America's $35 billion pet project

“We love Jax when he comes in,” she said. “We all know him, and he’s always happy to be here.”

Jax is a 2-year-old black lab who is indulged at least once a week with fresh-baked doggie treats at Three Dog Bakery, 900 E. Battlefield, Ste. 160, in Battlefield Market Place.

On this day, Jax is served “pupcakes” with swirled frosting on top.

“We’re crazy enough to spoil him,” said Eric Waggoner, Jax’s owner.

Waggoner spends $10 to $15 weekly at the upscale pet store, contributing to a growing trend in the United States.

The American Pet Products Manufacturers Association estimates Americans will spend $35.9 billion on their pets this year. On its Web site, APPMA lists 21 pet-related trade shows worldwide this year and forecasts the industry will grow even larger with once unheard of services and products such as pet behaviorists, pet travel agents, pet insurance, canine prescription lenses and private label accessories.

Three Dog’s Meyer credits the market’s growth largely to empty nest baby boomers.

“Their dogs now have taken the place of their children,” she said, noting that young, childless professionals with disposable income also contribute to the boom.

The willingness of Springfieldians to spoil their family pets motivated Bud and Kay Addington to open All About Dogs & Cats on Sept. 6. The 8,000-square-foot pet store at 2632 S. Glenstone is among more than 100 pet businesses in the Springfield area.

But capitalizing on America’s pet frenzy doesn’t come cheap.

The Addingtons spent $500,000 opening their store. And Kansas City-based Three Dog Bakery requires its licensees have a minimum of $300,000 in liquid personal resources; stores generally cost the owner between $125,000 and $200,000 to open.

Fetching a dollar

Vicki Favazza makes custom dog clothes from her home. The most popular items are coats that cost around $25.

“The dog owners consider the dogs to be part of the family,” said Favazza, who’s been making about seven outfits a week and sells them on consignment at Hey Bud, 210 S. Campbell.

And while there are still dogs eating Ol’ Roy dog food – $13.98 for a 50-pound bag at Wal-Mart – there are a growing number of dogs eating Solid Gold Hund-n-Flocken, an all-natural dog food that costs $38.95 for a 33-pound bag and is available from Gail Jackson’s home-based All About Dawgs.

Heath Wiseman, doctor of veterinary medicine at Springfield Veterinary Center, 3322 S. Campbell, Ste. U, said high-end food is popular, but pets are just fine with moderately priced brands such as Purina, Iams or Science Diet.

“Some of the old standbys are as high a quality as they can possibly be,” said Wiseman, whose office sells 20-pound bags of Science Diet for $21.29.

Three Dog’s Meyer, along with business partner Denise Fiala, sells her baked goodies for between 61 cents and $3.50. Springfield’s Three Dog Bakery is one of nearly 40 locations worldwide.

In addition to gourmet treats, the pair carries dog toys ranging from $5 to $30 and collars ranging from $7 to $95. The store’s priciest collars boast Swarovski Crystal.

“We try very hard to carry products that are unique to our store, that the big box stores do not carry,” Meyer said.

Dogfight

Terry Lewis, operations manager for locally owned General Pet Inc., which operates five Springfield Pet Warehouse locations and one Joplin store, said the 50-year-old chain has held strong in an increasingly competitive market.

“The people are spending more on their pets and our business has been right on par with that,” he said, declining to disclose Pet Warehouse’s revenues.

But diving into a local market that boasts more than 100 businesses catering to pets didn’t faze Bud Addington. He said All About Dogs & Cats is filling a niche in the market with grooming, a deli and a gift center.

“I think there’s plenty of business for everybody,” he said. “We’re in a growing area.”