“When nearly three-quarters of homes welcome a pet, every product, service and voice in our lives must recognise them as full family – and that means premium, purposeful and planet-friendly.”
As pet-lovers—whether cat‐people, dog‐people or those who love both—our world has shifted. Research shows that in Australia the majority of homes now include pets. According to Animal Medicines Australia (AMA) a 2022 survey found hundreds of thousands of homes bring pets into the family. Animal Medicines Australia
What does this mean for brands, services and the future of premium pet care?
Pets are no longer optional extras
When the majority of homes have a pet, the pet economy ceases to be niche and becomes mainstream. It means:
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Pet supplies, hygiene, grooming and wellness are part of the home ecosystem—not separate.
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Services like our Wee Kitty® pH Health Check Litter, The Fur Salon and The Fur Dental become expected not just optional—they are table stakes for the caring owner who sees their pet as family.
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The “bedroom, sofa, car-boot” of the pet owner becomes every category: home furnishings, lifestyle, nutrition, tech, experiences.
Expectations are elevated
With pets as full-family members, owners expect more: safety, aesthetics, sustainability, health. Our mantra at Rufus & Coco becomes absolutely relevant: “Pets deserve better, the people who love them deserve better, and the planet deserves better.”
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The Wee Kitty range must deliver litter that doesn’t just mask odour, but monitors health, supports hygiene, and feels premium rather than “just functional”.
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The Fur Salon must feel like a spa not a kennel; a place that welcomes humans as much as pets—reinforcing the human-animal bond.
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The Fur Dental must treat pet-oral health with the same seriousness as human dental care—because owners now expect parity.
Every category is impacted
Because such a high proportion of households now own pets, every category has a stake. Consider:
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Home décor needs to be pet-proof and stylish (no scratch marks, no ugly plastics).
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Electronics: monitoring devices for pets, health trackers, smart bowls.
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Food & nutrition: higher quality, functional ingredients, health monitoring (hip health for older dogs, pH for cats etc).
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Travel & services: pet-friendly hotels, grooming, insurance, wellness retreats.
For the forward-looking brand
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If you’re a brand outside “just pet supplies” (say home goods, furniture, tech), ask: how do I welcome the pet? How do I participate in this shift?
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For pet brands: you must be proactive. Owners expect innovation, premium feel, sustainability, and services that treat pets like the family members they are.
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Don’t sell just “litter” or “bags”—sell an elevated pet-care ritual integrated into the human home experience.
In short: the pet economy has matured. It’s time for all of us—brands, services, owners—to step into the era where pets are cherished, recognised and welcomed in every corner of life.