Lillie&Lee survey says pet wellness is becoming a household habit

A new Lillie&Lee survey says pet owners are increasingly treating pet supplements and preventive care like their own wellness routines. The findings come as the U.S. pet supplement market hits $3.4 billion, signaling a broader shift in how consumers think about pet health.

Why it matters: - Pet wellness is moving from a niche purchase to a routine household behavior. - The shift could reshape how pet brands market supplements, nutrition and preventive care. - The trend also shows human wellness habits are influencing pet spending and care decisions.

What happened: - Lillie&Lee released its Pet Wellness Consumer Trends Report 2026. - The report says 71.6% of respondents take supplements themselves. - The report says 65.2% give supplements to their pets. - The report says pet owners trust veterinarians more than social media when choosing supplements. - The report says shared wellness is becoming a household mindset. - The U.S. pet supplement market reached $3.4 billion, up 7.4% over the past year.

The details: - Lee Asher, founder of Lillie&Lee, said pet parents are increasingly thinking about their pets' health the way they think about their own. - Asher said the trend is not only about supplements, but about a more proactive approach to everyday wellbeing. - D.J. Gugenheim, partner and president of Lillie&Lee, said pet wellness is becoming closer to how health-conscious families think about their own health and longevity. - Gugenheim said owners are using supplements to help delay age-related issues and want the healthiest and longest lives together. - The report says owners who think about routine health visits for themselves are also thinking about veterinary care for their pets. - The company says consumers may increasingly apply their own nutrition and preventive-care expectations to pets. - Lillie&Lee says the wellness conversation may be shifting away from treating pets only when something goes wrong. - Lillie&Lee says its survey captures how the line between human wellness and pet wellness is getting less distinct. - The report includes a link to the full Pet Wellness Consumer Trends Report 2026.

Between the lines: - The findings suggest pet health is becoming part of a broader preventive-care culture, not just an isolated category. - The survey also points to veterinarians retaining influence as consumers sort through supplement choices. - For brands, the opportunity appears to be in helping owners build repeatable wellness habits rather than only responding to acute problems.

What's next: - Lillie&Lee says the data points to more overlap between consumer health decisions for people and pets. - The company expects pet nutrition, preventive care and daily wellbeing to stay tied to broader wellness behavior. - Lillie&Lee says its survey offers a snapshot of an evolving market where pet and human wellness are increasingly connected.

The bottom line: - Pet supplements are no longer just an add-on. They are becoming part of the same wellness routine many households already use for themselves.