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Have you ever encountered a person who looks like their pet? Some speculate that this curious phenomenon may be due to mere-exposure effect. Put simply, people tend to favor the familiar.

And as people become more familiar with functional ingredients, sustainability, the microbiome, and beyond, these familiar topics shape what people seek in pet supplements, treats, food, toppers, and more.

Grounded in MarketPlace’s deep experience serving human health and wellness and pet nutrition and care brands for the past 19 years, we applied our strategic perspective to analyze the data and uncover the stories within it.

Join us for the Webinar


This November, MarketPlace Group Strategy Director Nicole Hill and Research Strategist Jon Copeland will discuss this topic LIVE from our new recording studio on Wednesday, Nov. 3, 2021 at 1:00 p.m. CDT with a Q&A session to follow.

What to Expect


At this event, we’ll dive into the data and discuss topics on human-pet nutrition crossover trends, including:

  • Supplement-takers and supplement-givers
  • Human-driven vs. human-grade
  • Emerging pet supplement ingredients
  • How it’s made, where it’s made, and why it matters
  • Packaging substrates and sustainability
  • Personalized nutrition for pets
  • How to connect with pet parents

November 3, 2021 | 1:00 p.m. CDT

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Webinar Speakers

Nicole Hill partners with both B2B and consumer companies in the pet category to define strategies, develop brands and nurture selling relationships. Whether researching functional jerkies, marketing trace minerals, or promoting oral care, she considers it a privilege to help companies improve the health and wellbeing of all types of animals across several markets.

Jon Copeland specializes in consumer research for brand strategy and creative direction. With a focus on the pet and human nutrition and wellness categories, his work has generated insights into consumers’ motivations and preferences on behalf of MarketPlace and its clients. In recent work, he has sought to home in on the pet nutrition and pet care consumer and surveyed pet parents on their attitudes about supplements and the impact of COVID-19 on their perceptions and behaviors.

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Author
Nicole Hill assists clients in growing their businesses and brands by identifying opportunities, then developing and implementing goal-driven strategies.

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