Pet business in America: overview and growth

¶ … Pet business [...] business in America in general and doggie day care services in particular. The pet business in America is booming, and shows no signs of slowing down anytime soon. Americans are in love with their pets, and they are spending record amounts to prove it. Doggy day care is one of the most popular pet businesses, for a number of reasons. Dogs need activity and social interaction to be happy and healthy, and doggie day care provides this for dogs and peace of mind for dog owners. However, there are many other types of pet businesses that are booming right now, and many that are just on the verge of becoming popular with pets and owners alike. One thing is certain - pets play an important role in many Americans' lives, and their popularity will continue to grow as pet owners discover and share the joys of pet ownership.

Pets are a part of many people's lives - a very big part. In fact, the word "pet" seems to have appeared in the English language as early as the 1600s, which indicates keeping animals in the home as companions has a long history. A pet is distinguished from other animals because it does not "work" on a farm or in a home, nor is it eaten. It resides there as a companion without responsibilities ("Pets in America"). Americans have enjoyed pets for decades, especially dogs and cats. However, during Victorian times, birds were much more popular as pets than they are today, and some dogs and cats did "work" in homes and on farms, protecting their owners from pests and other human intruders, but enjoyed pet status as well.

While pets have played a role in American's lives for centuries, it was not until the 1800s that pets began to become popular as companions and members of the family, rather than mouse hunters and protectors. People began to photograph their pets, purchase special products for them, and even bury them in pet cemeteries by the early 1900s. The first pet businesses were stories catering to bird owners, and most pet owners took care of their own veterinary needs, small animal vets did not come into popularity until the 1930s ("Pets in America"). Today, pedigreed pets are extremely popular, and dog shows even make national prime time television. People in America are more interested in their pets than ever before, and they are treating their pets more like members of the family than ever before, as well. Pets bring emotional fulfillment to many people, and they are a source of love, companionship, and often serve as surrogate "children" to their doting parents. They play an important role in many people's lives, and their worth cannot be calculated in dollars, but rather in the love and affection they offer to their owners. There is a lasting bond between many owners and their pets, which is why they are so willing to spend money on a variety of services and items for their pets. Cashing in on this phenomenon is what the pet business is all about for many pet business owners, while others want to share their love for animals with others.

THE PET Business

During the 20th century, the pet business grew steadily, and it has mushroomed in the 21st century. In 2004, Americans spent about $34 billion on their pets and pet care ("Pets in America"), and that figure is expected to rise to $38.4 billion in 2006. According to the American Pet Products Manufacturers Association (APPMA) 2005-2006 National Pet Owners Survey, Americans own approximately 73 million dogs and 90 million cats. Thirty-nine percent of American households own at least one dog and 34% own at least one cat ("Pet Statistics"). While other leisure activities, such as golf, do account for higher spending, the pet business is increasingly profitable and continues to grow.

There are many facets to the pet business, from veterinary services to grooming, pet toys, clothing, and accessories, and food and vitamins. All of these sectors of the business are growing, and most experts predict they will continue to grow at about six to eight percent in the coming years ("Pet Statistics"). The recent pet food scare and resulting recall of dozens of different dog and cat food may have ramifications for the pet care industry. More people seem to be taking an active interest in what their pets consume, where it comes from, and who makes it. Homemade or locally made fresh pet food may find more of a market after the scare, and recipes for making your own dog and cat food are popping up all over the Internet. It may take some time for consumers to trust their pet food companies again, and in the meantime, smaller "mom and pop" type operations that make their own high-quality food may gain some prominence in the industry. Millions of pet owners called 800 numbers and went online to find the latest information on the food scare, which indicates the important role pets play in the modern family. Pets are an integral part of the family group for many people, and because of this, the pet business continues to grow in areas that were not even thought of even 10 years ago.

