Pandemic Pets Reach Midlife, but Owners Overlook Critical Health Window
Event summary
- Royal Canin's global survey of 19,012 pet owners reveals 38% believe nothing can be done about pet ageing, while 55% avoid thinking about it due to sadness.
- 74% of owners buy gifts for pet birthdays, with 30% spending more on pets than children, yet 44% only consider ageing once health issues arise.
- Veterinary research highlights midlife (6-7 years) as a critical window for long-term health, with biological changes beginning before visible signs appear.
- Royal Canin's Veterinary Symposium 2026 emphasizes 'healthspan'—the period of good health before age-related diseases—as key to pet longevity.
The big picture
Royal Canin's research underscores a strategic opportunity in the pet care industry: educating owners about midlife health interventions. As pandemic pets age, the company is positioning itself to lead in healthspan-focused nutrition and services, a growing segment in the $50bn+ pet care market. The challenge lies in overcoming emotional barriers and misconceptions about ageing.
What we're watching
- Awareness Campaigns
- How Royal Canin will leverage TikTok and other platforms to shift pet owners toward proactive midlife care.
- Product Innovation
- Whether Royal Canin can develop targeted nutrition and monitoring solutions for midlife pets.
- Market Expansion
- The pace at which Royal Canin can capitalize on the growing 'pandemic pets' demographic.