Over recent years, the pet longevity industry has undergone significant transformation. This is closely mirroring the changes in the longevity industry for humans. For example, you can now buy organic health foods and supplements. There are even health trackers for your pets. If your pet needs a vet there are telehealth options like Vetster that are available. Moreover, in 2023 the FDA approved a longevity drug for dogs by Loyal.
These changes have got industry analysts excited. For example, analysts predict the pet food industry will grow significantly. It will transform from generating $587m to $2.34bn per annum by 2031. However, whilst the industry is changing, we also need to understand consumer appetite. Therefore, in this report, we analyse search engine data. As an agency for longevity companies, we monitor vast amounts of online data. Therefore, we will examine how interest in the pet longevity industry is changing and why. However, it is important to note, that this report examines cats and dogs only. Given they are the most popular types of pets it provides a good indication of consumer interest.
A Dog is for life. People are searching for a dog’s lifespan
In the US, people search for ‘dog lifespan’ approx. 10k times per month. However, when we dig deeper, we can see the actual numbers are significantly higher. Taking just the top three dog breeds in the US, we can see they alone have a combined 46,500 searches per month. Therefore, a significant volume of dog owners appear interested in understanding how long their dogs will live.
Moreover, the interest in dog longevity has been growing. Over the last ten years, there has been a 120% increase in online interest in the US. Worldwide there has been a similar trend. We cannot conclusively determine the exact reasons for this growth. However, when combined with other data in this report, it seems to indicate a growing interest among people in extending their pets’ lifespan.
Cat lifespan gets significant attention online
A similar trend is evident with cats. In the US, people search for ‘cat lifespan’ approx. 33k times per month. However, we can see significantly higher search volumes if we look at specific cat breeds.
As with dogs, we see this interest in cat longevity has been growing. Over the last 10 years, interest has grown 121% in the US, which is remarkably similar to dogs.
Nutrition is trending and perhaps the biggest sign of the pet longevity industry’s growing influence
Analysing nutrition-related terms provides a clearer picture of consumer interest in pet longevity. More than ever, people are looking to identify the best types of foods for their pets. This includes what they should eat, controlling their weight and understanding diseases.
Over the last five years we can see interest in raw foods for dogs has increased 37% in the US. This now has an estimated monthly search volume of 40,500. This is perhaps a response to the growing concern for dog’s weight. Online searches for dog weight calculators have increased by 62% in the US. With a monthly search volume of 8100, this is a surprising outcome. This is because the ‘dog weight calculator’ is a very specific intention, indicating awareness. Clearly, the growing noise from the pet longevity industry is making inroads.
Yet it’s not only dogs. People asking whether dry foods for cats are healthy has increased by 87% over the last five years in the US. This overall growth is perhaps also a byproduct. For example, consumers are increasingly aware of health interventions for themselves. People are now paying more attention to their health. This is a consequence of several factors. From social media to the growing longevity industry – awareness is being generated.
Will at-home health tests be the next steps for the pet longevity industry?
Over the last five years, there has been a 36% increase in interest in obtaining a ‘body condition score’ for dogs. Therefore, this is perhaps the best sign of the pet longevity industry having an impact. This is a common scale used by Vets. Yet, one could argue that it is a precursor to what we observe in human health interventions. Over the last few years, we have seen an explosion in people taking at-home health tests. This includes understanding their biological age. Perhaps it’s only a matter of time before we see a similar trend for pets. After all, people want to understand their pet’s body condition. More data-driven insights could be the next frontier.
People want supplements to keep their pets healthier for longer
Searches for cat supplements remain relatively low. Globally we see this is less than 5k searches per month. Yet, it has grown in interest. Over the last 5 years, interest has grown by over 60% globally.
However, interest in supplements for dogs is much higher. In the US there are approximately 32k searches per month. Moreover, as seen below interest has rapidly increased. Over the last 10 years, there has been an 182% surge in interest. Globally, it is similar with a slightly lower 153% increase in interest. Therefore, it suggests people are looking for new ways to optimise their pet’s longevity. This is good news for a growing industry.
Mental Health is an emergent trend in the pet longevity industry
Yet, people are not just interested in their pet’s physical condition. Over the last five years, US interest in a dog’s cognitive dysfunction has risen. With a 110% increase in interest, coupled with approx. 4,500 searches per month, more people are looking to improve their dog’s mental well-being.
Interestingly, this extends into activities typically suggested for human mental well-being. Doga, a type of yoga for dogs, has seen a 33% increase in interest over the last 5 years in the US. This has a combined search volume of almost 7k searches per month. Unfortunately, this has yet to catch fire globally. Interest in Doga has not been increasing. However, given the US often leads in health trends, there is time. After all, where else can you find such a fine proponent of the downward dog than your family’s favourite dog?
The pet longevity industry set to continue sparking interest
With research into pet longevity increasing, it appears this is influencing consumer behaviours. More people are searching for how to keep their pets healthier for longer. However, as outlined, much of the interest is demonstrable via very specific interventions. This includes the types of foods and supplements their pets should have. Moreover, consumers search for breed-specific advice. This is perhaps not surprising given the needs of different breeds can vary. Yet, as more innovations continue to emerge, consumers are likely to adapt. They are seeking ways to increase their pet’s longevity. Yet it’s not always in the way we may think.