Grove Collaborative Enters Sustainable Pet Care With New Line

Yes, even your dog wants to be an ethical consumer. So, for all the Very Good Boys, Grove Collaborative has launched an eco-friendly line of pet care products, Good Fur.

  • Good Fur, part of Grove’s central sustainability mission, uses recyclable aluminum to package its grooming products, priced under $ 15.
  • The line will start with 11 SKUs, each including refill bottles and “How2Recycle” instructions.

I bark the right tree: All of these Covid cats and puppies have cast their eyes on the pet care category. We have seen DTC pet brands appear left and right during the pandemic. Parents of pets in the United States spent $ 103.6 billion last year, per APPA, and are expected to increase that amount to $ 109.6 billion in 2021. But with all these products, there are has a fair amount of waste. The packaging of pet food and treats generates 300 million pounds of plastic each year in the United States.

“The market is a huge opportunity,” Luana Bumachar, Grove vice president of owned brands and innovation, told Retail Brew. “It started with the pandemic. We have seen an explosion in pet adoption and an increase in the number of pet owners.

  • She said more than 80% of Grove customers have at least one pet.

Of course, Grove isn’t the only line of pets playing a role in sustainability. There are the recycled treats from Shameless Pets and the leashes from Awoo made from recycled materials, to name a few. While the emerging category bodes well for Good Fur, it also features a fair amount of competition.

+1: Grove Collaborative also agreed this week to merge with a SPAC barked backed by Richard Branson and made public, in a deal that values ​​the two companies at $ 1.5 billion.—JG

Marie R. McCraw