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The classic “Dogs vs Cats” debate is officially outdated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 […]
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 […]