health issues, rather than waiting for problems to develop,” she explains.
One notable shift is the adoption of plant-based alternatives such as CBD. Once met with skepticism, these are now gaining traction among vets and pet parents alike. “They are not just safe but also very effective for managing issues like stress, pain, and inflammation. Vets are now embracing these products and encouraging pet parents to try them,” Jaggi adds.
A Future of Compassion and Innovation
As both Bagaria and Jaggi emphasize, the broader trend reflects a cultural redefinition of pets as family. With pet parents more informed, engaged, and proactive than ever, supplements and functional nutrition are no longer optional add-ons, they are becoming central to lifetime health strategies.
“This is destined to shape the future of the pet care sector, one where science, sustainability, and compassion come together to make our furry friends live longer, healthier, and happier lives,” says Bagaria.
Jaggi echoes this sentiment, “Overall pet wellness is no longer just a passing trend. It shows how much we care about and are responsible for our beloved pets and how we want to provide them with the same standard of life and attention we demand for ourselves.”
