Today I would like to share with you a recently popular pet health brand, PetLab Co..

In the past few years, it has managed to stand out in the fiercely competitive Tuke pet market on its own.In 2022, its revenue reached $118 million, and in 2023 it increased to $142 million, a year-on-year growth of 20%. The latest data shows its annual revenue has exceeded $200 million!

This brand, founded only in 2018, has now achieved annual recurring revenue of over $100 million, becoming one of the fastest-growing DTC (Direct-to-Consumer) pet brands in the world.

 

Image source:PetLab Co.

A Love Born from Regret

According to the official brand report,the birth of PetLab Co. originated from the 17-year companionship story between founder Chris Masanto and his beloved dog Krystal.

In the last four years of this dog's life, it suffered from arthritis, and in the end,Chris had to make the decision to euthanize Krystal.

The loss of his dog left him with lasting guilt, so in2018, together with his animal-loving friend Damian, he co-founded PetLab Co., launching their first product: joint care chews specially designed for senior dogs.

As the products became hot sellers,the PetLab Co. brand gradually expanded its categories, focusing on four high-frequency pain points: joints, oral health, skin, and digestion, continuously developing new products. The product system gradually extended from senior dog care to covering the health needs of dogs of all ages.

 

Brand story Image source: LinkedIn

A Booming Pet Health Supplement Market

The rapid development of the PetLab Co.brandcoincided withthe globalpet health supplement market boom.

According to data,in 2023,the globalpet health supplement market soared to$2.379 billion, and it is expectedthat by2033 it will reach $4.285 billion.

Meanwhile, the trend of pet humanization is becoming increasingly obvious. More and more pet owners regard their pets as family members and are willing to invest in their preventive health care. Data shows that58% of pet owners regard their pets as "family", and 29% as "good friends".

This emotional bond directly drives increased investment in health,providinga clear development direction for pet brands likePetLab Co..

 

Image source:market

Multi-Platform Layout: Content Empowers the Brand, Emotional Connection with Users

If the market environment is the foundation for brand development, then the subsequent layout strategies ofPetLab Co.are the key to theirsuccess.

Theyhave established a presence onTikTok,Instagram,independent websites, etc., firmly grasping user data and brand autonomy.

1. TikTok: Emotional Connection Triggers Resonance

OnTikTok, PetLab Co.'s content strategy is particularly outstanding.

Instead of hard-selling products, they quickly capture users' attention through interactive topics and practical tips such as"pet health knowledge popularization," "how to express love in your dog's language,"

 

Image source:TikTok

For example, their official account once posted a video titled"Want to tell your dog you love them?"

From pettingtofeeding, it answered for viewers the ways to express love in the eyes of dogs. This kind of practical content instantly sparkeda lot of attention and discussion, with the video reaching4.4 million views.

 

Image source:TikTok

So far,PetLab Co.'s official TikTok account has gained 904,400 followers, published a total of 7,435 videos, and the total video views have exceeded 1.3 billion. Both the stability of traffic and the growth of followers are impressive.

 

Image source:echotik

Currently, pet content onTikTok has already formed a huge traffic pool and consumption trend.

According to data, pet-related content onTikTok has an average daily view count of over 5 billion, and just under the #Pet tag alone, there are more than 21.7 million videos.

Therefore, if domestic brands want to enter the pet track, there is still great potential, and it is worth a try.

 

Image source:TikTok

2. Instagram

OnInstagram, PetLab Co.brandhas created a relatively calm and professional image.

In terms of content, on one hand, they use veterinarian endorsements and scientific research data to build a professional and reliable image; on the other hand, they fill the feed with warm daily moments between pets and owners, full of a sense of life.

This combination of"scientific hard power" and "emotional soft connection"justtouches those new-generation pet owners who treat their furry kids as family and pursue refined health management, and has brought them good returns. Currently, their official brand account hasover330,000 followers.

 

Image source:Instagram

3. Independent Website

In terms of independent website construction,PetLab Co.brandhas also put in a lot of effort.

Theyhave deeply optimized their official website,setting uppromotional pop-ups, bundle recommendations, etc.This product bundling sales strategy can help the brand reduce the customer decision path and improve conversion.

What'seven more worth mentioning isthatthey have also built their own team to analyze and control the website, so they can promptly understand current consumer behavior habits and optimize their marketing strategies accordingly.

For domestic brands that want to achieve conversions through independent websites,the PetLab Co.model is also worth learning from.

 

Image source:PetLab Co.

The success of PetLab Co.brandis essentially a victory of brand thinking"over"product thinking.

In today's business environment, providing quality products alone is far from enough. The real breakthrough lies in whether you can give your products more meaning and evoke emotional resonance and value recognition from consumers.

Therefore,for domestic enterprises, what the vast Tuke market is waiting foris not moreordinary products, but more brands with unique souls, capable of telling touching stories, and truly integrating into the lives of local consumersproducts.

The next round of competition will be decided by this!