More than ever, pet owners are taking their pups out with them. Be it an outdoor hiking adventure, a road trip or even a walk to the park, pet owners rely on durable, functional and safe products for walks and outdoor adventures.
“Whether you are walking down the street or on an adventure vacation with your pet, the best way to prepare for the unexpected is to purchase safety-tested products,” said Michael Leung, co-founder and lead product designer of Sleepypod, a Pasadena, Calif.-based manufacturer. “Pets depend on their human handlers for safety, so products that keep them safe are top of mind for customers.”
A collar and ID tag are critical safety accessories for pets that may roam beyond pet owners’ backyards or on vacations in unfamiliar territory, according to industry insiders. Lost dogs are all too common, both at home and out of town. Even a simple walk in the neighborhood can pose a risk.
“While there are many cute memes on the internet of dogs staring down squirrels, an unexpected chase could end in a disaster without having the right gear, including a durable, strength-tested leash with an integrated traffic handle and proper identification on a collar or walking harness,” Leung said.
Dependable equipment lets owners keep their pets engaged and strengthens the human-animal bond, he added. Sleepypod’s Safety Test Program requires each Sleepypod product to meet the highest safety standards to reduce pet exposure to possible hazards, Leung said.
Functional products have seen an increase in popularity in the pet industry in both the accessory and toy categories.
“We’re witnessing a notable shift towards smart and functional products, [with] the trends leaning heavily towards multi-featured solutions,” said Bill Parsons, sales manager at P.L.A.Y. (Pet Lifestyle And You), a San Francisco-based manufacturer. “This demand stems from a desire for efficiency, convenience and a seamless integration of technology into pet products to cater to various needs during outdoor activities.”
Sales of dog walking accessories and products for outdoor adventures are up, insiders reported. The growth can be attributed to several factors, including training, the need for portable and lightweight products, an increase in travel and pet owners being in tune with the needs of their pets.
“Portable, compact and multifunctional items such as collapsible bowls for easy refueling, travel beds like our Outdoor Chill Pads and compact food storage are gaining popularity,” Parsons said.
He noted that this category consistently performs for P.L.A.Y., with sales seeing an uptick during spring and summer, when people engage more in outdoor activities.
“The warmer seasons prompt customers to refresh or replace products, aligning with the demand for items that cater to increased outdoor use,” Parsons said.
Including pets in vacation and travel plans instead of leaving them at home is an increasingly popular trend. A Google search for “traveling with pets” garners more than a billion results.
“Many millennial and [Gen Z] pet owners are traveling with their pets and want gear that will both make it easier and enhance their and their pet’s outdoor experience,” said Heather Blum, co-owner of Petagogy, a retailer with stores in Pittsburgh.
NEW INNOVATIONS
Pet product manufacturers look to various places for inspiration and ideas for new offerings.
“Product development is a collaborative effort at P.L.A.Y., harnessing our team’s experience, personal insights as pet parents and current market trends,” Parsons said. “We actively seek customer feedback, explore innovative materials and craft products that align with consumer desires.”
Keeping up with and experimenting with new materials is another aspect P.L.A.Y. looks at to keep things fresh, Parsons said.
“Additionally, our vertically integrated supply chain empowers us to bring any idea to life, ensuring our products truly stand out,” Parsons said.
When creating products such as collars, leashes and harnesses, manufacturers keep multiple factors in mind, including functionality, safety and comfort for the animal, as well as aesthetics.
“There is more focus on the materials being used to make the products and how they provide comfort to pets,” said Karishma Patel, director of e-commerce for Zee.Dog, a Rio de Janeiro-based manufacturer of dog products.
At Zee.Dog, product development is tied to the company’s mission to connect dogs and people, Patel said.
“Our product team comprises industrial engineers and designers that combine current trends, new materials and manufacturing techniques to develop their unique take on products,” Patel said. “After multiple rounds of designs, prototypes and testing, a product is brought to the market.”
Zee.Dog recently created the Nox SofterWalk Harness, a no-pull harness that provides more features than a traditional harness, according to the company.
“This no-pull harness has reflective material woven through the entire harness which allows for safer night walks,” Patel said. “It also offers the flexibility to use it as a no-pull harness or as a traditional harness with a padded grab handle that allows for additional control when needed.”
Also new from Zee.Dog is the NitLeash, which Patel said is possibly the lightest leash pet owners have ever held. A fresh take on a classic leash, the NitLeash is made of a single piece of 3D knit fabric with a little give.
Sleepypod recently introduced the Martingale Calming Harness, which Leung said was a success as soon as it was released.
“It’s a multifunctional and innovative product designed for anxiety relief and walking,” he said. “A patent-pending martingale feature offers better pet control and helps prevent escape when walking.”
The harness wraps snugly around a pet’s body while helping to soothe a pet’s fear and anxiety.
“While customers love the innovative features, high-quality textiles and beautiful colorways, at the end of the day, they are most impressed with its performance,” Leung said.
THE PRODUCT MIX
With so many innovations on the market for dog walking and outdoor adventures, retailers have much to consider when determining a product assortment.
At Petagogy, Blum asks several questions before bringing items into the store.
“Are your customers asking for these products? Are you located near places where customers are taking their pets on outdoor adventures?” she asked. “If you are a smaller retailer without a lot of extra space, it can be best to take cues from your customers [by] sending an online customer survey before the start of the travel season.”
She also recommends retailers start with more universal products such as travel bowls, water bottles and rugged leashes that can be used for hiking, daily walks and park visits.
“This product category continues to expand, but you don’t need to have every travel accessory to meet the demand,” Blum said. “Curate the essential products—life jackets for water safety, travel water bottles and food bowls, travel beds, dog packs—and carry brands you trust.”
The seasonal aspect of products should also be considered when merchandising dog walking and outdoor adventure items.
“Since many of these products are seasonal for us, we will create a summer display that includes outdoor adventure products as well as fun outdoor-themed toys and treats, like P.L.A.Y.’s Camp Corbin toys and Bocce’s Bakery’s Campfire S’mores,” Blum said.
Retailers must consider what pet owners are receptive to trying, from the new pet owner to the pro.
“Today’s pet owners are much more open to new innovations and products than they have ever been,” Patel said. “New products that increase convenience and safety for their pets are certain to do well. Additionally, products that use unique materials, offer sustainability or are more durable will likely get customers interested in making purchases.”
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