The Creator Economy of Pet food

The Creator Economy of Pet food

Author: Clayton Payne and Sam Muelas November 11, 2025 Duration: 29:22
In this episode, Clayton and Sam discuss the current landscape of the pet industry, highlighting the winners and losers, including veterinary practices, direct-to-consumer companies, and the rise of gently cooked pet foods. They explore the dynamics of veterinary diets, the influence of big box retailers, and the growing trust in creators over traditional companies. The conversation delves into the complexities of consumer trust, the need for a balanced ecosystem in pet retail, and the evolving preferences of pet owners.
takeaways
  • Veterinary practices are oligopolistic and have raised prices without affecting margins.
  • Direct-to-consumer companies are disrupting traditional pet food markets.
  • Gently cooked foods are gaining popularity due to their convenience and appeal.
  • Veterinary diets remain a trusted source for pet nutrition despite criticism.
  • Big box retailers are expanding their pet product offerings significantly.
  • Creators are becoming trusted sources of information for pet health and nutrition.
  • Consumer trust in veterinarians is being challenged by online information.
  • The pet food market is shifting towards more budget-friendly options.
  • The ecosystem of pet retail needs to support both online and brick-and-mortar businesses.
  • The influence of social media is reshaping consumer perceptions of pet food.

Sound Bites
  • "DTC companies are disrupting the market."
  • "Creators are trusted more than companies."
  • "People trust independence a lot more."

Ever wonder what's really happening behind the scenes in the world of pets? Real Pet Industry News offers a direct line to the conversations usually reserved for industry insiders. Hosts Clayton Payne, known for his work with Pet Business Disruptors, and Sam Muelas, who creates Dog and Cat Nutrition content, combine their distinct perspectives to analyze what's new and what's next. This isn't polished corporate messaging; it's a frank discussion about the products, practices, and headlines that affect our animals and the businesses built around them. Each episode digs into substantive topics, whether that's unpacking a recent controversy in pet food formulation or examining an innovative retail strategy that's changing the game. The dialogue is grounded in real-world experience, making it valuable for professionals running a pet service, entrepreneurs looking for an edge, or dedicated pet parents who want to make more informed choices. Tune in for a podcast that prioritizes substance over hype, giving you a clearer understanding of the complex and often surprising ecosystem where our love for animals meets commerce. You'll find their candid approach both refreshing and essential for navigating the ever-evolving landscape of pet care and business.
Author: Language: English Episodes: 46

Real Pet Industry News
Podcast Episodes
Arden Grange and Current challenges [not-audio_url] [/not-audio_url]

Duration: 25:51
summaryIn this episode of Real Pet Industry News, Clayton Payne and Sam discuss the recent acquisition of Poppy and Ted by Vale Pet Foods, the challenges facing the pet retail market, the launch of Arden Grange's new vet…
Blue Buffalo and pet food ingredients [not-audio_url] [/not-audio_url]

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In this conversation, Clayton Payne and Sam discuss the evolving landscape of the pet food industry, particularly the rise of fresh pet food options like Blue Buffalo's Love Made Fresh. They explore market dynamics, cons…
Kennelpak administration and tough times for the industry [not-audio_url] [/not-audio_url]

Duration: 22:28
In this episode, Clayton and Sam discuss the recent administration of Kennelpack, a pet products wholesaler, and the implications for the pet industry. They explore the challenges faced by companies in the market, emphas…
Royal Canin Fresh food!?! [not-audio_url] [/not-audio_url]

Duration: 30:19
In this conversation, Clayton and Sam discuss the evolving landscape of the pet food industry, particularly focusing on the rise of cooked pet food, the challenges faced by subscription services, and the significant oppo…
Nature's Menu cat and Edgard cooper buyout [not-audio_url] [/not-audio_url]

Duration: 28:09
In this episode, Clayton and Sam discuss the recent controversies surrounding Nature's Menu and its shift in product quality, the dynamics of the pet food market, and the challenges faced by larger corporations in innova…
Bugalugs in Aldi and Pet Industry innovation [not-audio_url] [/not-audio_url]

Duration: 29:23
summaryIn this episode, Clayton and Sam discuss the rapid rise of Bugalugs in the pet industry, the implications of their brand presence in big box retailers like Aldi, and the potential risks to independent pet shops. T…
Vegan Cats and M&As [not-audio_url] [/not-audio_url]

Duration: 27:54
summaryIn this episode, Clayton and Sam discuss the controversial topic of vegan cat food, highlighting the nutritional deficiencies and regulatory concerns surrounding it. They also delve into the representation of wome…
Royal Canin's Fresh food [not-audio_url] [/not-audio_url]

Duration: 27:00
summaryIn this conversation, Clayton Payne and Sam discuss the recent shift of Royal Canin towards fresh pet food, exploring the implications for the pet food industry, market dynamics, and the challenges posed by subscr…
Fresh food and Vets [not-audio_url] [/not-audio_url]

Duration: 24:23
In this episode, Clayton and Sam discuss the latest financial results from Pets at Home, highlighting the success of their Vets for Pets model amidst challenges in the retail sector. They explore the impact of subscripti…
Working dog food now with Canagan [not-audio_url] [/not-audio_url]

Duration: 21:45
summaryIn this episode, Clayton and Sam discuss the innovative business model of Kanigan, which is rolling out a new working dog food exclusively through independent retailers to promote local shopping. They explore the…