AUSSIE PET PARENTS EMBRACE WELLNESS TRENDS, WITH NUTRITION KEY

From red-light therapy to Reiki, Australian cat and dog owners are going to extraordinary lengths to keep their pets happy and healthy.

New research commissioned by Hill’s Pet Nutrition reveals more than half of Aussie pet parents are now incorporating human wellness trends into their animals’ lives, reflecting the deepening bond between people and their pets.

The YouGov survey of more than 1,000 Australians found 52 per cent of pet owners are adopting approaches usually reserved for humans, including supplements, chiropractic treatments and even alternative therapies.

Younger generations are leading the charge, with 65 per cent of Gen Z and Millennials reporting they’ve introduced holistic practices compared with just 20 per cent of older cohorts.

Nearly two-thirds (64 per cent) of respondents reported adding supplements to their pets’ diets in the past year, while almost half (47 per cent) indicated that they would consider creating homemade diet plans.

Organic (37 per cent), grain-free (29 per cent) and even vegan (10 per cent) options also rated a mention.

Beyond diet, indulgences like professional grooming, anti-anxiety products, and pampering treatments were common, with Australians spending on average close to $1,000 annually on alternative therapies or lifestyle add-ons for their animals.

Experts say this reflects both the strength of the human-animal bond and a growing belief in the interconnectedness of human and pet health.

But alongside the rise in these trends, veterinarians are emphasising the basics still matter most.

Dr Ilze Nel, Professional & Veterinary Affairs Manager ANZ at Hill’s, said while the enthusiasm for holistic practices is encouraging, pet owners shouldn’t overlook science-backed fundamentals.

“The surge in these wellness trends demonstrates a profound evolution in how Australians view and care for their pets,” Dr Nel said.

“While it’s wonderful to see pet parents’ dedication, the answer to a long, healthy life for our pets is often simpler than we think. Science-backed nutrition is the cornerstone of pet health, and that’s where Hill’s Pet Nutrition truly shines”.

Gut health in particular is emerging as a key focus. Researchers note that supporting a healthy gut microbiome can improve immunity, digestion, and even outward signs such as coat condition and energy levels.

With that in mind, Hill’s has upgraded its Science Diet adult and senior dry foods with ActivBiome+ Multi-Benefit, a blend of prebiotic fibres and antioxidants designed to support organ function, immunity, and digestive health.

While alternative therapies and pampering might grab headlines, the study suggests that the simplest and perhaps most powerful way to invest in pets’ wellbeing is through what’s in their bowl.