Global Pet Expo reinforced that pet remains one of the most dynamic sectors in CPG. From emerging channels like TikTok Shop and practitioner-led distribution to rapid innovation in formats and functional wellness, brands are being pushed to rethink not just what they sell—but how they sell and who they hire to win.
With the category projected to grow from $256B to $476B over the next decade, the opportunity is significant. But success will hinge on one critical factor:
These shifts require material changes in capabilities, not incremental hiring. Four areas that stand out:
The path to purchase is no longer linear. TikTok Shop and creator-led commerce are generating real, measurable revenue. Amazon, Chewy, and Petco's retail media ecosystems are shaping both discovery and conversion. Practitioner channels, veterinarians, wellness clinics, are gaining meaningful traction. And telehealth platforms are building the kind of trust that translates directly to purchase intent.
People strategy impact: Brands must move from siloed channel teams to integrated growth pods, combining social commerce leadership, retail media operators, practitioner channel experts, and in-house content talent. The key hire is T-shaped: someone who connects content, commerce, and data, and can operate at speed.
Functional wellness (gut, joint, skin, calming) is now table stakes. The real growth is in condition-specific, problem-solution products—clinical-grade nutrition and preventative care backed by transparency, testing, and proof. Consumers aren't just buying "premium" anymore. They're buying measurable outcomes from brands they trust. Pet is now evolving into a healthcare-adjacent category.
People strategy impact: Science-backed, credibility-driven teams are no longer optional. That means R&D and formulation experts, regulatory and claims specialists embedded in marketing, veterinary advisors, and consumer insights leaders who can translate clinical proof into clear, outcome-driven stories.
Supplement stacks, daily regimens, and condition-based bundles are growing fast. Subscription models tied to ongoing health needs are replacing the single-purchase mindset. The best brands at the show weren't just selling products, they were building long-term customer relationships designed around lifetime value expansion.
People strategy impact: Most brands are underbuilt here. Critical hires include lifecycle and retention leaders, CRM and personalization experts, subscription and pricing strategists, and customer success-oriented roles. Talent from DTC and subscription-driven businesses will have an immediate advantage.
Freeze-dried, toppers, hydration, functional treats, formats are multiplying and unlocking trial, trade-up behavior, and incremental revenue. Products are increasingly designed around engagement and convenience, not just nutrition. Premiumization is being driven by experience, not ingredients alone. Innovation is no longer episodic; it's the operating mode.
People strategy impact: Agile, cross-functional teams built for rapid testing and iteration. Product developers in emerging formats, flexible supply chain and sourcing leaders; plus QA and regulatory teams elevated into front-facing trust builders who can turn transparency into a marketing advantage.
The category is becoming more digital, clinical, system-driven, and innovation-led, simultaneously. The brands that navigate this successfully will be the ones with organizational design and talent strategy that matches the moment.
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