Empty-Nester Moms Going to the Dogs!
May 13, 2010 § Leave a comment
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.
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)
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!