The global pet industry thrives on predictability. Whether you’re developing vet tech or specialised nutrition, these businesses play the long game. For most of us, pets are family. That means the brands we trust have to be reliable.
But lately, the roller coaster of U.S. trade policy and tariffs has sent a shockwave through the sector. International companies are starting to wonder if the U.S. is still the stable partner it used to be.
In the pet world, margins are thin and the red tape is thick. Ingredients for premium food often cross three borders before they even hit a bowl. When tariffs suddenly spike or trade rules shift overnight, it is potentially disastrous for the supply chain.
For a brand based in Europe or Asia, an unpredictable U.S. duty on meat proteins or collar components makes it nearly impossible to price products fairly. We’re already seeing the fallout with some international players hitting the brakes on U.S. expansion or quietly pulling specific products from shelves.
Pet owners today care about more than just the price tag, they care about values. They want to know where ingredients come from and if the brand they love is ethical. This makes political instability feel even more jarring.
For many firms, the aggressive America First rhetoric feels at odds with the collaborative, compassionate image they try to project. It’s hard to market yourself as a globally-minded, purpose-driven brand when you’re constantly caught in the crossfire of a trade war.
While the U.S. market feels a bit wobbly, Japan and South Korea are stepping up as the new safe harbours for pet innovation.
Japan has been the gold standard for humanising pets for years. With a declining birth rate, pets have become the centre of the household, leading to massive breakthroughs in longevity-focused vet care, AI-powered monitoring that actually works and hyper-safe food standards.
Meanwhile, South Korea is arguably the fastest-moving pet market on the planet. They aren't just adopting pets, they’re tech-enabling them with IoT feeding systems and wearable tech, genius design making pet furniture and accessories that people want in their living rooms and digital-first vet services.
Crucially, these markets offer stability. You know what the rules are today, and you know what they’ll be tomorrow. For a business looking to invest millions in R&D, that’s a breath of fresh air.
We aren't seeing a mass exodus from the U.S. (yet), but we are seeing a rebalancing. Smart companies are moving manufacturing closer to Asian consumers, launching new tech in Tokyo or Seoul before New York, strengthening regional supply chains to de-risk their exposure to U.S. politics.
If you’re a pet owner in the States, you’re likely to see the impact in your local pet shop, with likely price hikes, fewer choices and a lag in innovation.
The message to U.S. policymakers is simple, having a huge market is great, but it’s not enough anymore. In an industry fuelled by emotion and long-term relationships, being predictable is the ultimate competitive advantage.
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