Pets
Rule: New Survey Reveals Most People in America Have at Least
One Pet
By
Steve Dale
The
pets are taking over. Only about a third of all U.S. households
have a child under 18 years (according to the U.S. Census Bureau),
compared to 63 per cent of all households who have at least one
pet, according to the soon to be made public 2005-2006 American
Pet Product Manufacturers Association (APPMA) National Pet Owners
Survey.
The
nationwide survey was conducted for the APPMA by polling company
lpsos, Inc. in 2004. Consumers spent a record $36 billion on all
pet products and services combined in 2004, easily doubling number
spent ten years ago ($17 billion). “That’s the largest
percent of growth I know of in any industry,” says Bob Vetere,
chief operating officer and managing director of the APPMA, the
industry trade association based in Greenwich, CT.
“How
much we spend on our pets wasn’t impacted at all by the
recent slow down in our economy and high tech problems,”
says Vetere. “While science is now showing that living with
pets is good for us, perhaps we’ve instinctively known this
all along And 9/11 seemed give pet spending a boost, which is
interesting. I’m no psychiatrist but I really believe –
and the statistics show this – that since 9/11, we’ve
needed to take comfort in our pets. In our insecure world, we
feel secure with our pets. In a world of undependable people,
our pets are consistently dependable.”
That
$36 billion spent on pets in 2004 has become one of the largest
sectors of the U.S. economy, exceeding the dollars spent on hardware,
which is surprising considering the home improvement and make-over
craze. It’s also more money than Americans spent on jewelry
or candy in 2004 (according to the U.S. Census bureau tracking
of retail sales).
The
APPMA Survey reports in 2004, $14 billion of that $36 billion
was spent on pet foods and treats, easily surpassing the dollars
spent on baby food.
“That’s
no surprise,” says Vetere, “We have more pets in America
than babies. Besides for millions of American report their pets
(begin ital) are (end ital) their babies.” In fact, about
70 per of those surveyed with dogs or cats say their pets’
are definitely a family member, often as sort of surrogate children
(18 per cent of reptile owners say their pets’ are family
members, maybe like children but fewer than one per cent of fish
owners’ compare their underwater friends to children).
Nine
per cent of dog owners will throw a birthday bash of some sort
for their canine, about half that number celebrate their cat’s
big day. Although about a quarter of all dog owners will quietly
buy a birthday gift for their dog, even if there is no party.
And again, about half that number buy a gift for a cat’s
birthday. Only four pet cent of reptile owners buy a special birthday
gift for their lizard or snake. But then, they no doubt have a
dilemma about what to buy their friend with scales.
Vetere
says there are three pet product trends. “High-end manufacturers
are successfully making similar products for animals. There’s
a $20,000 Gucci dog bed, $5,000 diamond studded dog collars and
OPI nail polish for pets. People are spending the money and buying
this stuff.”
A
second trend is using technology to assist people at maintaining
their pets, for training and improving quality of life, often
times making it more possible for seniors to more easily live
with companion animals. Examples include electronic fencing devices,
automatic litter boxes, running water bowls and even dvd’s
for pets to watch when their people aren’t home.
The
third trend is a fashion industry for pets, including sweaters,
rain gear, sunglasses, booties and even helmets. Vetere reports,
“Its seems Navy blue is the new ‘in’ color,
but pink is still popular.”
Vetere
also points out that the old adage about cats and dogs feuding
just isn’t true. In fact, count yourself among the trendy
if you happen to have at least one cat and at least one dog living
together. According to the APPMA survey, there are 43 million
households with a dog and 37 million with a cat; and 17.8 million
of those have both at least one dog and at least one cat living
together, presumably without necessitating the services of former
president Jimmy Carter to make peace.
“It’s
because of merging families coming together, say after a divorce
or maybe a widow or widower,” says Vetere. “And these
days, it’s love me and love my pet. So, if you take me,
you have to take my cat with the package, that’s even if
you happen to have a dog, a parrot, ferret, or whatever. Also,
couples are getting married later. As singles they may have had
different species, and now come together with a total package
of say a dog, a cat and a ferret – or whatever the combination
is.”
Cats
are still the most popular pet; there are 90 million cats and
74 million dogs. Both are at all time high record numbers.
No
surprise, companionship reported as by far the number one reason
for owning most kinds of pets (fish and reptiles are exceptions).
Interestingly, the biggest drawback to having most kinds of pets
is that they die too early. Cleaning up is the biggest complaint
among those who have fish or small animals, such as rabbits and
Guinea pigs.
There
must be more smelly cats out there than Phoebe on the TV show
“Friends” can sing about; 27 per cent of cat owners
complain their cat is too smelly. The second biggest complaint
among dog owners are the 37 per cent who say they have problems
finding care for them when they’re on vacation.
“Overall,
what’s clear is that pets absolutely continue to become
members of our familes,” Vetere adds.
