How to Start a Pet Product Business

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A few months ago, I wrote about how you can adapt trending businesses to create versions for kids (you can read that here).

This tweet gave me the idea:

But it doesn’t stop at kids.

People also spend a lot of money on their pets and by a lot, I mean $150b in the US last year.

Before I explain any further, this is your last chance to save 25% off the Problems & Pain Points Database with code “2025”. This offer ends tomorrow.

Let’s jump in!

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📈 Stats & Trends:

• The US pet industry reached $150.6 billion in 2024 and is projected to grow to $261 billion by 2030 (source)

• American households spent an average of $1,733 on their pets in 2024 (source)

• 6% of Americans in 2024 spent more than a $1,000 on gifts for their pets during the holiday season (source)

• 66% of US households own pets, including 45.5% with dogs and 32.1% with cats (source)

👎 Problems:

As I always say, the best businesses solve specific problems.

So here are the biggest problems pet owners face:

1. Behavioural Issues (Barking, Aggression, Anxiety)

2. High Veterinary Costs

3. Accidents & House-Training Challenges

4. Pet Care During Travel

5. Time Constraints for Exercise

6. Grooming Costs & Hassles

7. Obesity & Health Management

8. Separation Anxiety

9. Lost/Stolen Pets

10. Home Damage (Scratches, Chewing)

11. Rising Food/Supply Costs

12. Relinquishment Due to Financial Stress

And here are some problems the pets themselves face:

1. 80% of dogs develop periodontal disease by age 3, risking heart/kidney damage (source)

2. 20% of dogs suffer joint pain; 90% of cats over 12 show arthritis signs (source)

3. 25% of dogs have allergy-related skin issues; 15% of cats develop eosinophilic plaques (source)

4. 61% of cats and 59% of dogs are overweight, increasing healthcare costs (source)

5. 73% of fleas show pyrethroid resistance (source)

6. 40% of dogs exhibit destructive behaviour when alone (source)

7. 1/3 of cats develop FLUTD; recurrent in 50% of cases (source)

8. 20% of dogs suffer recurrent otitis; 50% linked to allergies (source)

9. 30% of pets have adverse food reactions; hydrolyzed proteins fail 20-50% (source)

10. 65% of pet owners unknowingly bring pollen/dust into homes (source)

11. 10% of senior cats develop thyroid tumors; 95% are benign but require management (source)

12. 28% of dogs aged 11-12 show dementia signs (source)

13. 58% of dog shampoos contain human-banned irritants (e.g., methylisothiazolinone) (source)

14. 62% of cats show motion sickness; 44% of dogs panic during car rides (source)

15. 41% of owners skip core vaccines; 22% report adverse reactions (source)

🧐 Opportunities:

1. Biohacking Pet Supplements

Trend inspiration: Human biohacking (DNA-based nutrition, longevity supplements)

Pet version: Customized supplements using pet DNA tests or health quizzes to optimize diets for joint health, anxiety, or energy. Brands like HUM Nutrition already use quizzes for humans; apply this to pets with tailored vitamin blends.

Market potential: 58% of consumers want personalized pet products, and the pet supplement market is projected to grow 8.6% annually.

2. Luxury Pet Cryotherapy

Trend inspiration: Human cold plunge obsession

Pet version: Cooling mats with temperature-controlled gel or cryotherapy sessions for post-surgery recovery/arthritis.

Relevance: 59% of dogs are overweight, increasing demand for pain management.

3. Sustainable Pet Fashion

Trend inspiration: Eco-conscious athleisure

Pet version: Collars/harnesses made from recycled ocean plastic or mushroom leather. KOSTON already offers vegan leather pet gear.

Demand: 50% of owners pay more for sustainable products (source).

4. Pet Longevity Clinics

Trend inspiration: Human longevity optimization

Pet version: Annual "age management" checkups with epigenetic testing, tailored exercise plans, specific meal plans, vitamins, and son on.

Market: Pet healthcare costs have risen 39% since 2019 in the US (source).

