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

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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.