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7 Ways Pet Care Is Getting Smarter
Innovation across nutrition, tech, and wellness for your four-legged family member
Roy Ben Tzvi
September 15, 2025
Issue #242
September 15th, 2025
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Quick Hits:
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The pet world is evolving in fascinating ways. From breakthroughs in health and wellness to AI-driven tools and new approaches to nutrition & longevity, innovation is no longer reserved for niche players - it’s shaping the daily lives of pets and their people. What once felt like the future is quickly becoming the standard, and it’s worth paying attention to the companies leading the way.
That’s why we’re highlighting a select group of products that have recently stood out across the pet industry. These are not sponsored placements! Instead, they represent smart, well-executed ideas that are gaining traction in different parts of the market.
The pace of innovation is no longer limited to product development. Brands are also experimenting with sharper, more engaging marketing—often mixing utility with playfulness. The bar continues to rise, both in terms of what’s being made and how it’s being presented to consumers.
This snapshot isn’t meant to be exhaustive, but it does illustrate the momentum shaping the industry. From advances in pet tech to new approaches in nutrition and wellness, these examples offer a glimpse into the direction of growth and the strategies driving it.
Blueair – PetAir Pro
Description: The PetAir Pro provides HEPA-level filtration and odor control in a cozy, whisper-quiet bed—perfect for pets with allergies or sensitive noses. As the first purifier of its kind, it combines advanced air filtration with a built-in, customizable pet bed, delivering cleaner, fresher air right where pets love to lounge.
Omni Pet – LeanPaws (“Ozempic for Dogs”)
Description: UK-based pet nutrition company Omni recently launched LeanPaws, to both fanfare and some backlash. According to the company, it’s a natural supplement designed to help dogs manage weight safely and effectively. Developed over two years, the product takes inspiration from human treatments like Ozempic but is drug-free, relying instead on a blend of amino acids, probiotics, fibers, and resistant starches to support healthy weight. With nearly half of dogs now considered overweight, LeanPaws addresses the serious impact of obesity on mobility, quality of life, and disease risk.
Pawly – Smart Cat Door
Description: Pawly’s “intelligent” cat door uses AI-powered FaceID to recognize each feline, keeping out unwanted visitors and reducing the risk of backyard “prizes.” It tracks behavior to flag potential health issues and can match cats against a database to help reunite lost pets with their owners. More than just a flap, it’s a smart gateway designed for security, well-being, and individuality—and it’s currently available for pre-order through crowdfunding platforms.
GlocalMe – PetPhone
Description: GlocalMe’s PetPhone is the world’s first “smartphone for pets,” designed to go beyond traditional pet wearables and monitoring devices. It offers real-time, two-way voice communication between pets and their owners, letting pets initiate calls through trained behaviors. On the tech side, PetPhone uses six-layer positioning and AI behavior recognition to track pets with precision—even while moving around outdoors—and can detect changes in activity or behavior that may signal health or emotional concerns. It also features things like a global mobile connection module so you’re not limited by WiFi or Bluetooth, the ability to send soothing sounds or music remotely, and IP67 waterproofing.
Fi – Mini GPS Tracker
Description: The Fi Mini is a compact GPS clip-on tracker for dogs and cats, small enough to fit comfortably on pets of nearly any size. Weighing just 16 grams, it offers real-time location tracking and escape alerts via its mobile app, along with up to three weeks of battery life (or up to three months when used with Fi’s base to reduce power consumption). It has an IP68 rating for dust and water resistance, USB-C charging, and uses LTE-M cellular networks to stay connected without relying only on Bluetooth. On top of that, it tracks activity and sleep, and soon will include AI-powered behavior detection to flag things like scratching, licking, eating, or changes that might indicate trouble.
Woof – HonestChew
Description: HonestChew, from pet-wellness brand Woof (no relation), is an ultra-durable chew made from food-grade plant materials, powdered antler bone, and vegetable broth. It avoids nylon, plastic, petroleum, and rawhide, making it hypoallergenic and safer than many traditional chews. Rather than splintering like bones, HonestChew is engineered to flake, which reduces choking risk. It’s designed for moderate to powerful chewers and features nubs, ridges, and a shape meant to promote natural chewing posture, mental engagement, and some dental benefits.
Dogginstix – Beef Collagen UFO
Description: Meet the DoggiNStix Beef Collagen UFO — yes, the name sounds like it should be hovering above your dog at midnight. It’s a new chew treat that uses beef collagen to give pups something tougher than ordinary chews, aiming to satisfy even the most tenacious chomper.
What makes this product stand out isn’t just the toughness of the chew — it’s the way the brand leans into its “UFO” positioning. The name and design create instant intrigue, giving it a playful, otherworldly spin that separates it from the sea of standard chew options. It’s a fun example of how effective marketing can reframe a familiar category.
Taken together, these new products point to a broader shift in the pet industry: moving beyond basic function to create smarter, more thoughtful, and values-driven solutions. Innovation is no longer just about convenience—it’s about meeting pets where they are and reshaping how we care for them.
We’re seeing products that:
Strengthen the human–animal bond through real-time connection and interactive design.
Put health and safety first with smarter tracking, cleaner ingredients, and wellness-focused features.
Carry a sense of purpose—whether through giving back, rewarding professionals in animal care like this, or reshaping how pet food is sourced and delivered like this.
The future of pet care is arriving quickly: smarter, more empathetic, and guided by a sense of purpose. It’s not just about caring for pets—it’s about listening to them, designing with them in mind, and creating solutions that reflect their role as true family members.
