宠物养护与美容 第十章_宠物市场与宠物美容店、宠物诊所、宠物医院的经营管理A.ppt

Rosenthal 2006 The World of Marketing to Pets Pets as the “other children” for many owners We’re treating dogs cats like children The human is making the purchase decision Dogs have gone from the outside doghouse to sleeping in the basement to the main house to the master bedroom Pets become the new American children, spoiled like the kids Later marriage-age couples trying out a pet as a test for children Mainstream publications like GQ TimeOut devoting stories columns to pets pet products Boomers now buying pets thanks to products like timer-driven feeding water devices Fill the void of the empty nest Pet Passion $40 Billion industry is growing ($17 billion in 1994) $20 billion on toys for humans, $24 billion on candy for humans $13 billion on pet food $ 5 billion on pet-related products $10 billion on pet-related services including vets 65 Million pet-owning households (62%) 56% in 1988 More pets than people in the U.S. (350m vs. 378m) 43 million dog owners, 34 million cat owners Especially with kids 5-19 40% of homes have more than 1 pet Spent $350/yr. on pets in 1998 Baby boomers who are empty nest; young professionals who are delaying families. Pet Passion 40-100% of respondents* Gave their pet a holiday present – 100% Include their pet in holiday celebrations – 97% Consider their pet “smart” or a genius – 75% Celebrate a pet’s birthday – 63% Take time off to care for a sick pet – 53% Prepare special meals for a pet – 52% More attached to their pets than at least 1 other human – 52% Take their pet to work – 44% Display a pet’s photograph at work – 43% *1999 survey of 1100 pet owners by American Animal Hospital Assn. Health Benefits of Pet Ownership Helps lower blood pressure Helps reduce stress Helps prevent heart disease Helps lower health care costs Helps fight depression Pet Industry Super-premium pet foods by Iams in 1976 Eukanuba brand Science Diet Co. 70 brands today led by Ralston-Purina Pet superstores – PetSmart in 1987 Matched increase in c