Pet News Roundup, May 2

This week brought interesting moves from major pet industry players: online marketplace Rover has expanded into Denmark and Ireland, while Nestlé named Jeff Hamilton, currently business head of Purina PetCare in Europe, as the new CEO for its Americas region.

Speaking of Nestlé, we’re also spotlighting its decision to launch a new pet food business in South Korea (while winding down its local joint venture). Watch this space: with South Korea rolling out increasingly pet-friendly policies, other brands may follow suit.

IN TODAY’S EDITION

🇩🇰 🇮🇪 Rover launches in Denmark and Ireland ● Online marketplace Rover has launched in Denmark and Ireland as part of a broader growth strategy. Rover has also announced its acquisition of dog sitting and walking platform Gudog.

🇰🇷 Pouch secures KRW6 billion (US$4.2 million) to launch South Korea's first pet insurance company ● Startup Pouch has secured a total investment of KRW6 billion through its Series A round. The company plans to establish a specialised insurance company for pets.

🇨🇭 Nestlé appoints Jeff Hamilton CEO for the Americas ● Nestlé has appointed Jeff Hamilton, who is currently business head of Purina PetCare, Europe, as chief executive officer for the Americas and member of the group executive board, effective July 1.

🇺🇸 IFF launches Betafin Pet and Microsource CA ● IFF has launched Betafin Pet and Microsource CA, a natural betaine that supports hydration, gut health and overall wellness in dogs and cats. Betafin Pet is designed for both cats and dogs, and Microsource CA is specifically designed for cats.

PRODUCT NEWS

🇺🇸 CESAR^® Canine Cuisine launches microwavable dog food ● CESAR^® Canine Cuisine has launched a new microwavable food for dogs: CESAR WARM BOWLS™ wet dog food recipes.

🇺🇸 Native Pet pet supplements to be sold at Whole Foods Market ● Native Pet supplements will become the first pet supplements sold at Whole Foods Market, and will be available at all 522 Whole Foods locations in the U.S.

🇺🇸 Target’s Boots & Barkley relaunches with new look, over 150 new products ● Target’s pet accessories brand Boots & Barkley has relaunched with a new look and over 150 new products and new categories like pet treats and holiday items. 

SPOTLIGHT: NESTLE IN SOUTH KOREA

South Korea’s increasingly pet-friendly policies have enticed several major brands to deepen their commitment to the country. One of these is pet care heavyweight, Nestlé.

In last week’s earnings announcement, Nestlé highlighted the launch of its subsidiaries Nestlé South Korea and Nestlé Purina PetCare Korea as of April 1. This transition comes as Nestlé and Lotte Group move to dissolve their 12-year joint venture by the end of the first quarter of 2026.

Not only does Nestlé’s move to operate solo in South Korea give it greater control on the ground, it also signals confidence in the pet market’s prospects.

South Korea’s recent pet-friendly moves include:

• A major growth drive: South Korea aims to nearly double its pet industry to KRW15 trillion (around US$11.5 billion) by 2027, positioning the sector as a key driver of economic growth;

• Granting restaurant access to pets: South Korea is relaxing restrictions to allow pets in more public spaces, including cafes and restaurants;

• Tourism initiatives: The rise of pet-friendly hotels and policies in South Korea encourages pet-inclusive travel, tapping into the “experiential travel” trend;

• Pet medicine approvals: South Korea aims to triple the size of animal medicine market to KRW 4 trillion (US$2.7 billion) by 2035. 

Nestlé isn’t alone. Several pet-related companies have recently increased their commitment to the South Korean market, reflecting its growing strategic importance in the global pet industry:

• Royal Canin is investing KRW210 billion to expand its factory in Jeollabuk-do, turning it into a regional export hub;

• Ukrainian brand Kormotech entered South Korea in 2024.

With South Korea’s banryeodongmul bohoja (pet parents or guardians) increasingly embracing pets as beloved family members, the nation’s pet industry is well-positioned for continued growth.

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