Aftermarket products focus on pets and safety

Sandy Robins • E-mail

You've likely heard about the travel industry's transformation to become pet friendly.

Just how many people are loading up their pets for vacation? You might be surprised.

According to a recent survey of pet owners — conducted by the American Pet Products Association (APPA) — more than 21 percent of dog owners and about 3 percent of cat owners take their pets along on road trips.

It was only a matter of time, then, before automakers hopped aboard and started offering accessories to this growing market.

The Global Pet Expo, held recently in Orlando, Fla., showcased the latest trends in the seemingly recession-proof pet industry. Toyota announced its dealerships would start carrying a comprehensive range of pet car accessories from Kurgo, the innovative pet travel accessory manufacturer.

While many carmakers — most notably Volvo, Honda and Volkswagen — have focused on designing vehicles for creature comforts, Toyota is the first to turn its focus to the automotive aftermarket. Pet-loving drivers can customize vehicles with a variety of products that include ramps, seat covers, harness restraints, booster seats and more — not to mention air fresheners and license plate frames. The products will sell for under $79, a relatively small price to pay for pet safety.

“We are simply expanding the definition of ‘customer,’ ” explains Bob Zeinstra, Toyota’s national product marketing manager. “We decided to take this step to coincide with the launch of the Venza, as this vehicle was specifically designed to appeal to active baby boomers by having a lower rear loading height as well as a lower step-in height. Many of these buyers look to their pets to fill the gap left by their kids and these design features target pet needs too.”

According to AAA, more than 30,000 accidents each year are the result of unrestrained pets in a vehicle.

“When it comes to a pet’s automotive safety and comfort, Europe leads,” says Gordie Spater, president of Kurgo. “Less than 10 percent of Americans restrain their pets in vehicles, and while many states are actively trying to get laws passed, we have a long way to go. This new initiative [from Toyota] is going to have a positive impact because it makes it convenient and easy for pet owners to see to their pets’ needs at the time of purchasing a vehicle or simply going for an oil change.”

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The products to be carried by Toyota dealerships are not exclusive to their cars, but universally fit all makes and models. They include a backseat barrier to keep pets in the rear of the vehicle, a harness on a special auto zip line that allows the dog freedom to move on the back seat, a booster seat to give smaller dogs a restrained, elevated view, and a variety of seat covers, truck restraints and travel accessories such as collapsible bowls.

“There is something for different-sized vehicles and pets both large and small,” says Spater.

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Despite the economic downturn, APPA President Bob Vetere announced that while most retail sectors in this country are struggling to stay afloat, the pet industry continues to grow with a projected 3.6 percent increase in spending to $45.4 billion in 2009.

“This demonstrates that people are more willing to sacrifice on themselves before trimming on their pets. And for those who continue to travel, it seems that their pets will still be going along for the ride,” Vetere said.

Some of the other products previewed include:

• The Contech Pet Compass: A handheld device resembling a TV remote control in shape and size, it works in conjunction with a lightweight beacon that connects to a collar and uses radio signals that reach distances up to a half mile. It’s easy to use — even in a state of panic without your glasses — as it has big buttons that light up as you zoom in on the errant pet. The cost is $99, and it will be available throughout the U.S. and Canada by fall.
• The Sentry HC Good Behavior Pheromone Collar: Designed to calm pets that get stressed on car and plane trips or when they have to board away from home, the collar is infused with the pheromone mother dogs naturally produce to calm and reassure puppies. The collar also contains lavender and chamomile, natural plants known for their calming effect — and pleasant smells. Collars will cost about $15 and are already available at pet specialty stores.
• I Go 2 carrier: The latest multi-functional carrier from Pet Gear Inc. comes with a special attachment to fit securely on a bicycle frame. It can also be used as a car carrier restraint as it works in conjunction with a standard seat belt. A standard shoulder strap converts it to a general carrier suitable for all pets less than 15 pounds. It sells for $59.99.
• PawZ rubber dog boots: The latest footwear for on-the-go dogs is biodegradable and natural. The boots look like snug-fitting, brightly colored balloons. Because they have no padding, the manufacturers claim that it’s easier for pets to adapt to the design. They are useful for all kinds of weather conditions and particularly practical on snow-covered pavements and areas infested with fire ants, and ideal at keeping pets clean when visiting relatives and friends or staying in hotels. They come in a variety of bright colors in packs of 12, are reusable and sell for around $16.

Sandy Robins is an award-winning pet lifestyle writer. She is the recent recipient of the Humane Society of the United States' Pets for Life Award. Her work appears in many national and international publications.

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