Spain is not just a big pet market
It’s a rapidly evolving pet economy where services, expertise, and experience drive the next wave of growth. Nearly 50% of households in Spain own a pet, and pets are a big part of Spanish families, counting over 31 million pets. According to the latest FEDIAF 2025 data (based on 2023 population figures) Spain has about: […]
The newest pet wearable in the market uses AI
The global pet wearable market was valued at $3.37 billion in 2025 and is estimated to surpass $10 billion by 2033. This is no surprise, every year, new wearables appear in the vast pet market because pet parents are investing more than ever in advanced products that improve the safety, health, and quality of life […]
Dogs now cost nearly 2000€ a year in Spain
Last week, I came across fascinating insights from Jordi Aymerich Martinez based on data from AEDPAC, Ignasi Solana Vinyoles and Hamilton Global Intelligence, about how much pets really cost in Spain. So naturally, I had to compare it with the Nordic Countries.Are we that different between North and South Europe? The results reveal something much […]
Commenting can get you inbound leads too
“I saw a comment you made on a competitor’s post” That’s what a co-founder told me on our first call. I smiled because, honestly, I hadn’t realised how powerful commenting had become. I have been analysing this for a good while now, and it’s simply fascinating. Some months, my comments reach more people than my […]
The smartest tourism campaign this year is Pet-First
The “Pack the Pup” campaign by Visit South Estonia combines tourism development, emotional branding, pet culture, regional identity, and low friction travel behaviour into one campaign. From a marketing and tourism perspective, it is much more strategic than “we allow dogs”. According to the latest official data, around 3,7 million tourists stayed in Estonian accommodations […]
This was not simply a pet friendly football match
It was a carefully designed marketing collaboration. zooplus France and a local football team, OL Lyonnes, co-created an experience-based brand partnership, the “Match 2 Wouf”, transforming a sports event into a branded pet inclusive experience. For years, pet marketing has been heavily focused on:🔸Pet food🔸Vet products🔸Pet accessories But this campaign shows a new direction:Brands are […]
“Deep Travellers” in the Nordics
The other day, a founder told me he didn’t see the Nordic countries as an appealing tourist destination, pointing to our lack of visibility in Forbes and low presence on global OTAs, especially for niche markets like pet travel. On the surface, he’s right. But having lived in both Lapland and Helsinki, and having worked […]
Italo, the pet friendly, Italian high-speed train
Travelling with pets usually means dealing with endless restrictions.But there is one particular sector that seems to be starting to get things right. Trains. Italy’s high-speed train, Italo, is a masterclass in pet friendly travel mobility. They don’t just tolerate pets as passengers, but design an onboarding experience for them. Italo’s pet travel offer:• Small pets […]
The Nordic countries are a Cat-First market
The Nordic pet market is quietly becoming one of Europe’s most premium pet economies The Nordics may be smaller than Germany, France, or the UK markets. But they are becoming one of Europe’s clearest indicators of where premium pet care is heading next. According to Nordic pet industry data (2025): ▪️ Cats now outnumber dogs […]