PET CARE BRANDS
‘The pet care market has proved very resilient since
the outbreak of the pandemic in March 2020
place in human shampoo – moisturising aloe vera, antioxidant-rich rambutan extract and hydrolysed vegetable protein – several other big beauty names have released pet-specific goodies. Organic beauty player Green People launched allPaws, an organic, cruelty-free pet grooming range with dog shampoos in Wild Mint and fragrance-free Sensitive variants, while L’Oréal’s Kiehl’s offers three skus in its Dog Grooming Collection: Cuddly-Coat Grooming Rinse, Cuddly-Coat Grooming Shampoo and Cuddly-Coat Cleansing Spritz.
And for pet parents for whom money is no
barrier, Aesop includes Animal in its line-up. Powered by lemon rind, tea tree leaf and spearmint leaf, it retails for £29 for 500ml, and, rather charmingly, is also available as part of a You & Your Dog Duo, together with Aesop’s Geranium Leaf Body Cleanser, so that owner and pooch can smell equally fragrant.
Another crossover to the pet care field is Faith in Nature, which launched its Dog Shampoo range in August 2021.
The pH balanced, 99% natural formulations are biodegradable and have been developed for sensitive skins. They come in three different variations: Coconut (detangling for curly coats and knots); Chamomile (for sensitive pooches) and Lavender (which provides deep cleansing for dirty dogs).
The variations are also available in shampoo bar format and in larger 5 litre liquid shampoo sizes, which Faith in Nature says lets owners of especially mucky pups stock up on doggy wash.
OWNERSHIP UPTICK
But why is the pet care market so attractive to companies already formulating body and hair products for people?
As Marco Amasanti, Mintel Retail Analyst, notes: “The pet care market has proved very resilient since the outbreak of the pandemic in March 2020. Indeed, the market has represented one of the best-performing areas of discretionary spending in this period.
“This has undoubtedly been aided by the sharp rise in pet ownership during disruption, but also a newfound appreciation of pets and, in particular, the role that they play in personal wellbeing. “The latter has seen a ‘treat’ mentality, where consumers looked to acknowledge their pets more with rewards. Spending on, and the ‘treating’ of pets, has also risen with the shift to working from home.”
Pet grooming label Furr Collective launched Mane Gloss in June 2021
cosmeticsbusiness.com
During lockdowns, money that would ordinarily have been earmarked for travel, clothing and entertainment was instead ploughed into pet care, Amasanti adds. “I think that it’s a natural progression for beauty brands to move into the pet care space,” adds Dani Bossenger, founder of Furr Collective, a recently- launched, pure-play dog grooming brand. “Especially after the pandemic when people spent so much time at home with their pets.
September 2022 63
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