Clementine Schouteden, CEO of Kavee—the world’s leading guinea pig habitat brand
- Checklists families should use to decide if they are truly ready for a small pet like a guinea pig or rabbit
The hidden costs and long-term commitments families often overlook before bringing home a guinea pig or rabbitThe emotional and developmental benefits guinea pigs and rabbits can bring to children when cared for responsiblyHow rising surrenders are straining shelters already overwhelmed with cats and dogsWhat shelters and advocacy groups recommend to reduce post-holiday abandonmentWhy guinea pigs require larger, safer enclosures than most pet stores provideHow better housing, enrichment, and education can prevent health issues and neglectCommon health problems tied to poor diets or improper housing—and how to spot them earlySimple changes that make homes safer and more enriching for guinea pigs and rabbitsThe growing movement to elevate small pet care standards to the same level as cats and dogs
As both a small pet care innovator and lifelong advocate, Schouteden can offer timely insights for coverage at the intersection of consumer trends, animal welfare and the holiday season.
Market Trends
The small pet category may be niche, but the market data tells a compelling story. The U.S. pet industry overall is projected to hit $157 billion in 2025, up from $151.9 billion in 2024, with $33.3 billion of that dedicated to supplies, habitats, bedding, and related essentials (APPA). Within that, ~6.7 million U.S. households own small animals such as guinea pigs, rabbits, and hamsters (Forbes), representing a sizable and under-served customer base. Globally, the rodent pet accessories market is valued at $1.2 billion in 2024 and forecasted to double to $2.5 billion by 2033 (Verified Market Reports), while the guinea pig cage market alone is worth $455 million today and on track to reach $715 million by 2033 (Growth Market Reports). Complementary comfort products like cuddle cups are also on the rise, already a $134.7 million global market growing at a 7.4% CAGR. Add to this the growing concerns in shelters and rescues about guinea pig welfare (HumanePro), and the momentum is clear: consumers, advocates, and regulators alike are demanding safer, higher-quality, and more enriching products. The fact that species-specific U.S. data for guinea pig habitats and accessories is still sparse only underscores the opportunity for Kavee to lead with content, education, and product innovation—filling a gap that few others have recognized, let alone acted on.
About the Expert
Clementine Schouteden is the founder and CEO of Kavee, an award-winning global brand redefining small pet care. With a PhD in Genetics and early career experience at McKinsey & Company, Clementine combined her scientific expertise with entrepreneurial vision to transform a neglected niche into a thriving international business. Frustrated by the lack of safe, enriching habitats for guinea pigs, she designed Kavee’s signature modular C&C cages, which prioritize animal welfare, comfort, and stimulation. What began as a bootstrapped startup at her kitchen table has since grown into a seven-figure company trusted by more than 100,000 pet parents worldwide. Under her leadership, Kavee has expanded far beyond products, creating a passionate global community, partnering with rescues through Kavee Rescue, and educating owners on responsible care. Guided by sustainability and ethics, Clementine ensures every design is durable, safe, and animal-focused. Today, she is recognized as a trailblazer in the pet industry, a scientist-turned-entrepreneur, and a dedicated advocate for making small pets’ lives healthier and happier.
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