- In November 2024, PetFriendly introduced Mellow, a line of pheromone-based pet calming products aimed at reducing stress and anxiety in cats and dogs. The product line included a diffuser and spray, designed to address common triggers such as fireworks, thunderstorms, and separation anxiety. The diffuser, utilizing Passive Evaporation Technology, provided a 30-day calming effect in spaces up to 700 square feet, while the spray offered portable relief for travel and vet visits
- In December 2023, PetIQ, Inc. launched the SENTRY Portable Calming Diffuser, designed for dogs and cats to alleviate stress during the holiday season and beyond. The diffuser featured patented pheromone technology to lower pets’ heart rates and promote relaxation for up to 30 days without requiring electricity. It was ideal for frequently used pet areas and helped mitigate stress-induced behaviors such as barking, marking, and scratching. Pet parents could replace cartridges easily for continuous calming support
- In March 2023, Virbac announced its expansion plans in Europe due to the growing pet population. The company planned to invest nearly USD 42 million in relocating to a new manufacturing facility in Saint-Gilles to support its expansion efforts
- In February 2023, Comfort Zone entered the U.K. market with a drug-free Pheromone Collar, marking its first calming product launch in the region
- In September 2022, Zesty Paws expanded its product portfolio with the launch of three cat-specific products. The Hemp Elements Plus Calming Bites featured broad-spectrum hemp extract, ashwagandha, melatonin, and other calming ingredients to promote relaxation in cats
