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Issue 7 of 7
Spring is in the air, and European pet techs keep budding. This month, we're covering:
  • How "petfluencers" can help brands tell their stories in an increasingly crowded market
  • Mega-rounds in vet-tech, a juicy insurance prediction and private equity's ongoing love affair with the pet proposition
  • Can dogs sniff out Covid?
— Adam and Maija 

In depth

Petfluencers bring brands to life  

Pet sector brands, established and newfound, are competing in an increasingly crowded market and often struggle to differentiate themselves. The more sophisticated are now working with a select group of "petfluencers" — pet parents who have turned their animals into social media stars.

But the approach requires careful tactics to remain authentic, and story-telling creativity that goes beyond product placement. And fees are rising... 

Adam Green dives in. 

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Pet tech news roundup

Pet insurance market to hit $32.7bn by 2030

The global pet insurance market is expected to reach $32.7bn by 2030, at a 16.7% compound annual growth rate, according to estimates from consultants Grand Review Research. Increased pet ownership, pet humanisation, improved veterinary offerings and greater focus on reducing financial risk among pet parents are among the drivers. The dog segment dominates the market, and Europe’s 2021 revenue share was over 43%.  

France’s SanteVet raises $171m expansion warchest

As the pet insurance market grows, the battle to be top dog is intensifying. France’s SanteVet has the ambition to be the leader in the European market with more than 1m insured animals by 2026. It recently raised a $171m funding round from Columna Capital in order to expand to Italy, the Netherlands, Portugal, and Austria, and to accelerate growth in France, Belgium, Spain and Germany. 

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Private equity keeps loving the pet sector 

International private equity fund Cinven completed an acquisition of Italian pet care store operator Arcaplanet, which registered €400m revenue in 2021. The chance to accelerate Arcaplanet’s digital and omnichannel business was a key draw for the deal, as Italy’s online pet care sector grows. Cinven’s portfolio includes Partner in Pet Food, a pet food platform it acquired in 2018. 

UK-based raw dog food specialist Paleo Ridge also secured a £2m investment from Ashridge Capital, another private equity fund. The Hampshire-based company has seen 100% growth over the last two years thanks to rising consumer interest in ethical, sourced, organic, free-range and human-grade food for pets. 

Pet accessories added to UK consumer goods basket

The UK Office for National Statistics added pet accessories to its inflation-tracking "shopping basket", in a sign of the sector’s growth and significance. The rejig, which included removing men’s suits in the work-from-home era, is designed to keep the inflation measure as "accurate and relevant as possible".

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Sifted Recommends

Ukrainian refugees abandon homes, cars, valuables… but not their pets

Refugees fleeing Ukraine are doing their best to bring their pets with them, according to media reports, as owners bring cats, dogs, birds, rabbits and hamsters on the uncertain voyage to western Europe. Pets offer their owners crucial mental health support and create some normalcy in the crisis. Pet companies, charities and even governments are rushing to the rescue; UK retailer Pets at Home donated £100k and the UK government is reportedly considering waiving quarantine fees for cats and dogs to help refugees be reunited with their pets. 

Dogs can sniff out Covid

A pre-review academic study suggests that dogs are 97% accurate at detecting patients infected with Covid-19 after having been exposed to sweat samples of symptomatic and asymptomatic patients, and up to 100% effective in identifying asymptomatic patients. The findings, if supported by peer review, could see dogs used for non-invasive Covid testing, or screening crowds in busy locations. 

Want to tell us your pet tech or pet care story?

Get in touch

                    Adam Green
Lead writer 

Get in touch with him at

Maija Palmer 
Innovation editor 

Get in touch with her at

The Unleashed pet tech newsletter is a collaboration between Sifted and Purina. All content is independently written and created by Sifted, however, we have financial support from Purina Accelerator Lab which allows us to produce this newsletter series and gives Purina exclusive advertising rights in the newsletter.

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