Poochmaxxing: the wellness industry is coming for your pets

Pet owners are increasingly spending big money on specialized wellness treatments for their dogs and cats—a trend now called 'poochmaxxing'—but much of it may not be worth the expense. Per The Conversation, the pet wellness industry mirrors the broader wellness sector, which is worth six point three trillion dollars globally. As pets have taken on a more central role in households, owners are seeking everything from physiotherapy and laser therapy to supplements and magnetic therapy clothing to optimize their animals' health and lifespan. The problem: most of these products and services lack the robust scientific evidence we'd expect from medicines. Marketing often uses the language of science to make products seem more credible than the evidence supports—a phenomenon called wellness washing—and generative AI advertising has made it easier for unproven treatments to look legitimate online. Some pet owners even skip veterinary care in favor of these unproven alternatives. The good news is that the most effective health interventions for pets are simple and free: regular exercise, a balanced diet matched to their age and health, maintaining a lean weight, and mental stimulation through play and training. A good walk beats a sound bath every time.

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