It used to be that calling out “Max!” “Maggie!” “Sophie!” or “Charlie!” would bring a child running. Today, it is just as likely to bring a dog.
OK. The dog is more likely to respond.
Alas, “Spot,” “Rover” and “Fido” are no longer popular dog names. Instead, giving traditionally human names to pets is yet another signpost along the road toward regarding some lucky dogs and cats as children.
“The biggest trend in the (pet products) industry is the humanization of products,” says Bob Vetere, president of the American Pet Products Manufacturers Association (APPMA). Vetere “blames” the trend on “baby boomers whose children have moved on … and young professionals who are delaying having families in favor of careers and turning to pets to fill the void.”
The APPMA estimates that Americans will spend $38.4 billion on pets this year. That includes $15.2 billion on food; $9.3 billion on supplies and over-the-counter-medications; $9.4 billion on veterinary care; and another estimated $4 billion on purchases and services.
Even Rin Tin Tin, Lassie and Benji would sit up and beg to visit the pet spas, day-care facilities and hotels now available, to say nothing of the dog park romps and doggie play dates that are a regular part of weekly routines.”It finally dawned on marketers that … they no longer have to appeal to the practical or what makes sense,” Vetere said.
Some new pet products are over the top, like the Marilyn Monroe-
trademarked dog dress that sells for $150 through londoncaninecouture
.com. But others are more practical. For instance, Waterhog Pet Place Mats keep bowls from moving and water and food from spilling on the floor. A hiking dog can carry its own water supply with L.L. Bean’s Hydration System Dog Pack. And he can carry gear and other doggy essentials in his own backpack.
But just like real life, some dogs are luckier than others: Drinking from sterling silver Gucci dog bowls, and having your human companion study your “sign,” with “Dog Stars: Astrology for Dog Lovers,” by Sherene Schostak and Wendy Lam (Viking Studio. $15.95), is the cat’s meow.
Speaking of cats, the Kitty City multistory cat condo is an event in itself. At 8 feet by 9 feet, it has a tower with food and water dishes, breakaway mice toys, adjustable fleece-
covered extension posts and comes in three colors. Cleaning service, however, is not supplied.
“It finally dawned on marketers that … they no longer have to appeal to the practical or what makes sense,” Vetere said.
Here are some of the other latest ideas in pet products:
A tunnel for cats, with faux leopard fur shell and a slinky liner that makes crunchy noises when a kitty runs through it. It is 52 inches long, with two peep holes and sells for $39 at grandinroad.com.
A Canine Cooler mat that keeps your dog cool and comfortable in both summer and winter. Manufacturers say the mats are necessary because dogs tend to be hot all year round. They sell for $70 to $200 at soothsoft.com. Covers are extra.
A Water Dog hose and dish set up outside turns on when your pet approaches and off when your pet leaves. It sells for $100 through atrendyhome.com.
Pavlov’s Cat scratch feeder helps train cats to scratch on the post instead of furniture by rewarding them with treats. $40 through petsbestproducts.com.
Deb Dempsey and Tanya Payne are best friends whose Colorado-
based pet products business, Mouthfuls, grew out of a long and fruitful conversation about the plagues of bad breath. Their doggonefresh pork liver breath mints run $4 for a 1.3-ounce tin. Available through mouthfuls.net or by calling 720-855-7505.
