Category Analysis: Grooming

As grooming manufacturers prepare for a productive fall and winter, they have plenty to look forward to in spite of challenges to overcome. Companies are launching products that will push consumers to rethink pet grooming. Others are optimistic about the future, as pet parents are willing to spend more on premium products when they trust the brand. 

“I’m excited about some of the new products we’re bringing to market,” said Brian Taus, President of NXT Generation Pet, parent company of the Pure & Natural Pet brand. “One of the things we’ve been focused on is expanding the way people think about grooming. It’s not just shampoo, conditioner and giving your dog a bath anymore. Grooming is becoming a much more regular part of how people care for their pets.”

“We’re still very focused on our core grooming business, but we’re also developing products that solve specific problems,” Taus continued. “Pet owners walk into stores looking for help with things like itching, sensitive skin, ear care, odor or keeping their pet clean between baths. Products like our 2-in-1 Hypoallergenic, Fragrance Free, Tear Free Shampoo & Conditioner, Foaming Hot Spot & Itch Relief, Soothing Ear Cleansing Finger Wipes and Waterless Foaming Shampoo are all good examples of that.”

He added, “The biggest challenge is probably that there are a lot of products competing for a limited amount of shelf space. You have to give the retailer and the consumer a good reason for your product to be there. Just coming out with another shampoo in a different fragrance isn’t enough.”

“In Q4, we consistently see a shift in product seasonality based on pet parents’ usage habits,” reported Carla Ng-Garrett, VP of Sales for earthbath. “Dogs get fewer full baths in the colder months, which drives an increasing demand for between-bath solutions like our grooming wipes, no-rinse foams, and deodorizing sprays. As the busy holiday season approaches, our main focus remains cutting through the noise to support our retail partners. We are tackling this head-on through targeted in-store promos, omnichannel digital discovery, and robust marketing support to help them capture the growing demand for premium, at-home grooming care.”

“We’re excited about the continued momentum we’re seeing in grooming products—especially at the premium price level,” shared Jenny Gilcrest, SVP Business Development for Skout’s Honor. “Even with some of the economic pressure consumers are feeling, we continue to see pet parents seek and prioritize premium brands they trust, like Skout’s Honor, over choosing more basic products at a lower price point. That’s encouraging heading into Q4.”

“We’re also excited about some of the newer products we’ve brought to market,” Gilcrest continued. “Our HydroClear Grooming Wipes, with hyaluronic acid for rapid skin hydration, have been adopted very quickly by our pet specialty retailers and are already outperforming our expectations. And we’ve seen substantial growth with Dog of the Woods, our Sandalwood Vanilla fragrance, which is a great example of consumers looking for something more unique and elevated in grooming.”

She added, “Our challenge is really the same one we’ve always given ourselves: how do we continue to innovate without compromising on the quality and performance that people have come to expect from Skout’s Honor? We don’t want to just add more of the same products to the shelf. We want to keep bringing products that are worthy of additional retail shelf space and solutions that give pet parents even more reasons to love our brand.”

The defining characteristic of grooming leaders is their ability to understand pet owners’ needs. “It comes down to listening to the consumer and developing products that solve real problems,” Taus explained. “There are always going to be new ingredients, new formats and new trends, but a product still has to work. It also has to be easy for the consumer to understand and make sense for the retailer. I also think the companies that look at grooming as more than shampoo and conditioner will have an advantage. There’s a lot happening between baths—skin and coat care, ear care, odor control, waterless grooming and other products that make it easier to care for a pet on a regular basis. That’s a big part of what we’re focused on at Pure & Natural Pet. We want to make high-quality products that work, are easy to use and solve a real need. And a lot of our ideas come from simply listening—to pet owners, retailers and professional groomers. They’re usually pretty good at telling you what they need. Our job is to figure out how to turn that into a product that makes their lives a little easier.”

“The combination of trusted science, consumer education, and authenticity will highlight leaders in the industry,” said Molly Crum, Marketing Manager for Pet King Brands. “Consumers have countless choices, so earning trust and delivering results will remain critical. This also extends to the partnerships between brands and retailers. Solving the problem is the first step. Being seen as a trusted partner in a pet’s long-term health journey is the future.”

