'Mellow' From PetFriendly Helps Calm Pet Anxiety Street Fight

‘Mellow’ From PetFriendly Helps Calm Pet Anxiety

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Is there a pet owner who has never come home to a piece of damaged furniture, a shredded shoe, or mangle remote control? Unlikely. PetFriendly believes a little understanding is in order. Pets are like people in that they, too, have emotions, including anxiety.

So many stimuli can harsh a pet’s mellow that we don’t know where to begin. Leaving them alone for any length of time ranks high on the list as do thunderstorms and fireworks.

To help keep pets calm, PetFriendly, a subscription-based online retailer of pet products, has launched a line of calming products known as Mellow, which can be used at home or while traveling with your animals.

A diffuser releases pheromones via Passive Evaporation Technology (P.E.T.) that promises to soothe the agitated “furry kid.” And it doesn’t have to be plugged in either. Pet owners place the cartridge into the holder, which will provide calming benefits of Mellow for 30 days. The diffuser covers up to 700 square feet in your home. Pet parents can purchase the products individually (as a one-time purchase or part of a monthly PetFriendly subscription) to create a harmonious environment for everyone. The Mellow spray is recommended for travel.

But this isn’t another animal indulgence for childless people who dote on their cats and dogs. It has a practical and humane reason for existing.

“We know anxiety is a real issue for many dogs and cats,” said Tracy Isenberg, LVT on the PetFriendly Vet Team. “Not only can this impact their quality of life, it also contributes to why dogs and cats are brought to–or back to–shelters. This inspired us to create a line of products that could easily and in a stress-free way bring peace and calm to pet’s lives.”

The company claims that Mellow products can also support bonding in homes that have more than one pet and rein in undesirable behaviors such as marking, chewing, and scratching.

Isenberg said the formula was developed and test in conjunction with Texas Tech University.

“Mellow’s patented pheromone technology releases pheromones [scented with lavender and chamomile] into your pet’s environment,” Isenberg said. “These pheromones mimic pheromones a cat or dog would find organically in their environment, so it’s a safe and effective option to reduce anxiety in pets. This means no outlet or electricity is necessary. Pet owners can simply place the cartridge into the holder and enjoy the calming benefits of Mellow for 30 days.”

According to the American Pet Products Association, spending on pet products in the U.S. rose from $90 billion in 2018 to $147 billion in 2023. The bulk of those dollars ($64 billion) went towards food and treats. Another $70 billion was spent on veterinary care, medicines, and supplies. The APPA estimates that more than $150 billion will have been spent on pet care in 2024. A little more than $12 billion went to miscellaneous services such as grooming, training, boarding, insurance, and pet sitting or walking.

“Anxiety is considered a common issue among felines,” Isenberg said. “They can be susceptible to feeling anxious due to their natural instincts as both predator and prey, often manifesting through behavioral changes when they perceive a threat or danger, even if none exists.”

PetFriendly promotes Mellow primarily via email and SMS marketing to existing customers and on its owned social channels.

Considering their numbers and life stage, Millennials are the biggest demographic of pet ownership with 32% of their households having a pet. Gen X is second with 27% of them owning a pet, followed by Boomers at 24%.

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Kathleen Sampey
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