Pet Startups That Are Changing Pet Care in 2024
Today’s pet parents treat pets as family members and are willing to spend more on high-quality products and services. They seek solutions that are as unique as their pets, ranging from customized nutrition plans to health monitoring tools, ensuring a proactive approach to pet wellbeing.
With technological advancements and a deeper understanding of pet health and behavior, the pet care industry has moved from one-size-fits-all solutions to highly personalized and tech-driven care models.
Many startups are emerging in personalized pet care, working to make pet lives healthy, comfortable, and long. These emerging companies are working on solving long-existing pet industry problems, from healthy pet food options to proactively detecting health anomalies and training programs to smart wearables and tracking devices.
We have kept this list short for easy reading, covering only a few noteworthy pet startups.
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1. Supertails
| Founding Year | 2021 |
| Headquarter | Bangalore, Karnataka, India |
| Total Funding Amount | $28.4 Million |
| Last Funding Round/Amount | Series B/$15.54 Million |
| Website | https://supertails.com/ |
Varun Sadana, Aman Tekriwal, and Vineet Khanna founded Supertails, a full-stack tech-enabled pet startup. It provides a one-stop solution for pet supplies, healthcare, and training. The platform offers over 10,000 SKUs and 200+ partner brands in pet care, including pet food, treats, accessories, and grooming products.
Supertails also ventured into veterinary diets, pet pharmacies, online veterinary consultations, and behavioral training services. Henlo is its direct-to-consumer pet food brand, along with an app.
The startup has raised a total of $28.4 Million in funding over four rounds. The latest funding of ₹1.3 Billion ($15.54 Million), was raised from a Series B round on 13 February 2024. RPSG Capital Ventures was the lead investor for this round, with seven other participants.
2. Mammaly
| Founding Year | 2020 |
| Headquarter | Köln, Nordrhein-Westfalen, Germany |
| Total Funding Amount | €17 Million |
| Last Funding Round/Amount | Series A/€14 Million |
| Website | https://www.mammaly.de/ |
Co-founded by Alexander Thelen and Stanislav Nazarenus, Mammaly is emerging as a leader in Germany’s digital pet health space. It focuses on developing snacks to help reduce issues developed in dogs with age, combining health and food tech to enhance pet health.
The startup creates innovative, science-backed, holistic nutritional solutions for furry companions. It is proud to be a Certified B Corporation committed to meeting high social and environmental performance standards, transparency, and accountability. This pet care startup operates in several European countries, including Austria and Switzerland.
Mammaly has raised €17 Million in funding over two rounds. The latest funding € 14 Million, was secured from a Series A round on September 13, 2023. Five Seasons Ventures and IRIS Venture were the lead investors, with Attila Balogh participating.
3. Petlibro
| Founding Year | 2019 |
| Headquarter | California, US |
| Total Funding Amount | $24 Million |
| Last Funding Round/Amount | Series B/$14 Million |
| Website | https://petlibro.com/ |
Petlibro offers a range of remote-controlled automatic pet feeders and water fountains, with innovative designs catering to the daily routines of pets and their owners. Pet parents can control its products via a mobile app.
The company launched the Capsule Automatic Water Fountain in May 2021 to encourage pets to drink more water by mimicking the flow of a natural spring. Its design addresses the issue that pets, particularly cats, often overlook still water.
This fountain’s adjustable height makes it accessible for pets of various sizes. Its 5-layer filtration system ensures the water is pure and clean, reducing the risk of urinary tract infections and other dehydration-related diseases.
Petlibro has prioritized design and innovation in its product lineup, focusing on user-centered, functional, and responsive solutions.
The startup raised its latest Series B funding round on 19 December 2023 for $14 Million. Shenzhen Capital Group was the lead investor for this round.
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4. Vetevo
| Founding Year | 2018 |
| Headquarter | Berlin, Berlin, Germany |
| Total Funding Amount | $4 Million |
| Last Funding Round/Amount | Seed/$4 Million |
| Website | https://vetevo.com/ |
Vetevo is an innovative startup founded in 2018 in Berlin, Germany, by Mareile Wölwer and Dr. Felix Röllecke. Its aim is to simplify the process of providing comprehensive pet care.
