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ID:	24521As brave as a lion, as strong as an ox, as slippery as snake…. or as mad as a dog owner?

I had a lovely day at Crufts last week and as ever was struck by the immensely strong bond between certain dogs and their owners, especially those canines involved in work. Watching various spaniels and labs show off their skills in the ring so eagerly was a real treat; ears pricked, eyes bright and intently focussed, muscles twitching ready for the next retrieve. Delightful!

The doggy actors were also a joy to watch, especially the bulldog who just couldn’t wait for his trainer to give the instruction to play dead - keeling over in an instant when prompted, much to the delight of the watching crowds!

Yet the bond between certain owners and their dogs seems stronger still. In the UK, some of us, are simply mad about our dogs; for evidence of just how much we anthropomorphise our pets and seek to include them in every part of family life, you need look no further than the retail stands at Crufts. In fact, the stands make up the majority of floor space at this vast event, displaying an eclectic mix of must-have items for the enthusiastic dog owner - and boy, was business brisk!

Take dog food for example: The growing trend for additive-free, organic, ethically-sourced food is reflected in the expanding range of foodstuffs available for our canine friends, many heavily branded as ‘natural’ and some containing ‘superfoods’. The benefits of feeding raw has long been extolled in some quarters with certain manufacturers now boasting a range of pre-prepared and natural frozen pet foods. Take a look at Natures Menu for just one example.

We now havesnack bars available for our dogs ‘on the move’ and there was even a dog deli at Crufts offering an appetising range of fresh food treats for the discerning four-legged diner. Closer inspection revealed the range to to be more balanced, healthy and certainly more appetising than the wraps and chips on offer for us non-canines at the show - yes, really.

Now I know some vets view these kinds of retail developments with a certain amount of disdain…..but in any consumer-centric business, the trick is to understand what your clients want and to be ahead of the game in providing it. So whether your owners are prepared to spend a fortune on gourmet treats, luxury dog beds, douse their animals with perfumeor dress them in the latest fashions, providing they are making ethical choices consistent with your professional advice (balanced nutrition, safe products) - then surely there’s an opportunity here for forward-thinking practices to follow latest trends and complement some of the run-of-the-mill ranges that every surgery stocks with an exciting, fun-filled mix of products that passionate owners simply love to buy?

So the next simile you use may be ‘mad as a dog owner’ but perhaps the madness is not with the owner enjoying spending their hard-earned cash on luxury items for their dogs. Maybe it’s with you if you are part of the pet business yet not supplying owners with the things they actually want?

Now there’s some food for thought.


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