A rising star in the European pet food industry, Tails is something of a disruptor in the European CPG market. Its USP is prioritising personalisation in the pet food category, with its core offering being a subscription-based service delivering customised kibble blends.
These products take personalisation to new levels, profiling animals and their owners to create a range of goods created for the needs of specific breeds based on their age, activity level, size and any allergies. The company also provides additional fresh food add-ons for increased protein and moisture content. It also offers a complementary selection of treats and pet accessories.
Tails currently operates primarily in Western Europe, focusing on markets with high pet ownership and a strong digital presence. The UK is the company’s primary market, boasting the brand’s strongest presence and a growing demand for premium pet food solutions. Germany and France are seen as key expansion markets, both with a significant pet owner population and increasing interest in personalised pet care.
As might be expected with a subscription service, Tails operates essentially through a D2C model. Its website serves as the central hub for pet profile creation, subscription management and customer support.
Tails is a privately held company, so specific revenue figures are not publicly available. However, industry reports suggest impressive growth, fuelled by the rise of D2C models and increasing demand for personalised pet food solutions.
It is early days for the company though, founded in just 2014. As subscriptions models take off and personalisation becomes ubiquitous, the company is set for growth. Expanding into new European markets is a given – thanks to a growing demand for premium pet food options and a strong online presence – with Belgium and the Netherlands already in its sights.
Tails is also likely to explore additional customisation options and potentially venture into fresh food complete meal solutions. It will be able to use data from pet profiles and feedback to further personalise nutritional recommendations and predict future needs.
All this is likely to help the company build a Pet Wellness Ecosystem. Tails could explore partnerships with veterinary services or pet insurance providers, offering a more holistic pet care experience.
By capitalising on their innovative subscription model, personalised nutrition focus and strong digital presence, Tails has the potential to continue its growth in the European CPG market, challenging established pet food brands and shaping the future of pet care convenience.
This profile first appeared in the Consumer Packaged Goods report. The CPG market – that collection of ambient products and simple SKUs that make up a vast swathe of what Europe’s consumers regularly buy – is shifting as the macroeconomic landscape around it changes. Consumer shopping habits and financial pressures have seen many CPG brands and manufacturers move to embrace D2C ecommerce to move more product and to compete with new players in mass retail. But this has come with its challenges, not least reinventing its supply chains, pricing and distribution models.
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