The World of Marketing to Pets
Rosenthal 2006
Pets as the “other children” for many
owners







We’re treating dogs & cats like children
The human is making the purchase decision
Dogs have gone from the outside doghouse to sleeping in the
basement to the main house to the master bedroom
Pets become the new American children, spoiled like the kids
Later marriage-age couples trying out a pet as a test for
children
Mainstream publications like GQ & TimeOut devoting stories &
columns to pets & pet products
Boomers now buying pets thanks to products like timer-driven
feeding & water devices
–
Fill the void of the empty nest
Rosenthal 2006
Pet Passion

$40 Billion industry is growing ($17 billion in 1994)
–
–
–
–

65 Million pet-owning households (62%)
–

–
–

56% in 1988
More pets than people in the U.S. (350m vs. 378m)
–

$20 billion on toys for humans, $24 billion on candy for humans
$13 billion on pet food
$ 5 billion on pet-related products
$10 billion on pet-related services including vets
43 million dog owners, 34 million cat owners
Especially with kids 5-19
40% of homes have more than 1 pet
Spent $350/yr. on pets in 1998
Baby boomers who are empty nest; young professionals who are
delaying families.
Rosenthal 2006
Pet Passion

40-100% of respondents*
–
–
–
–
–
–
–
–
–
Gave their pet a holiday present – 100%
Include their pet in holiday celebrations – 97%
Consider their pet “smart” or a genius – 75%
Celebrate a pet’s birthday – 63%
Take time off to care for a sick pet – 53%
Prepare special meals for a pet – 52%
More attached to their pets than at least 1 other human –
52%
Take their pet to work – 44%
Display a pet’s photograph at work – 43%
*1999 survey of 1100 pet owners by American Animal Hospital Assn.
Rosenthal 2006
Health Benefits of Pet Ownership





Helps lower blood pressure
Helps reduce stress
Helps prevent heart disease
Helps lower health care costs
Helps fight depression
Rosenthal 2006
Pet Industry

Super-premium pet foods by Iams in 1976
–
–

Pet superstores – PetSmart in 1987
–

Eukanuba brand & Science Diet Co.
70 brands today led by Ralston-Purina
Matched increase in consumer pet purchases
Superstores & discounters – 50% of sales
Rosenthal 2006
Pet Retail 2003 Holiday Sales





Make pet gifts a major part of holiday marketing plan
Nearly 90% of pet owners will buy gifts for their
4-legged friends (National Taubman Centers Survey)
10% of pet owners will spend up to $50 on their pets
for the holidays
40% plan to spend $100 this year to pamper their
pets
40% plan to have their pets photographed
–
Taubman Santa Paws nights benefiting animal welfare
causes
Rosenthal 2006
Yes to Gifts, No to Antlers

Exclusive companies have diversified into dog wear &
paraphernalia in 2003/4.
–
–
–
–
–
–
–
–
–
–
–
Ralph Lauren Fair Isle cashmere sweaters($100) & polo
shirts for dogs
Prada, Chanel and Burberry dog collars & leashes
Gucci dog beds ($2,000) Sterling cat bowl ($1,220)
Tiffany & Co. inscribed sterling-silver pet tags ($80)
L.L. Bean pet booties, Harley- Davidson black-vinyl jacket
Omaha Steaks steak pet treats
Swarovski Crystal designer collar ($55-$140)
Coach signature dog coat with shearling trim
($150)
Saks leather dog carrier ($750)
Colognes for dogs
Rosenthal 2006
Look What Santa Brought


29 million dog owners bought
Christmas gifts for their dogs
37 million cats owners bought
Christmas gifts for their cats
Rosenthal 2006
Rosenthal 2006
Birthday Barks
10 million dog owners celebrated their dog’s
birthday
 5-10% gave their dog a party with other dogs
or pets or took birthday photos or
took their dog to a favorite place
 13 million cat owners celebrated
their cat’s birthday

Rosenthal 2006
Americans Go “Batty” for Halloween
Pet Costumes & Candy



“SuperDog” and “BatDog” by Rubie’s Costume Co.
“Puppy Pilot” – cap with goggles & kerchief
Pet candy:
–
–
–

YipYap doggie breath mints
Sniffers beef & cheese dog candy
Pit’r Pat cat breath mints
Pet-friendly destinations in your
neighborhood
Rosenthal 2006
Pets Prove to be America’s Sweetheart

9 million Americans will buy their pet a
Valentine’s Day gift (2003 APPMA)
–
–
–
Pet charm jewelry by Celitei
Luscious Lips plush red velvet toy by
Dogmopolitan
Crunchkins’ Crunch Cards – edible
dog greeting cards


