I t’s well-established that millennials currently comprise the biggest dog-owning demographic, with surveys indicating that anywhere from 60 to 80 percent of these folks have at least one. Females represent another growing segment of the dog-owning population. For this demographic, regardless of age, figures indicate that anywhere from 47 percent up to 60 percent of females live with a canine companion. 

Considering how focused millennials are on self-care, spending no small amounts of money on products designed to make them feel and look better, and considering that women in general have always embraced these sorts of expenditures, and considering how entrenched the “dogs as family members” mindset is, there are plenty of reasons for manufacturers and providers of dog spa products to be feeling excited about this category.

“Pet parents today continue to seek out products that will improve the quality of their pets’ lives and are especially interested in solutions supporting overall health and well-being every day,” says Jenny Gilcrest, vice president of marketing for Skout’s Honor. Located in Oceanside, Calif., the company makes environmentally and socially conscious products for dogs and cats, such as cleaning/grooming, wellness, training and natural flea and tick control.

“Spa products are in demand because they not only help keep pets fresh and clean, but they also have the ability to support a healthier skin and coat in between washes,” she continues. “Issues like itch, odor, shedding and inflammation continue to be obvious problems pet parents notice, and they’re seeking out products that can solve those specific things.”

Julie Creed, vice president of sales and marketing for Pure and Natural Pet, explains that today’s pet owners understand the health and relaxation benefits of spa products since they’ve likely incorporated these into their lives, and they want to extend these pleasures to their pets. As such, Creed says they’ve noticed an increase in demand for their spa items and are seeing similar activity in other brands as well, with dog owners valuing not only the added wellness such items confer but also the bonding opportunities they bring.

Also contributing to the demand is physical proximity between pet and person. This closeness was in play before the pandemic as pet owners began taking their dogs with them nearly everywhere, even to the office if allowed. 

But the pandemic really lit a fire under this trend. Confined at home with their pups, people became even more aware of the value of good grooming routines, not only to support the pet’s health but to make them more pleasant to be around. And as more people took to adventuring in the outdoors with their dogs—another activity intensified by the pandemic—dogs were getting dirtier, further fueling the need for bath and cleaning products. It was a small step from here to include spa products into the mix, especially since these also allow dog owners to feel as if they are providing their pets with a wonderful, relaxing indulgence.

Consider two spa products Creed mentions. Headquartered in Norwalk, Conn., Pure and Natural specializes in USDA-certified organic and natural pet grooming and wellness items under two brands: Pure and Natural Pet for dogs and cats; and Pro-Coat Grooming, a line developed for professional groomers. Both offer spa products.

Bath Fresheners are new to the Pure and Natural line. These are formulated to provide an easy, quick way to extend bath-time freshness by simply spraying the pet or the pet’s bedding. The fresheners are available in three light, natural scents: Fresh Cotton, Lavender, and Lime Verbena. The Pro-Coat Grooming line offers the Tearless Daily Facial Scrubs line in a Lavender & Chamomile and in Wild Berry. These scrubs are pH balanced to exfoliate and remove dirt, along with tear and food stains.

“For groomers, these products are great service add-ons for additional revenue,” says Creed. “For groomers that have canine pedicures as a service, we also recommend our USDA Certified Organic Paw Rescue. It’s the quick and easy finishing touch to pamper canines and keep paws soft and supple.”

Skout’s Honor offers the Probiotic Deodorizer Spray, a daily use deodorizing spray for dogs and cats that also hydrates the skin and coat, for a better, fresher-smelling pet between washes, says Gilcrest. The spray, available in seven fragrances, is formulated with avocado oil and topical probiotics to help support a healthy skin biome and to ward off common woes like itching, odor, dandruff, hot spots, drying ness and excessive shedding. The company’s Probiotic Shampoo + Conditioner also contains avocado oil and topical probiotics to defend against the same issues.

“This category grows as the human market develops,” says Dawn Leoso Duncan, vice president of Glo-Marr Pet Products, Inc. Headquartered in Lawrenceburg, Ky., the company provides pet grooming products designed to promote overall health, comfort and appearance.

“These are family members, not just pets,” she continues, adding that when spa products also address specific issues, it’s a “bonus.”

Glo-Marr offers a line of four shampoos in the RETRO by KENIC line. Included are Bow Wow Blue, a bleach- and peroxide-free whitener/brightener; Pink Pup Shampoo, a degreaser; Mellow Mutt & Meow, aroma therapy for calming and soothing; and Purple Pooch and Purr, plumeria-scented and ultra-moisturizing.

Spa products provide retailers with a way to not just expand their sales but to also add interest and newness to their shelves, especially since many of these products come in colorful, eye-catching packaging. They also invite conversation with customers, who should be encouraged to think beyond just basic grooming needs.

Leoso Duncan advises that when pet specialty retailers talk to their customers about spa products, they speak to them about their pets as if they were inquiring about their children—which, “they really are,” she says.

Kick off the conversation by asking about the dog’s breed, suggests Creed, explaining this will provide a clue as to what type of fur the dog has or if it’s a breed prone to specific skin or coat issues. Inquiring about age, activity level and what kind of activity the dog engages in will also give pet specialty retailers and their staff useful information that can help direct the customer to the best solution.

Because spa products are excellent for generating incremental sales, Creed advises displaying them on outposts or endcaps as well as near the check stands. They also lend themselves to cross-merchandising, for example by the outdoor gear or apparel. 

Gilcrest says bundling spa products together, in a sense creating a “grooming kit,” can prove an effective merchandising strategy, helping pet owners realize there is more to dog care than just shampooing. It also enables retailers to sell more than one product at a time.

But above all else, knowing the various pet conditions and the products designed to address these is essential for category success.

“Not all products can address the same skin issues,” Gilcrest says. “It’s important that staff members and pet specialty retailers really understand the unique differences and benefits of each product on the shelf in this section in order to best serve their customers by suggesting products that will meet their needs.”   PB

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