Trending in 2026: Is Comfort the New Premium?

For 2026, Euromonitor International has identified a new set of trends expected to shape the next 12 months of CPG purchasing behaviors and innovations. According to Euromonitor, these trends are:  

1. Comfort Zone: “Consumers are carving out calmer, balanced and values-aligned lives to cope with seemingly perpetual chaos.” 
2. Fiercely Unfiltered: “A heightened era of self-expression, radical honesty and individuality is reshaping the landscape.” Rewired
3. Wellness: “Consumers want clinical-level, high-tech solutions as everyday wellness tools.” 
4. Next Asian Wave: “Around the world, the perception of Chinese brands is shifting as these players blend affordability and innovation with intuitive, digital-first experiences.” 

Naturally, there’s significant overlap between the trends we’re seeing in the broader CPG space and those fueling the pet care sector’s next chapter. Let’s start with the first trend—Comfort Zone—to explore how pet industry professionals can tap in. 

Comfort Zone: Protecting Our Collective Peace  

In the age of digital connectivity, instant gratification, and access to whatever information we could possibly need at our mere fingertips, we have it pretty good. However, these advancements and others have,in many ways, actually made our lives more stressful. In the midst of “seemingly perpetual chaos,” consumers are now seeking ways to reintroduce calmness and comfort into their lives, according to Euromonitor. 

In its “Voice of the Consumer: Health and Nutrition Survey” of more than 21,000 global consumers in February 2025, Euromonitor reported 58% of people globally experience extreme stress on a daily basis,and 20% feel like they’re “under constant pressure to get things done.” To combat this, consumers have sought and will continue to seek products and services that align with more values-centric, laid-back lifestyles. We saw this trend budding in 2025 as smart technology was increasingly integrated into homes and daily routines. Brands are tapping into functional benefits—specifically those related to mood enhancement, relaxation, and mental well-being—to resonate, while products with a “natural” claim continue to capture shoppers’ dollars.  

As consumers, these things interest us for our own sake. But as pet owners, we’re not stopping there. Let’s explore how Euromonitor's “Comfort Zone” trend translates to how we feed, care for, and love our pets. 

The Owner-Pet Stress Connection 

We know relentless stress impacts our health and well-being, but we’re starting to uncover that it could also be impacting our pets, too. In a recent article, my colleague, Dr. Katy Miller, Director of Veterinary Services at BSM Partners, explored a 93% surge in anxiety-related pet insurance claims reported by Trupanion since 2019. While this spike is likely driven in part by increased awareness, reporting, and classification of pet stress and anxiety, it remains a notable trend.  

Research has shown that dogs can be so tuned in to their owners’ emotional state that they will match their owners’ cortisol levels and even mimic anxious body language when perceiving their owner’s stress. And it’s not just dogs; cats and horses can also form emotional attachments that can make our stress their stress, too.  

This is a bidirectional stress cycle, and it’s a vicious one at that. In humans, chronic stress can fundamentally alter the brain, affecting attention, decision-making, and emotional regulation, according to the American Brain Foundation. While more research is needed to fully understand the impact of stress on our dogs, cats, and other companions, the trend toward stress management and cognitive health goes hand in hand in the eyes of consumers. 

On the Brain 

The shift from reactionary to proactive pet care has created space for better cognitive health support for pets. Professionals in this space are exploring several avenues, including nutrition and enrichment. 

Many companies, from legacy brands to startups to private-label brands, offer senior diets today, formulated with the physiological and cognitive needs of aging pets in mind. In reviewing these products, senior dog formulations typically focus on joint support, mental alertness, weight management, gut support, and antioxidant support. For cats, these diets are designed to support kidney and urinary health, hairball and digestive health, and joint health. 

There is, of course, one small obstacle on the nutrition front. The Association of American Feed Control Officials (AAFCO), which sets nutritional guidelines for dogs and cats in the United States, does not specifically define what constitutes a “senior diet” in terms of optimal levels of macro- and micronutrients. This lack of oversight creates variability in the market, and while some companies conduct independent research on ingredients and formulations that support cognitive health, it’s important that the industry strive for a science-backed consensus on how best to nourish our aging companions. 

While it’s been well-established that cognitive decline is common in aging people and pets, many are seeking preventive solutions earlier in their pet’s life to stave off this foreseeable part of the aging process.In a survey of nearly 400 global pet owners, many reported supplementing their pets’ diets with ingredients such as fish oil, known for its high levels of the brain-boosting omega-3 fatty acids EPA and DHA, as well as other vitamins, minerals, and essential nutrients linked to cognitive health support. 

