The Rise of Pet Tech: What It Means for the People Behind the Products

It’s hard to ignore the impact technology is having on how we care for pets. A few years ago, finding a reliable dog tracker was a bit of a challenge. Now, pet owners can choose from apps that monitor health, track behaviour, deliver food, or even play calming music, and not just for dogs and cats, but for everything from guinea pigs to tortoises.

This isn’t just a passing trend. The global pet tech market was worth around $5.7 billion in 2020 and is expected to reach $20 billion by 2027. That growth is being driven by a very real shift in how people see and treat their pets. For many owners, pets are family, and the level of care, attention and investment reflects that.

From where I sit as an Animal Health recruiter, it’s clear that this digital transformation is changing more than just the products available. It’s changing what Animal Health businesses need from their commercial teams.

Pet owners want more, and rightly so:
People aren’t just buying products anymore. They’re buying confidence. They want to know their dog’s smart collar will keep them safe on a walk, that their food delivery will arrive on time, and that their vet’s advice is just a video call away when they need it. And they want these services to work seamlessly, without needing a tech degree to use them.

That kind of customer experience takes more than a good product, it takes people who know how to explain it clearly, support it properly, and help practices and pet owners feel like they’re getting real value from it.

It’s changing the kinds of people companies are hiring:
We’re seeing a clear demand for commercial professionals in the animal health sector who can do more than talk through a product brochure. Businesses want people who understand how their tech fits into modern pet care, and who can build trust with both vets and consumers.

It’s less about being the most technical person in the room, and more about being able to explain what the product does, why it matters, and how it fits into everyday use. That takes curiosity, patience, and often, a personal interest in the sector.

And the need doesn’t stop at sales. Companies are also looking for strong support teams, people who can help practices onboard new tools, guide owners through their first use of an app, or answer questions without adding complexity. It’s about being part of the full experience, not just the sale.

Supporting the sector through the shift:
At Zenopa, we work across the companion animal health sector every day, and we’re seeing this shift up close. As a specialist veterinary recruitment agency, our work in Animal Health Recruitment has put us at the heart of conversations around digital transformation, and we’re helping clients adjust their hiring strategies to keep up with what the market expects.

Whether you’re launching a new digital product, growing your commercial team, or just trying to stay ahead of the competition, we can help you find the right people, those who understand both the science and the service side of the job.

Where things go from here:
The pace of change in animal health is only speeding up. And while new apps and smart devices might be the headline, it’s the people behind them who make the difference, the ones who bring new tech to life in the hands of customers and practices.

If you’re thinking about how your team fits into this new landscape, we’re here to support. Explore how we help with Animal Health Recruitment or get in touch for a conversation.