SALES OF PET TECH
PRODUCTS EXPECTED TO
HIT $233 MILLION IN 2018
Interactive toys, automated feeders, grooming devices, veterinar-ian- and pet-health apps, and pet
GPS are the pet tech devices pet
owners say they’re most likely to
buy in the next year, according to
a new report from the Consumer
Technology Association (CTA). The report, Pet Technology: Ownership, Use and
Perceptions, found that a desire for safety and peace of mind is driving consumers’ pet tech purchases.
CTA projects the market for emerging U.S. pet tech, which includes devices
that are used to monitor, entertain, feed or track the activity of household pets,
will sell 4. 3 million units in 2018 (up 20 percent over last year) and earn $233
million in revenue (an 18 percent increase).
The CTA study shows most pet owners discover and plan to shop for pet
tech in brick-and-mortar stores. Seventy-two percent of pet owners are most
likely to purchase pet tech from a physical retail pet store, followed by 48 percent who plan to shop at an online-only retailer, and 40 percent who plan to
shop at a physical mass merchant store.
Both cat and dog owners are willing to use tech to address pet issues. Dog
owners say training is the largest issue pet tech should solve ( 35 percent), and
cat owners note monitoring their cat’s nutrition as their biggest priority ( 32
percent). And of those who own pet tech, cat owners use their pet
tech ( 45 percent use pet tech at least once a day) more often than dog
owners ( 35 percent of dog owners).
Looking ahead, when it comes to the likelihood of pet owners
using emerging pet tech:
• 46 percent use an app- or software-based platform that delivers
pet health data directly to the veterinarian.
• 40 percent use pet tech for philanthropic reasons, such as finding shelters for rescued strays after natural disasters.
• 29 percent use a pet DNA home-testing kit.
CTA’s 2018 Pet Technology: Ownership, Use and Perception report presents the findings of a quantitative study to an online national sample of 2,000 adults.
PET INDUSTRY VETERANS LAUNCH FOOD CO.
The founding members of Wild Calling! and Zoic branded pet foods have launched Identity Pet Nutrition with
16 sustainable and responsibly sourced canned dog and
cat food diets.
After separating from Wild Calling! Pet Foods in
May 2017, and applying for the trademark Identity in
August 2017, Jeremy and Trevar Petersen have spent the past year developing the brand’s
Following the launch of its canned products this summer, which includes 95 percent
high-meat, poultry and fish diets available in chicken, turkey, beef, pork, duck, lamb, salmon
and herring, and quail and turkey recipes, the company plans to launch highly differentiated
innovative treats and freeze-dried diets by early next year.
“It’s our goal to be the leader in what we recognize as an emerging niche within the pet
industry by developing a portfolio of responsible, sustainably sourced, highly nutritious
products offering comprehensive health and wellness benefits for companion pets and their
owners,” said Jeremy Petersen. “We plan to first disrupt the can segment followed by the
freeze-dried and treat segments.”
All diets include coconut oil, and 13-ounce dog cans are priced at $3.49-$3.99, while a
5.5-ounce cat can is priced at $2.29-$2.44.
“Our strategy and overall business approach is sure to revolutionize an industry which is
often slow to accept and adapt to change,” said Trevar Petersen, COO of the Denver-based
company. “We understand changing consumer demands and feel we offer an unrivaled
comprehensive and transparent approach to modern pet nutrition. Discerning pets and their
parents are sure to love our products.”
FOR DOGS TO LAUNCH
IN MORE THAN A
DOZEN U.S. CITIES
DogSpot, formerly known
as Dog Parker, will expand
to more than a dozen cities
DogSpot is a Brooklyn,
N.Y.-based startup that
makes sidewalk sanctuaries placed at the entrances of locations
where dogs are prohibited. The technology-enabled dog houses
serve as a safe, legal and convenient alternative to tethering or
leaving dogs in cars, featuring heat and A/C, auto-sanitizing UV
lights, an in-app Puppy Cam and 24/7 customer service, according
to company officials.
Los Angeles; Washington, D.C.; Boston; San Jose, Calif.; Orlando, Fla.; Kansas City, Mo.; Columbus, Ohio; Chattanooga, Tenn.;
Jersey City, N.J.; Charleston, S.C.; Columbia, S. C.; West Palm Beach,
Fla.; Southampton, N. Y.; and New Rochelle, N. Y., are among the
cities that will add DogSpot sanctuaries within the year.
The expansion follows a pilot in Brooklyn, N. Y., that boasted a
50-location network built on partnerships with local businesses that
were committed to becoming more dog friendly. Data showed that
consumer behavior changed, specifically that users switched where
they shopped in favor of stores with a DogSpot, felt less rushed
while they were shopping than when they had tied their dog up
outside, and made more unplanned stops to local retail venues,
according to the company.
In response to the success of the pilot, leaders from cities around
the country—and beyond—have reached out to DogSpot, seeking
to bring the sanctuaries to their communities. DogSpot is working
with planners in these cities, as well as with businesses and pet
advocates to ensure a smooth expansion.