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I was walking through my small neighborhood grocery store when I noticed a refrigerated case in the middle of the dog food aisle. The case was exclusively for a line of dog food called Fresh Pet, you’ve likely seen it in your own store.

Their commercials are a hoot as friends, family, and dates are kicked out of the house for insulting the dog and its food.

Imagine launching a new product that requires the stores that sell your product to add a dedicated appliance with a specific power requirement to the middle of the dog food aisle. Curious about the dog food, I discovered that there are at least 10 other brands of fresh dog food that come with delivery services – so the food remains fresh. Many boasted “human grade meats and vegetables”.

US Pet Ownership and Spending

• 2023 American’s spent $147 billion on pets – up from 136.8 billion the prior year.
• Over 86 million households own a pet (Forbes)
• Each household spends $4366 per year on their pets (Newsweek)

Pet Ownership by Demographics

• Millennials at 33%
• Gen X at 25%
• Baby Boomers at 24%

Pet Spending

• Gen Z – $6103 (Newsweek)
• Millennials – $5150
• Gen X – $3878
• Boomers – $2454
• Women spend more on pets than men

Pets and Travel

A quick internet search reveals several hotel chains that are pet friendly. Fees range from free (Motel 6) to anywhere between $10 and $150. Maximum number of pets is typically 2 and the largest pet is around 75 pounds. Some limit it to just dogs while others are open to cats as well.

Pet in the Home Building Industry

All this is to say that pets play a major role in the lives of Americans, and home builders need to be conscious of this in their new communities. It might start with community and walking trails and dog parks.

A pedestrian-friendly streetscape would include a broad sidewalk and shade trees – even the occasional poop bag disperser and waste disposal.

In the home, it might start with finishes that are easy to clean and resist scratching like luxury vinyl plank flooring. There is even a “Pet Perfect Carpet” – who knew? What about capturing space under the stairs for the dog’s bed or dog crate?

How about a motorized dog door that opens and closes to only your dog triggered by a small transmitter in their collar. Let’s not forget yard fencing for dogs including invisible fences. How about a place to bathe your pet? Either inside the house, the garage, or at the amenity center.

The pet palace might include a water facet close to the floor for convenient filling. I love a dedicated place for the pet’s food – which seems to always be in the way if not planned for in advance. Should we also include a mini fridge for the pet’s food? I bet some home buyers would opt for it.

From a design perspective, because cats are smaller, they seem to require less upfront planning and design – especially now that you can get a robotic litter box. The same electronic pet door works for cats too. Both dogs and cats shed, so this might be an opportunity to upsell buyers on central vac with an electronic dustpan. Robotic vacuums are also good for collecting pet hair, but have limitations like stairs.

Last but not least – you can get small home technology including pet cameras and two-way audio for monitoring and interacting with your pet while you’re away!

Marketing to Pet Owners

Recognizing pets as an integral part of the family is key when marketing to pet owners. It should start on the builder’s website showcasing pet friendly features and community amenities.

It also means merchandising the model with pet beds, showers and pet art.

Pets and Seniors

Pet ownership is vital for seniors – especially widows or widowers. Pets provide companionship but even more important, they give single seniors purpose. Dogs that require walking allow seniors to walk, enjoy fresh air, and even socialize with neighbors.

Are you a pet friendly builder?

Try an internet search for Pet Friendly Homebuilders and see if you if you make the list. You might be surprised by the results and the pet friendly features listed.

Did I forget anything pet related? If so, reply to this blog.