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.
Firms that cater to humans adapt to the animal world. Ultrasounds for tree frogs. Telehealth for Stella.
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.”
Early indications from several big regional real-estate boards suggest March was overall another down month.
Art can transform more than just walls—it shapes mood, evokes memory, and elevates the everyday. Discover how thoughtfully curated interiors can become living expressions of personal meaning and refined luxury, from sculptural furniture to bespoke murals.
Art can transform more than just walls—it shapes mood, evokes memory, and elevates the everyday. Discover how thoughtfully curated interiors can become living expressions of personal meaning and refined luxury, from sculptural furniture to bespoke murals.
Art can transform more than just walls—it shapes mood, evokes memory, and elevates the everyday. Discover how thoughtfully curated interiors can become living expressions of personal meaning and refined luxury, from sculptural furniture to bespoke murals.
Imagine a hushed hospital corridor, its sterile walls awash in the glow of flickering fluorescent lights. In that unexpected moment, a solitary Monet painting emerged—a luminous tableau of delicate lilies dancing in quiet defiance.
As the clinical austerity yielded to the graceful presence of art, this single work transformed into a vessel of solace and hope amid overwhelming uncertainty.
That moment continues to resonate with me—a vivid reminder that art transcends mere aesthetics to become a profound catalyst for emotional healing and inspiration. It is this transformative experience that fuels my passion as a biophilic interior designer.
I create environments where every element, from bespoke murals to sculptural installations, harnesses art’s power to elevate the human spirit, spark creativity, and enrich lives. Let us journey together into the world of luxurious interiors that define modern elegance.
At its core, art is a daily ritual that renews both mind and spirit. Scientific research consistently confirms that nature-inspired art reduces stress, lowers blood pressure, and kindles creativity.
The simple act of beholding a tranquil landscape or a subtle floral motif transforms your space into a private retreat, offering solace amidst a hectic world.
In my practice, I meticulously select artworks chosen not only for their aesthetic appeal but also for their potent, therapeutic benefits.
Each piece serves as daily inspiration—a quiet invitation to experience calm and well-being. For example, our Hilton project demonstrates how hospitality resorts integrate nature-inspired art not only for its visual impact but also as a medium of healing; here, a collaboration with a local artist produced a masterful installation that functions both as a statement piece and a source of well-being.
Luxury design is profoundly personal. Bespoke art transcends mass-produced décor by capturing your unique story—whether through a custom mural reminiscent of your favourite botanical garden or silk wallpapers that evoke the allure of exotic landscapes.
Each personalised creation turns your walls into a living narrative of cherished memories and distinctive taste. Consider how a thoughtfully designed space can reflect your individuality and elevate your living experience.
Art is not confined to two dimensions. Three-dimensional sculptural works bring vitality to interiors by adding depth, texture, and tactile allure.
Picture a gracefully sculpted piece—a marble table echoing the gentle rhythm of ocean waves or a repurposed bronze branch serving as an elegant room divider.
Such statement sculptures command attention while seamlessly integrating form with function and providing a natural conversation starter in any refined space.
A truly sophisticated home elegantly merges art with architecture. Imagine a residence where bespoke staircases curve with elegance, where hand-carved wooden doors evoke the intricate beauty of nature, and where expansive windows frame breathtaking vistas.
In these spaces, every architectural detail contributes to a cohesive canvas of artistic expression. As you envision your own home, consider how your surroundings can be thoughtfully designed to reflect both beauty and purpose.
In luxury interiors, even the functional becomes exceptional through artful design. Consider a one-of-a-kind, hand-carved pink marble swivel chair—a masterpiece where practicality meets refined craftsmanship.
More than just a piece of furniture, this chair sparks conversation and serves as an emblem of creative innovation and exclusivity.
Let this be a symbol of how every element in your home might reflect your dedication to exquisite artistry.
In an age defined by rapid technological advancement, digital art installations offer a contemporary twist on traditional forms.
High-resolution displays now present dynamic landscapes—a cascade of waterfalls, the quiet majesty of a forest, or a serene digital ocean vista—that adapt and evolve with your environment.
This modern element seamlessly aligns cutting-edge technology with timeless aesthetics, ensuring your space remains as innovative as it is elegant.
Luxury is often revealed in the details: the textures, colours, and fabrics that together create a haven of understated splendour.
Bespoke silk cushions with intricate botanical embroidery, sumptuous velvet throws that evoke tropical charm, and bedding that mirrors the ethereal beauty of cloudscapes all contribute to an atmosphere of refined elegance and comfort.
Every tactile detail is chosen to evoke warmth and stand as a testament to your taste for excellence.
In the realm of luxury, tradition and modernity exist in perfect harmony. Integrating timeless antiques—such as a rare Vladimir Kagan couch or a coveted Hans Wegner chair—with contemporary design creates a dialogue that honours both heritage and innovation.
These storied pieces carry with them a legacy of masterful craftsmanship, adding layers of significance and depth to your living environment. They remind us that true elegance is built upon a foundation of enduring quality.
Ultimately, art is the language through which you express your unique legacy.
Every carefully chosen piece reflects a part of your personal journey, turning your living space into a narrative as emotionally resonant as it is visually stunning.
It imbues your environment with memories, aspirations, and the essence of who you are—a living masterpiece that evolves with time.
Reflect on how these elements might not only beautify your home but also stand as timeless expressions of your personal story.
Now is the moment to immerse yourself fully in the joy of art. Elevate your surroundings and transform your residence into your greatest masterpiece.
Your heart, your legacy, and your space deserve nothing less than extraordinary artistry.
Ozge Fettahlioglu is the founder of Cocoplum | Biophilic Design Studio and Boxareno | Custom Modular Constructions. A wellness and biophilic design leader, she creates bespoke spaces that inspire, heal, and elevate daily living. Ozge is also a board member of Biophilic Cities Australia.
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