Pet Businesses Thrive During Dog Days of Summer

Yellow Pages Association Unveils Findings on the $45 Billion Industry

Summer is a great time to bond with Fido or Kitty, and the Yellow Pages Association research shows it's also a good time for businesses to bond with pet owners. The "Pet Grooming" heading receives its highest frequency of use in July, and the "Pet Supplies & Foods" heading sees peak usage in August(1).

According to the 2009/2010 National Pet Owners Survey, 62 percent of U.S. households own a pet, which equates to 71.4 million homes. The pet industry is expected to generate $45 billion in 2009 with the top two categories being food ($17.4 billion) and supplies ($10.2 billion).

"Growth in total pet spending has grown at a pace equal to or greater than most other retail segments," said Bob Vetere, president of American Pet Products Association. "In many cases people will cut back in other areas sooner than cutting back on their pets."

Larry Small, director of research for the Yellow Pages Association, shared that pet store owners can bring some of that business their way with a smart investment. "Display ads in the 'Pet Supplies & Foods' heading generate $18 in revenue for every $1 spent on Yellow Pages advertising. Ads in the 'Pet Grooming' heading generate $2 for every $1 spent(2)."

Yellow Pages Association found the "Pet Grooming" heading, which sees 58 million references per year, receives the most usage from 50-to-64 year-old women with incomes above $60,000. They often have lived at their current address for three to five years(1). The majority of heading users (86 percent) are looking for a local groomer as opposed to a national chain, and 41 percent of heading users end up choosing a groomer who they have previously never done business with(1).

The heading for "Pet Supplies & Foods" sees about 23 million references annually, most coming from 35-to-49 year-old women who have lived at their current address less than three years(1). Forty-three percent of all searches are for various pet accessories, such as leashes, harnesses, clothing, aquariums, and cat towers(1). The consumers searching this heading for pet food (22 percent) are usually looking for specialty dog food, such as biscuits or bones with no meat byproducts(1).

"A good rule of thumb is any trend in human foods will be reflected fairly quickly in pet foods, such as natural options and vitamin supplements," said Vetere. "Another key growth area is in services for pets like pet sitting or doggie daycare."

For more information on Yellow Pages headings, visit http://www.ypassociation.org/.

(1) Knowledge Networks/SRI, May 2008

(2) CRM Associates 2008

About The Yellow Pages Association

The Yellow Pages Association (YPA) (http://www.ypassociation.org) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs) and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).