5. Probiotic Skincare Systems

Trend inspiration: Human microbiome-balancing products (e.g., Mother Dirt AO+ Mist).

Pet version: Shampoos and sprays with patented probiotic strains (e.g., Lactobacillus reuteri) to reduce allergic flare-ups and yeast infections.

Market potential: 25% of dogs and 15% of cats have chronic skin conditions.

5. AI-Calibrated Smart Feeders

Trend inspiration: Human calorie-tracking apps (e.g., MyFitnessPal).

Pet version: Feeders dispensing precise portions based on activity data from collars, with alerts for overfeeding.

Market potential: 59% of dogs and 52% of cats are overweight.

7. Cortisol-Sensing Collars

Trend inspiration: Human stress wearables (e.g., Fitbit Stress Management Score).

Pet version: Collars detecting cortisol spikes and releasing pheromones or CBD to calm anxiety.

Market potential: 40% of dogs exhibit separation anxiety.

8. Gut Microbiome Test Kits

Trend inspiration: Human gut health tests (e.g., Viome).

Pet version: Stool analysis kits recommending novel protein diets to address IBD and food intolerances.

Market potential: 30% of pets have adverse food reactions.

9. Neuroprotective Chews

Trend inspiration: Human nootropics (e.g., Mind Lab Pro).

Pet version: Apoaequorin and CBD chews to slow cognitive decline in ageing pets.

Market potential: 28% of dogs over 11 show dementia signs.

10. Hypoallergenic Grooming Line

Trend Inspiration: Clean beauty movement (e.g., Beautycounter).

Pet version: EU Ecolabel-certified shampoos free from methylisothiazolinone and parabens.

Market potential: 58% of pet shampoos contain human-banned irritants.

11. pH-Balanced Urinary Chews

Trend inspiration: Human urinary health supplements (e.g., AZO).

Pet version: Soft chews with D-Mannose and cranberry nanoemulsions to prevent feline FLUTD recurrence.

Market potential: 1/3 of cats develop urinary tract issues.

12. Custom 3D-Printed Joint Supplements

Trend inspiration: Personalized human nutraceuticals (e.g., Nourished).

Pet version: Breed-specific supplements combining glucosamine, green-lipped mussel, and hyaluronic acid in doses adjusted via weight/age algorithms.

Market potential: 20% of dogs and 90% of senior cats suffer joint pain.

👷 How to Build:

1. Identify Target Audience: Use surveys and pet owner forums to validate demand.

2. Competitive Analysis: Map out competitors and identify gaps or areas you can improve.

3. Define Unique Value Proposition (UVP): For example - "Prevent periodontal disease with real-time plaque detection, reducing vet bills by 40%.”

4. Build a Minimum Viable Product (MVP): Partner with vet clinics or pet owners to test prototypes.

5. Feedback: Use feedback loops to refine features.

6. Compliance & Safety: Especially if these are health products, make sure you obtain the necessary certifications and ensure materials are non-toxic and pet-safe.

7. Cost Structure: Price competitively & use dropshipping, local manufacturing or white-labelling to reduce overhead initially.

🚀 How to Grow:

• Pet Expo Pop-Ups:

  • Demo products at events with interactive stations

  • Offer expo-only bundles

• Pet Owner Facebook Groups

  • Become an active and valued member of pet groups on Facebook, Reddit, or forums.

  • Don’t spam these groups, give more than you ask. Build a reputation in the groups before advertising anything.

• Paid Ads:

  • Run Meta ads targeting pet owners with creative that educates owners on the problem you’re solving.

  • Run Google Ads for high-intent searches relevant to your product/service.

• Vet Clinic Co-Marketing:

  • Partner with veterinarians to offer product demos in clinics.

  • Split revenue on referrals your products.

• Pet Influencer Campaigns:

  • Partner with micro-influencers (10K–100K followers) specializing in pet wellness for authentic reviews/demos of products like probiotic shampoos or smart collars.

  • Offer free samples in exchange for unboxing videos or "day-in-the-life" pet tech tutorials.

🔥 Cool Stuff

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