Pet Supplies Market 2025: Scrumbles, BARK and the Data - backed Strategies of the Top 5 Brands

Recently, the advertising placement in the global pet supplies store has shown a significant trend of differentiation. According to the latest data from GoodsFox, the placement strategies of the top 5 brands, Scrumbles, Cocopup London, BARK, Supertails, and Bau, indicate that leading brands are competing for market share through differentiated creative material iterations and in-depth channel cultivation.

Among them, Scrumbles leads the list with 1,311 active ad creatives, and the newly launched creatives have increased by 5.77% year-on-year. BARK demonstrates strong creative vitality with 158 new creatives, but it has the highest degree of dispersion in advertising channels. In terms of regions, Scrumbles and Bau focus on in-depth operation in a single market, while Cocopup London is accelerating its layout in 9 national markets, with the AdMob channel accounting for 91.04%.

Each brand adopts diverse strategies based on the characteristics of their product categories: Scrumbles strengthens the narrative of pet and human nutrition technology, Cocopup London focuses on the scenarios of fashionable accessories, and BARK builds a user ecosystem through a subscription system. Overall, pet supplies brands are exploring new growth paths in the fierce competition by means of precise content iteration, channel efficiency optimization, and the exploration of scenario-based value.

This article is a data analysis organized by GoodsFox, providing sellers with the latest list of independent pet supplies stores (from March 3, 2025, to April 2, 2025). It analyzes the advertising placement strategies and market positioning of leading brands, helping cross-border e-commerce practitioners to grasp the pulse of the industry and formulate differentiated competition strategies.

Store Introduction (Click to View): Scrumbles (Website Homepage: scrumbles.co.uk)

Category: Pet Supplies

Number of Newly Launched Creatives: 55

Number of Active Creatives: 1,311

Advertising Media: Messenger (77.50%), AdMob, Instagram, Facebook, Facebook (FAN)

Advertising Region: UK (1 in total)

The Scrumbles brand always adheres to the concept of natural nourishment for life. It strictly selects raw materials according to human food-grade standards to create a pure nutrition system with zero grains and zero fillers. The brand develops precise formulas through biological nutrition technology and provides scientific nutrition solutions for different physiological stages of pets. In the supply chain management, it implements a transparent traceability system, uses degradable and environmentally friendly packaging materials, and integrates the concept of sustainable development into the entire product life cycle. At the same time, it establishes a professional nutrition laboratory and opens a factory tour mechanism to enhance consumers' trust with an intuitive presentation of product quality and achieve full-link quality control from raw materials to finished products.

The Scrumbles brand has established a complete product line matrix covering dry food, wet food, canned food, and functional snacks. All products are centered around a formula with high protein and low sugar and salt content, and meet the daily needs of pets through precise nutrition ratios. The brand has specially launched a customized diet solution, providing exclusive nutrition plans for pets of different breeds, ages, and health conditions. The market positioning focuses on the mid-to-high-end consumer group, and the pricing strategy is deeply bound to the raw material cost and production process. The packaging system adopts the vacuum fresh-keeping packaging technology, which not only ensures the stability of nutrients but also takes into account the convenience of feeding.

According to the data from GoodsFox, Scrumbles ranks first in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 1,311, and the number of newly launched creatives is 55, with the number of newly launched creatives increasing by approximately 5.77% year-on-year. It mainly focuses on Messenger, accounting for 77.50%. In terms of the advertising region, the marketing and advertising target of Scrumbles is the UK.

Store Introduction (Click to View): Cocopup London (Website Homepage: cocopuplondon.com)

Category: Pet Supplies

Number of Newly Launched Creatives: 16

Number of Active Creatives: 1,273

Advertising Media: AdMob (91.04%), Messenger, TikTok, Facebook, Facebook (FAN), Instagram

Advertising Regions: UK, US, Ireland, Chile, Australia, etc. (9 countries in total)

Cocopup was founded by the founder of Coconut Lane during the pandemic in 2020, inspired by the search for matching accessories for the pet dog Ralph. It skillfully combines pet supplies with a fashionable lifestyle. Through replaceable shoulder straps and Instagrammable style designs, it allows owners and their dogs to share the ritual sense of dressing and meets the needs of social sharing. The products also focus on the balance between practical functions and aesthetics. For example, the dog walking bag has an internal poop bag storage and a large-capacity space, which is suitable for both dog walking scenarios and daily travel. The brand is operated by a team of 11 women in a pet-friendly office environment. The interaction between the office star pets Ralph and Winter enhances the brand's affinity and conveys a relaxed and lively attitude towards life.

Cocopup takes the dog walking bag as its core product. Through the design of replaceable shoulder straps, it achieves the visual unity of human and pet accessories. The internal storage function takes into account both practicality and aesthetics, precisely hitting the pain points of pet owners who pursue convenience and fashion. Its products cover categories such as pet harnesses and clothing, extending the scenario-based design to multiple scenarios such as dog walking and socializing. The differential advantage lies in upgrading pet supplies to accessories, strengthening the emotional connection through matching human and pet products, and meeting the deep-seated needs of owners and pets to share the ritual sense of life. This design strategy that integrates practical functions and emotional values has enabled Cocopup to open up a unique track in the pet supplies market and continuously attract pet owners who pay attention to quality and experience.

According to the data from GoodsFox, Cocopup ranks second in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 1,273, and the number of newly launched creatives is 16. The number of active creatives and newly launched creatives has decreased by 30.89% and 56.55% year-on-year respectively. The advertising placement is concentrated on Admob, accounting for as high as 91.04%. In terms of the advertising region, the main marketing and advertising target of Cocopup is the UK.

