文档介绍：The World of Marketing to Pets
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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
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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 . (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.
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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.
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Health Benefits of Pet Ownership
Helps lower blood pressure
Helps reduce stress
Helps prevent heart disease
Helps lower health care costs
Helps fight depression
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Pet Industry
Super-premium pet foods by Iams in 1976
Eukanuba brand & Science Diet Co.
70 brands t