Pet wellness continues to gain momentum as new brands enter the market offering higher quality products that meet the demands of today’s pet owners. Often referred to as the humanization of pets, this phenomenon reflects the modern lifestyles of consumers (mainly millennials and Gen Z) who expect the same standards from their pets as they do themselves.
According to a report from Grand View Research Inc., the pet care market is expected to reach nearly $236.2 billion by 2030. And while pampering pets has figured in holiday budgets over the past few seasons, pet owners are likely placing the most emphasis on preventative health, including purchasing food, supplements and treats made with human-grade, sustainably sourced ingredients.
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Notably, PetBiz Marketer notes that freeze-dried dog food is becoming one of the fastest-growing niche food categories, with the American Pet Products Association predicting that U.S. pet food and treat sales will reach $66.9 billion by 2024.
WagWell aims to capitalize on the growth of the pet sector. Co-founded by beauty industry veteran and self-described “product nerd” William Smolen (formerly of Make Beauty), WagWell’s products aim to bring innovation to the pet sector using standards borrowed from the beauty industry.
Smolen said there was an opportunity for innovation in pet health care and Wagwell was conducting extensive research to provide products that were better, easier and more effective than existing products.
“In a world where consumers are increasingly looking for a holistic approach to self-care and health, Wagwell recognized that they also want to give the same level of attention and care to their dogs,” said Smolen. “But the pet industry, which is much less regulated than the beauty industry, has historically been slow to evolve, as evidenced by the many products on the market that ignore dogs’ nutritional needs in favor of cheaper, lower-quality ingredients. Wagwell wants to help change the paradigm by focusing on functional, high-quality ingredients that effectively address puppies’ needs, while also simplifying nutrition facts labels.”
To further this approach, the WagWell team works closely with veterinary nutritionists and food scientists to analyze ingredients for efficacy, functionality and safety.
“Wagwell is the most innovative and coolest thing I’ve ever created,” Smolen said. “We’re changing the way pet owners think about their dog’s health by putting dogs’ needs first and innovating across product categories to build a trusted health brand.”
One of Wagwell’s first high-profile products in the space was its Ahiflower Omega Oil, which Smolen says was like a “gateway” for consumers to discover the brand. The plant-based formula offers a host of benefits for skin, gut and joint health, and is an alternative to fish oil omega-3s, which are facing rising costs and environmental concerns.
“Wagwell recognized this alarming trend and was determined to step in and disrupt the status quo,” Smolen told WWD. “Wagwell is the first dog brand to introduce ahiflower. Already proven in the horse community, this sustainably grown, plant-based oil has the same nutritional value as salmon oil, Omega 3, 6 and 9, and is clinically proven to improve dogs’ skin, coat and joints.”
WagWell estimates that one bottle of Ahiflower Omega Oil can save 600 fish from the ocean.
WagWell’s newest product is a fully cooked, freeze-dried treat in beef and cheese varieties manufactured in their U.S. facility. The single-ingredient treats are fully cooked using human-grade ingredients and then freeze-dried to preserve nutrients and flavor. The treats can be used as a meal topping, rehydrated, or as a healthy high-protein snack.
“We worked hard to create a product that aligned with our brand philosophy of improving on what already exists,” Smolen said, “and we’re proud of the result: an all-natural, minimally processed, human-grade treat with no fillers, corn, wheat or soy.”
Smolen told WWD that as a six-month-old brand, Wagwell has been very thoughtful about its partnerships, teaming up with other like-minded brands and businesses to foster trust with consumers. The company has been focused on building an online community, partnering with the popular @weratedogs account and Santa Monica members-only club Dog PPL.
“Wagwell is a new brand, so we deliberately did not use any celebrities. It’s a different sector to beauty in that respect. What you feed your pet is very important, and the product has to work. It’s a sector that has traditionally favoured licensing, and some may be opposed to it. [supplements] It may seem like snake oil, but there is value in it and it needs to be presented in the right context as part of a holistic approach.”
But Smolen told WWD that the company has been partnering with Gwyneth Paltrow’s Goop since June, which Smolen said “leads the industry on our shared values of wellness, innovation and intentional ingredients.”
WagWell treats will be available at select Goop retail stores in New York City, Los Angeles and Sag Harbor on Long Island. “We’re thrilled to be among the few pet brands that have secured a space within their meticulous curation and look forward to the success of our retail launch next month.”
Looking ahead, Smolen said Wagwell will continue to innovate and find new solutions in the pet space as it builds its omnichannel strategy.
“I really take my time,” Smolen said, “to make sure our clients are who we say they are and to build the right relationship. [retailers] In response to this, there is also a price difference. These products are not cheap, but we are not trying to be extravagant for the sake of luxury. I love the word ‘masstige’ because it gives you results at the right price point. We use quality ingredients and we’ve built a brand you can trust. Our products are affordable and easy to use for pet owners.”
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