URGENT UPDATE: The wellness industry is rapidly expanding into the pet sector, with growing interest in supplements for dogs and cats. New reports confirm that pet owners are increasingly turning to alternative health solutions as traditional diets are scrutinized amid changing attitudes towards pet care.
Just this week, Australian entrepreneur Todd Graham launched his business, Australian Pet Organics, following a personal journey with his British Bulldog, Tank, who faced debilitating health issues. After traditional veterinary options fell short, Graham turned to organic supplements like turmeric and green-lipped mussel, experiencing a remarkable turnaround in Tank’s health. “He was a different dog – it was like he was three years old again,” Graham recalls.
Now, Graham aims to share his success with pet owners across Australia, offering a range of products including St John’s Wort and beef broth, all deemed “human grade.” This innovative approach is part of a broader trend where pet wellness has become a booming market, projected to reach $150 million by 2030.
Experts like Dr. Hubert Hiemstra, a veterinarian based in Sunshine Coast, express concern about this cultural shift. “Pet owners are less inclined to stick with conventional feeding,” he warns. Many are now looking for more than just kibble, driving a surge in demand for vitamins and supplements.
However, not all veterinarians agree on the efficacy of these products. Dr. Tanya Stephens, a long-time vet in New South Wales, cautions that many pet owners are wasting money on unnecessary supplements. “Pets are part of the family, and some feel compelled to give them the same vitamins they take,” she notes.
Despite conflicting views, Graham stands by the scientific backing of his products, citing case studies and expert formulation. He argues that many pets cannot receive sufficient nutrients from food alone, particularly those with specific health conditions.
The shift in pet care is echoed by a booming complementary medicine sector in Australia, valued at $6.3 billion as of 2025. Pet owners are increasingly drawn to alternative therapies, including homeopathy, acupuncture, and herbal remedies.
As this trend continues, the veterinary community warns of potential risks. Many supplements lack rigorous scientific validation, and their benefits remain unproven. The Australian Rheumatology Association has even advised against glucosamine, a common ingredient in joint support supplements, stating it may be ineffective or harmful.
Additionally, while alternative pet health practices such as titre testing—an antibody check to potentially skip vaccinations—are gaining traction, they raise concerns about vaccine hesitancy. Recent surveys indicate that about two-thirds of pet owners may not believe their pets need vaccinations, with 31% viewing them as unsafe.
The pet wellness industry is at a crossroads, balancing innovation with the need for scientific validation. As more pet owners seek solutions beyond traditional diets, the conversation about what truly benefits our furry friends continues to evolve. Pet owners are encouraged to consult their veterinarians before making drastic changes to their pets’ health regimens.
Stay tuned for further developments as the wellness industry for pets shapes the future of pet care. The landscape is changing, and it’s a conversation that pet owners can no longer afford to ignore.
