Empty-Nester Moms Going to the Dogs!

May 13, 2010 § Leave a comment

James Brown's Baby Picture

As we left James Brown, the Dogfather of Soul, at the Pooch Palace for a recent trip, I remembered an article that I had read in the Wall Street Journal about empty nesters and their dogs.
http://bit.ly/aZpi2l

The largest group of dog-owning households are parents over the age of 45, or 25% of the total, according to the American Veterinary Medical Association, which polled 80,000 families in 2007.

By the way, there are 77.5 million “adopted” dogs in the United States. Seems that empty-nesters are transferring their attentions from their roles as helicopter parents and grandparents to a new role – Pooch Parents! And of course, that means the Moms. DogSport Magazine says 92% of its readers are between the ages of 45 and 54, and many of them are women.

That’s a really important consumer market – we spend $45 billion a year on our pets.
According to the 2007-2008 APPA National Pet Owners Survey, basic annual expenses for dog and cat owners in dollars include: (most recent published figures available)
……………………………………………..Dogs    Cats
1. Surgical Vet Visits                       453     363
2. Food                                                217     188
3. Kennel Boarding                         225     149
4. Routine Vet                                   219     175
5. Groomer/Grooming Aids          127       18
6. Vitamins                                          77       31
7. Treats                                               66       40
8. Toys                                                  41       26
Breakdown of cat and dog ownership in the U.S. according to the American Pet Products Association 2009-2010 National Pet Owners Survey

Marketers take heed. Pooches are the new darlings of Boomer Moms. And on that recent trip? There were older couples traveling on Southwest Airlines, taking advantage of their new pet travel policy. Seems that Southwest knows the power of the pooch!

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