Store Introduction (Click to View): BARK (Website Homepage: bark.co)

Category: Pet Supplies

Number of Newly Launched Creatives: 158

Number of Active Creatives: 938

Advertising Media: Messenger (32.42%), AdMob, Facebook, Facebook (FAN), Instagram, YouTube

Advertising Region: US (1 in total)

The BARK brand takes the creator of the aesthetics of pet life as its core concept and provides innovative solutions with both functionality and design sense for modern pet-owning families. The brand builds a deep user community through the subscription service BARKBOX. Every month, it customizes a surprise gift box for dogs, which includes puzzle toys, healthy snacks, and daily essentials. The product design integrates ergonomics and trendy aesthetics, which not only meets the behavioral needs of pets but also improves the visual experience in the home environment. The brand uses recyclable packaging materials and implements a circular economy model, running the concept of environmental protection through the entire product life cycle.

The BARK brand covers a full range of products including intelligent interactive toys, natural and healthy snacks, and pet daily essentials. The flagship product BARKBOX adopts a monthly theme subscription model. Each issue includes puzzle toys, functional snacks, and customized products, continuously stimulating the pets' desire to explore through dynamic content updates. The brand also launches seasonal limited product lines to capture the changing needs of pet-owning life scenarios. The price system is designed around the user life cycle. The monthly pricing of the core subscription service is $29, and it is combined with a member points system to enhance user stickiness.

According to the data from GoodsFox, BARK ranks third in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 938, and the number of newly launched creatives is 158. The number of newly launched creatives is much higher than that of other stores in this list. The advertising placement is relatively dispersed, evenly distributed among various platforms. In terms of the advertising region, the main marketing and advertising target of BARK is the US.

Store Introduction (Click to View): Supertails (Website Homepage: supertails.com)

Category: Pet Supplies

Number of Newly Launched Creatives: 32

Number of Active Creatives: 906

Advertising Media: AdMob (66.24%), Messenger, Instagram, Facebook, Facebook (FAN), YouTube

Advertising Regions: India, Germany, Palestine (3 in total)

Supertails was jointly founded by a group of pet parents, enthusiasts, and experts, focusing on solving the daily anxieties of pet owners. It builds a comprehensive pet care support system by integrating professional resources. With the core concept of "pets first," the brand regards pets as family members and emphasizes scientific care solutions, covering areas such as health management and behavior guidance, helping users gain certainty and a sense of security in the process of raising pets. The team combines the online platform with offline services to provide customized care suggestions and products, not only meeting the basic health needs but also paying attention to the emotional connection. For example, through regular health monitoring tools, it alleviates the owners' concerns about sudden situations of their pets.

The core service of Supertails is a comprehensive pet care system relying on an expert network, including online health consultations, customized nutrition plans, behavior correction guidance, etc. The brand collaborates with a professional team through data tools (such as a health tracking APP) to transform complex pet care knowledge into actionable solutions. For example, it pushes personalized feeding plans according to the pet's breed and age. The differential advantage lies in integrating the resources of experts in multiple fields such as veterinarians, nutritionists, and dog trainers to form a closed-loop service chain. At the same time, it enhances user stickiness through community operation, allowing pet-owning families to obtain professional support and also find a space for emotional resonance.

According to the data from GoodsFox, Supertails ranks fourth in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 906, and the number of newly launched creatives is 32. The number of active creatives and newly launched creatives has decreased by 37.6% and 61.45% year-on-year respectively. The advertising placement is relatively concentrated, with AdMob accounting for 66.24%. In terms of the advertising region, the main marketing and advertising target of Supertails is India.

Store Introduction (Click to View): Bau (Website Homepage: baucosmesi.it)

Category: Pet Supplies

Number of Newly Launched Creatives: 1

Number of Active Creatives: 855

Advertising Media: Messenger (93.50%), AdMob, Instagram

Advertising Regions: Italy, Netherlands (2 in total)

Bau was founded in Italy by the founder Andrea Bianchi with the original intention of filling the market gap for safe pet supplies. With the core concepts of "natural, safe, and made in Italy," the brand develops a full range of products for pet health. The product line covers areas such as food, grooming, and nutritional supplements. All ingredients are extracted from 100% natural plants. For example, the dog food series provides single-protein formulas such as salmon and Angus beef, paired with natural ingredients such as sweet potatoes and carrots, and uses a low-temperature process to retain nutrients. The grooming products incorporate peppermint essential oil and green tea extract to soothe the sensitive skin of pets.

The Bau product line covers natural dry food, functional supplements, and environmentally friendly grooming products. The natural dry food has 5 protein options including salmon and duck. The 0-grain formula uses a low-temperature process to retain nutrients. The functional supplements provide targeted support such as joint protection and probiotics in the form of palatable tablets. The grooming products use recyclable PET bottles for packaging, paired with biodegradable materials. The brand strictly follows the EU pet food standards, and each batch of products is tested by a third-party laboratory and the ingredient list is made public.

According to the data from GoodsFox, Bau ranks fifth in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 855. Newly launched creatives is 1, which is the least among the stores in the list. The number of active creatives has increased by 0.23% year-on-year. In terms of the advertising region, the main marketing and advertising target of Bau is Italy.

Through the placement analysis of the above 5 leading brands, it can be seen that the competition in the global pet supplies market has entered a stage of refined operation. From Scrumbles' technology narrative to BARK's subscription ecosystem, from Cocopup London's fashionable accessories to Royal Canin V-Diet's professional services, leading brands are anchoring the minds of users with differentiated strategies.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>As a global marketing data monitoring and analysis platform for independent e-commerce stores, GoodsFox continuously tracks the marketing dynamics of leading brands, providing practitioners with real-time placement strategies, competitive product insights, and market trend predictions.

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