Get smart about grooming

Pampering pets

The health, fitness and personal appearance market is no longer restricted to humans and the research clearly shows that owners love to pamper their pets. 

In a Mintel study (UK, 2015), more than a quarter of owners stated that treating their pets to a luxury experience was something they would happily do. The same study also indicated that the third highest expenditure on dogs (and the second highest for cats) was on outfits changing their appearance. Most significantly, 27% of dog owners said they get their pet spa-style treatments (source: One Poll, 2015).

In these days of pet humanisation, grooming falls into several categories for consumers.

Husbandry and welfare

Animals require cleaning, brushing, claw trimming, ear and teeth cleaning and for some species, sometimes teeth trimming too. These are just a few procedures that keep them healthy and well. 

Keeping them free from parasites used to be the biggest focus, but these days is by no means the only one. Humans have been breeding dogs and cats to have more exaggerated features and cats with very long fur, for example, cannot always manage to groom themselves, while dogs with skin folds or heavy coats, even hairless breeds, all need care. 

While grooming products and services may promise human-sounding benefits, such as wrinkle-free skin or how to get your pet to ‘look good naked’, in fact, the animals’ welfare is very much at the forefront of most grooming industry innovations.

Luxury is in high demand

Shampoos, skin and paw treatments, brushes and so on should be part of every retailer’s range, but the luxury ranges are what buyers appear to really value. Organic dog shampoos and special brushes, often designer brands, offer a high profit margin and give an exclusive feel. What customer wouldn’t want the best image for their animals?

Providing a luxury range means that owners can feel like they are caring better for their dogs and cats, and the advent of more skin-friendly products, not to mention sustainable supply, can only be beneficial.

Niche products for specific needs

Grooming has become more breed-specific, too. It is normal to see products aimed at specific dog coat types, such as de-shedding shampoos for Bulldogs, and silk coat shampoos for Shih-Tzus. Deciding your core market (usually evident from the local dog owning choices) is essential. For example, inner cities and younger generation owners tend to look for smaller breeds and fashionable ones, currently Pugs, Bulldogs and the famously popular Cockerpoo.

Staff should be made aware that no customer wants their pet to be the same as anyone else’s, so spending time on product selection and introducing customers to ranges that might suit their own pets’ needs is preferable.

Of course, pets are not allowed to smell bad, so expensive pet cologne will round off the effect, often more highly priced than the human variety. The problem can be that such aromas are not welcomed by the pet themselves, a serious welfare concern that customers should be made aware for the pet’s own benefit.

Professional grooming services

As well as home grooming, there has been an increase in grooming salons and spas and this increased competition has meant grooming services need to be different to stand out. 

A ‘Pet Spa’, modelled on the human spa, promises relaxation as well as treatments for the pet. These are particularly common in the US and growing in the UK, catering for cats, kittens, dogs, puppies, rabbits, hamsters and even the humble tortoise. Customers may be offered a ‘Blueberry and Vanilla Facial’ for their pet, or the more popular ‘Fresh Breath Treatment’.  

In short, to consider grooming as a simple brush through or quick claw clip would be missing out on a huge opportunity. In growth countries, you would be wise to follow the larger market trends, particularly the US, as pets win a bigger place not only in people’s hearts, but also within their household budget.