Category Analysis: Grooming
Although important, professional grooming services are just one aspect of the grooming industry. Pets’ health and well-being begin at home. To meet their pet’s individual needs and demands, owners work hard to improve their grooming and hygiene practices. Companies within the space reflected on the state of the category and what is on the horizon for the rest of the year.
“We are anticipating 15 to 20 percent growth,” said David Campanella, Director of Sales and Marketing at Best Shot Pet Products. “Full-service pet grooming and self-wash services continue to be profit centers for retailers, franchise stores and boarding facilities, who are experiencing tremendous growth. These services cannot be purchased online, so they are key to bringing traffic into brick-and-mortar locations. It’s all very positive for us when you consider that great grooming starts with a bath!”
“Bass is experiencing some of the fastest growth in the county’s history as the strong market trends of natural and professional human-grade features increasingly converge with our core product philosophy,” said Joel Weinstein, President of Bass Brushes.
“earthbath remains optimistic about sustainable growth, innovation and expanding customer engagement,” said Carla Ng-Garrett, earthbath Sales Manager, West and e-Commerce. “We anticipate strong demand for sustainable, high-quality pet care products, with key opportunities in international expansion, retail partnerships and digital growth. Our strategy focuses on evolving consumer trends, omnichannel optimization and sustainability initiatives such as eco-friendly packaging and responsible sourcing. While managing rising costs, we remain committed to delivering safe, effective and premium pet care solutions that align with industry trends and customer needs.”
“We are focused on ‘problem solving’ products going forward. The market is flooded with regular shampoos, so our focus is making those that are the same quality and strength level you would typically find at the vet,” said Lonnie Schwimmer, Co-Founder of Nootie.
“Based on market research and conversations with retailers, distributors and pet parents, 2025 is the year of pet health and wellness,” said Debra Decker, Director of Marketing with Pet King Brands. “Our strategy for continued innovation and growth lies in the continuation of our mission to provide accessible, non-toxic pet healthcare products for ears, skin, mouths and more! Our LP3 Enzyme System is comprised of three enzymes that work naturally and synergistically to form a powerful antimicrobial system with no need for harmful antibiotics. We continue to innovate products that utilize this system to address all pet healthcare needs.”
Pure and Natural Pet outlined what the company expects and anticipates 2025 to bring. “The grooming category in 2025 promises substantial growth and exciting innovations,” said Brian Taus, President of Pure and Natural Pet. “Pure and Natural Pet will focus on forging stronger relationships with professional groomers by exploring co-branded and exclusive grooming products tailored to their needs. The category will experience a surge in ‘wellness integration,’ where grooming products double as wellness treatments. Think shampoos infused with calming essential oils, skin-conditioning treatments that nourish as they clean and multi-functional solutions that align with the broader pet wellness trend.”
“Pure and Natural Pet has stayed true to the original mission and vision by ensuring that our products and practices consistently reflect our core values. Our unwavering dedication to clean, safe and natural ingredients is the foundation of our reputation and the reason our consumers are so loyal,” continued Taus. “We prioritize honest communication about our ingredients and products, educating consumers on the benefits of natural grooming solutions while raising awareness about the risks of synthetic alternatives. This transparency, showcased on our website and throughout our marketing materials, fosters trust and strengthens customer loyalty to our brand.”
Leaders in the company continue to encourage pet owners to educate themselves on the various benefits of regular grooming habits.
“Best Shot has made a hard shift in emphasis from traditional trade marketing to education leveraging social media pet grooming influencers and educators, live streaming events such as workshops and trade seminar courses and online trial offers to close the deal. Today it’s all about positive reviews and ratings,” said Campanella.
“We see competitors increasingly declaring natural features following our lead in the grooming brush category albeit with more consumer grade production so we are responding with more dynamic campaigns that focus on professional level features and value,” said Weinstein.
“earthbath is committed to elevating the grooming category through innovation, sustainability and strategic partnerships. We continuously develop high-quality formulations that meet evolving consumer and professional groomer needs, prioritizing safety, efficacy and sustainability. Our initiatives include ongoing collaboration with professional groomers and pet panels to refine products, investment in supporting educational programs and certifications and strategic retail and e-commerce expansion to increase accessibility for all pet parents and grooming professionals. Additionally, we support the industry through advocacy, trade events and promotional partnerships, ensuring groomers and pet parents have the best tools to provide top-tier care,” said Ng-Garrett.
“Our leadership strategies lie in educational resources for retailers, a commitment to community involvement and continued team expansion. Retailers can access product and brand training modules, shared causes and campaigns through our retail.pet page at learnaboutzymox.com,” said Decker. “We are also committed to community involvement and recently partnered with several Los Angeles organizations to provide aid amidst the recent wildfires. Those looking to join us in supporting animals affected by the wildfires can visit our website for a list of trusted organizations that help rescue, shelter and care for displaced animals.”
