Unleashing innovation in pet wellness

Tim Michael (left) and Philipp Renner, co-founders of the Philippines-based Dr. Shiba.

PET ownership is on the rise in Malaysia, with over 51% of Malaysians having animals as companions, according to a 2023 report by Standard Insights.

This has led to surging demand for more effective and holistic ways to care for pets beyond good quality kibble and regular visits to the vet.

“We’re seeing not just growth in numbers, but a real shift in how Malaysian pet parents approach pet care,” Philipp Renner, founder and CEO of pet wellness brand Dr. Shiba, tells StarBiz 7.

“They’re increasingly sophisticated in their choices and looking for premium, science-backed products that can support their pets’ well-being.”

The Philippines-based Dr. Shiba wants to revolutionise pet care in South-East Asia by providing this service.

Since its launch in 2022, Dr. Shiba has quickly become one of leading pet wellness brands in the Philippines.

Boasting a wide range of dog and cat supplements that target common pet health issues, the business counts over a million customers served and is currently available in more than 1,500 retail locations.

The idea for the brand emerged out of personal experience, Renner reveals. “As a pet parent myself, I noticed a significant gap between what we wanted for our pets and what was available in the market,” he says.

“In the Philippines, we saw pet parents increasingly treating their furry friends as family members, yet the available supplements and wellness products weren’t meeting the quality standards these pets deserved.”

Pet supplements were limited to highly processed products with questionable ingredients; contained active ingredients but in inadequate concentrations; or had a hefty price tag that was out of reach for most pet owners.

“Dr. Shiba fills this gap by offering scientifically formulated, all-natural functional supplements that are both effective and affordable,” he notes.

Paws for effect

In keeping with its mission of delivering high-efficacy wellness solutions that help pets live healthier and longer, Dr. Shiba’s formulations are developed through close collaboration with veterinarians.

“Every ingredient we use needs to have scientific backing, and we ensure they’re present in therapeutic doses — not just label dressing,” says Renner.

For instance, the brand’s Happy Tummy gut health treats feature a specific probiotic blend of 500 million CFU (colony-forming units) per piece, which has been clinically proven as the most effective dose.

Another key consideration in creating pet supplement products is safety and transparency.

“Safety is non-negotiable,” he stresses. “We conduct extensive testing and work with veterinary experts to ensure our products are not just effective but completely safe for long-term use.”

Each product undergoes rigorous testing and must check off all regulatory requirements.

“What you see on our labels is exactly what’s in our products, with clear documentation of active ingredients and their concentrations,” he adds.

Renner also points out that much attention and resources go into making products that are palatable and enjoyable for pets, which result in high customer satisfaction and repeat purchases. As he puts it, “The best supplement in the world won’t help if your pet won’t eat it.”

Pick of the litter

With its recent expansion into Malaysia, Dr. Shiba seeks to tap the growing interest in preventive care and wellness products for pets. “Pet parents are no longer waiting for health issues to arise, but proactively seeking solutions to support their pets’ health,” Renner observes.

“The transformation in how people view pet ownership has been remarkable. Today’s pet parents are incredibly well-informed and discerning,” he adds. “They research ingredients, read reviews, and prioritise quality over price when it comes to their pets’ well-being.”

On the business’ plans for distribution in Malaysia, the CEO says it will take a “thoughtful, multi-channel approach”. This will involve partnerships with established pet specialty retailers and veterinary clinics, as well as the use of leading e-commerce platforms on top of its own direct-to-consumer website.

“This omnichannel strategy has worked well for us in the Philippines, where we’ve built strong relationships with retail partners like Pet Lovers Centre and Pet Express,” he says.

As Dr. Shiba widens its presence across the region, it remains anchored in its overarching goal of revolutionising the pet wellness space.

In addition to democratising access to quality pet care through its affordable, science-backed supplements, the business aims to raise the bar in the industry by offering therapeutic-grade formulations with results that speak for themselves.

“We regularly hear success stories from pet parents about improved digestive health, better coat condition and enhanced overall well-being,” Renner shares. “When you provide products that truly work and back them with genuine care for pet wellness, it elevates everyone’s expectations of what good pet care should look like.”