Dale's Tails

Pets Rule

Survey says: America is pet crazy

By Steve Dale

The pets are taking over. According to the U.S. Census Bureau, only about a third of all American households have a child under 18. Yet 63 percent of all households have at least one pet, says the National Pet Owners Survey conducted by the American Pet Product Manufacturers Association.

The nationwide survey was conducted for the APPMA by polling company lpsos, Inc. in 2004. The survey revealed that consumers spent a record $36 billion on all pet products and services combined in 2004, easily doubling the number spent 10 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.

"How much we spend on our pets wasn’t impacted at all by the recent slowdown in our economy and high-tech problems," Vetere says. "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 to 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 makeover craze. It’s also more money than Americans spent on jewelry or candy that year, according to the U.S. Census Bureau.

The survey also revealed that 14 of that $36 billion was spent on pet foods and treats, easily surpassing the amount spent on baby food. “That’s no surprise,” Vetere says, “We have more pets in America than babies. Besides, millions of Americans report their pets are their babies.” In fact, about 70 percent of those surveyed with dogs or cats say their pets are definitely a family member. While 18 percent of reptile guardians say their pets are family members, less than 1 percent of fish guardians say the same about their underwater friends.

Nine percent of dog guardians will throw a birthday bash of some sort for their canine, while about half that celebrate their cat’s big day. However, about a quarter of all dog caretakers will quietly buy a birthday gift for their dog without throwing a party, while the statistics for cats once again come in at about half that number. Only 4 percent of people with reptiles buy a special birthday gift for their lizard or snake, and they no doubt have a dilemma about what to get their scaly friend.

Vetere says that while consumers may go out of their way to purchase luxury items for themselves, some are doing the same for their pets. “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 ‘pawlish’ for pets. People are spending the money and buying this stuff.”

A second trend is using technology to assist people with maintaining their pets. Oftentimes this is for training and improving quality of life, but it also makes it easier for seniors to live with companion animals. Examples include electronic-fencing devices, automatic litter boxes, running water bowls, and even DVDs for pets to watch when their people aren’t home.

One of the biggest emerging trends is the pet-fashion industry, which offers products such as sweaters, rain gear, sunglasses, booties, and even helmets. “It seems navy blue is the new ‘in’ color, but pink is still popular,” Vetere reports.

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 one dog living together. According to the survey, there are 43 million households with a dog and 37 million with a cat. An astonishing 17.8 million of those households have at least one dog and 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,” Vetere says. “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.” He also notes, “Couples are getting married later. As singles they may have had different species, and now [they] come together with a total package of say a dog, a cat, and a ferret–or whatever the combination is.”

According to the survey, companionship is by far the number one reason for living with 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, while 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, the famous Friend, can sing about; 27 percent of cat caretakers complain their cat is too stinky. The second-biggest complaint comes from people with dogs; 37 percent say they have problems finding care for them when they’re on vacation.

“Overall,” Vetere says, “what’s clear is that pets absolutely continue to become members of our families.”

Steve Dale writes a bi-weekly column syndicated by Tribune Media Services. He’s the host of “Pet Central,” on WGN Radio and syndicated “Animal Planet Radio.” With Janice Brown, he’s the author of “Doggone Chicago: Sniffing out the Best Places to Take Your Best Friend.” Locally, he’s on the board of the Tree House Animal Foundation.