Only 1 in 3 dogs in Germany is insured
In Sweden, more than 90% are. Most brands look at a gap like that and see customers to capture. The smarter ones see a category to grow. Lassie just showed which kind they are. Last week, the Swedish pet insurer kicked off a nationwide German campaign with the country’s most famous dog trainer. Martin Rütter […]
Dog owners in Sweden (94%) will travel with their dog this summer
A recent survey by Sveland Djurförsäkringar reveals that Swedish families will take their dogs with them this summer. Founded in 1911, Sveland is a well-established, customer-owned pet insurance company providing comprehensive life, health, and rehabilitation coverage for dogs, cats, horses, and small mammals. Of those planning a summer trip with their canine companions:→ 97% plan […]
What makes an ad great
I lost count of how many times I have watched this ad. 39 seconds of something created beautifully, cozy, and very relatable to start your week. A nice example of what makes a great ad and great marketing. And following that same pattern most marketers know. The best ads barely talk about a brand. They […]
This pet business is proving that diversification works
Most businesses struggle with diversification because every new service feels disconnected. But a luxury pet business in London is proving that diversification works when every touchpoint is intentionally designed as part of a single customer journey. Love My Human, which is the name of the business, flips the script, positioning the brand from the pet’s […]
Musti ja Mirri opened its first vet clinic
The Nordics’ leading pet retailer made a massive move last April. Musti ja Mirri (Musti Group) opened its first vet clinic inside one of its stores. The opening of Tammiston Eläinklinikka (Tammisto vet clinic, in Vantaa, near Helsinki’s airport) represents a major strategic move for the Nordic’s region’s largest pet care retailer. While Musti ja […]
Whey Ice Cream for pets
I have a very picky dog, so when I find something that Soul really enjoys, I have to share it. Following yesterday’s topic, this is an ice cream for both dogs and cats. It is made in Finland, and at the moment, unfortunately, is only sold in Finland. The parent brand “Voihan Vuohi” (focused on […]
Retailers increasingly market “Pet Parents”
Retailers increasingly market “Pet Parent” rather than”Dog owner” or “Cat owner”. Because today, pet parents are increasingly comfortable being both. The trend is especially visible among:→ Millennials & Gen Z→ Child-free households→ Empty nesters→ Remote workers Europe is slightly behind the U.S. in measuring multispecies households, but the direction is similar. The strongest pet cultures […]
The classic “Dogs vs Cats” debate is officially outdated
The modern question is: Are you a pet parent or not? This shift toward a universal pet parenthood is a beautiful evolution in how we view companionship these days, and it’s a trend I live and breathe every single day. In 2025, 65% of U.S. pet owners had two or more pets. Last week, I […]
The $768M industry nobody is talking about
But it’s coming to your front door. I read the other day a finance article covering the global mobile pet care market, which was valued at USD 768 million in 2025 and is projected to grow at a 7,3% CAGR to reach USD 1.5 billion by 2035. Crypto bros are still even a thing? Pet […]