Fetch the Extraordinary: Why Pet Brands Must Ditch the Beige and Dare More

If your brand blends in with the kibble crowd, it’s time to growl louder.

From kibble to collars, flea meds to feline treats, the pet sector is booming. The UK pet care market is expected to surpass £9 billion by 2027, with nearly two-thirds of households now owning a pet.

That’s not a niche. That’s a nation of animal lovers and an industry bursting with emotional potential.

So why do so many pet care brands play it safe?

Pastel packaging. Predictable product shots. Safe slogans. In a space brimming with emotional connection, love, and loyalty, the creative output often feels… well, domesticated.

At Cogent, we think it’s time to unleash something braver.

From Functional to Family

Here’s the first thing every marketer in pet care needs to accept: you’re not selling products, you’re selling family well-being. No one buys dog shampoo because of a pH level. They buy because “Frankie’s skin has been a bit itchy lately” and they care deeply about their four-legged friend’s comfort.

90% of UK pet owners say their pet is part of the family.

That’s not positioning. That’s emotional gold.

But while the audience is feeling, many brands are still focussing on features. That’s not just a creative missed opportunity, it’s a commercial one. According to the IPA, brands that build emotional connections deliver stronger long-term growth than those relying on rational messaging alone.

Creativity is a Loyalty Magnet

Loyalty in pet care runs deep. Once you’ve found a brand your dog (or ferret) loves, you tend to stick. But that doesn’t mean trial is dead, it just means that your first impression needs to be memorable. And if you’re not being creatively bold, you’re not being remembered.

The average UK dog owner spends over £1,200 per year on their pet. That’s not a budget. That’s a relationship. And relationships thrive on more than good value, they thrive on personality.

What’s Shaping the Sector: 3 Trends to Watch

1. Pet Wellness is the New Wellness

The rise of CBD treats, gut health supplements, dental chews and mindfulness toys means pet owners are looking for more than basic care, they’re looking for holistic wellbeing.

2. Sustainability is a Growing Purchase Trigger

From compostable poo bags to insect protein treats, pet owners are increasingly considering planet and pet. 62% of Gen Z pet owners say sustainability influences their brand choice. So if you’re doing the work, make it visible.

3. Digital is the New Pet Shop Window

Instagram, TikTok and YouTube are awash with pet content and not just from influencers. Everyday pet owners are creating content that builds communities. Smart brands don’t just advertise in these spaces, they participate in them.

How to Poke Beige in the Eye (Without Making Your Cat Cry)

If you’re a marketer in the pet sector, consider this your five-point checklist for avoiding the trap of category sameness:

1. Would your campaign make a human smile - even if they didn’t own a pet?

Good pet marketing connects with anyone. Great pet marketing connects deeply with the right someone.

2. Are you showing real pets, real people, real life?

Stock imagery is beige. Embrace the mess. The oddness. The reality.

3. Do you sound like a loving owner or a lab technician?

Technical can be trusted, but tone builds relationships.

4. Are you giving people stories they want to share?

The most powerful pet campaigns become word-of-mouth because they reflect what owners feel, not just what pets need.

5. Are you creating category fame or just making noise?

It’s not enough to be present. You need to be memorable.

Final Word: From Pedigree to Personality

The pet sector is growing but growth doesn’t always mean effectiveness. Too many brands are chasing short-term sales with long-term forgettability.

The brands that will endure are the ones who go beyond the tin, the treat, the toy and build lovable, standout, creatively rich brand worlds.

At Cogent, we believe pet care marketing should be as bold, affectionate and spirited as the animals it serves. It’s time to shake off the safe, tear up the templates, and do work that makes tails wag and heads turn.

Because in a category full of love, it’s criminal to be beige.