The CBD wellness trend has been circulating through health and wellness conversations for years—particularly as marijuana legalization continues to increase across the US. That’s especially true as cannabis is being touted as a possible treatment for everything from pain and anxiety, to depression, acne, insomnia, and even cancer.
The buzz around CBD isn’t new—or exclusive to humans either. Anecdotal evidence from pet owners and professionals alike, including Chief Veterinary Officer Dr. Jerry Klein from the American Kennel Club, suggests CBD oil has anti-inflammatory, anti-anxiety, and pain-relieving benefits for animals too. Preliminary research has also shown that CBD can reduce arthritis pain and control seizures in dogs specifically.
Yet many businesses in the cannabis, hemp, and CBD industry are missing out on this emerging market by excluding pets from their content strategy. A recent study by Brightfield Group, a cannabis market research company, reveals that consumers spent $426 million on pet CBD in 2020, and sales are expected to reach $629 million by the end of 2021. The pet CBD market is making waves in an already popular industry—and you don’t want to miss out. Revamp your content strategy, pique pet lovers’ attention, and extend the benefits of your CBD products to animals too. A successful content strategy that speaks (barks, or meows) to your audience will…
Be transparent about existing research on pets and CBD
While many people, including veterinary professionals, have discussed the health benefits of pet CBD it’s important to remember that there is still limited research available about the relationship between CBD usage and animals.
Animal lovers want to be sure about what they’re putting in their pets’ bodies, so avoid misleading copy that claims to “cure” or “permanently relieve” health conditions. Emphasize language such as low-risk, natural, soothing, calming, pure, or plant-based.
Your brand might even discuss existing research directly on the product’s bottle or on social media. Honesty and transparency go a long way—especially when it comes to the treatment of furry friends.
Specify dosage and potency
Effective copy not only provides a hopeful and inspiring message for improving pets’ lives—it is also specific about how to do so safely. The pet nutrition company, All The Best Pet Care, provides a useful chart for CBD oil dosages that outlines the appropriate amount of oil for dogs and cats depending on their weight.
Consider including this information directly on your products, as well as online marketing materials, to give your audience a better understanding of their pets’ individual needs. If a product is particularly potent, your copy should also be explicit about what pet owners’ can expect in terms of side effects and reactions.
Offer pet-friendly forms and flavors of CBD
CBD products for pets come in various forms, from oils and capsules to treats and lotions. This is an opportunity to be creative and build brand awareness that captures your new, emerging audience and helps them remember who you are.
Consider exciting new flavors, like CBD-infused peanut butter or tuna-flavored cat nip—or maybe bacon, salmon, or beef treats with a little added CBD. Although your product must appeal to pets, it first has to catch the eye of their human owners. Keep this in mind when developing new ideas for forms and flavors.
Provide playful, pet-centered packaging
It should be immediately clear that your product is specifically for pets (even if it looks good enough for humans to eat). Create copy that is clear about the intended animal audience—whether cats, dogs, birds, or anything in between.
Consider colorful, engaging packaging that leaps off the shelves and inspires pet owners to take a closer look. You might even have a mascot that your audience can identify as distinct to your brand.
According to the 2019-20 APPA National Pet Owners Survey, 67% of US households own a pet—which equates to roughly 85 million homes. The key to reaching this huge audience of pet lovers? A content strategy that is knowledgeable, specific, pet-friendly, and fun.
Ready to revamp your content strategy and keep up with the ever-evolving canna-business? Contact Stem Studios for world-class content strategy that can help you capture new audiences, including this new market of pets and their owners.
