PET OWNERSHIP CONTINUES TO CLIMB, AVMA FINDS
Pet ownership is on the rise in the United States, with
dogs leading the way and large increases in the number of less-traditional pets such as poultry and lizards,
according to recently released data from the American
Veterinary Medical Association (AVMA).
The 2017-2018 edition of the Pet Ownership and
Demographics Sourcebook, which offers data on
pet ownership and related habits of U.S. pet-owning
households, found that nearly 57 percent of all U.S.
households owned a pet at the end of 2016. Approximately 38 percent of households nationwide owned
one or more dogs—the highest estimated rate of dog
ownership since the AVMA began measuring it in
1982. Cats were the next most popular pets, found in
25 percent of U.S. households.
More people now own specialty or exotic pets, such
FAMILY PETS COULD INFLUENCE FUTURE
as fish, ferrets, rabbits, hamsters, guinea pigs, gerbils,
turtles, snakes, lizards, poultry, livestock and amphib-
ians. More than 13 percent of U.S. households owned
a specialty or exotic pet at year-end 2016, a 25 percent
increase from 2011. The incidence of poultry owned as
pets climbed 23 percent in five years, with 1.1 percent
of all U.S. households now claiming poultry as pets.
Pet ownership is highest in more rural states. The
10 states that had the highest percentage of pet-owning
households in 2016 were: Wyoming ( 72 percent), West
Virginia ( 71 percent), Nebraska ( 70 percent), Vermont
( 70 percent), Idaho ( 70 percent), Indiana ( 69 percent),
Arkansas ( 69 percent), Mississippi ( 65 percent), Okla-
homa ( 65 percent) and Colorado ( 65 percent).
Pet ownership is generally lower in urban states.
The 10 states with the lowest percentage of pet-own-
ing households were: Rhode Island ( 45 percent), South
Dakota ( 46 percent), New York ( 50 percent), New Jer-
sey ( 47 percent), Maryland ( 49 percent), Illinois ( 49
percent), Massachusetts ( 49 percent), Connecticut ( 50
percent), Georgia ( 51 percent) and New Hampshire ( 52
The 2017-2018 Pet Ownership and Demographics
Sourcebook also looks at who visits a veterinarian, how
frequently and under what circumstances. Survey find-
ings show that dog owners have a higher propensity to
obtain veterinary care than do owners of other types of
pet. On average, in 2016, dog-owning veterinary clients
made three visits to the veterinarian. Cat-owning vet-
erinary clients made 2.4 visits.
CAREER SUCCESS, SURVEY FINDS
Business leaders believe pet ownership contributed to
their success, according to a new survey. The survey,
conducted by Banfield Pet Hospital, discovered a correlation between pets and professional achievements:
93 percent of C-suite executives surveyed in the U.S.
grew up with a pet, with 78 percent attributing their
career success in part to owning a pet as a child.
Banfield’s survey found childhood pet owner-
Phillips Partnership Aims to Help Brands with Digital Marketing
ship might influence business success, and it isn’t
just dogs and cats that have a positive impact. While
more than four in five (83 percent) C-suite executives
surveyed grew up with a dog, and almost three in
five ( 59 percent) grew up with a cat, nearly two in
five ( 37 percent) grew up with pets such as birds,
rabbits or rodents. Regardless of the pet, top business
leaders agree that, when they were children, their
pet companions taught them valuable lessons, such
as responsibility, empathy and creativity—qualities
they believe helped them to thrive as leaders in the
workplace, the survey found.
Nearly a quarter ( 24 percent) of those surveyed
said their childhood pet taught them more valuable
lessons than their first internship. C-suite executives
feel their pets also helped them to develop other
important leadership skills, including discipline (92
percent), organization (79 percent), and the ability to
identify and anticipate business needs ( 38 percent).
Banfield’s survey also suggests current pet own-
ership can go a long way in the workplace—even if a
person didn’t grow up with a pet. Nearly all current
pet owners surveyed reported they stick to a schedule
or routine (86 percent), have better time management
(86 percent) and are good at multitasking (86 percent)
because of their pets. Sixty-two percent of C-suite ex-
ecutives surveyed believe pets had a positive impact
on their ability to build relationships with co-work-
ers and clients—and that’s true of both working pro-
fessionals and C-suite executives, with 80 percent of
those surveyed reporting they feel more connected to
colleagues who are pet owners, and nearly the same
number (79 percent) thinking co-workers with pets
are hard workers.
Phido, the digital solutions division of Easton, Pa.-based Phillips Pet Food and Supplies that built the
company’s Endless Aisles platform, has partnered
exclusively with Promoboxx, a retail-marketing
platform powered by brands, according to company
officials. Together, Phido and Promoboxx offer the
only comprehensive solution for pet industry players
to manage their end-to-end e-commerce, fulfillment
and digital marketing programs at the local level, officials said.
With this partnership, pet industry brands can
leverage the industry knowledge and network of the
Phido team combined with the Promoboxx platform
to drive scale adoption of digital marketing campaigns
through pet retailers nationwide. Brands can curate
content for targeted local promotions, launch national
campaigns with ease and gain valuable insights into
performance through real-time engagement tracking
on one centralized dashboard. Retailers can easily
deploy brand-approved content to reach and engage
their local markets across their earned and paid audi-
ences through social, email, mobile and web channels.
As part of this partnership, Phido has launched
Endless Marketing, powered by Promoboxx, to pro-
vide retailers with a platform to access and distribute
engaging digital pet content. With just a few clicks,
retailers can select from a campaign dashboard, cus-
tomize content to their local markets, publish it im-
mediately or schedule it to be posted at a later time.
Content includes inspirational and on-trend industry
campaigns that are designed to engage and convert
local consumers—from pet tips to inspiring pet imag-
ery and holiday-themed content, officials said. Dash-
boards on customer engagement are available to par-
ticipating retailers, so they can make the right digital
marketing decisions for their business.
“Gone are the days of designing content from
scratch, and working through back-and-forth emails
and file sharing,” said Andrea Barsk, general manager
of Phido. “Retailers now have a multichannel digital
marketing platform to save them time, increase customer engagement and drive sales.”
NATURAL CAT LITTER CO. RELAUNCHES
After 10 years off the market, Vetbasis
Herbal Cat Litter is making its return.
Vetbasis Herbal Cat Litter, which is
based in Johnson City, Tenn., has new
owners and has made a commitment to
the independent pet market, said company officials.
Don and Val Whaley, the owners of
Natural Pet Supply stores in East Ten-
nessee, obtained the trademark in 2013
after selling the Vetbasis line in stores for
nearly 10 years. They have since sold Vet-
basis Herbal Cat Litter as a house brand
in their stores and watched it outsell and
outperform every natural cat litter they
have used or carried, officials added.
During this time, many independent
stores throughout the country, and even
internationally, that formerly carried the
product line heard that Vetbasis Herb-
al Cat Litter was once again available
and began ordering cat litter provisions
directly, officials said. Vetbasis is now
streamlining that process to make the
litter more easily accessible to retailers by
way of new packaging and convenient
stocking options for specialized retail
stores. The company is now adding dis-
tributors around the country.
The premium all-natural cat litter is
biodegradable and now comes in two
sizes: 7-pound and 15-pound bags. Vet-
basis supports local U.S. farmers and
is manufactured by The Andersons in
Ohio, a company that has been in busi-
ness for more than 70 years.
Don and Val Whaley, the new
owners of Vetbasis Herbal Cat Litter