Vet Candy’s founder and CEO, Dr. Jill López, isn’t shy about her intention to create more media assets in the pet-care arena, and now she is adding a pet parent lifestyle brand to the portfolio with the launch of Pet Candy. “Millenial and Generation Z pet owners are an incredibly important demographic,” López said. “The addition of Pet Candy allows us to expand into this important space and to create new and exciting opportunities for our advertising partners.”
According to the 2019-2020 APPA National Pet Owners Survey, 67% of U.S. households own a pet, which equates to 84.9 million homes, with $95.7 billion spent in 2019. Pet Candy aims to focus on younger pet owners, those between 22 and 39 years old. According to the APPA, the 37 million millennials with pets constitute 27% of all pet owners. However, that segment is likely to have acquired their pet recently, which means that they are more inclined to purchase certain pet products.
“Pet Candy started as an idea to provide a marketing funnel for Vet Candy’s advertising partners. Using that as a starting point, we were able to create a lifestyle brand for young pet owners unlike any other. Offering both platforms—one for the veterinary audience and one for the pet owners—just makes sense,” López says.
Vet Candy will continue to focus on the veterinary profession, which includes podcasts, video shows, and educational content, while Pet Candy will provide similar offerings for pet owners. According to a recent report by the website HubSpot, 72% of consumers would rather learn about a product by way of video. As a result, López has set her sights on branded content for Pet Candy, with a strong focus on high quality digital video programming. Pet Candy is slated to launch in early January.
Pet Candy upcoming video content features a pet news show, hosted by Colorado State veterinary student Tatiana Rogers, a weekly DIY series hosted by lifestyle guru Renee Machel, and expert pet care tips from Dr. Philippa Pavia, a New York City-based veterinary surgeon. Pet Candy will also feature an exciting podcast hosted by America’s Sexiest Veterinarian, Dr. Hunter Finn, who brings in a fan base of 1.5 million followers on his social media. The new lineup is designed to appeal to the company’s target audience of millennial pet parents with an interest in healthy living—and, of course, to entice brands to develop branded content with Pet Candy. According to Lopez, Pet Candy is also in a prime position, with its focus on expert pet care recommendations and shopping, to develop the “lower funnel” placements that directly affect pet product purchases.
“Our goal is to make pet care advice more relatable,” López says, “with trustworthy and authentic content that can help the consumer make smart choices for their pet care purchases.”