Earthbath believes the brands that act as committed business partners to retailers will thrive. “It comes down to execution and retailer support,” offered Ng-Garrett. “Today, having a great formula is just the baseline; the true leaders will be the brands that act as dedicated business partners to their retailers. This means delivering supply chain reliability, strong margins, and targeted omnichannel marketing that actively drives foot traffic into independent pet stores.”

Gilcrest with Skout’s Honor said, “The brands that stand out will be the ones bringing meaningful innovation to the category and products that deliver on the promises they make to pet parents.”

Retailers’ expectations for grooming solutions remain high and they are going a step further by holding manufacturers to greater accountability throughout production, from the factory to the store shelf. 

“Retailers are definitely paying more attention to productivity,” Taus with NXT Generation Pet said. “It’s not enough to walk in with a new product and say, “Here’s our latest innovation.” They want to know what problem it solves, what makes it different from what they already carry and whether it can add sales to the category.”

He continued, “They also want brands that are going to support them. That means promotions, education, reliable inventory and helping generate consumer awareness.

I’ve always said getting onto the shelf is sales; getting off the shelf is marketing. Getting distribution is great, but if the product doesn’t sell through, it really doesn’t matter.”

“Retailers are looking for partners that can help grow the category,” Crum said. “Brands can help position their value to retailers by providing insights, training, and tools that help store associates confidently recommend solutions to pet parents. They are also looking for repeat purchasing opportunities that help build long-term customer loyalty. Brands that can demonstrate consumer trust, category expertise, and commitment to retailer success are becoming increasingly valuable.”

“Today’s retailers are looking for premium shampoos and grooming treatments that mirror human skincare trends such as barrier health, specific coat shine, and targeted relief for allergies or skin sensitivities,” elaborated Ng-Garrett with earthbath. “However, they are also prioritizing brand compliance and supply-chain transparency. With consumers scrutinizing ingredients more closely, retailers want brands they can trust, such as our ‘Made in the USA’ products that utilize concentrated formulas to reduce transportation impacts. Finally, omnichannel fluency is critical. Brands must now support seamless digital discovery alongside physical retail, integrating smoothly with retail media networks, social commerce, and data-driven marketing to drive foot traffic into brick-and-mortar stores.”

Manufacturers are challenging misconceptions about the grooming category, starting with the notion that grooming is mostly cosmetic.

Taus with NXT Generation Pet elaborated, “Of course people want their pets to look good and smell good, but there’s a lot more to it. When you’re grooming your dog, you’re paying attention to their skin, coat, ears, paws, shedding and general condition. It becomes part of taking care of them. That’s also why the category has grown beyond shampoo and conditioner. You now have waterless shampoos, grooming wipes, ear products, skin and coat products, odor products and a lot of other things people can use between baths. Professional groomers are obviously a very important part of the category. I don’t look at professional grooming and at-home grooming as competing with each other. They really work together. There’s a lot that pet owners can do at home between professional grooming visits.”

“One misconception is that grooming is strictly about appearance,” Crum said. “While looking and smell-ing clean are certainly benefits, many grooming products play an important role in a pet’s overall health. Healthy skin and coat, clear ears, and regular maintenance routines can con-tribute significantly to a pet’s quality of life.”

“There is a dangerous misconception that simply slapping ‘human-grade’ on a label or utilizing trending human skincare ingredients automatically translates to safe pet care,” said Ng-Garrett with earthbath. “The industry needs to rethink repurposing human formulas for dogs. A product might use incredibly high-quality botanicals, but if its pH isn’t precisely balanced for a dog’s unique skin—which is significantly less acidic than ours—it will actively harm the skin by stripping its natural moisture barrier. True pet care requires pet-specific science, which is why earthbath has been strictly formulated for the unique biological needs of pets since 1995.”

“I think we need to stop thinking about grooming as simply cleaning the pet,” Gilcrest with Skout’s Honor stated. “Grooming has become much more connected to overall pet wellness. Pet parents are dealing with things like chronic itch, odor, dry skin and other skin concerns, and they’re looking for solutions that can become part of their regular routine.”