DOGGIE DAY CARE

Doggie day care is one of those businesses that has erupted since pet ownership has become so popular. According to the APPMA, pet services such as grooming and boarding were some of the most popular services for pet owners. In 2006, owners spent $2.7 billion for these services, and the amount is expected to rise in 2007 ("Pet Statistics"). Doggy day care is one of these services. It provides a safe environment for dogs during the day, while their owners are at work, and it provides peace of mind for the owner, knowing their pet is well taken care of and enjoying the company of other dogs.

Just what is doggie day care? It differs from area to area, but essentially, doggie day care provides day care, including exercise and feeding, for a number of dogs while their owners are away at work or on vacation. Some day care facilities will board dogs for a length of time, while others only keep dogs during working hours. Some doggie day care facilities offer free pick-up and drop-off of pets as a convenience for busy owners. Most doggie day care operators do have some restrictions on how many dogs they will look after, and dogs must be socialized, have all their current vaccinations, and be spayed or neutered.

With the growing number of two-parent workers and long hours spent at work, many people chose not to own pets because they did not have time enough to devote to them. Doggie day care has changed that. The business is growing phenomenally, and even corporations such as PetsMart now offer doggie day care services in addition to grooming and training. The industry started out small, with centers operated by local area entrepreneurs who saw a need and began to fill it by opening small centers where a few dogs could spend time together. As the idea caught on, more and more centers have opened, and at least one company, Central Bark, offers franchises throughout the country. Central Bark's website refers to dogs as "children" or "babies," something that is very consistent with many pet owners, who treat their pets as their surrogate children. This phenomenon is also growing, and is helping fuel the growth in all aspects of the pet care business. This doggie day care company recognizes this, and refers to their day care as "preschool" for pets, tapping into the emotional side of the pet care business, and attracting owners who treat their pets like children.

People have begun to recognize that dogs are social animals, and dogs that are cooped up all day without company can become destructive or depressed. Exercise is also extremely important for dogs, and exercise is difficult to get if the owner lives in a small home, and is gone for many hours every day. Doggie day care centers help alleviate the stress of being alone all day, and offer peace of mind to the owner, who knows their dog is in a safe environment with trained personnel who can play with the dog and make sure it eats, exercises, and learns to get along with other dogs.

In addition, doggie day care is a convenience for many owners. Central Bark, for example, is more than a "preschool" for dogs. They offer boarding, training, grooming, vet services, and more, which means the owner has more free time to spend with their pets, rather than running them to vet and grooming appointments. This makes owning a dog easier for many people, and ensures the continued good health of the dog. That is another reason doggie day care is growing so quickly. People who love their pets are willing to do just about anything for their happiness and well being, and doggie day care allows them to feel as if they are doing the best thing for their pets.

Interestingly, doggie day care has become so common in some areas, that it has become "socially unacceptable" for people to leave their dogs home alone all day ("Pet Statistics"). This is true in large urban centers such as New York City and Los Angeles, which has led to a proliferation of doggie day care centers in these areas. As more pet owners become involved in every aspect of their pets' lives, it seems clear that services such as doggie day care will continue to grow and thrive. However, just about any business concerning pets seems to be on the rise today, and getting involved in the pet industry seems to be a good investment for an entrepreneur in the future, because the industry is still growing, rather than leveling out. Many other business opportunities exist.

OTHER PET BusinessES

Doggy day care may be one of the fastest growing pet businesses in the country, but there are many other businesses that are opening up for pets, and showing up in cities and towns across the nation. Some of the most popular include:

Dog Walking and Pet Sitting. For pet parents who do not want to send their pets to doggie day care, pet sitting and dog walking services are becoming increasingly popular. They help ensure the dog gets daily exercise, and that they have companionship during lengthy travels away from home. However, more pet owners are taking their pets with them on vacation, so another opportunity exists in "dog friendly" locations.

