Pet Owner Spending Trends in the U.S.

A new report has just been published on nationwide pet owner spending trends.

The aging population, childless consumers and the ascendancy of high-income baby boomers are analyzed by their pet spending habits. Charts and tables are included using data from the Department of Labor, Bureau of Labor Statistics that highlight core trends in U.S. consumer spending by income, age, general region, and family composition.

The Pet Industry 2008 Strategic Outlook is our annual report, written for businesses marketing to pet owners.
 

Target Launches Premium Pet Food Label

Target Corporation (NYSE:TGT) announced today the launch of a 'super-premium' private label pet food, firmly placing itself as a competitor to PetSmart and Petco in the pet food and supplies category.

According to the company press release, 'The LIFELong line of pet food features five scientific formulas, each offering high-quality protein such as real lamb and chicken; antioxidants such as vitamins E and C and selenium; omega fatty acids such as linoleic acid, and other premium ingredients. Designed to provide unconditional pet nutrition, LIFELong pet foods help to support healthy immune systems and cardiovascular health, promote strong muscles, bones and teeth, freshen breath and maintain visibly healthy coats' (source: target.com).

Related posts:
Jun 2005: Target Pets TV Ad Campaign
Apr 2005: Target Unleashes Pet Website

Halloween Dog Costumes

The American Kennel Club (AKC) reported that 10% of owners will dress their dogs in costumes for Halloween, 49% like the idea, and that women are 6% more likely than men to do so.

The survey, conducted for the AKC by Kelton Research, sampled 1,000 adults in the U.S., 500 dog owners and 500 non-dog owners.

Separately, a survey of shoppers conducted by August Partners for The Macerich Co. reported that 21% of 4,300 respondents will dress up their pets for Halloween ("Trick or Treat. Arf!" Retail Traffic Magazine, Oct 1, 2005).

This implies an interesting marketing experiment: selling pet products to non-pet owners. For example, amongst the ubiquitous Halloween-branded packages of candy at every grocery store in the nation could be similarly packaged dog treats targeted at people who do not own pets, but may find some at their door on Halloween. Also, "Trick or Treat" from a dog's point of view could have devastating effects on your flower garden or lawn.

My question is, has this been attempted in any pet product category, and if not, is it only a matter of time?

Halloween tips for pet owners by the American Kennel Club.

Some dog costumes on the web:

Pampered Puppy is always a source of great dog accessories.

Petco's website has been heavily Halloween'd

PetSmart has a small image on the lower right of the page for dog costumes.

Target has dog costumes but they are difficult to find on their site.
 

Target pets tv ad campaign

Less than two months after launching a new pet website, Target Corp is bringing its pet products into your living room.

CNBC just aired a television commercial by Target featuring nothing but pet products, the first pet-only ad I've seen from the company.

Focusing on mid to high-end dog products with traditionally high margins, as well as multiple pet owner demographics, the catchy ad campaign should drive some valuable customers (the pet parents) into the stores.

Related posts:
Feb 2006: Target Launches Premium Pet Food Label
PetSmart rebrands, previews new TV ads
Pets in advertising
Pets in catalogs

Pets in advertising

Is it just me, or has there been a noticeable increase in television ads appealing to the pet owner?

I've recently seen ads from Disney, Volkswagen, Pedigree, Castrol, Motel 6, Ameritrade, and Scottrade that feature dogs. Volkswagen and Ameritrade highlight a young single woman with her dog, while Scottrade and Castrol target the male dog owner.

Then, of course, there's the Aflac duck, which is not really a pet, more like an independent thinker. But the talking duck, like Disney's anthropomorphized dogs, taps directly into the trend of the humanisation of companion animals.

Let me know what ads you see featuring pets.

Related Posts:
PetSmart rebrands, previews new TV ads
Target Pets TV advertisements
Pets in catalogs

Target Pets

Target Corporation recently launched Target Pets, introducing Isaac Mizrahi and Michael Graves designed lines of accessories for dogs.

The Graves line is interesting, offering one each of a doghouse, a dog bowl, a leash, a toy and a jacket. My guess is they will collect a massive amount of data on the consumer of these products and use it to refine the product line.

The doghouse is the most expensive product at $100.00, and other products are competitively priced. The other categories are Glamour, Sporty, Luxe and Classic. Each category offers a handful of highly visible products.

The website is potentially a good example of how to use the internet to appeal to a specific demographic within a larger brand, as represented even by its web address of pets.target.com. The one problem is the odd user interface where the products seem clickable to the visitor but actually are not. And with the links to shopping for products at the bottom of the page, the entire site seem more like a media kit than a consumer shopping experience.

Related and more recent posts
Feb 2006: Target Launches Premium Pet Food Label