Americans Can’t Stop Pampering Their Pets—Companies Want In
Firms that cater to humans adapt to the animal world. Ultrasounds for tree frogs. Telehealth for Stella.
3 min
Attention, CEOs: If not enough people are using your product, maybe animals will.
“Have you seen the numbers? They’re staggering,” said Jenna Mutch, a vice president at portable-ultrasound maker Butterfly Network Inc., referring to the rush of Americans who have brought home pets since the pandemic began. About 23 million households did, according to the American Society for the Prevention of Cruelty to Animals.
Spending to pamper them is one of a few areas of the economy managing to defy inflation and avoid a post-lockdown pullback.
As a result, some companies that normally cater to humans are high-tailing it to pets.
Ms. Mutch heads commercial development for a newly created unit of her ultrasound company that sells scanners for animals.
Adapting human products for animals can be complicated. There’s the matter of animals’ size. Also, their shape.
Butterfly’s ultrasound machines can scan things ranging from as small as the reproductive organs of tree frogs to chonky mammals, including polar bears, according to Ms. Mutch. “We have to be very versatile,” she said.
Hilton Worldwide Holdings Inc. is adding hundreds of hotels where animals can stay the night. It offers virtual “pet expert teams” to address health and behaviour issues they might have while traveling, teaming with Mars Inc., the parent of veterinary operator VCA and Purina pet foods.
Snack-bar maker Clif Bar & Co. this summer started selling a line of jerky treats for dogs. Global food giant Mondelez International Inc. took over Clif in August. More pets and growing demand for all-natural dog food prompted the move, a spokeswoman said.
Petco Health & Wellness Co. gets dozens of proposals from companies looking to adapt their products to animals, said Chief Executive Ron Coughlin. Not all the ideas are fully baked. He passed on bringing acupuncturists to the company’s stores.
Although some consumers struggling with inflation are cutting back on nonessentials, they don’t seem to put pet stuff in that category. Spending on pet food was up more than 18% in the last year, and spending on supplies rose 8%, according to Jefferies Research Services.
Mr. Coughlin of Petco is confident the spending will continue as Americans become ever closer to their animals.
“If you look at 100 years ago, pets were in the wild. Forty years ago, they’re in our yard, and 20 years ago in the house,” he said. “Now they’re in the bed.”
Rebecca Goldberg, a physician assistant in Manhattan, has a mixed-breed rescue dog named Stella. When it comes to pampering dogs, Ms. Goldberg is middle of the pack. Hers sleeps on a dog bed, eats kibble as opposed to fresh or human-grade food, and enjoys regular treats.
But Stella, 5, also has a high-end, Carhartt-brand vest to keep her warm outdoors. And lately, Stella has become a remote patient for a veterinary telehealth company called Pawp.
Ms. Goldberg signed up for Pawp as part of a temporary deal offered by T-Mobile. She gets free telehealth services for a year and pays $14 a month to cover emergency visits.
The deal was attractive, she said, because Stella has a sensitive stomach and a propensity to eat things she shouldn’t, a combination that made for frequent vet visits. “Having a veterinary clinic in your pocket is amazing,” Ms. Goldberg said.
Pawp’s founder, Marc Atiyeh, is a veteran of a few industries, none of them animal-related. Before starting Pawp he worked in fintech, finance and mobile analytics.
“There is definitely a flock of players getting into this space,” he said. “You’re getting folks who are veterans of human healthcare or personal finance.”
Peggy Roe, who oversees customer experience and new ventures for Marriott International Inc., said the chain in 2021 started noticing more people asking animal-related questions as they sought vacation lodging—“people asking, ‘Are hotels pet friendly?’ ‘What size dog can I bring?’ ”
Seeing the queries, the company surveyed customers, and of around 300 respondents, 85% said they had pets and more than half planned to travel with them. And not just dogs. Customers expressed interest in traveling with cats, birds and even fish.
“We have hotels that accept all kinds of pets—they don’t discriminate,” Ms. Roe said.
She took Riley, her newly acquired golden retriever, on a road trip, stopping at Marriott properties along the way. There were some worries. How would the stay go over with other guests—and with Riley?
“There was that anxiety,” she said. “Is this going to be good for my dog? Are our other guests going to be upset? Is the staff going to be nice?”
She realised it wasn’t enough to simply provide options for people and their animals. Marriott had to ensure the comfort of both.
“There are the people who love pets, the people who love pets and don’t want to travel with them, and people who don’t want pets anywhere in their space,” she said.
Under a partnership with Petco, Marriott will highlight home-rental properties that are especially well-equipped for pets. Travellers can buy products such as dog beds and bowls from Petco and have them delivered.
“Inflation or not,” Ms. Roe said. “People aren’t going to leave their pets behind.”
Copyright 2020, Dow Jones & Company, Inc. All Rights Reserved Worldwide. LEARN MORE
As housing drives wealth and policy debate, the real risk is an economy hooked on growth without productivity to sustain it.
Limited to 630 units, Lamborghini’s latest Urus Capsule pushes personalisation further than ever, blending hybrid performance with over 70 bespoke design combinations.
Odd Culture Group brings a new kind of after-dark energy to the CBD, where daiquiris, disco and design collide beneath the city streets.
2 min
Sydney’s nightlife has long flirted with reinvention, but its latest arrival suggests something more deliberate is taking shape beneath the surface.
Razz Room, the new underground bar and disco from Odd Culture Group, has opened in the CBD, marking the group’s first step into the city centre.
Tucked below street level on York Street, the venue blends cocktail culture with a shifting, late-night rhythm that moves from after-work drinks to full dancefloor immersion.
The space itself is designed to evolve over the course of an evening. An upper bar offers a more intimate setting, suited to early drinks and conversation, while a sunken dancefloor anchors the venue’s later hours, with a rotating program of DJs and live performances.
“Razz Room will really change shape throughout a single evening,” says Odd Culture Group CEO Rebecca Lines.
“Earlier, it’s geared towards post-work drinks with a happy hour, substantial food offering, and music at a level where you can still talk.”
As the night progresses, that tone shifts.
“As the evening progresses at Razz Room, you can expect the music to get a little louder and the focus will shift to live performance with recurring residencies and DJs that flow from disco to house, funk, and jazz,” Rebecca says.
The concept draws heavily on New York’s underground club scene before disco became mainstream, referencing venues such as The Mudd Club and Paradise Garage. But the intention is not nostalgia.
“The space told us what it wanted to be,” Lines explains. “Disco started as a counter culture… Razz Room is no nostalgia project, it’s a reimagining of the next era of the discotheque.”
Design, too, plays its part in shaping the experience. The upper level is warm and textural, with timber finishes and burnt-orange tones, while the sunken floor shifts into a more theatrical mood, combining Art Deco references with a raw, industrial edge.
Powerhouse real estate couple Avi Khan and Kaylea Sayer welcome their daughter while balancing record-breaking careers, proving success and family can grow side by side.
Parts for iPhones to cost more owing to surging demand from AI companies.
