ClickZ Pet Products Newsletter - 08.29.2024

PLUS: Egg-cellent dog meals and Asia's $6 billion pet treat extravaganza

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ClickZ
August 29, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Big Idea Ventures and Mars Petcare have teamed up to launch the Next Generation Pet Food Program, a pilot initiative aimed at revolutionising pet food with sustainable protein and fat. Think of it as the Avengers of pet food innovation, but with more kibble and less spandex.

The program, also backed by AAK and Bhler, is on the hunt for start-ups that can turn food waste into gourmet pet meals or invent new extraction methods that would make even the most jaded tech bro raise an eyebrow. Andrew Ive of Big Idea Ventures is practically giddy about the potential for eco-friendly pet food, calling it a "significant step forward". Elise Malandain from Mars Petcare chimed in, saying the program aligns perfectly with their mission for a better world for pets. Cue the violins.

Start-ups will be judged on their innovation, production capabilities, and carbon footprint reduction potential. While they have a soft spot for APAC-based companies, they're open to global talent. Dr. Ian Roberts of Bhler is eager to see what groundbreaking solutions will emerge, hinting at a future where pet food is as green as a kale smoothie.

At SuperZoo 2024, Evanger's introduced The Good Egg Pet Food Company, repurposing rejected human-grade eggs into nutritious dog meals. This innovative line features recipes like Denver Omelet and Bacon & Eggs, reflecting a trend towards humanising pet food and promoting sustainable, waste-reducing practices in the pet industry.

The Asia-Pacific pet treats market is booming, projected to reach US$6.06 billion in 2024. With over 511 million pets, demand for premium products is surging. This growth highlights significant opportunities for manufacturers to innovate and cater to pet parents' increasing willingness to spend on high-quality treats.

An innovative cat dental product backed by Dragons Den will debut at the PATS show in September/October. The product, featuring a dental wand and enzymatic toothpaste, promotes dental health through interactive play. Inventor Cat, exhibiting in the New Starter Zone, offers a 15% discount on orders over £200.

BuzzFeed's article highlights 27 essential pet products from Amazon designed to simplify pet care. From a Paw Plunger for muddy paws to an automatic feeder, these items promise convenience and efficiency. Each product is backed by enthusiastic reviews, ensuring they meet pet owners' needs while adding a touch of humour and practicality.

Inspired Pet Nutrition (IPN) has acquired Butchers Pet Care (BPC), creating a combined business with a turnover of approximately $462. 3 million. Arthur van Benthem, with extensive experience in the consumer goods industry, will lead the enlarged group. This acquisition aims to expand IPN's presence in the European pet food market.

Performance Platters 🍽️

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

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