Active accessories and apparel for pets

Thanks to both limited indoor entertainment options and more time spent at home, the pandemic presented an opportune time for many to acquire a pet and embrace the outdoors.

Changing lifestyle habits

According to the US Outdoor Industry Association, the number of participants in outdoor activities increased by 2.2% in 2021 to 164.2 million. This means that more than half (54%) of Americans participated in at least one outdoor activity last year.

“The increased demand for active and performance gear for pets aligns with the changing lifestyle habits of pet owners over the past few years,” says Krystn Janisse from Canada-based Homes Alive Pets. The company has seen a sales increase of 149% in the active pet category since 2019.

High-tech performance gear

Dogs in particular are well suited for outdoor activities like camping and hiking. According to Janisse, this creates a “greater need” for better quality and functionality in active gear for pets.

Performance dog gear manufacturer Ruffwear released several collections in 2022 in direct response to the demand for quality technology and performance design in dog products.

The Trailhead and Innovative Insulation collections feature performance jackets that can withstand cold weather conditions while still allowing dogs the full range of motion to engage in winter sports.

The items include similar components to human performance gear, such as a durable water repellent (DWR) finish, insulation and windproof materials to keep the cold out and retain heat. Additionally, pet owners are seeking products that make getting outdoors with their pets safer and easier, along with add-ons like pockets for storage.

Matching styles

Many want pet apparel that matches their own favorite outdoor clothing brands. According to Janisse, products “need to look good and be on trend with current fashion trends to overcome price point barriers”.

“Customers want their pet’s image to reflect the type of lifestyle they live more and more,” comments Kim McCohan, Chief Happiness Officer at Bend Pet Express. “We are seeing repeat customers buying additional collars so their dogs can ‘change outfits’ throughout the week,” he adds.

Proper fit

The accuracy of sizing options is an issue for many. The ability to try on apparel and accessories helps pet owners have confidence that the product will perform as intended and fit their pet properly. “There’s nothing worse than an ill-fitting backpack that has rubbed a dog raw, or a dog that has slipped out of a collar that’s too big, or even apparel used for the wrong purpose but purchased because it looks pretty,” points out McCohan. When retail staff is educated about the fit and use of a product, this builds trust in the store and brand, and reduces the chance of a purchase being returned.

Rising costs and supply chain challenges

The average price of these products ranges from $40 to $150. The rising costs associated with inflation are likely to drive prices up, but it remains to be seen how this will affect the market. “The impact on pricing has been pretty minimal for this category so far. We expect to see some moderate price increases in 2023, but for now, most pet activewear and apparel pricing has remained steady,” says Janisse.

Moreover, continued supply chain challenges, including materials sourcing, shipping and packaging, have slowed the flow of stock coming from overseas and led to some manufacturers being unable to ensure consistent availability of products. As a result of shipping delays, retailers have not been able to determine the growth capabilities of this segment, simply due to the fact that there has not been a lot of product to sell