Pets and Trends | The Pet Brand That Let Cats and Dogs Take the Lead

Pets and Trends

This week, here’s what’s happening in the world of pet commerce:
- Mars Celebrates 90 Years by Championing Senior Pets
- Lisa Harrington Bootstraps Seven-Figure Pet Empire from Amazon Cat Doors
- Petco Expands Focus with 1,000 New Products

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

BRAND MARKETING
Mars Celebrates 90 Years by Championing Senior Pets
Mars Petcare marks 90 years with a heartwarming “paw-ty” for senior dogs at Battersea, celebrating the joy older pets bring. The event spotlighted overlooked senior animals, like 9-year-old Sue and 10-year-old Gioia, as part of the annual DOGust celebration. New research shows UK pet owners associate senior dogs with loyalty and emotional connection — a clear opportunity for brands to reframe ageing.

PRODUCT INNOVATION
The Pet Brand That Let Cats and Dogs Take the Lead
Pet product startup Cat & Dog Co. is turning heads by involving animals in its R&D — from chew tests to comfort trials — ensuring every product is literally pet-approved. Founded by ex-Peloton exec Amanda Greenberg, the brand applies human-grade design thinking to everyday pet essentials, aiming for function and joy. It’s a direct-to-consumer play tapping into the $320B pet economy, with storytelling rooted in real animal behaviour and emotional connection. For pet marketers, it’s a case study in experience-led innovation — and the power of designing with, not just for, the end user.

OMNICHANNEL STRATEGY
Petco Expands Focus with 1,000 New Products
Petco is doubling down on the pet-parent lifestyle with 1,000+ new products designed for humans, from pet-themed apparel to home goods and wellness items. The launch is part of its “Humans Are People Too” campaign, targeting emotionally connected shoppers who see pets as family. This move strengthens Petco’s brand beyond pet care — building culture, community, and higher-margin categories across its omnichannel experience.

⚡QUICK READS

Eco Litter Market Set To Double By 2032: Biodegradable cat litter projected to hit $890M as 40% of North American households trade up for compostable, plant-based options.(More)

Lisa Harrington Bootstraps Seven-Figure Pet Empire from Amazon Cat Doors: Lisa Harrington’s journey from a single Amazon cat door listing to a seven-figure pet brand highlights the power of niche eCommerce, agile product development, and the importance of channel diversification.(More)

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