BRANDS PET CARE
“For example, Tangle Teezer [stocked as part of Lookfantastic’s pet offer] is well known for gentle detangling brushes, which is a benefit to both us and our pets.
“Ouai is another great example of a strong transition into the pet care space; its formulas are known for hardworking but gentle ingredients, such as aloe vera, designed to gently remove dirt from your pet’s fur without stripping away natural moisture or using irritating ingredients.”
CRISIS ON THE HORIZON
Furr Collective’s hero product is Mane Gloss – a natural conditioning shampoo formulated with aloe oil, oatmeal and a blend of what Bossenger calls ‘powerhouse’ essential oils – and it is poised to launch a deodorising and conditioning spray for use in between washes.
She explains that dogs’ skins are thinner and more sensitive than human skin, as a dog’s epidermis is just three to five cells thick, compared with humans’ ten to 15 cells, making what goes into a product and what is omitted all the more important.
SNIFFING OUT THE COMPETITION So what does Bossenger, the owner of a grooming brand aimed squarely at those who walk on four legs, think of the boom in personal care and cosmetics companies jostling for a piece of the pet market? “I don’t necessarily think it’s a bad thing that beauty brands are entering the space as it brings more awareness to the sector and hopefully it can help us improve the calibre of products,” she tells Cosmetics Business.
“It is a saturated market, but not always with the best quality products due to there being lack of regulations in place, so having more established beauty brands moving into the space will hopefully bring up the quality of products and standards. “I also feel that there is a space for smaller brands, as ‘people want to buy from people’, and we see that becoming increasingly important within the retail space. The consumer wants to feel a connection with small, local brands who are experts in their field, for instance, dog owners themselves, in this case. “It’s becoming more about the connection you feel with a brand and what they represent, rather than buying from larger corporations.” THG Beauty’s Hobson notes that to successfully transition from the beauty space into the pet care one, “the brand and product need to have a clear consumer benefit that can be applied to our furry friends!
66 September 2022
Dani Bossenger, founder of Furr Collective, was inspired to launch the brand following her dog Milly’s struggles with dry, flaky skin
Of course, glowering on the horizon is the cost of living crisis – and this could impact what people are willing to spend on their pets. “At the British Veterinary Association, we are becoming increasingly concerned about the emerging impact the cost of living crisis is having on pet owners and their ability to care for their animals and meet their welfare needs,” confirms Shotton.
“Spending on pet products is likely to be impacted and it is essential that pet owners seek advice from their vets on the essentials needed and the preventative steps to take in order to keep their pet fit and healthy.” From Mintel’s perspective, while “the cost of living crisis will see a drop in spending on pet retailing”, Amasanti predicts that “this will be nullified by the longer lasting implications of both the rise in pet ownership and that newfound appreciation of these pets”. “Moreover, it is important to note that those typically upscaling spending on their pets over the past two years are not the consumers that will be worst-hit by this crisis,” he adds.
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We are concerned about the impact the cost of living crisis is having on pet owners
“These behaviours are certainly more prevalent among more affluent consumers, among whom these pressures will be less impactful, but also, among many of whom there is still money to spend given savings since March 2020.
“Also, with the rise of ‘pet parents’, there is a section of these owners who will, of course, be less pressured by the costs of children and other family commitments.”
Backing Amasanti’s position, last month, Pets At Home reported a rise in first-quarter revenue and maintained its full-year profit outlook, shrugging off concerns that, as a pet retailer, it could be hit by the crisis.
According to the company, pet food appears relatively immune to higher prices, because it is bought for ‘loved but fussy dependents’ and does not represent a big proportion of household budgets. With owners unwilling to compromise on what goes into their dogs, cats and horses to keep their skin healthy and coats glossy, this could extend to ensuring what goes onto their pets is of similarly high quality.
In which case, both beauty brands dipping a paw into the pet care pool and those focusing solely on our furry friends are equally primed for a strong performance
cosmeticsbusiness.com
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