Pet wellness continues to gain momentum as new brands emerge and offer better quality products that meet the demands of today’s pet parents. Often referred to as the humanization of pets, the phenomenon reflects the modern lifestyle of (largely Millennial and Gen Z) consumers who want to find the same standards for their pets as they do.
According to reports from Grand View Research Inc. the pet care market is expected to reach nearly $236.2 billion by 2030. And while pampering their pets has been reflected in holiday budgets in recent seasons, pet parents are perhaps most focused on preventive health. including purchasing foods, supplements and treats with sustainable, human-quality ingredients.
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In particular, Pet Biz Marketer notes that freeze-dried dog food is becoming one of the fastest growing niche food categories. The American Pet Products Association predicts that US pet food and treats will reach $66.9 billion in sales by 2024
WagWell wants to capitalize on growth in the pet sector. Co-founded by beauty industry veteran and self-proclaimed “product dork,” William Smolen, formerly of Make Beauty, WagWell’s products strive to bring innovation to the pet sector using criteria borrowed from the beauty industry.
Smolen said there are opportunities for innovation in pet wellness, and that WagWell is conducting extensive research to provide better, more convenient or more effective products than what is already on the market.
“In a world where consumers are increasingly seeking holistic approaches to self-care and wellness, WagWell recognized that consumers want to provide the same level of attention and care to their dogs,” said Smolen. “The pet industry, which is much less regulated compared to the beauty industry, has historically been slow to evolve, as evidenced by many products on the market that favor cheaper, lower quality ingredients without considering a dog’s nutritional needs. WagWell wants to help change the paradigm by focusing on functional, high-quality ingredients that are effective in meeting the needs of our pups, while also simplifying the nutritional panel.”
To advance this approach, the WagWell team works closely with veterinary nutritionists and food scientists to analyze ingredients for efficacy, function and safety.
“WagWell is the most innovative and coolest thing I’ve built,” Smolen said. “We are changing the way pet parents think about their dog’s well-being by putting our dogs’ needs first while innovating across all product categories to build a trusted wellness brand.”
One of WagWell’s first products to turn heads in the space was Ahiflower Omega oil, which Smolen says is the kind of “gateway” for consumers to find the brand. The plant-based formula provides users with a host of benefits for skin, gut and joint health, and offers an alternative to fish oil omega-3s, which have increased costs and fueled environmental concerns.
“WagWell recognized this alarming trend and decided to make a change and disrupt the status quo,” Smolen told WWD. “WagWell is the first dog brand to introduce Ahiflower; Already proven in the equine community, this sustainably farmed vegetable oil is clinically proven to contain the same nutritional omega 3, 6 and 9 as salmon oil to improve dogs’ skin, coat and joints.
WagWell estimates that one bottle of Ahiflower Omega oil saves 600 fish from the sea.
WagWell’s newest launch is its fully cooked, freeze-dried treats, which come in beef and cheese varieties and are made in U.S. facilities. The single-ingredient treats are cooked entirely with human-grade ingredients and then freeze-dried to preserve their nutrients and flavor. The treats can be used as a food topper, dissolved in water or as a healthy protein-rich snack.
“We worked hard to create a product that would align with our brand ethos to enhance what already exists,” said Smolen. “We are proud of the results, with our all-natural, minimally processed, human treats, free from fillers, corn, wheat and soy.”
As a six-month-old brand, Smolen told WWD that WagWell has been very thoughtful in terms of partnerships, joining other like-minded brands and companies to build a sense of trust among consumers. As the company focuses on building its online community, it has partnered with the popular @weratedogs account and membership-based club Dog PPL in Santa Monica.
“WagWell is a new brand and I deliberately did not launch it together with a celebrity. In that respect it is a different game than beauty. It is very important what you feed your pet; the product must work. It is a space that has traditionally favored licensing and is referred to by some [supplements] like snake oil, but there is value in it and it must be presented in context as part of a holistic approach.”
Smolen told WWD that the company will, however, partner with Gwyneth Paltrow’s Goop starting in June. Smolen said Goop “leads the industry in our aligned values of wellness, innovation and intentional ingredients.”
WagWell treats will be available at select Goop store locations in New York City, Los Angeles and Sag Harbor on Long Island. “We are thrilled to be among only a select few other pet brands to ever have space within their close stewardship and look forward to a successful retail launch next month.”
Looking ahead, Smolen said WagWell will continue to innovate and find new solutions in the pet space while building out the company’s omnichannel strategy.
“I really take my time,” Smolen said. “I want to make sure our customer is who we say they are and build that relationship the right way. We are seeing [retailers] respond to this, but there is also a price difference. These products are not cheap, but we are not trying to be luxury for the sake of being luxury. I like the word ‘masstige’ because it has an appropriate price and gives effectiveness. We use high quality ingredients and are building a trusted brand: it is affordable for the pet parent and easy to use.”
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