The middle of the pet marketplace is fading away, says Marshall Morris, explaining we are in a K-shaped economy. He offers perspectives for brands that choose to play in premium segments versus store brands.
Morris notes the category showing the most resilient growth now isn’t food. It is “preventive” wellness: supplements, OTC treatments and functional ingredients. These fit what premium consumers seek and the prevention message resonates with cost-conscious owners. He also highlights direct-to-consumer subscription models.
Source: Forbes, April 28, 2026. Link. If you’re going to add value, make it frictionless: automatic refills, flexible sizing, a brand voice that understands budget constraints without making anyone feel bad about where they are.
Also see: Where <pet> consumer spending is heading in 2026, Forbes, January 30, 2026. Link. Marshall Morris shares five macro consumer forces that are driving how money moves across the pet sector in 2026.
Related: Guiding clients on supplements: A look at marketing and medicine, Veterinary Practice News, March 18, 2026. Link. The growing prevalence of supplement use in companion animals reflects both an opportunity and a responsibility for the veterinary profession.
To maximize growth, shift the focus from chasing trends to aligning with the current consumer focus on health and longevity.”
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