The Highlight Reel: Pet Parent Consumer Habits

Introduction

The Highlight Reel: Engaging a new generation of pet parents - YouTube

Floof founder Michael Kim on modern pet parents — why health and safety beat price, how at-home care routines are replacing vet-only fixes, and what in-home testing revealed about product experience.

Learning Points

• Pet parents prioritize health and safety over price; pets can't advocate for themselves.
• Millennial and Gen Z owners expect pet products to match the quality of their own skincare.
• Efficacy plus enjoyable use drives repeat routines — testing both is non-negotiable.

Episode Transcript

Hello and welcome to the Highlight Reel, our interview series, where we talk to CPG leaders and trailblazers that are building products that people love. My name is Emma Steele and I lead our work with emerging and disruptive brands. They're shaping the future of CPG.
Today I am joined by Michael Kim, the founder and CEO of Floof, which is a Los Angeles-based Pet wellness brand.

Michael's Story

I actually worked at Dr. Squatch before starting Floof. While working there, I adopted a French bulldog who had skin issues. I found myself searching for high-quality products but couldn't find anything modern or effective. I learned that the FDA doesn't regulate dog grooming products unless they are medicated, leading to a lack of transparency in the industry. I wanted to create a brand focused on clean, effective products for pet care.

We partnered with a vet dermatologist to create Floof. We worked for around a year and a half to formulate everything from scratch. The best part of it is hearing from dog parents about how much better their dogs' skin has become using our products.

Mission

We aim to change how dog parents approach at-home care. The number one reason people visit the vet is external care issues like skin or ear problems. We need to motivate them to care for their pets at home by making at-home routines exciting and enjoyable.

Consumer Insights

When I talk to other pet parents, there's a shared sense of responsibility and emotional investment in our pets’ wellness. There's data showing that health and safety are top priorities for owners when choosing products. In one survey, 56% of pet owners prioritized health and safety, while only 25% chose products based on their pet’s preferences.

Product Development

We focus heavily on user experience and effectiveness when developing products. For example, with our shampoo, we discovered that dog owners wanted it to foam, even if that meant using harsher ingredients. We’ve crafted our soothing cream to absorb quickly and be easy to use, alleviating pain points that customers mentioned.

Our customers enjoy using our products, which drives engagement and repeat purchases.

Future Trends

We're observing millennials and Gen Z pet owners seeking wellness solutions for their pets that mirror their own health and skincare routines. The pet care industry will continue to evolve with a focus on modern branding, sustainability, and transparency. With technological advancements, there's potential for tailoring products to specific dog needs, making pet care even more specialized.

Final Thoughts

We see pets as part of our family, and this emotional connection drives spending on pet care products. It's no longer just about basic needs; it’s about enhancing their quality of life. The data supports that people are increasingly treating their pets like children, and we want to ensure they have access to quality, effective products.

About Leo

Leo is my stubborn French bulldog. If he could talk, he'd thank us for creating products that have significantly improved his skin health. We listen to our customers’ feedback to ensure we continuously evolve and meet their needs better.

Conclusion

Thank you for joining us in this episode! Stay tuned for a live Q&A.