AUSTIN, TX – July 31, 2025 – A groundbreaking new report has pulled back the curtain on the specific products veterinarians are championing in 2025, revealing a significant shift towards proactive, science-backed solutions for pet health. The inaugural Annual Veterinary Insights Survey (AVIS), released this month by the North American Veterinary Council (NAVC), indicates a decisive move away from generalized advice and towards specific product endorsements in key areas of preventative care, including dental health, joint support, and behavioral wellness.
The comprehensive survey, which aggregated data from over 8,000 practicing veterinarians across the United States and Canada, found that vets are more likely than ever to recommend specific consumer products by name or category, driven by a growing body of clinical evidence and an increased owner demand for proven results. This marks a turning point in the veterinary-client relationship, empowering pet owners with a clearer roadmap for navigating the often-confusing pet product market.
Key Findings from the 2025 AVIS Report
The AVIS report highlights three dominant trends that are reshaping veterinary recommendations and, by extension, the future of at-home pet care. These findings signal a new era where preventative maintenance is no longer a suggestion, but a core component of a modern pet’s health plan.
“We are witnessing a paradigm shift,” stated Dr. Anya Sharma, the lead research scientist at NAVC and the primary author of the report. “For years, the focus was primarily on treating existing conditions. The AVIS data clearly shows that the veterinary community is now overwhelmingly unified in a proactive stance. The consensus is that targeted, high-quality consumer products are not just helpful add-ons; they are frontline tools in preventing disease and improving quality of life. These are the vet-recommended products that are making a real difference.”
Trend 1: The Rise of Proactive Dental Care
Perhaps the most dramatic finding in the report is the surge in recommendations for at-home dental products. An overwhelming 82% of surveyed veterinarians now actively recommend a daily dental care regimen, a figure that has jumped nearly 35% in the last five years. The report notes that this is a direct response to the “epidemic” of periodontal disease, which affects the majority of adult dogs and cats.
“We can no longer afford to be passive about oral health,” said Dr. David Chen, a practicing veterinarian at a multi-doctor hospital in Chicago who was consulted for the report. “By the time we recommend a full dental cleaning under anesthesia, significant and often irreversible damage has already occurred. The goal now is prevention. I spend a significant part of my day educating clients on the value of products bearing the Veterinary Oral Health Council (VOHC) seal, as well as effective water additives and dental wipes. It’s about making dental care an easy, daily habit, just like feeding them.”
Trend 2: Specificity in Joint Support Supplements
The days of recommending generic “glucosamine” are over, according to the AVIS data. The report found that 75% of vets who recommend joint supplements now specify particular active ingredients backed by peer-reviewed studies. This move towards evidence-based supplementation is changing how veterinarians approach mobility issues in both aging pets and at-risk breeds.
The most frequently recommended ingredients cited were Undenatured Type II Collagen (UC-II), Green-Lipped Mussel (GLM), and high-concentration Omega-3 fatty acids (specifically EPA and DHA). “The market is saturated with joint products, but not all are created equal,” Dr. Sharma explained. “Veterinarians are digging into the research and seeing tangible results with specific compounds that do more than just mask symptoms. UC-II, for instance, has been shown to work with the immune system to support joint comfort, which is a different mechanism than traditional glucosamine/chondroitin. Vets are prescribing a more sophisticated and effective toolkit.”
Trend 3: The “Prescription” of Behavioral and Enrichment Tools
A surprising and rapidly emerging category highlighted in the report is the professional recommendation of behavioral and mental enrichment products. Once considered mere toys or accessories, items like puzzle feeders, calming pheromone diffusers, and automated interactive toys are now being formally recommended by over 60% of veterinarians to address issues like anxiety, boredom, and cognitive dysfunction.
Sarah Jenkins, a pet industry market analyst, commented on the trend. “This is a validation of the ‘enrichment’ movement. Vets are recognizing that a pet’s mental state is inextricably linked to its physical health. A chronically bored or anxious dog is more prone to stress-related physical ailments. By recommending a specific puzzle feeder to slow down eating or a calming diffuser for separation anxiety, vets are treating the root cause of the behavior, not just the symptoms. It’s a holistic approach that is driving innovation in the pet tech and wellness space.”
