More than half of Australian pet owners are incorporating human wellness trends into their pets’ lives, new research from Hill’s Pet Nutrition has found.

The survey, conducted by YouGov, revealed 52 per cent of cat and dog owners are adopting practices such as personalised nutrition, holistic care and alternative therapies, reflecting a strong belief in the connection between human and animal health.

Dr Ilze Nel, Professional and Veterinary Affairs Manager ANZ at Hill’s Pet Nutrition, said the surge in these wellness trends demonstrates a profound evolution in how Australians view and care for their pets.

“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.”

While nearly three in four owners (74 per cent) still rely on veterinarian advice, half now turn to online research. Others seek guidance from pet store staff (37 per cent), family and friends (35 per cent), online communities (29 per cent) and even pet influencers (16 per cent).

The findings also showed:

  • 65 per cent of Gen Z and Millennials are embracing holistic pet health, compared with 20 per cent of older generations.
  • 64 per cent of pet owners have added supplements to their pets’ diets in the past year.
  • Almost half (47 per cent) would consider homemade diets, with others favouring organic (37 per cent), grain-free (29 per cent) and vegan (10 per cent) options.
  • Owners spend nearly $1,000 annually on alternative therapies and pampering, including grooming, anti-anxiety products and chiropractic treatments.
  • Six in ten leave calming music or entertainment on when away from home.

The research highlighted the depth of the human-animal bond, with 88 per cent of respondents considering their pet a family member and 86 per cent saying their pet improved their overall well-being.

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