Dog Friendly Businesses. Many corporations have takes PetsMart's lead, and welcome pets into their businesses. Some major hotel chains, including Starwood, welcome pets into their rooms, and many restaurants also welcome pets. Some shopping malls are also beginning to welcome pets, and a search of "dog friendly" sites online will provide numerous links to everything from doggie parks to doggie diners. More businesses are recognizing that pet owners have money to spend, and attracting them is only good for business.

Pet Photography. Getting Fido or Fifi to sit still for a photo is a challenge to many pet owners, and yet, they want to preserve their pet's life in a photo. Pet photography is becoming increasingly popular as more people opt for formal portraits of their pets. Some want to include the entire family in the photo, while others simply want a memory of their pets. Pet photography is still in the infant stages in many areas, and it seems it will continue to grow in the future.

Dog Food and Treat Shops, or Dog Bakeries. Dog treat shops are becoming more common in many areas. Many pet owners are attracted to homemade dog treats and foods rather than the commercial products, and these shops may grow in popularity after the recent pet food scare that rocked the nation. Many of these shops offer all natural, no preservative or filler foods that attract a growing number of people who are trying to eat healthy, and want their pets to eat healthy as well.

Dog Clothing Stores. As more people treat their dogs like "little people," accessories and doggie clothing is increasingly important to them. Some owners pride themselves on dressing their dog or cat for any occasion, and many pets are surprisingly good about getting dressed up and parading around in their finery. Some areas of doggie clothing, such as booties and raingear make sense for dogs that hike with their owners, or are outside in many different types of weather. Most doggie clothing is strictly for show, however, and seems to appeal more to the owner than the dog.

Disaster Planning for Pets. As the Hurricane Katrina and World Trade Center attack indicate, disaster planning is essential for pets and communities. Many beloved pets were left behind when New Orleans was evacuated, and many pets never saw their owners again after the attacks of September 11, 2001. This area has not grown as quickly as other areas in the pet industry, and most planning is taken on my non-profit pet organizations, such as humane societies. Now, pet owners who adore their pets are creating their own disaster plans to remove pets from their homes if disaster strikes, and including family members in their plans if they are not at home and their pets must be rescued by someone else. Planning kits with tips, a checklist, and the location of local shelters could be a growing area of the pet industry, especially in areas of the country that are disaster prone. One expert recommends, "Put together a disaster kit for each of your pets. This should include food, water, bowls, medications and medical records, a first aid kit, toys, leashes and muzzles (if appropriate), and blankets or other comfort items. Photographs should be included. If you are separated, the photo will help identify them and prove they are yours" (Bevan). A service could include all of these items in a kit, ready for the owner to take home and put in a safe place.

Pooper Scoopers. Another growing area of the pet industry is pooper scoopers, who come to a home and remove animal waste, so the owner does not have to deal with it. These franchises are spreading across the country, and while they provide a convenient service for many, for people who are aging or disabled, their service is invaluable.

Pet Furniture and Accessories. Most pet owners have a variety of pet beds, pillows, and other comforting spots for pets to relax. Pet furniture, sized specifically for pets, is becoming increasingly popular as well. Couches, swings, heated mats, stairs, and even ramps for car trips are all some of the doggie furniture accessories that have become popular, along with an assortment of doggie bowls, houses, and toys.

There is something interesting to note about many of these pet-related businesses. They often appeal to the pet owner more than the pet. Many of the items that pet owners spend their money on are items their pets could certainly live without, but they appeal to the owner, rather than the pet. Pet furniture, clothing, and gourmet food all fall into this category. Savvy business owners know pet ownership is growing in America, and they know how to appeal to the emotions of pet owners, who would do just about anything to make their pets happy. That is why so many people are looking into the pet industry as a place to invest for the future. One writer notes, "The pet industry is attractive from an investment standpoint because of the growing number of families with young children and an aging baby boomer population, both of which are heavily into pet ownership" (Rudd D6). These groups also tend to have the most disposable income, and the most interest in pets for companionship and as a part of the family. Thus, pet businesses know if they appeal to these groups, their products will probably be successful and pet owners will not want to do without them.