Pet's Parents Take Special Care of Kids

As the proud "mom" of two adorable and indispensable Maltese (a term I never thought I'd use and a breed I never thought I would own, certainly not in duplicate!), I researched foods and supplements exhaustively and settled on an organic brand. My dogs eat much more healthfully than I do (carrots for snacks!) so they aren't mirroring my preferences. I just want them to live forever! Honestly, I don't believe any of the mass retailers or pet big boxes offer truly healthy options for pets and the high rates of dog cancer are linked to the junk they still put in dog food. The other side of the story is the number of people who complain about the cost of dog food or a visit to the vet...people who spend over $100 per visit on their hair! Whole Foods and my local health food store get my vote for the best pet food options...at any price.

Carol Spieckerman, President, newmarketbuilders

And don't forget the grandpups! This is an important and growing marketing opportunity, particularly considering the mental health contribution that pets make to an aging population.

I notice one of our local supermarkets sells baby food and supplies in the same aisle as pet food and supplies. There is an emotional relationship, as your questions imply. However, I expect a lot more variability in the emotional component for pets (a little to a lot) than for babies (mostly a lot).

Herb Sorensen, Ph.D., Scientific Advisor TNS Global Retail & Shopper, Adjunct Senior Fellow, Ehrenberg-Bass Institute

As a long-time dog owner and lover, it is easy to understand the emotional bond and desire to give the best possible care to your pets. It's also easier to force your pets to eat what you think is good for them than it is to follow your own advice, but that is a whole other topic.

I applaud doing reasonable cost things to improve our pet's health, but think it is also so easy to cross the line. Pet vacations and the like are way over the top in my opinion. It is probably great for people who are trying to find new ways to spend excess discretionary income and/or impress their neighbors at an afternoon tea or bridge get-together. While I can't fault the motive of people who spend excess money on their pets out of love for them, I do have to question their grip on reality. Makes me want to start a new business that would help them find new ways to impress their peers and for me to take advantage of their generosity.

Art Williams, Retail Marketing Consultant/Analyst, Independent

Slow-roasted dog food? I'm waiting for the low-carb variety.

True story: When Sam Walton flew into Bentonville from business trips, a headquarters employee was always dispatched in Sam's pickup truck to retrieve him from the airport. On one such occasion, the new pet food buyer (a friend of a friend) got the assignment. After exchanging how-do-you-do's with Sam, the buyer was asked what he knew about dog food and, in particular, their new private label. After providing Sam with chapter and verse on nutrition, etc. from his training, the buyer was startled when Sam disagreed. "I've been feeding it to my dog," Sam said, "and his poop's the wrong color."

We raised Irish Setters when I was a kid. Always a dozen or more around the house and grounds. We supplemented the rabbits and other critters they caught (i.e. "free range canine nutritional units") with whatever bulk, dry dog chow was on sale. They were healthy, had great coats, won field trials, and lived long. And their poop was always the right color.

M. Jericho Banks PhD, President, CEO, Forensic Marketing LLC

The trends are very closely connected in that people who love animals will do anything they can to pamper and care for them, making themselves an easy mark for anyone selling things that they can identify with. All things pet-related will find a growing audience. By definition, I think, most people who keep a pet have got some spare cash floating around and have implicitly announced that they are caring, concerned people who will use at least part of that cash to spoil those they love, whether animal or human.

Bernice Hurst, Contributing Editor, RetailWire