“My Heart Belongs to You”
“Friends Fur-ever”
Rosenthal 2006
More Pet Picks



Team jerseys – L.A. Lakers &
Dodgers ($30)
Ralph Lauren deodorizing spray
tested by veterinary
dermatologists ($25)
Wall Paw print frame at Things
Remembered ($35)
Rosenthal 2006
Home Away From Home






Burberry pet tote ($100)
Coach plaid pet carrier ($400)
Discovery Store pet hammock ($30)
Brighton leather cat or dog carrier
with braided leather loop handles
($300)
Wrought iron beds from Nixon’s Top
Dog Bakery ($300-700)
Legally Blonde 2 polka dot tote
($450)
– Nixon’s Top Dog Barkery
Rosenthal 2006
Mark Your Territory



Private label pet treats & spa products
Harry Barker pet shampoos & beauty
products
Happy Hound Biscuit Company treats with
store logo & décor theme
Rosenthal 2006
Service Industries Catering to Pets


Airlines
Hotels adopting pet-friendly policies
–
–
Pet pillows, plush doggie robes, check-in gifts,
licensed dog masseuse on staff
Sheraton, Westin, and W
Rosenthal 2006
Pet-friendly Hotels



San Francisco Hotel Monaco
“Bone-a-Petite” package includes a designer dog dish, gourmet treats and toys, and
temporary dog tags. No pet? You can borrow a goldfish for your stay, or check out petthemed videos.
Boston Nine Zero Hotel
Pets with impeccable manners can still wind up “In the Doghouse,” courtesy of a
complimentary package that includes a welcome treat, plus bowls and bedding. Let the
concierge arrange for pet sitting, grooming, walking, and massage for your pooch.
New York City Soho Grand Hotel
Humans sharing the bed with furry friends will appreciate the free doggie toothbrushes,
and lonely guests can choose a fish for a temporary (or permanent) adoption.

San Diego Loews Coronado Bay Resort
Order a snack from the vet-approved room service menu.

Telluride Wyndham Peaks Resort
Doggie Spa: Packages include guided playtime, baths, haircuts, “pawdicures,” ear and
teeth cleaning, blow drying, brushing, massage, and gourmet lunches.
Rosenthal 2006
Visitors on Board




Pet lovers winning the battle against allergy-sufferers
13 carriers allow pets in the cabin & d on’t alert
passengers
29 million people traveled with pets by plane or car
– $150 round-trip fee
Dogs, cats, birds, hamsters, ferrets, guinea pigs
Rosenthal 2006
Merchandising Mania


NY International Gift Fair
AAPPMA’s Pet Products Trade Show
Rosenthal 2006
Emotional Well-Being





Yoga for dogs at Waldenbooks ($15)
Paw balm by Ralph Lauren ($25)
Gramercy park dog cologne by Ralph Lauren ($25)
SnugglePuppy/Kitty plush with
simulated heart beats at Petland ($40)
Discovery Intellibone pet toy develops
canine coordination & puzzle-solving
skills ($15)
Rosenthal 2006
2003 Pet Trade Show

Reptile lunch box ($3)
–
–

Kosher food
–

Boxes of live crickets for lizards, frogs or birds
2-3 week shelf life
www.kosherpets.com
Breath mints
–
–
www.chompinc.dom
Yip Yap for dogs, Pitr Pat for cats
Rosenthal 2006
Premium & Specialty Pet
Products





50% increase in nutraceutical properties (’97-’98)
20% increase in natural, holistic properties (’97-’98)
Increase in behavior modification products
Increased specialization re. breed, stage of life,
lifestyle
Increased interest in emotional & mental stability
–
Hyperactivity, motion sickness, sleep disorders, anxiety
Rosenthal 2006
Pet Parents


Think of & treat their pets like children
“Paws ‘N More” line –
–
–
–
Puppy key teether
Pacifier & play mat
Fish mobile for cats
Rosenthal 2006
Pet Products
Trend Report







Going to the Dogs
Pets Welcome
Pet Products Sold Here
The Lap of Luxury
Dinner is Served
State-of-the-Art
Loosen Up
Rosenthal 2006
Pet Products Trend Report …







Cont.
Ultra-Clean
Help Yourself
Straight from the Catwalk
Keep on Truckin’
Hello, My Name is …
Human Look-Alikes
Convenience and on-the-go products
Rosenthal 2006
In Memory of Pets

Best friend memorial stone, $100, by Kay
Berry
–

It's tough on your kids (and you) when
your faithful friend and companion dies...
ease the pain with a personalized Pet
Memorial Stone.
http://www.in-memory-of-pets.com
–
–
Poems
Prayers
Rosenthal 2006