How Direct-to-Consumer Brands Are Plotting Their Way to Your Dog's Heart

No category, including pet care, is safe from DTC's disruption

Personal Instagram accounts, leather leashes and gourmet food. Dog influencers (yes, it’s a thing) lead very good lives. In the age of instant celebrity and dopamine-fueled likes and faves, dog owners are pushing a $72 billion industry.

According to the American Pet Products Association, U.S. pet owners spent about $72.56 billion on their pets in 2018, an 8.7% increase from $66.75 billion in 2016, and 68% of all U.S. households own a pet. Pet owners like to spoil their “children,” too.

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This story first appeared in the April 29, 2019, issue of Adweek magazine. Click here to subscribe.