What This Means for Your Pet: An Action Plan for Owners
The insights from the AVIS report are more than just statistics; they are a direct call to action for pet owners who want to provide the best possible care. Understanding these trends can help you make informed decisions and partner more effectively with your veterinarian. Here is a practical guide to the top vet-recommended products of the year, based on the latest science and expert advice.
1. Elevate Your Pet’s Dental Health Regimen
Given the veterinary community’s strong push for preventative dental care, now is the time to establish a daily routine. Simply waiting for your annual vet visit is no longer enough.
- Look for the VOHC Seal: The Veterinary Oral Health Council (VOHC) only affixes its Seal of Acceptance to products that have been scientifically proven to reduce plaque and/or tartar. When choosing dental chews, treats, or pet food, look for this seal on the packaging. It’s the gold standard and a shortcut to finding products that actually work.
- Consider Water Additives and Gels: Dr. Chen notes, “For owners who can’t brush their pet’s teeth daily, water additives are a fantastic, low-effort solution.” These products contain enzymes that help break down plaque in your pet’s water bowl. Similarly, dental gels or wipes can be a less-intrusive alternative to brushing with a toothbrush.
- Make it a Daily Habit: The key to success is consistency. Choose a method you can stick with every single day. Whether it’s a daily dental chew after their evening meal or a squirt of dental gel before bed, make it a non-negotiable part of their routine.
2. Decode Joint Supplement Labels Like a Pro
Navigating the supplement aisle can be daunting. With the new focus on specific, proven ingredients, you can cut through the marketing noise and choose a product that offers genuine, science-backed support for your pet’s mobility.
- Prioritize Proven Ingredients: Shift your focus from generic claims to the active ingredient list. Look for these vet-endorsed powerhouses:
- Undenatured Type II Collagen (UC-II): Ideal for pets with joint stiffness. It works uniquely with the immune system to promote comfort and flexibility. It is often found in once-a-day chews.
- Green-Lipped Mussel (GLM): A potent, natural source of omega-3 fatty acids, glucosamine, and chondroitin that has strong anti-inflammatory properties. It’s excellent for both dogs and cats.
- High-Potency Omega-3s (EPA & DHA): Look for fish oil supplements that clearly state the milligrams of EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid). These specific omega-3s are crucial for reducing inflammation associated with arthritis. General “fish oil” is not enough; the concentration matters.
- Verify with Third-Party Testing: Reputable supplement brands will have their products tested by third-party organizations (like the National Animal Supplement Council, or NASC) to verify ingredient purity and potency. Look for the NASC Quality Seal on the packaging to ensure you’re buying a safe and accurately labeled product.
- Start Early for At-Risk Breeds: Don’t wait for symptoms to appear. If you own a breed prone to joint issues (e.g., German Shepherds, Labradors, Dachshunds, Maine Coons), talk to your vet about starting a preventative joint supplement regimen early in adulthood.
3. Invest in Your Pet’s Mental and Behavioral Wellness
The AVIS report confirms that a pet’s mental state is a critical component of its overall health. Integrating enrichment and calming tools into their environment is one of the most impactful things you can do for their well-being.
- Turn Mealtime into a Brain Game: Swap out the standard food bowl for a puzzle feeder or a snuffle mat. These tools require your pet to use their brain and natural foraging instincts to get their food. This simple change can alleviate boredom, slow down fast eaters, reduce bloating risk, and provide significant mental stimulation. There are various difficulty levels, so you can start easy and work your way up.
- Use Pheromones to Create a Calming Environment: For pets with separation anxiety, travel stress, or fear of loud noises (like thunderstorms or fireworks), calming diffusers are highly recommended vet-backed tools. These devices release a synthetic copy of the natural pheromones that dogs and cats produce to feel safe and secure. Plug one in near your pet’s favorite resting spot to create a constant sense of calm.
- Combat Boredom with Interactive Technology: For pets left alone for long periods, automated and interactive toys can be a game-changer. These include devices that dispense treats on a timer, robotic toys that move unpredictably to encourage play, and even cameras that let you interact with and dispense treats to your pet remotely. These products help prevent the destructive behaviors that often stem from a lack of stimulation.
The clear message from the nation’s veterinarians is that pet owners have more power than ever to influence their animals’ long-term health. By embracing these vet-recommended products and strategies, you can move beyond basic care and become a proactive partner in ensuring your pet lives a long, happy, and healthy life.
