28 Aug 2025
However, despite the rise in alternative measures, experts argue a healthy gut microbiome is fundamental to a pet's overall well-being, influencing everything from immunity and energy levels to a shiny coat and happy disposition.
New research from Hill's Pet Nutrition reveals that over half (52%) of Australian cat and dog owners are now incorporating human wellness trends into their pets' lives, driven by a profound belief in the interconnectedness of human and animal health. This marks a significant shift in pet ownership, with Australians going to surprising lengths to ensure their furry companions live long, healthy lives.
The research, conducted by YouGov on behalf of Hill’s Pet Nutrition, highlights a growing trend among pet parents to explore diverse avenues for pet well-being, moving beyond conventional recommendations. While nearly three in four (74%) still value their veterinarian's advice, a staggering 50% are now conducting online research, seeking insights from pet store staff (37%), family and friends (35%), online pet communities (29%), and even pet influencers or wellness trends (16%).
Key findings from the research include:
Holistic Health on the Rise:Â From preventative care and personalised nutrition to holistic approaches integrating physical, mental, and emotional wellness, younger generations are leading the charge. A remarkable 65% of Gen Z and Millennials are adopting these practices, compared to 20% of Gen X and Baby Boomers.
Supplementing for Success:Â In the past 12 months, nearly two-thirds (64%) of pet owners have added supplements to their pets' diets.
Dietary Diversification:Â Almost half (47%) would consider homemade diet plans for their pets, followed by organic (37%), grain-free (29%), freeze-dried (16%), chef-prepared (15%), and even vegan (10%) options.
Alternative Therapies and Indulgent Pampering Gaining Traction:Â Professional grooming (27%), anti-anxiety products (27%), chiropractic treatments (22%), and red-light therapy (14%) are among the most commonly considered alternative treatments and indulgences.
Significant Investment:Â Australian pet parents are investing an average of nearly $1,000 per year ($83/month) on alternative therapies or pampering for their beloved pets.
Creating Calm:Â Six in ten (60%) owners leave calming music, TV, or other entertainment on for their pets when they are away from home.
This devotion underscores the powerful human-animal bond, with over half (54%) believing that human and pet health are intrinsically connected. Furthermore, nearly nine in ten (87%) believe having a pet contributes to a longer, happier life, while 88% consider their pet a family member, and 86% feel their pet has improved their physical, mental, and overall well-being.
As the bond with pets is so valuable for so many pet parents, there's a natural inclination to focus on their internal well-being, particularly in making sure they are happy and healthy. This visible well-being, however, can sometimes be a direct reflection of their internal state. Recognising that a balanced and thriving gut is foundational to overall health1, just as science-backed nutrition is, supporting a pet's microbiome and gut health becomes a crucial next step in ensuring these beloved companions truly experience a life as fulfilled as their paw-rents.
"The surge in these wellness trends demonstrates a profound evolution in how Australians view and care for their pets," said Dr. Ilze Nel, Professional & Veterinary Affairs Manager ANZ at Hill's Pet Nutrition. "While it's wonderful to see pet parents' dedication, the answer to a long, healthy life for our pets is often simpler than we think. Science-backed nutrition is the cornerstone of pet health, and that's where Hill's Pet Nutrition truly shines."
Happy Gut, Happy Pet: The importance of prioritising the Microbiome
So, how can the average Aussie help support their furry friend's microbiome? An effective strategy involves feeding your pet a blend of fibre-rich prebiotics to nourish the beneficial microbes that live in your pet’s microbiome.2 By supporting a healthy gut microbiome we can positively impact the immune system, digestion and overall well-being of cats and dogs.Â
Understanding this deep desire for pet health and well-being, Hill's Pet Nutrition is thrilled to announce an exciting upgrade to its Science Diet adult and senior life stage dry foods. These popular products will now feature ActivBiome+ Multi-Benefit, a special blend of prebiotic fibres and antioxidants designed to support key pillars for pet health:
Healthy Organ Function:Â Prebiotic fibres and antioxidants support vital organs.
Immune System Health:Â A clinically proven antioxidant blend helps support a healthy immune system.
Digestive Well-being:Â High-quality ingredients promote great digestive benefits and healthy stool.
This exciting enhancement will be rolled out across a range of Hill’s Science Diet adult and senior dry foods, including:
To learn more about Hill’s Pet Nutrition and the upgraded Science Diet range with ActivBiome+ Multi-Benefit, please visit HillsPet.com.au.
Research Methodology Â
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1043 adults 18 to 65 years old who own either a cat and/or dog. Fieldwork was undertaken between 13th-19th May 2025. The survey was carried out online. The figures have been weighted and are representative of all Australian adults aged 18-65 years old who own either a cat and/or dog.
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References
1. Hillspet.com.au. (2025). Pet Microbiome: A New Approach to GI Pet Food | Hill’s Pet. [online] Available at: https://www.hillspet.com.au/about-us/nutritional-philosophy/microbiome?lightboxfired=true#1145580353
2. Hill's Pet (2025). ActivBiome Technology’s Impact on Pet Microbiomes | Hill’s Pet. [online] Hillspet.com.au. Available at: https://www.hillspet.com.au/about-us/nutritional-philosophy/innovations/activbiome-and-microbiome-technologyÂ
About Hill's Pet Nutrition
Founded more than 75 years ago with an unwavering commitment to science-led pet
nutrition, Hill's Pet Nutrition is on a mission to help enrich and lengthen the special
relationships between people and their pets. Hill's is dedicated to pioneering research for
dogs and cats using a scientific understanding of their specific needs. As a leading
veterinarian recommended pet food brand, knowledge is our first ingredient with 200
veterinarians, PhD nutritionists and food scientists working to develop breakthrough
innovations in pet health. Hill's Prescription Diet therapeutic nutrition plus our everyday
wellness product line, Hill's Science Diet, are sold at vet clinics and pet specialty retailers
worldwide. For more information about our products and nutritional philosophy, visit