The company offers multiple products and services in pet healthcare, including home test kits, personalized pet monitoring apps, and in-house laboratories. The mobile app provides digital health monitoring, smart reminders, and connected medical services and lab tests for dogs, horses, and cats.
Pet owners can easily purchase the test kits from the company’s website, collect samples of their furry friends, and re-send the kit to Vetevo lab. The test results will be shared on its mobile app. The startup claims the fastest (within 12 hours) and highest precision in its test results through AI-supported analysis.
Vetevo has raised a total of €4M in funding over three seed funding rounds, the latest of which was on December 19, 2019. IBB Ventures was the only participant in this round. The funding was facilitated by Uncapped, which provided flexible capital solutions to support Vetevo’s fast-paced growth.
The amount was strategically invested in high-value marketing and influencer campaigns, propelling its customer base to over 200,000.
5. Scrumbles
| Founding Year | 2018 |
| Headquarter | London, England, United Kingdom |
| Total Funding Amount | £6 Million |
| Last Funding Round/Amount | Venture – Series Unknown/£6 Million |
| Website | https://scrumbles.co.uk/ |
Scrumbles is a pet nutrition startup that offers pet food and supplements focusing on nutrition and health. CEO Aneisha Soobroyen and Jack Walker, a husband-and-wife duo, founded it.
The startup was born from their personal experience with their pets’ digestive issues and the lack of high-quality, affordable pet food options. It is the second B-crop-certified pet food company in the UK.
This pet care startup tackles several key problems in the pet food industry, including fillers, artificial additives, and low-quality protein sources, leading to digestive issues and health concerns, lack of transparency in food ingredients, and reducing the environmental impact of pet food.
Its pet food recipes have high-quality, high-protein, human-grade ingredients, including fresh meat, whole grains, vegetables, and probiotics.
The pet nutrition startup claims its products are allergen-free, without salt and sugar, and have no artificial colors, preservatives, or additives. The company discloses all ingredients and sources on its packaging and website, empowering consumers to make informed choices. Scrumbles also offers a variety of recipes for different dog and cat breeds, ages, and activity levels, ensuring optimal nutrition for each pet.
Pet parents can conveniently order food online and receive automatic deliveries through Scrumbles’ personalized subscription plan.
Scrumbles raised a total of £6 Million from 1 venture (series unknown) funding round on March 13, 2023, backed by the Business Growth Fund.
6. Japhy
| Founding Year | 2017 |
| Headquarter | Paris, Ile-de-France, France |
| Total Funding Amount | €8 Million |
| Last Funding Round/Amount | Series A/€7 Million |
| Website | https://www.japhy.fr/ |
Thomas Chabrier and Francois Puigsarbe founded this innovative pet startup to provide customized nutrition solutions for dogs and cats.
Understanding each pet’s unique dietary needs, Japhy offers personalized food options based on weight, breed, age, allergies, physical activity levels, etc. The startup offers a subscription-based service for customized pet food made in its two French factories in Mayenne and Castres.
Japhy has attracted significant attention and support, securing a total funding of €8 million over two rounds. The latest funding raised by this pet startup was in October 2020 from a Series A round funded by Aglaé Ventures and Capagro.
7. Digitail
| Founding Year | 2016 |
| Headquarter | Palo Alto, California, United States |
| Total Funding Amount | $14.7 Million |
| Last Funding Round/Amount | Series A/$11 Million |
| Website | https://digitail.com/pet-parent-app/ |
Digitail is a veterinary tech startup that offers AI-integrated cloud-based PIMS, an app for pet parents, and data analytics.
Digitail’s platform is designed to improve workflow and efficiency in veterinary practices by ensuring that information is synchronized and accessible in real-time. This allows veterinarians to focus more on pet care and client relationships and less on administrative tasks.
One of the founders, Ruxandra Pui, is recognized as one of Forbes’ 30 under 30. HER featured her in Forward’s article, emphasizing the impact of her and her team’s work in transforming industries with AI innovations.
