Animal Magnetism

American Demographics, May 1, 2002 by Rebecca Gardyn

Market Potential

*Forty-five percent of women ages 35 to 54 who have been divorced, separated or widowed own a pet. These females are 18 percent more likely to own a feline, and 52 percent more likely to own a bird than the average American.*

*Americans ages 45 to 54 spend the most per year (an average of $281) on their pets. The average U.S. household spends $209.**

*Spending on pets in single households is expected to grow at an annual rate of 4.1 percent between 1999 and 2004.***

*Single households make up 28 percent of total expenditures on pets.***

Case in Point

NAME: Leslie Birdwell, 42

HOMETOWN: Huntington, WV

NAME, AGE AND BREED OF PET: Mudge, 3 years old, black cat (stray)

ESTIMATED AMOUNT SPENT PER YEAR ON PET: $440

AD: Why do you have a pet?

LB: Mudge was given to me by a friend who thought I was ready for a little more interaction with a living creature. She arrived a little over a year after the divorce was final. My ex-husband didn't like cats, and I'd always had one as a child. It's nice to have something furry and alive sharing your living space. Someone is always glad to see me. Always.

AD: What kinds of products or services do you wish existed that you've been unable to find or wish there were more of?

LB: If someone could come up with the best way of cleaning up cat hair, I'd be most grateful. It's everywhere. I just cleaned my refrigerator, and, of course, it's in there too.

AD: What two things frustrate you the most about being a pet owner?

LB: 1) Mudge's enthusiastic ejection of litter from her litter pan.2) Cats, for all their vaunted cleanliness, can be kind of stinky.

AD: Why do you think women like you - divorced Boomers - are more prone to be cat or bird owners?

LB: Cats are self-sufficient and, in my opinion, less destructive than dogs, although that is a generalization. Cats sleep for hours at a time and are also good at entertaining themselves. Birds probably meet the same criteria.

AD: How much quality time do you spend with your pet?

LB: Probably about 30 minutes a day, sometimes more. She likes to sleep on my chest at about 3:00 a.m., so we always have some cat massage/affection time every single day.

AD: How has having Mudge helped you move on with your life after divorce?

LB: The divorce was long overdue, Mudge was icing on the cake.

*Mediamark Research, Inc.**BLS 2000 Consumer Expenditure Survey***BLS, analysis by Business Communications Co.

The Demographic: Seniors

Market Potential

*Thirty-nine percent of Americans ages 55 to 64, and 25 percent of those 65 , own a pet.* While they are less likely than the average American to have a pet, their projected growth makes seniors a potentially important future market. By 2020, 1 in 6 Americans, or 56.2 million people, will be older than 65.**

*Spending on pets by adults ages 55 to 64 is expected to grow the fastest of all age groups (4.8% annually) in the next few years, from an average of $246 per year in 1999, to $310 in 2004.***

Case in Point

NAME: Lori Kaufman, 76

HOMETOWN: Indianapolis, IN

NAME, AGE AND BREED OF PET: Oliver, 7 years old, Maltese