Younger pet owners are taking wellness beyond the vet’s office – and good gut health is increasingly the focus. Not just for humans, research shows our pets need it, too.
Elizabeth Flickinger, Ph.D., RDN
Director, Innovation & Research, KENT Consumer Brands
Millennial and Gen Z pet owners are creating daily routines for their cats and dogs: tailored meals, smart feeders, and functional treats and supplements formulated with gut-focused probiotics to keep digestion, immunity, and overall health thriving.
The shift is practical and heartfelt. With veterinary costs on the rise, pet parents want to stay ahead of health issues while helping their furry friends live longer, happier lives. Pets are family, and how owners can take proactive care for them now mirrors how they care for themselves, prioritizing a gut-first mindset.
Science is on their side, too. Probiotics in pet foods do more than just aid digestion — they help maintain a strong gut barrier, boost immunity, and make sure nutrients get where they’re needed. Researchers now see the gut as the control center for pets’ top-to-tail well-being, supporting digestion, immunity, and even behavior. Daily nutrition and consistent routines are the key to keeping that balance.
The gut-first approach is picking up pace. Ninety-five percent of pet owners consider their pets family, and many are bringing the same wellness thinking — and products — to their pets that they apply to themselves. Products carefully blending pre-, pro-, and postbiotics for animal needs are gaining traction because they turn well-being into a simple, daily ritual rather than a reactive fix.
Brands are taking notice, like WellJoy’s new-to-market dual-benefit formula with GutBoost™ innovation, designed to support gut health while boosting joints, coat condition, immunity, and other common pet needs. For Millennials and Gen Z, gut-first care isn’t just science — it’s shared self-care, a daily ritual, and a recipe for longer, happier lives with the pets we adore.
Click here to learn more about WellJoy™ dual-benefit treats and supplements
