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Health Products Gain Amid Economic Loss

The market for first aid and medicated items for dogs and cats grows as consumers seek out ways to treat their pets at home.
By Nikki Moustaki

The current state of the economy may have driven veterinary visits down, but it also may have given a booster shot to the pet first aid and medicated product marketplace, according to Teresa Hanson, U.S. director of marketing and product management for Vétoquinol, parent company of Fort Worth, Texas-based Tomlyn Products.

Many dog and cat owners are purchasing natural versions of first aid and medicated products, including ear wipes and washes, bug spray and hot spot remedies. Credit: Cioli & Hunnicutt/BowTie Studio

“During the past year, trends have been economically driven,” she said. “Many pet owners are treating their pets [medically] themselves rather than going to a veterinarian for ear cleaning and treatment of minor skin conditions.”

Other industry participants have noticed this rise in at-home medical care. Liza Simone Wolff, vice president of Warm Whiskers in Woodland Hills, Calif., reported that pet owners may be demanding over-the-counter products that allow them to treat pets at home, reducing the number of visits to the veterinarian.

“I read a recent study that said despite the economic downturn, there has been significant growth in the medication and supplement categories that could potentially reach $8.6 billion by 2012,” Wolff said. “There is definitely a market for products that put more control in the hands of the pet owners. Even things as simple as applying hot and cold therapy to their pets after minor injuries or during post-op recovery often require multiple trips to the vet.”

As is the case with many segments of the pet product industry, “natural” still seems to be the word of the day in pet first aid and medicated products.

“The all-natural active ingredient aspect of first aid products tend to be appealing to consumers,” said Cindy Miller, director of marketing for Nurtured Pets in New Philadelphia, Ohio. “Folks aren’t willing to risk their pet’s overall health with chemically laced solutions that may negatively impact the animal’s health even more severely than the original ailment.”

Kimberly Hall, owner of the Haute Hound Pet Boutique in Jupiter, Fla, said natural products are favored in her store.

“We have an organic ear wash by Aroma Paws that does well,” Hall said. “Some people would rather do the ear washing themselves, especially with short coated dogs that don’t go to the groomer."

Hall is one of many retailers experiencing the effects of the natural-product movement, as is Renee Palmer, co-owner of CityDog Market in Atlanta, who said most of her customers are looking for natural products.

Consumers with dogs that have minor skin ailments, such as hot spots and generalized eczema, seem to be drawn to natural products, according to Dr. Phil Brown, DVM, senior vice president of marketing and regulatory affairs at Nutri-Vet LLC in Boise, Idaho.

“Pet owners are also becoming more proactive with prevention in the hopes of reducing health care costs,” he said. “Sales of eye and ear cleansers, as well as dental rinses and biscuits formulated to mechanically prevent tartar accumulation and maintain oral health, are increasing.”

Preventative and diagnostic products are also coming to the forefront, according to Keith Houlihan, founder and president of Sanomedics in Miami.

“Science and technology is moving rapidly, and those changes are becoming affordable for consumers as they see the importance of preventive care,” Houlihan noted.

Other non-invasive products in this category are experiencing innovation as well.

“We have seen new tick-removing products, alternatives to Elizabethan collars, such as the Anti-Lick Strip, more dog boots, safety harnesses and dog seat belts, some of which are not first aid, but have increased and helped the push for safety awareness, which ultimately raises pet first aid awareness,” said Ines de Pablo, president and CEO of Wag'N Enterprises LLC in Herndon, Va.

The location where first aid and medicated products are placed in a store can be as important as the products themselves.

“Depending on the season, retailers should consider grouping relevant products together,” Vétoquinol’s Hanson said. “During flea and tick season, for example, they should group all skin treatment products with flea and tick products.”

De Pablo suggested placing products up front in a well-traveled area of the store so that not only do the products become prominent, the concept of first aid and preventative care becomes prominent as well.

“Storing kits and safety products in the back of the store where there is little foot traffic relegates the concept of safety to [the] back of the brain,” said de Pablo, who also suggested using a bandaged stuffed dog or cat to highlight first aid products.

“Ask a question [on a sign] such as ‘What would you do if…?’” she added. “If you make it funny, the seriousness kicks in more effectively. Asking the ‘if’ question forces customers to think, and they can take the question home: ‘What would I do?’”

An additional way to educate customers includes using manufacturer sales tools and product information.

“Retailers should empower themselves and their employees through creative product testing and partnering with their suppliers to deliver clear, simple product details beyond the package,” said Wolff of Warm Whiskers. “Even using e-mail marketing, demo videos and in-store tutorials to educate customers would be helpful.”

Pet mischief, the weather and concerned owners offer a shot in the arm to this growing marketplace. The economy might need some first aid, but this category may not

Your pets: Fun facts on domesticated creatures great and small

43 million

According to the American Veterinary Medical Association, 43,021,000 American families owned at least one dog in 2007, the latest year statistics were available. That accounted for 37.2 percent of the population.

37.5 million

About 37,460,000 families owned at least one cat in 2007, according to the American Veterinary Medical Association, good for 32.4 percent of American families.

3.5

Of families who owed pets, those who owned horses were the most likely to own more than one of the animal, with the average owner having 3.5 horses. The average cat owner had 2.2 cats while the average dog owner had 2.6 canines, according to the American Veterinary Medical Association.

1,870,000

The most popular pet Americans had in 2007 besides dogs, cats, birds, horses or fish were rabbits, with about 1,870,000 households owning at least one of the long eared mammals, according to the American Veterinary Medical Association.

3,000

The United States Humane Society estimates that between 2,500 and 3,000 cats and dogs are born every hour in this country. By comparison, about 450 humans are born every hour in America, according to the U.S. Census Bureau.

6 weeks old

Studies reported by Cornell University show that spaying or neutering cats and dogs as young as 6 weeks old will produce no ill effects on the animal.

19

The Labrador retriever has been America’s most popular purebred dog breed for 19 years, according to the American Kennel Club.

1920s

According to the American Kennel Club, German Shepherds, which came in second place in 2009 registration statistics, were the most popular dog in America in the 1920s. Their popularity slipped until after World War II, and the breed is just now making a comeback.

$45.5 billion

American consumers spent about $45.5 billion on products and services for their pets in 2009, according to the American Pet Products Association. This was a 5.4 percent increase over 2008 numbers.

87 percent

According to the Cat Fanciers Association, about 87 percent of “owned” cats have been spayed or neutered by their owners.

$203

The average cost paid per veterinarian visit by American pet owners in 2009 was $203, according to the American Pet Products Association.

2 million

The Cat Fanciers’ Association, the feline counterpart to the American Kennel Club, has registered more than 2 million pedigreed cats since its inception in 1906.

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