{"id":1994,"date":"2013-03-15T21:15:54","date_gmt":"2013-03-15T21:15:54","guid":{"rendered":"http:\/\/www.animalhealthfoundation.net\/blog\/?p=1994"},"modified":"2013-03-15T21:15:54","modified_gmt":"2013-03-15T21:15:54","slug":"boomers-fuel-spending-on-pets","status":"publish","type":"post","link":"https:\/\/www.animalhealthfoundation.org\/blog\/2013\/03\/boomers-fuel-spending-on-pets\/","title":{"rendered":"Boomers fuel spending on pets"},"content":{"rendered":"

\"\"<\/a>Americans’ affection for their animals continues to fuel a booming pet products industry. Owners are on track to spend $55.5 billion on their furry friends this year. Growing spending on pets has its roots in the 1950s and ’60s, when baby boomers became the first generation to routinely grow up with animals kept in the home, experts say. Today, boomers are filling their empty nests with companion animals.<\/em><\/strong> The Columbus Dispatch (Ohio)<\/a><\/p>\n

This year, Americans will spend an estimated $55.5 billion on their pets, a little more than the gross domestic product of Bulgaria.<\/p>\n

And Americans probably will spend even more next year, just as they have every year for the past two decades.<\/p>\n

Little wonder, then, that these are boom times in the pet industry. In one example, Petsmart reported it sold $1.9 million worth of goods and services in the fourth quarter alone.<\/p>\n

\u201cIt\u2019s an industry that continued to grow during the recession,\u201d said retail analyst Chris Boring, principal at Boulevard Strategies. \u201cIn Ohio, the number of dog licenses issued is growing faster than the birth rate.\u201d<\/p>\n

The reason for such unstoppable growth can be traced to the baby-boom generation and its humanization of pets, Boring said.<\/p>\n

\u201cThey grew up in the 1950s and \u201960s, and one of the most-popular TV shows for families was Lassie<\/em>,\u201d Boring said. \u201cEvery little kid begged his folks to buy a dog.\u201d<\/p>\n

As a result, \u201cthe baby boom generation was the first generation, really, that commonly had household pets,\u201d Boring said. \u201cPrior to that, most domestic animals were kept outside. Cats were kept in barns or on porches, and dogs had dog houses out back.<\/p>\n

\u201cNow that baby boomers have become empty nesters, they\u2019re adopting pets in record numbers. I think it\u2019s to fill an emotional need when the last child leaves home.\u201d<\/p>\n

They\u2019re not only adopting pets in record numbers, but spending more on each pet, said Dave Bolen, CEO of Pet Supplies Plus, which just opened two more stores locally \u2014 one in Grove City and one in Delaware \u2014 bringing its Columbus total to seven. The 280-store chain has been doing business locally for about 25 years.<\/p>\n

\u201cThe people who shop our stores don\u2019t own pets. The pets own them,\u201d Bolen said. \u201cIt\u2019s true. The pets run the household. If you go to our stores, you\u2019ll note that all of the signage is the pet talking to you. Our marketing is the same thing, it\u2019s all in the voice of the pet. The pet\u2019s the boss.\u201d<\/p>\n

As might be expected, food is the highest annual expense for most pet owners, according to the American Pet Products Association. Owners on average spend $239 on food for dogs and $203 on food for cats. Overall, pet owners will spend a total of $21.3 billion on food this year.<\/p>\n

But it\u2019s not just quantity of food. Pet owners \u2014 or \u201cparents,\u201d as they\u2019re known in the industry \u2014 are going after high quality in their food, too. \u201cThat\u2019s a really big deal, organic food,\u201d Bolen said. \u201cIt very much follows the trend in natural food in the human space.\u201d In response, his company offers 33 brands of pet foods that don\u2019t contain synthetic additives, artificial preservatives, fillers or animal byproducts.<\/p>\n

Pet Supplies Plus is hardly alone in the move toward organic pet food.<\/p>\n

In the Short North, \u201ca particularly pet friendly area,\u201d Boring said, Three Dog Bakery touts that its \u201call-natural dog food\u201d is something that owners \u201ccan feel good about sharing with their furry family members.\u201d<\/p>\n

Pet People, another national chain which has its divisional headquarters in Columbus, also touts its \u201chigh quality, natural, wholesome, and nutritious pet foods and treats.\u201d<\/p>\n

The big spending doesn\u2019t end with food. Pet owners are also spending more on human-style fashion gear, grooming and boarding. The American Pet Products Association expects pet owners to spend $5.5 billion on grooming and boarding services this year.<\/p>\n

At the prompting of one franchise owner who noticed the rising demand for grooming, Pet Supplies Plus began offering a self-service dog wash, Bolen said. \u201cSometimes trying to give a larger dog a wash in the home is hard. It\u2019s much easier to do in the dog wash.\u201d<\/p>\n

Among the offerings at Posh Pets Boutique in the Short North, for instance, are \u201cthe newest organic cotton crocheted toys\u201d and \u201cnew winter styles to keep your favorite pet toasty!\u201d<\/p>\n

\u201cThey\u2019re at a point where they can afford to spoil their pets \u2014 and they do,\u201d Boring said. \u201cPeople are cooking special meals for their dogs, and then there are some of these places where, you call it boarding, but it\u2019s more like plush hotels. It\u2019s almost like anything you can apply to humans can apply to dogs. And it is usually dogs. Cats don\u2019t really care. I say that as a cat owner.\u201d<\/p>\n

The pampering even extends to psychological considerations. One product, Neuticles, \u201callows your pet to retain his natural look, self-esteem and aids in the trauma associated with altering.\u201d Pet owners have bought more than half a million of the prosthetic testicular implants, which sell for about $1,000 a pair.<\/p>\n

\u201cI saw a cat stroller the other day for some ridiculous price,\u201d Boring said. \u201cMy first question is, what cat would let you put it in a stroller?\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Americans’ affection for their animals continues to fuel a booming pet products industry. Owners are on track to spend $55.5 billion on their furry friends this year. Growing spending on pets has its roots in the 1950s and ’60s, when baby boomers became the first generation to routinely grow up with animals kept in the […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,12,33,15],"tags":[],"class_list":["post-1994","post","type-post","status-publish","format-standard","hentry","category-cats","category-dogs","category-human-animal-bond","category-other-pets"],"yoast_head":"\nBoomers fuel spending on pets | The Animal Health Foundation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.animalhealthfoundation.org\/blog\/2013\/03\/boomers-fuel-spending-on-pets\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Boomers fuel spending on pets | The Animal Health Foundation\" \/>\n<meta property=\"og:description\" content=\"Americans’ affection for their animals continues to fuel a booming pet products industry. 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