SEATTLE – January 30, 2017 – Rover.com, the nation’s largest network of pet sitters and dog walkers, today released “The Fetch List,” forecasting the hot new trends for America’s pet parents in 2017. Co-parenting, mini dog breeds, cannabis-infused treats and smart dog crates are a few of the top predictions according to the company’s trendspotters and Rover’s data from hundreds of thousands of pet parents. The hot lists include Dog Breeds, Dog Food, Pet Technology, Pet Health and Wellness, Pet Lifestyle and Pet Products.
Rover predicts the following will be trending in 2017:
- Dog Breeds: French Bulldogs, Bernese Mountain Dogs, Designer Breeds, Hypoallergenic Breeds, Pit Bulls, Mixed Breeds, and Mini Breeds
- Dog Food: Exotic Proteins, Fresh Pet Food, Natural and Organic Ingredients, Paleo/Ancient Diets, Freeze Dried and Baked Treats, and Grain-free and Gluten-free
- Pet Technology: Wifi Cameras and Treat Dispensers, Smart Crates, Dog-based Social Media, GPS and Activity Trackers, and Pet Care Apps
- Pet Health and Wellness: Home Test Kits, Cannabis-infused Treats, Vet On-demand Apps, Probiotic Supplements, Coconut Oil and Dog Behavior Consulting
- Pet Lifestyle: Co-parenting, Dog Sports, Human-inspired Dog Names, Taking Your Dog to Work, DNA Testing, and Dogs as Insta-celebs
- Pet Products: Stylish Leashes, Dog Packs, Rain Coats, Pet-Integrated Furniture, Dog Sling and Puzzle Toys
“As dogs are treated more like human family members, we see pet parents’ personal preferences influence what they buy and feed their pets. We predict that items humans love for themselves, like all-natural products, coconut oil, and products with smart technology, will be in high demand for pets too,” said Brandie Gonzales, Rover’s pet lifestyle expert. “Today’s pet parents lead active lifestyles and feel a deep bond with their dog. These must-have items reflect owners’ desires to pamper their dogs and seamlessly integrate them into every aspect of their lives.”
According to Rover’s data and pet lifestyle insights team, who analyzed pet parents’ preferences in each of the categories, these are the key trends influencing pet ownership:
All-Natural Everything – Families are looking for more natural, healthy products for themselves and that now extends to furry family members as well. This year’s hottest trends for dog food, toys and grooming products pull from the wellness aisle, including labels for non-GMO, organic, raw and fresh ingredients.
Buzzed-about ingredients include whole grains, coconut oil, probiotics, antioxidants and cannabis. Ollie and West Paw Design are a few products leading the trend.
Dogs Are People Too – Dogs are more than pets; they’re family members. Whether owners bring their dogs to work, included them in their weddings or give them their own Instagram account, pets are popping up everywhere their humans go.
Because of people’s emotional relationship with pets, trends in the parenting industry tend to migrate to the pet industry — just a few years later. In fact, according to Rover data, the top baby names of the year were also among the most popular dog names of 2016, with top dog names including Oliver, Zoe and Sophie.
Growing demand for pet-friendly establishments as well as dog packs, strollers and dog slings that allow dogs to join pet parents everywhere point to growth of this trend.
Tech-Powered Pets – The Internet of Things isn’t just for making your house smarter — it’s making your dog smarter too! The possibilities for pet technology abound, from telemedicine for dogs, to digitally ordering food, walks and playmates.
Wi-Fi cameras and treat dispensers, like the Furbo and Petchatz, GPS-enabled activity trackers by Whistle and Fitbark, the Dog Parker smart crate as well as the social discovery app for dog lovers BarkHappy are all examples of this fast-growing trend.
Reimagining Pet Ownership – In the past, pet allergies and being too busy were two of the main barriers that kept people from getting a dog, but these aren’t deal breakers anymore. More options in hypoallergenic breeds and pet parenting arrangements are allowing people with allergies or busy schedules to still experience the love of a dog.
Rover data showed that ownership of allergy-friendly poodle mixes, like Goldendoodles, rose 62 percent in 2016. Expect to see more doodles at the park this year, as well as breeds like the Bichon Frise and Havanese.
Sharing pet care responsibilities by co-parenting with friends or family is also trending, especially among busy Millennial professionals. Apps like Rover also make it possible to share dog companions: owners can ensure their dogs get the attention they need, while pet sitters enjoy part-time pet parenthood.
Return to the Wild – Instead of looking for scientifically-formulated pet products, dog owners are embracing their dogs’ wild roots. Pet parents are interested in natural products that are rustic or harken back to dogs’ wolf ancestors.
Trends to watch include paleo and ancient diets, nontraditional proteins like kangaroo, boar and venison, and dog sports and hunting games that allow dogs to explore their natural tracking and herding instincts.
Premium Care – From high-end grooming products to dog massage and reiki sessions, premium pet care options are taking center stage. Don’t be surprised to find dog-versions of your favorite snacks, shampoos or fitness classes.
Pet speciality shops and brands will be the go-to options for pet parents. Look for more premium dog food options, high-end dog beds and upscale grooming products and spa services. They’re on the rise as pet parents endeavour to share all the luxuries of life with their dogs.
For more information, visit www.rover.com/blog/rover-fetch-list.
Rover.com connects pet parents with the nation’s largest network of loving and trustworthy pet sitters and dog walkers. Through Rover, pet parents can discover, book, and manage personalized care for their dogs, including in-home dog boarding, pet sitting, dog walking, and doggy day care. Founded on the belief that everyone should have the opportunity to experience the unconditional love of a dog, Rover improves and simplifies life for pet parents and the dogs they love. By removing common pet care obstacles, Rover ensures dogs nationwide are happy and well-cared for even when their owner is away and empowers dog lovers to live fulfilling lives. Services are booked through Rover every seven seconds, and more than 92% of the population lives within a short drive of one of the more than 85,000 sitters who’ve listed their services. Over 95% of reviewed bookings have received a perfect 5-star rating. The platform offers premium insurance for all services booked through Rover, secure online payments, world-class customer support, vet consultations, a 24/7 team of trust and safety experts, Rover Cards with walk mapping and activity tracking, mobile apps, photo and video sharing, and general background checks for sitters.