This story appears in the November 2025 issue of Entrepreneur. Subscribe »
Here’s perhaps the most common question in business: What do people want?
But there’s a bigger, better, and meatier question to ask: Why do people want what they want?
If you can answer that, you know what’s driving people’s spending — and you can understand where they might be spending next.
That’s what we at Entrepreneur endeavored to do, by looking at four of the hottest trends in franchising today. Over the past year, there’s been a boom (or a continuing boom) in franchises that focus on pets, junk removal, personal care, and Asian cuisine. So we wanted to know: What’s driving that growth? Why are people spending more in these areas? What does that say about consumers today and opportunities for franchisees tomorrow?
The answers go far beyond basic needs. For example: Yes, sure, people own a lot of pets, and their spending can sustain a lot of businesses — but it’s also a question of why they’re spending the way they are, and what business models are now most appealing. “I think the brands that are succeeding now aren’t trying to lock people in,” says Mark Van Wye, CEO of the dog-training brand Zoom Room. He thinks consumers are suffering from subscription fatigue, so they are more responsive to things that create real and sustained excitement. “It’s about making experiences so good that people are willing to opt in.”
Related: The Growth of These 4 Franchise Concepts Shows Where the Industry Is Going
Below, we look closely at today’s trending categories to explain what’s driving that growth, what’s motivating consumers, and how entrepreneurs can put those insights to good use.
Image Credit: Yurakrasil | Stock.Adobe.Com
Why Pet Franchises Are Booming
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