February 12, 2026

I didn’t expect this question in a meeting

But it perfectly explained my career shift.

Why the pet industry?

I’ve been fortunate to spend most of my career working in what’s often called the “industry of happiness”, the travel industry. But covid was a turning point for me, it exposed how fragile that industry can be and it also made one thing clear.

Having experience in just one sector is no longer enough.

Over the years, I’ve been lucky to freelance across different industries, learn fast, adapt, and I genuinely enjoy exploring new fields.

But in today’s crowded market, you can’t be everything to everyone.
You have to be exceptional at one thing.

Focusing on an industry that sits at the intersection of emotion, resilience, and responsibility sounds really exciting to me.

And these 2026 trends in the industry caught my eye:

1️⃣ Flexible business models win
Pet parents want choice, not forced commitments.
→ Q-commerce (Quick commerce, same day, fast delivery)
→ Tailored subscriptions (based on your pet’s preferences, by breed, age)
→ Autoship (your recurring purchases automatically delivered to your home)
→ Hyper-personalization (using real-time data, advanced analytics, and continuous feedback to deliver deeply precise, adaptive personalization that evolves over time)

They are becoming the new standard because
Convenience + value = TRUST.

2️⃣ Convenience is the new comfort
→ One-click shopping (one-click check-out feature, buy in one click)
→ App-first journeys (an app offering comprehensive pet care services and products all in one place. For instance, vet appointments, grooming session, repeat orders, and recommendations all in one journey).

Less stress = more REPEAT PURCHASES.

3️⃣ Loyalty is emotional, not just transactional
In a price-sensitive market, brands that
→ Build community
→ Show values (sustainability, ethics)
→ Truly understand the human pet bond

will STAND OUT🧡

Enjoy a pic of my cat Funky and I (Mikkeli, Finland, 2020), have a great week!