Mindful Indulgence: What Pet Brands Can Learn from the New Wellness Economy

Indulgence isn’t quite what it used to be—and that’s a good thing. Across the beverage aisle and into the pet care space, we’re witnessing a convergence of indulgence and mindfulness. Products once enjoyed purely for pleasure are now expected to deliver functional benefits. From non-alcoholic cocktails to gut-friendly sodas, the rise of mindful consumption is reshaping what people put in their bodies and what they serve their pets. 

This shift—driven largely by younger Gen Z and Millennial consumers—is opening new doors for pet brands that recognize indulgence and wellness don’t have to be mutually exclusive—they can be synergistic. 

The Sober Curious Movement 

Gone are the days when the only options for non-drinkers were water or soda. The non-alcoholic beverage category has exploded in recent years, with everyone from craft brewers to more mainstream domestic and international brands adding non-alcoholic options that deliver the ritual of drinking—just without the alcohol (not to mention the hangover). This is also evident at many restaurants and bars, which now more readily offer mocktail menus alongside the usual fare of harder stuff.  

This lifestyle shift is gaining traction, with NielsenIQ reporting a 31% year-over-year increase in non-alcoholic beverage sales in 2023, bringing the market value to half a billion dollars. This space is forecasted to grow another 7% annually through 2027.   

Why? Because today’s consumers crave experiences, not just products (and let’s be real—has anyone ever craved a hangover?). A drink isn’t just a drink; it’s a moment, a mindset, and increasingly, a statement of values. Further, imbibing in an alcoholic beverage or two is a social activity, and peer-pressure or fear-of-missing-out are very real psychological factors here. By expanding non-alcoholic options available, conscious consumers don’t have to choose.  

Soda, But Smarter 

A new generation of better-for-you sodas has arrived, with brands like Olipop, Poppi, and Culture Pop turning fizzy favorites into feel-good fixes. These modern soda drinks boast lower sugar content, probiotics, and prebiotic fibers, delivering nostalgic flavors like cream soda and root beer but with modern benefits.  

With just two to five grams of sugar per can—compared to 39 grams per 12-ounce can of Coca-Cola—these options are not only healthier but culturally relevant, tapping into important social trends like gut health. Even health professionals have chimed in—while these sodas should still be consumed in moderation, they’re a notable upgrade over traditional sugary colas. 

The Energy Drink Evolution 

Once viewed as sugar bombs in a can, energy drinks are changing, too. Emerging brands like Celsius—which recently acquired a key competitor, Alani Nu—are redefining the energy drink category with cleaner labels, more natural caffeine sources, and added nutrients like vitamins and adaptogens to entice more health-conscious (but still tired) consumers. 

 And they’re responding. According to NielsenIQ, the market surpassed $22 billion in sales from March 2023 to March 2024, marking a 9.9% increase over the previous 12-month period. This growth signals a bold bet on functional, lifestyle-driven energy drinks that is likely to continue as younger consumers are more likely to reach for a product that offers added value and skip over those that don’t. 

More Than a Treat 

As usual, these healthful values are not only shaping human wellness but also spilling into the pet aisle. Today’s pet parents are savvy and selective. They're no longer passively scanning ingredient panels; they’re actively seeking transparency, efficacy, and alignment with their own health values. Functional treats, clean-label diets, and personalized nutrition are no longer the exception—they’re becoming the new standard.  

As the lines between indulgence and function become more and more blurred, we find ourselves in an era of “guilt-free treating,” whether that’s treating yourself to a probiotic soda, a non-alcoholic beverage, a less synthetic energy drink, or treating your pet to a treat that both delights and provides peace of mind.  

From hydration boosters and gut health claims to “treats” that also deliver functional benefits, this shift serves as a golden opportunity for pet brands to innovate at the intersection of pleasure and purpose. In other words, pet products that deliver both emotional satisfaction and tangible wellness benefits are poised to win. 

So, how can pet industry brands seize this opportunity? 

• Start with deep consumer insights. Understand not just what your customers are buying, but why. 

• Prioritize purposeful innovation. Products that reflect human wellness trends—like mindful indulgence—resonate well when formulated safely and appropriately for pets. 

• Design with dual benefit in mind. When a pet feels better, the pet parent feels better, too. Tap into this emotional loop by offering solutions that serve both ends of the leash. 
• You can’t know what you don’t test! The pet nutrition market is no stranger to unsubstantiated health claims. BSM Partners believes when brands don’t test their products before they go to market, they’re relying on their customers’ pets as test subjects. Not cool!  

In a world where everyone wants to have their cake and eat it too, on-trend solutions such as those seen in the functional beverage market are inching us closer to mindful indulgence. At BSM Partners, we help brands tap into these cultural cues and transform insights into market-ready products that pet parents feel good about—and pets love. 

Are you ready to give your consumers permission to pamper? Let’s discuss how BSM Partners can help! 

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About the Author

Jordan Tyler is the Director of Media at BSM Partners. She has more than five 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 four furry family members.