I am a runner who loves being active alongside my dogs. Actually, I am more of a plodder – and one with very bad knees. Those knees benefit from regular physiotherapy and sports massage. You might not be surprised, then, to hear that I have regular physiotherapy appointments. The slight curveball is that the last three appointments I have attended have been with my dogs’ veterinary physiotherapist.
Yes, you read that right. Before sorting out my own physical ailments, I took each of my dogs for a full musculoskeletal assessment where they had an individual exercise plan prepared. They also each benefited from some canine sports massage and laser therapy during their session.
They were then driven home, resting on orthopaedic bedding, while wearing magnetic therapy coats. Once home, they were fed meals specifically prepared for their individual needs, topped with fresh ingredients and supplements intended to support specific aspects of their health.
Meanwhile, I, their chauffeur and chief carer, was drinking instant coffee, nursing aching knees and wearing an ancient hoodie complete with a few “fashionable” holes. At one point, as I stood up creakily, I even joked to their physiotherapist: “Do you do people?” She politely declined.
Perhaps my priorities are questionable, but I am not alone. There’s a term for it now: poochmaxxing – applying the same optimisation instincts (and spending) to a pet’s wellness that many of us now apply to our own. As the role of pets in society has changed, the way we think about their healthcare and management is increasingly beginning to resemble the way we approach our own health.
But what does this mean for our pets? Does the evidence support the growing number of lotions, potions and therapies marketed to improve their health and longevity?
Not so long ago, if you had a concern about your pet, you would make an appointment with your vet, discuss the problem and be offered treatment options. Today, the veterinary sector is supported by a range of professionals, such as physiotherapists and hydrotherapists, who work under veterinary referral and guidance.
Increasingly, pet owners choose to use these services as part of their animal’s healthcare regimen, particularly to support fitness, physical recovery and overall muscle and bone health. Additional therapeutic approaches can be useful alongside conventional veterinary care, particularly when supporting recovery from injury.
Acupuncture, massage, shockwave therapy (high-energy soundwaves to stimulate tissue), and even kinesiotaping (using elastic tape to support movement) are among the options available to some pet owners.
The pet wellness sector mirrors the growth of the human wellness industry, which is now a US$6.3 trillion industry (£4.7 trillion). People are increasingly exploring ways to maintain and optimise health beyond traditional healthcare settings, and many are now doing the same for their pets.
Everyone wants their pets to live longer. Marketing suggesting that certain diets, supplements or equipment such as clothing and bedding can slow ageing or improve health can be highly attractive, especially to people who want to give their animals the best possible care.
Wellness washing
The challenge in both the human and pet wellness sectors is that many products and services are supported by limited or mixed scientific evidence rather than the kind of large, robust studies we would expect for medicines. This can lead to so-called wellness washing – marketing that uses the language of health and science to make products appear more effective than the evidence suggests. It can make it difficult for consumers to distinguish genuine evidence-led treatments from claims driven mainly by commercial interests.
There are also concerns about mislabelling and contamination of products that are marketed as having health benefits but are not regulated in the same way as pharmaceutical medicines.
The rise of generative AI use in marketing has added another layer of complexity. Targeted social media advertising can make products and services appear more credible, particularly when adverts feature apparently qualified pet professionals. In some cases, pet owners might even choose these options over primary veterinary care, which could delay appropriate treatment.
For pet owners, it really is a case of buyer beware in the wellness space.
Want to poochmaxx to maximise your pet’s healthspan and lifespan? There are some simple things you can do that are supported by science and do not cost a small fortune.
Keeping active helps both you and your pet stay healthy, and is linked to healthy ageing. Exercise might even make both of you happier.
Balance activity with a nutritionally complete diet appropriate for your pet’s species, age and health needs. Foods containing nutrients such as antioxidants and omega-3 fatty acids may support aspects of healthy physical and cognitive ageing in cats and dogs.
Exercise also helps maintain a lean, healthy bodyweight in pets and people, which is associated with longevity. A healthy body condition can also reduce the impact of painful, age-related conditions such as osteoarthritis in pets. Regular monitoring of body condition and bodyweight, then adjusting diet and exercise when needed, is a simple, evidence-based way to support your pet’s health every day.
Training and playing with your pet is also good for physical and cognitive health, while helping to strengthen your relationship.
Jacqueline Boyd is a Senior Lecturer in Animal Science, Nottingham Trent University. This article was first published by The Conversation and is republished under a Creative Commons licence. Read the original article.
Your pet’s living environment matters too. For example, secondhand smoke has significant implications for pet health. Cats living with smokers have an increased risk of developing malignant melanoma, and dogs show signs of passive smoke exposure even when their owners smoke outside.
The health and wellbeing of our pets is important, but make sure you poochmaxx with purpose. Look for robust evidence supporting claims made about products and services. Remember too that many of the most effective interventions are simple and affordable, and are based around what pets naturally need.
A good walk with plenty of sniffing, some ball throwing, free running and time with four-legged friends – or a sound bath session with aromatherapy and yoga? I know which one my dogs will choose – and it’s the walk, not the sound bath, that the evidence supports for long-term health and wellbeing.
