Brands Branch into Pets: Three Crossover Categories to Watch

By Emilia Morano-Williams

By 2028, the global pet care market is expected to be worth $400.4bn, up from $295bn in 2022 (Arizton, 2024). Despite rising costs, consumers are continuing to spend on their animal companions – a phenomenon leading smart brands to debut pet-focused lines. Stylus highlights three crossovers that understand how today’s consumers relate to their pets. 

Grooming Glow-Up

The global market for pet grooming products is predicted to reach $10.74bn by 2028 (The Business Research Company, 2024). Tapping into this growth, US haircare company Paul Mitchell introduced a pet grooming line in May 2024. It offers a variety of shampoos and conditioners for specific needs, such as coat shine or soothed skin. The range also incorporates ingredients popular in Paul Mitchell’s human line, such as moisturising awapuhi extract. In June 2024, American personal care brand Tweezerman launched pet grooming tools intended to simplify the process. There’s a shampoo-dispensing bath brush and wide-grip tweezers for easy removal of ticks, among others.

Fabulous Furniture

As we saw at Global Pet Expo 2023, there’s growing demand for pet products that reflect owners’ personal design sensibilities. Cue Ikea’s Utsådd collection, a range of furniture and accessories for cats and dogs designed to mesh with a home’s décor. Launched to select global markets in April 2024, the collection features bright colours, soft textures and sophisticated patterns.

Pet-Friendly Treats

Non-pet food brands are launching pet-appropriate treats – reflecting the ongoing humanisation of pet food. In May 2024, American ice-cream brand Van Leeuwen introduced a dog-friendly frozen dessert in partnership with dog food brand Ollie (also US). Meanwhile, US café chain Dunkin’ lends its name to a doughnut-shaped dog treat from American pet brand Milk-Bone, released in April 2024.

This article was first published on Stylus.com on 1 July.