Digitail raised its latest Series A funding for $11 million on Jan 12, 2023, from Atomico (Lead Investor) and three other investors, including byFounders, Gradient, and Partech. This demonstrates strong confidence in Digitail’s business model and future prospects.
8. Younikat
| Founding Year | 2015 |
| Headquarter | Munich, Bayern, Germany |
| Total Funding Amount | €3.5 Million |
| Last Funding Round/Amount | Series A/€3.5 Million |
| Website | https://www.vegdog.de/ |
Younikat is proof of founders Tessa Zaune-Figlar and Valerie Henssen’s commitment to providing healthy dietary solutions for dogs. The startup developed VEGDOG, the first 100% vegetable and gluten-free complete dog feed, with the help of specialist veterinarians and laboratories to address feed allergies in dogs. It offers subscription-based plans.
The company has raised a total of €3.5M in over two rounds. The last funding secured was from a Series A round in November 2022, led by the Green Generation Fund. SFO and Katjes Greenfood are the other two participants in this round.
9. Tractive
| Founding Year | 2012 |
| Headquarter | Pasching, Oberosterreich, Austria |
| Total Funding Amount | $37.7 Million |
| Last Funding Round/Amount | Series A/$35 Million |
| Website | https://tractive.com/ |
Tractive is an Austrian pet tech startup working on GPS-tracking devices for four-legged friends. The company’s innovative solutions include real-time location tracking and pet activity monitoring to prevent loss or help find lost pet(s) and promote health. Its technology integration focuses on enhancing pet care through user-friendly devices and apps.
The company has raised a total of $37.7 million in funding over six rounds, including a $35 million Series A round on May 26, 2021. The lead investors backing this startup include Guidepost Growth Equity and Monkfish Equity.
Tractive offers GPS-tracking devices with health, sleep, and behavior monitoring solutions for dogs and cats. Their products, like the Tractive GPS DOG LTE and Tractive CAT Mini, along with their mobile app, provide pet owners peace of mind by providing real-time location tracking.
The mobile app includes many features to help pet parents ensure the safety and wellness of their pets.
The company devices are equipped with LTE connectivity, ensuring a long range and the ability to update the pet’s location to the owner’s phone from anywhere in the world. The devices are waterproof and designed for various pet sizes and types of uses or adventures, ensuring durability and versatility.
The devices require a subscription that covers the fees associated with the built-in SIM card. They offer unlimited data and range. Different subscription plans are available, providing flexibility to users based on their needs.
Tractive’s latest Series A funding round, for $35 million, was on May 26, 2021. Guidepost Growth Equity was the lead investor in this round.
10. PrettyLitter (Acquired By Mars Inc.)
| Founding Year | 2015 |
| Headquarter | Los Angeles, California, US |
| Total Funding Amount | Publicly Not Disclosed |
| Last Funding Round/Amount | Secondary Market/ Publicly Not Disclosed |
| Website | https://www.prettylitter.com/ |
PrettyLitter is a pet wellness company focusing on improving feline health through its innovative cat litter. The startup is known for its lightweight silica/crystal-based cat litter designed to monitor a cat’s health. It changes color in response to the pH level, alkalinity, or presence of blood in a cat’s urine, early detecting potential health issues.
Daniel Rotman is the founder and CEO of this California (US) based feline health startup. Consumer products giant Mars Inc. acquired the startup in 2021.
Conclusion
The global pet care market size in 2022 was valued at USD 235.32 billion and expanded to USD 246.66 billion by the end of 2023. This upward trajectory is forecasted to reach USD 368.88 billion by 2030 with a steady Compound Annual Growth Rate (CAGR) of 5.92%.
New technologies and innovations in pet care, such as health monitoring devices, personalized pet nutrition, and digital veterinary services, drive this industry’s growth. As pet owners continue to seek the best products and services for their pets, the industry’s future appears promising, with a strong emphasis on quality, innovation, and technological integration to cater to the evolving needs of pets and their owners.
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Authored By – Naveen Kumar, Marketing
