Author: Sahiba Puri

The trend of anthropomorphising a pet has changed significantly over the years. From addressing basic welfare to now creating opportunities for them to thrive, pet humanization is becoming more sophisticated. This flows into the pet health and wellness area where consumers are not only aware of their pets’ basic physical needs but also their emotional and mental well-being. In today’s world, as people focus on the desired outcome of their consumption, they also extend this perspective to their pets. As owners look for specific benefits for their pets, the concept of states of need comes to the fore.…