Rosenthal 2006

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)– $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

65 Million pet-owning households (62%)– 56% in 1988

More pets than people in the U.S. (350m vs. 378m)– 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– Eukanuba brand & Science Diet Co.– 70 brands today led by Ralston-Purina

Pet superstores – PetSmart in 1987– 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 pet-themed 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)– Boxes of live crickets for lizards, frogs or birds– 2-3 week shelf life

Kosher food– 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