However, when a pet parent doesn’t see issues with their pet’s primary food, they’re by and large reluctant to make such a big shift. Smaller changes, like dietary supplements, can be more approachable for those looking to boost their pet’s nutrition without making sweeping changes. 

Physical activity and enrichment are two additional avenues to address age-related cognitive decline in pets. Simply keeping up with a routine daily walk can make a huge difference, but brands are also innovating in the enrichment space in an effort to keep pets mentally engaged, as well. Think: toys that move on their own, automated lure-chase mechanisms you can set up in your backyard, and puzzle toys that make pets work a little harder during treat time.  

Altogether, these approaches reinforce the idea that cognitive health in pets is trending, and that pet owners are willing to seek science-backed, approachable, and attainable solutions to enhance quality of life.  

Smart Tech to the Rescue! 

Technology has become ubiquitous in simplifying our busy lives, and this now extends to managing our pets’ behavior, health, and wellness. Wearables that track key biomarkers and behaviors in pets are becoming increasingly popular as pet owners shift from reactive to proactive care.  

Smart feeders can track how much food your cat ate, how fast they ate, and how much water they drank, while a tech-enabled collar can track your dog’s every movement and recognize any unwanted behaviors before they become bad habits—or worse, an expensive vet visit. 

Many smart pet devices connect to a mobile app, allowing pet owners to control them remotely and keep tabs on their companions from anywhere. This connectivity gives pet owners peace of mind that their pets are happy and comfortable, inside and out. 

Returning to cognitive health, leveraging technology to track health trends and behaviors in real time can help owners stay vigilant as their pet enters its golden years. Research has shown that these devices, paired with pet owners’ observations, can offer a more precise look into subtle pet behavior patterns—and more importantly, when those patterns shift—in an effort to closely and proactively monitor a pet’s health, comfort, and well-being. 

The Truth About Natural 

In its report, Euromonitor shared that there were more than 8,000 new products launched online with a “natural” claim from September 2024 to August 2025, and that products carrying a natural claim “make sustainability more attainable.” This sustainability statement, however, is actually pretty misleading. 

In 2024, the pet care category led global sales of natural products, followed by beauty and personal care, according to Euromonitor data. But while natural often translates to “safer” or “better” in the minds of many, that’s not always the reality. 

The fragrance industry, for example, uses both natural and synthetic ingredients in perfumes, colognes, and body sprays for various reasons. For one, sourcing something entirely from nature presents distinct challenges for consistency, cost, stability, and sustainability. Additionally, in a global market increasingly shaped by sustainability and producer responsibility, relying on synthetic options could provide greater consistency without imposing high environmental costs. 

In short, brands will use the claim “natural” to signal to consumers that their product is differentiated from or “better than” the competition. However, the bigger picture is more nuanced and requires a well-rounded perspective to determine what’s “better” or “safer.” In fact, “natural” isn’t even a regulated labeling term for pet food and care products. Without a way to regulate these claims, “natural” is nothing more than a meaningless marketing term. 

Check out this episode of Barking Mad, in which Pete Stirling of Skout’s Honor explains this tricky paradox in greater detail and with more examples. (It’s about 20 minutes into the episode, if you’re in a rush!) 

Here’s to Making Life More Manageable 

As we move further into 2026, expect products and services that offer comfort, simplify life, promote balance, and boost mental and emotional well-being, as consumers seek serenity amid uncertainty—for themselves and their pets.  

Brands that succeed in this environment will be those that:  

• Design products and services that help pet owners solve daily pain points without adding complexity or unnecessary noise. 

• Prioritize ease of use and the customer experience, recognizing that simplicity and reliability are key sources of comfort. 

• Apply scientific advancements and technologies intentionally, prioritizing practical benefits over mere novelty. 

BSM Partners and the Barking Mad podcast are backed by an unprecedented level of expertise spanning formulation, consumer insights, food safety and regulatory, processing and packaging, research, and everything in between. We help pet brands, industry professionals, and pet owners innovate, learn, grow, and navigate change with confidence as the market continues to evolve. Follow us here on LinkedIn, bookmark www.bsmpartners.net/insights, or tune in to Barking Mad as we continue to unpack what’s shaping the future of pet care. 

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About the Author

Jordan Tyler is the Director of Media at BSM Partners and co-host of the Barking Mad podcast. She has more than seven years of experience reporting on trends, best practices and developments in the North American pet nutrition industry. Jordan resides in Bentonville, Arkansas, with her husband and their three furry family members.