The Signal: Man’s willingness to spend on his furry best friend is something we love to cover: It’s a high-growth space with no signs of slowing.

Over the last quarter century, the industry has not seen a single year of negative growth. Owners don’t see their pet spending as optional — making for a recession-proof market.

We first wrote about pet opportunities in 2019, and our more recent deep dive highlighted the secret sauce in pet industry trends: animal humanization.