At a quiet pet café in the heart of Tokyo, a woman kneels down to place a soft knitted blanket over her elderly cat resting on a miniature couch. The scene is adorable, yes—but it also says something deeper. Today’s pet products are more than tools or toys; they’re reflections of how we view companionship, comfort, and even ourselves.

A Shift in Priorities

The pet industry has evolved rapidly over the past decade. Where once the market was primarily focused on practical items—think bowls, leashes, cages—there is now a new wave of emotional, lifestyle-driven products. From soothing diffusers to orthopedic pet sofas and memory foam mattresses, these products are more than just necessities; they’re about emotional care for your pet.

This change is not random. It mirrors how people increasingly treat their pets as family, not property. And in this emotional re-coding of relationships, the products we buy play a critical role.

The Data: Functional vs. Emotional Products

To understand this trend, we can look at the proportion of products categorized as “functional” (e.g., feeding tools, hygiene supplies) versus “emotional/comfort-based” (e.g., stress-relief toys, luxury beds).

As the chart above shows, the share of functional products has declined from 65% in 2019 to 45% in 2024, while emotional and comfort-oriented items have surged. This doesn’t mean essentials are out—it means what’s “essential” is being redefined.

Feature / Aspect	Functional Products	Emotional Products
Primary Purpose	Basic care, safety, hygiene	Comfort, bonding, stress relief
Typical Items	Litter boxes, collars, feeders	Calming beds, heartbeat toys, memory foam mats
Buyer Motivation	Necessity, practicality	Emotional connection, lifestyle fit
Price Sensitivity	Moderate to high	More flexibility, linked to emotional value
Marketing Focus	Durability, ease of use	Sentiment, design, relaxation benefits
Growth Trend (2019–2024)	Declining	Increasing

Sustainability Is Part of the Emotion

Interestingly, another emerging topic—sustainability—is often driven by emotion. Consumers seek out biodegradable cat litter or recyclable chew toys not only for environmental reasons, but also because it aligns with their values ​​and how they care for animals.

Many modern buyers now associate quality pet parenting with using sustainable pet supplies. It’s not just about what’s in the product, but what the product says about you as a pet owner.

Product Case Snapshots

1. Toys as Comfort Objects
   Traditional rubber balls are being replaced by plush toys with heartbeat simulation or calming scents. These aren’t just distractions—they’re security.
2. Grooming with Intention
   It’s no longer just a brush and shampoo. Kits now include aromatherapy oils and massage rollers, signaling a shift toward emotional bonding during grooming time.
3. Design Meets Identity
   Pet beds, feeders, and crates now mirror home décor trends, from minimalist neutrals to modern rattan textures. Why? Because pet items are integrated into the visual identity of a household.

What It Really Means

At the heart of it, this trend tells us more about human needs than pet needs. As lifestyles become more isolated, uncertain, or digitally saturated, people seek grounding in relationships—and pets offer one of the purest forms of it. The pet product trends we see are therefore not just market data; they’re cultural signals.

Consumers are not simply buying for function. They are buying for connection. They’re looking for products that tell their pets, “I see you. I care.”

Where This Is Going

Looking ahead, we can expect the consumer behavior in the pet industry to continue blending emotional value, ethical choices, and aesthetic compatibility. This means:

• More customization and personalization
• Products designed for shared activities
• Ethical supply chain transparency
• AI or smart features that improve emotional well-being

And yes, pets will keep getting the softest blankets and cutest cushions. But now, we understand that underneath the cuteness lies something profound: a reflection of who we are, and who we want to be in the eyes of our animal companions.