Dogs as Lifestyle Companions: What This Means for Brands & Retailers

While doggie strollers or spa treatments would have once garnered curious or downright judgmental looks, the acceptance of four-legged friends has come a long way in the last decade, making these practices and other retail venues for pups commonplace. From errands and road trips to the workplace and beyond, dogs are increasingly viewed as family members whose comfort, safety, and happiness matter in every setting.

According to the 2025 APPA Dog & Cat Report, more than half of dog owners bring their pets along on foot for daily errands, and nearly half (49%) want pet-friendly workplaces. Of the owners who travel with their dogs, 74% travel by plane. These statistics highlight a powerful shift: dog ownership now reflects lifestyle identity. Owners want their dogs to be part of everything they do—whether that’s exploring new destinations, meeting colleagues, or simply running weekend errands. 

For pet industry brands and retailers, this transformation represents both opportunity and responsibility. As lifestyles become more mobile and integrated, products and services must do the same—offering solutions that meet the evolving expectations of on-the-go, wellness-minded consumers.

Dogs Go Everywhere, And Expect Brands to Keep Up

Mobility has become one of the defining features of modern pet ownership. Dog owners are not just accommodating pets—they’re designing lives that allow their companions to come along for the journey. This shift has redefined the pet travel category, expanding it beyond traditional carriers and leashes into a full lifestyle offering.

As pet-friendly hotels, rideshares, and airlines become the norm, the demand for on-the-go essentials continues to climb. Pet parents are investing in lightweight, collapsible bowls and crates that make travel more convenient, along with airline-approved carriers that balance ventilation, safety, and style. Even grooming and nutrition have gone mobile, with single-serve treats, travel wipes, and hydration solutions designed for life in motion.

But the real story isn’t just about convenience—it’s about connection. Taking a dog along for a flight or road trip symbolizes togetherness and shared adventure. For many owners, it’s an expression of love, identity, and belonging. Brands that design with that emotion in mind—pairing practicality with storytelling—can position themselves at the center of this lifestyle shift.

Travel isn’t an occasional event anymore; it’s part of everyday pet life. Retailers that merchandise portable solutions in-store and online can tap into an expanding category that shows no sign of slowing down.

Dogs at Work: Companions Beyond the Couch

Nearly half of dog owners say they wish their workplaces were pet-friendly—and that desire is already shaping employer policies, product design, and shopping behavior. As more people return to offices or adopt hybrid schedules, many are reluctant to leave their dogs behind.

For brands and retailers, this shift creates new opportunities across what could be called the “weekday companionship” category. Products designed to make dogs welcome, calm, and comfortable in professional settings are in high demand.

Some examples include:

• Compact beds and odor-control mats that fit neatly under desks.
• Non-squeak toys and calming chews that minimize disruption during meetings.
• Stylish carriers and coordinated accessories that blend seamlessly with business attire or workspace aesthetics.

These items are not only practical—they signal to owners that brands understand the nuances of modern life. Just as athleisure blurred the line between work and comfort, pet products that fit into hybrid routines are becoming part of how professionals express balance, empathy, and care.

Retailers can take advantage by creating in-store displays or digital collections organized around “pets at work,” pairing functional gear with lifestyle messaging. This type of thematic merchandising—centered on companionship, not category—resonates with shoppers seeking holistic solutions.

Wellness on the Move

The redefinition of pet companionship also comes with new expectations around health and wellness. Owners see their dogs as emotional anchors and physical activity partners, which means maintaining their well-being is both a practical and emotional priority.

Pet wellness no longer starts and ends at home—it extends to every environment. Products that support hydration, stress management, and joint care are finding their way into travel bags and office drawers. Ergonomic harnesses, breathable fabrics, and temperature-regulating materials reflect a human-grade approach to design, emphasizing comfort and safety for active dogs.

At the same time, owners are embracing preventive and emotional wellness. Calming treats for travel, hydration boosters for hot climates, and immunity supplements for high-energy breeds are increasingly seen as staples. These innovations fit a broader trend: owners want products that mirror their own wellness routines—simple, functional, and integrated into daily life.

By investing in science-backed ingredients and intuitive design, brands can strengthen trust while appealing to consumers’ desire for shared well-being. The pet wellness category is becoming a reflection of the owner’s lifestyle—and companies that bridge that connection authentically will stand apart.

Business Takeaways: Lifestyle Alignment Drives Loyalty

Dogs are no longer just pets—they’re full-time companions influencing travel, work, recreation, and self-care. For brands and retailers, the key to long-term success lies in designing products and experiences that match this evolving lifestyle.

To stay ahead:

• Expand travel-friendly offerings with airline-approved carriers, portable nutrition, and multipurpose accessories that simplify mobility.
• Embrace workplace trends by curating office-ready gear and creating collections for hybrid professionals who bring dogs to work.
• Lead in wellness innovation, developing solutions that enhance both physical comfort and emotional balance for dogs on the move.
• Market through lifestyle storytelling, showing how products fit seamlessly into everyday life rather than isolated occasions.

These strategies go beyond functional product development—they signal an understanding of how dog owners think, live, and spend. Lifestyle alignment builds emotional connection, and emotional connection drives repeat purchases.

As the lines between human and pet lifestyles continue to blur, this holistic approach will define which brands earn loyalty—and which simply sell products. For pet industry leaders, adapting to this integrated way of living isn’t optional. It’s the foundation for growth in 2025 and beyond.

Explore the 2025 Dog & Cat Report

Want to explore more about how modern dog owners live, travel, and spend? Access APPA’s 2025 Dog & Cat Report for exclusive insights and data-driven guidance on ownership trends, purchasing behavior, and emerging product opportunities for dogs and cats alike.

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