In recent years there’s been an explosion of direct-to-consumer (DTC) brands across all industries, from beauty and supplements to bubbly beverages and snacks. Pet care is no exception. Not only is it a massive market, but it’s also rapidly growing. In 2018, Nielsen found that e-commerce sales of pet consumables had increased by 53 percent since 2017.
Terri Rockovich, the CEO of Jinx, a newly minted DTC pet wellness company, explained the dramatic increase to Digiday this way: “For the millennial and Gen Z audience, direct-to-consumer marketing holds substantially more appeal over traditional marketing models as they speak to their priorities: ease, convenience, transparency, controlled costs, authenticity, and a seamless shopping experience.”
Ted Nelson, the CEO and co-founder of strategic creative agency Mechanica, also explained to Digiday why, in particular, DTC pet wellness companies thrive: “Pet relationships are about as personal as brand and product relationships get, which means it’s ripe for DTC and the ability to personalize and add a level of on-demand convenience.”
Experts predict the next few years will see an influx of DTC pet wellness brands join the market. Below, we take a peek at some of the sector’s rising stars, from brands offering fresh pet food options to daily supplement treats.
The brainchild of former Casper executives, Terri Rockovich, Sameer Mehta, and Michael Kim, Jinx is designed to be a one-stop-shop for modern doghood. The brand, which will officially launch in 2020, aims to sell a host of pet wellness products starting with kibble and treats. It plans to expand its offerings to include things like “technology-enabled pantry devices” and other dog food options by the end of next year. Rockovich describes it this way: “Instead of shopping across brands, imagine a single brand that covers all categories and has designed its products to complement one another to serve the ultimate modern dog.”
2. The Farmer’s Dog
The Farmer’s Dog believes that owners shouldn’t be the only ones eating healthy. This DTC service delivers balanced, freshly made dog food, guided by science and crafted with love, straight to your doorstep. Human grade ingredients are used to make the food, which is put together in USDA-approved kitchens, all according to personalized, vet-designed plans. Because the chow comes straight to your doorstep instead of through the conventional retail channels, you can avoid all added preservatives and unnecessary packaging, making this the eco- and gut-friendly dog food you’ve been waiting for.
Dandy uses science and data to create personalized supplement treats for dogs of all shapes and sizes. The treats take the guesswork out of pet wellness and are designed to function as daily support and preventative care for your pups. Users first take a quiz telling Dandy about their dog and its needs before receiving a custom pack of four different supplements. The supplements, which are formulated by vets, show up on your doorstep once a month, making it easy and convenient to take care of your pet’s health without even having to think about it.
Another popular DTC pet food delivery service, Ollie makes all of its dog food fresh in Pennsylvania. The food is cooked at low temperatures to preserve as much nutritional value as possible, and Ollie uses only all-natural, high quality, and unprocessed ingredients. Made from vet-formulated recipes, the food is perfectly proportioned for your pooch to ensure they get all the nutrition they need without any of the pesky weight gain. Seriously committed to pet wellbeing, Ollie also donates 1 percent of their total revenue to shelters and rescues around the country.