by Pet wellness continues to gain momentum as new brands enter the space offering better quality products that meet the demands of today’s pet parents. Often referred to as pet humanization, the phenomenon reflects the modern lifestyles of consumers (mainly Millennial and Gen Z) who seek to meet the same standards for their pets as themselves.
According to reports from Grand View Research Inc. the pet care market is expected to reach nearly $236.2 billion by 2030. And while the blame for their pets has been reflected in holiday budgets over the past few seasons, pet parents are perhaps focused on preventative health. including buying foods, supplements and treats with sustainable, human-grade ingredients.
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In particular, Pet Biz Marketer sees freeze-dried dog food becoming one of the fastest growing niche food categories. The American Pet Products Association predicts that pet food and pet treats will reach $66.9 billion in sales in the US in 2024.
WagWell aims to capitalize on growth in the pet sector. Founded by beauty industry veteran and self-proclaimed “product dork”, William Smolen, formerly of Make Beauty, WagWell products aims to bring innovation to the pet sector using criteria borrowed from the beauty industry .
Smolen said there is an opportunity for innovation in pet wellness, and WagWell conducts extensive research to provide better, easier or more effective products than what is already on the market.
“In a world where consumers are increasingly seeking a holistic approach to self-care and wellness, WagWell recognized that consumers want the same level of care and attention for their dogs,” said Smolen. “However, the pet industry, which is far less regulated than the beauty industry, has historically been slow to develop as evidenced by many products on the market favoring cheaper quality ingredients lower regardless of a dog’s nutritional needs. WagWell wants to help change the paradigm, focusing on high-quality functional ingredients that are effective in meeting the needs of our pups, while simplifying the nutrition panel.”
To promote 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 cool thing I’ve built,” said Smolen. “We’re changing the way pet parents think about their dogs’ wellness by putting our dogs’ needs first while innovating across product categories to build a trusted wellness brand.”
One of the first products that got WagWell attention in the space was the Ahiflower Omega Oil, which Smolen said was kind of the “gateway” for consumers to discover the brand. The plant-based formula offers multiple benefits for skin, gut and joint health, and offers an alternative to fish oil omega-3s, which have seen rising 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 among the equine community, this sustainably farmed, plant-based oil is clinically proven to have the same nutritious omega 3, 6 and 9 as salmon oil, for skin, coat and improve dog joints.”
WagWell estimates that one bottle of its 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 created in US facilities. The one-ingredient treats are fully cooked using human-grade ingredients and then frozen to preserve their nutrients and taste. The treats can be used as food bars, reconstituted in water or as a healthy high protein snack.
“We worked diligently to create a product that would follow our brand ethos to improve upon what was already there,” said Smolen. “We’re proud of the result, with our all-natural, minimally processed, human-grade treats free of fillers, corn, wheat and soy.”
As a six-month-old brand, Smolen told WWD that WagWell has been very thoughtful about partnerships, aligning with other like-minded brands and companies to build trust with the consumer. As the company focuses on building its online community it has partnered with the popular @weratedogs account and the membership-based PPL Dog Club in Santa Monica.
“WagWell is a new brand, and I deliberately didn’t launch with a celebrity. It’s a different game from beauty in that. What you feed your pet is very important, the product has to work. It is a space that has traditionally favored licensing and could make several references [supplements] like snake oil but it has value and needs to be presented in the right context as part of a holistic approach.”
Smolen told WWD that the company did, 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 retail locations in New York City, Los Angeles and Sag Harbor on Long Island. “We are excited to be among the few other pet brands that have ever had space within their meticulous portfolio 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 the company’s omnichannel strategy.
“I’m really taking my time with it,” Smolen said. “I want to make sure our customer is who we say they are and build that relationship appropriately. We are seeing [retailers] to answer 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 love the word ‘masstige’ because it is at an appropriate price point and gives efficiency. We’re using quality ingredients and building a trusted brand – it’s affordable for the pet parent and easy to use.”
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