How can pet grooming continue to boom?

The global pet grooming industry is on a strong growth trajectory, not least due to the rise in DIY grooming. What does this mean for professional grooming services? And how is technology playing a role?

The humanization factor

As a result of the humanization trend, consumers are increasingly demanding products and services that enhance their pets’ well-being and appearance as well as physical health.

This has been a major driver of growth in the global grooming industry, which has responded by introducing multiple new concepts: from gentler shampoos and conditioners to more compact, user-friendly grooming tools and luxurious personalized services.

In fact, according to some predictions, the pet grooming market – which was valued at $9.1 billion (€81.8B) in 2023 – could double by 2032.

However, despite these growth expectations, there is one significant concern: inflation. Rising costs are pushing more pet owners towards home grooming solutions for essential daily pet treatments such as baths, trims and other accessory-based services.

Feeling the impact of inflation

In the United States, which accounts for almost 40% of the global grooming market, a survey by Packaged Facts revealed that nearly 3 in 10 pet owners reported that their ability to purchase non-essential items has been affected by the current economic climate, impacting the affordability of services for their pets.

Similarly, a recent study from the American Pet Products Association (APPA) reveals that 47% of pet owners in the US have performed grooming tasks at home in 2024, marking a 5% increase compared to 2018.

As a result, pet owners are increasingly investing in do-it-yourself (DIY) grooming tools. 81% of dog owners and 76% of cat owners report owning some kind of grooming equipment, with nail clippers and grinders seeing significant growth in popularity. But owning the right equipment is not always enough. Owners also need to know how to effectively apply grooming techniques in practice.

Online support for DIY grooming

Dremel, a brand specializing in rotary tools specifically designed for pet trimming, recently launched pet nail trimming kits focused on easy control and low noise impact for pets.

However, the company noticed a market problem: pet owners’ difficulty when operating the equipment and fear of potentially hurting their animals.

To address this, earlier this year Dremel developed an online course to teach pet owners how to handle the tools, techniques for pet nail trimming, and which instrument is best suited for each pet. In just 5 months since being made available online, the classes have been accessed by more than 50,000 customers.

Another company providing tips and guidance to improve the at-home grooming experience is US dog daycare and spa company Dogtopia, which has recently partnered with Obsess to create an artificial intelligence (AI)-powered tool that allows customers to have an immersive online experience with the brand’s products.

Meanwhile, launched in July, Wiggly is an app with an AI-assisted chat that offers 6 conversation modules to answer questions about pet care.

Using data from pets and their owners, the AI anticipates the needs of pets, offering alerts, care suggestions and health guides. Pet parents can also seek expert advice about the best solutions for their pet’s coat, skin, bathing and grooming needs.

Cost-effective and comfortable

“We’ve seen an increase in DIYing across the board. From homemade dog beds and cat scratchers to grooming, pet parents are taking matters into their own hands when it comes to caring for their furry friends,” notes Ed Pchola, Dremel’s Director of Operations.

Pchola acknowledges that economic conditions are driving the growth of home grooming.

“Consumers are paying close attention to where they spend and invest their money. If they can save time and money by not having to travel to a groomer, more are choosing that option,” he says.

But other factors are also at play, according to Pchola. “Users have found that not only is this a cost-effective option, but that their pets find it to be a much more comfortable, stress-free experience. Based on the growing demand for at-home grooming tools, we envision that this trend will only continue to increase.”

E-commerce and mobile services

This does not mean that demand for professional services has decreased.

On the contrary, the number of pet owners seeking services from retailers has doubled in the past 6 years, rising from 6% in 2018 to 12% in 2024. Among cat owners, 19% now seek professional grooming services.

With the emergence of mobile platforms, technology offers a solution for pet parents who are seeking convenience, speed and enhanced well-being for their pets, along with more customized treatments.

For example, pet care marketplace Groomit, founded in 2016, offers grooming and vet services directly in clients’ homes across 18 US states.

Groomit’s primary growth occurred during the pandemic, when the business grew by more than 30% while pet shops and salons were closed. So far, the platform has provided around 140,000 individual services this year.

The next step is to incorporate AI into the platform. “We will match specific groomers that know how to groom specific breeds best. Also, we will allow clients to see what different haircuts will look like on their dog using a photo of their pet,” Groomit founder Anna Zege tells PETS International.

Minimizing animal anxiety

To address the issue of anxiety and fear that dogs and cats experience in unfamiliar environments, the market has seen the appearance of new players offering low-stress alternatives in recent years.

For example, economist Laura Rodrigues founded the Bable Pet franchise, which operates in São Paulo, Brazil, in 2020.

“We understand the humanization process our pets have undergone over the past few years, but I believe that in grooming there were excesses that caused fear and anxiety in animals in grooming environments,” says Rodrigues.

The main differentiator of the business was abandoning the luxury boutique approach and focusing on dogs’ needs for a fear-free and safe grooming experience.

All units have a spa-like atmosphere, with classical music, breed-specific shampoo and conditioner lines, calming pheromones, bathtubs adapted to the animal’s size and noise-free drying.

The network chooses not to use perfumes, dyes or accessories in grooming.

The first Bable Pet unit was opened in October 2020 in Piracicaba, a city in southeast Brazil. The grooming area is 150 sq m, featuring an ‘island bathtub’ made entirely of glass, allowing the owner to watch their dog during the procedure.

The idea was to invest in space to ensure that clients wouldn’t need to make an appointment.

Initially, clients may be surprised by the approach, says Rodrigues, but later they see it as a unique feature. And it clearly works; after less than 3 years of operation, there are 9 franchises, and more than 2,000 dogs serviced per month.

Young owners value well-being

Being located in one of the world’s largest cities means that the client profile is more open to this prioritization of animal well-being above all.

“Our client is young, millennial, and the majority recently chose to adopt a pet to be part of their family circle. They don’t want an animal that helped them through one of humanity’s most difficult times – like the pandemic – to suffer,” Rodrigues notes.

The company also utilizes technology to offer pet owners extra choice and convenience, according to Rodrigues: “The client can choose the shampoo they want to use for their dog’s bath through our app, for example, and the information goes directly to the groomer.

Similarly, if a flea or tick is found, the owner is notified through the app, which presents treatment solutions.”

About 70% of Bable Pet’s revenue comes from its grooming subscription system, which offers baths up to 20% cheaper. The average ticket is R$100 ($18/€17) with a frequency of one bath per month.

“Initially, my idea was that the owner could do the grooming process in our stores, supported by the assistance and expertise of our staff. But here in Brazil, it didn’t work because we are still a service-oriented country, where the service itself drives clients to seek a subscription,” explains the CEO.

Specialists as facilitators

Rodrigues does not see home grooming as a competitor to big chains, but instead believes that specialists should be facilitators, helping the owner to better manage their pet at home. This creates a complementary situation.

Providing that high-quality services are offered in-store, loyalty happens naturally, ensuring that clients keep coming back to professional service providers for their pet grooming routine, she concludes.