Each year, the franchising industry evolves, whether in response to changing consumer behaviors, emerging technologies, or franchisees’ shifting goals based on their growth, career aspirations and the economy.

In 2025, we can expect to see several trends that will help shape the franchising landscape. At the same time, we will observe how ongoing trends from previous years remain relevant. Keep reading to look into the franchising future and see what we can anticipate in 2025.

GREATER ECO-FRIENDLY AND SUSTAINABLE PRACTICES & CERTIFICATIONS

There has been a growing awareness among consumers regarding how the products and services they purchase impact the environment. This concern, combined with a desire for companies to help consumers make sustainable purchasing decisions, has led to an increased focus on eco-friendly and sustainable practices that can be reflected in personal lifestyle choices and across industries—franchising included.

In 2025, we can expect to see franchise businesses continue to adapt to meet these consumer demands and embrace eco-friendly practices that can position their products and service offerings as environmentally conscious. After all, 70% of consumers say they are willing to spend more for sustainably processed goods to “some” or to a “great extent.”

For example, eco-friendly initiatives in the pet industry have become increasingly prevalent as more pet parents are concerned about the sustainability practices of various pet products, such as pet food. As pet parents continue to seek out these products, we will see more businesses adapt accordingly. (Click here for more 2025 trends specific to the pet industry.)

Businesses that incorporate eco-friendly practices often experience several benefits beyond just environmental impact. These advantages include cost savings achieved through energy-efficient products, which can help franchisees reduce their operational expenses. Additionally, implementing sustainable practices can enhance brand reputation, a significant benefit for franchise brands aiming to maintain high customer satisfaction.

As more franchises incorporate these practices in the months ahead, we may see more ethical and environmental certifications available to help improve consumer trust that they are following sustainable practices, better satisfying consumer demands for environmental responsibility.

A GREATER FOCUS ON HEALTH AND WELLNESS

The health and wellness industry is by no means new or emerging. However, as the wellness economy grows and more people become concerned about their health, we continue to see specific trends arise within this area.

To understand how large of an industry it is and where it’s heading, we can look at the increasing market size in the last several years. The global wellness market grew from $4.6 trillion in 2020 to $5.8 trillion in 2022 to $6.3 trillion by the end of 2023 and is expected to reach $6.8 trillion this year and almost $9 trillion in 2028.

Whether it’s franchises that focus solely on health and wellness or provide products and services that are aligned to this industry, we can expect to see various trends emerge and grow in popularity.

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PERSONALIZED WELLNESS BACKED BY TECHNOLOGY

In 2025, we expect to see a growing number of franchise systems offer more personalized wellness opportunities for consumers to learn more about their health. In fact, many consumers are willing to increase spending on their well-being—a study found that 27% of respondents planned on spending more on health, fitness, and wellness than the previous year. Additionally, many plan to invest in subscriptions and services related to tracking apps, nutrition, and more. The study also found that nine in ten consumers want personalized wellness and fitness products/services from brands, demonstrating the demand.

Fitness wearables are a great example of this. With 62% of Americans stating that their health is more important to them now than before the pandemic and many desiring in-depth details about their well-being, we’re seeing the popular wearable technology market, for example, continue to grow. Valued at $61.30 billion in 2022 with an expected compound annual growth rate (CAGR) of 14.6% from 2023 to 2030, wearables are evolving as the industry grows, with many brands turning to biometrics, for example, for more personalized results. In fact, it has been found that 20% of consumers in the UK and US seek personalized products/services that use this biometric data to provide them with recommendations.

Personalization, in general, is something that has become increasingly popular, with 88% of consumers from the US, UK, and Germany reporting that they prioritize it as much as or more than they once did two to three years ago.  As this interest grows, we can expect to see franchise businesses expand their offerings to provide a more personalized approach.

PET FITNESS & WEARABLES

An increasing focus on health and wellness is not limited to humans—trends are also emerging for our furry friends. Pet fitness, particularly for dogs, has become a growing trend that many franchises in the pet industry have noted, thanks to the humanization of pets and the fact that 69% of pet parents say they take better care of their pets than themselves.

As the billion-dollar pet care market maintains its steady growth well into 2025, we can expect wearable devices that monitor fitness levels to emerge more, as many want to learn more about their pet’s health, just like many are interested in their own health. The global pet wearable market was estimated at $2.70 billion in 2023 but has a CAGR comparable to that of the wearable market for humans—14.3% between 2024 and 2030.

As prospective franchisees consider which franchise system to invest in, it is important to seek franchises that adapt to growing trends to meet increased consumer demands. At Dogtopia, we recognize that dogs are part of the family, making it essential for pet parents to stay informed about their pups’ health. To help with this, we launched DASH, a wellness activity monitor powered by PitPat that provides personalized data and insights about dogs’ health and wellness. As the only wearable approved for both in-playroom and at-home use, Dogtopia parents can now get a full picture of their dogs’ activity (or lack thereof) and make decisions based on real data when it comes to exercise, feeding and other health factors.

RISE IN CARE SERVICES

A franchising trend that has been evident in recent years and continues to remain popular is care services. According to the International Franchise Association’s (IFA) 2024 Franchising Economic Outlook, personal services, which includes health and wellness, child-related, beauty-related, and pet services sectors, was expected to grow by 3% in 2024 and reach $46 billion, a projected $4 billion increase from 2023.

A prominent market within the personal care service sector is pet care, which remains on the rise and is expected to reach $597.51 billion by 2033 with a CAGR of 7.03% between 2024 and 2033.

This market includes a wide range of pet services, and one of the key factors driving this growth is animal well-being. With 97% of pet parents reporting their pets are family members, it is no surprise that the humanization of pets has led many pet parents to prioritize their furry friends’ health and wellness.

In 2025, we can expect pet owners to seek more extensive care services, such as pet daycare, which had an estimated U.S. market size of $1.73 billion in 2024 and is expected to increase 8.78% from 2025 to 2030. Additionally, pet grooming services, essential for keeping pets looking and feeling their best, are expected to reach $21.4 billion by 2030.

FRANCHISE OPPORTUNITIES WITH DOGTOPIA

If you are considering investing in a franchise and are interested in making your mark in the booming pet industry, bringing a Dogtopia daycare to your community may be for you. To find out more about the leading pet wellness provider and franchise opportunities, check out our Why Dogtopia? and FAQ pages for details.