Pet Travel Accessories: In-Vehicle Accommodation Is Going To The Dogs

If I were to ask you—what are the top Google searches American consumers make for their vehicles’ interiors—would you answer, pet travel accessories?

It’s true. Consumers are more interested in keeping their drooling, shedding, must-step-on-every-inch-of-the-leather-interior passengers happy and comfortable, than they are in nearly any other in-vehicle upgrade. (Save for cameras, which also saw a significant uptick in popularity.)

For some of you, this will come as no surprise. (Either because you read the title of this article or you, like me, really love your pup.) “When it comes to the U.S., pets are a huge market,” Yarden Horwitz, the trendspotting lead for Google, told tech news and media network, The Verge, last year. “Millennials are thinking of pets as their family members, so they are going to rethink how a car is being used by pets.”

According to the top-trending search terms laid out in the 2018 Google Auto Trends Report, it appears consumers find the in-vehicle pet accommodations offered by OEMs to be sorely lacking. Keywords like “dog car seat covers,” “dog car hammock,” and “dog steps for car” were just a few of the most frequently entered into the search bar.

And while this may mean nothing to you if you don’t own a pet, for the automotive aftermarket, it spells big profits.

Every Dog Has Its Day

I think we can all agree dogs are having a bit of a moment right now—particularly in the U.S. In fact, according to the American Pet Products Association (APPA), Americans spent roughly $72.56 billion on their furry friends last year. And while not all of that pertains to puppers, it’s likely they make up the bulk of food costs, vet bills, and squeaky toy expenses.

It’s worth mentioning that the global pet market is estimated to be worth around $109 billion. So, it’s safe to say this recent wave of what experts like to call “pet humanization,” is a bit of an American phenomenon. In fact, according to Google’s report, “The average American was 36 times as likely to search [for pet travel accessories] than the average person in Germany. And 10 times as likely than the average person in Japan.”

From hotels to restaurants, retail shops to airports, public and private spaces are becoming noticeably more pet-friendly these days, as more people decide leaving their dog at home just isn’t an option. “Americans are re-defining ‘family,’” states the Google report. “Consumers in the U.S. are bringing their pets along for the ride, and prioritizing the needs of their new passengers.”

So, what kind of pet-friendly accommodations are we talking about, exactly?

Well, the days of throwing an old comforter on the back seat are long gone. The people have asked and the aftermarket has giveth. From ergonomic travel beds featuring non-toxic natural odor control systems to FDA-compliant and NSF-certified collapsible water bowls, pet travel accessories have evolved into something, well, unprecedented.

As the fantastically-named Pawsible Marketing points out in its Top Pet Industry Trends For 2018 report, “Baby Boomers made the pet industry. [And] as this generation aged and became empty-nesters, they grew to consider their pets as replacement ‘kids,’ lavishing even more discretionary funds on them.”

Now, as the pet purchasing power shifts to a largely-Millennial demographic, the demand for innovative and top-quality pet products and services, particularly in the areas of foods, treats, gear, and healthcare, is only growing stronger.

The Numbers Don’t Lie

According to the APPA, 68% of American households own a pet, accounting for roughly 84.6 million pet-owning households—a 12% jump in thirty years.

Significant. Impressive even.

But how did we get from simply owning a pet, to springing for a Sherpa-lined doggie car seat, specially designed to give your pal an unobstructed view out the window?

Simple: Cultural norms change. And like it or not, pets (especially dogs) have reached VIP status in this country.

The APPA’s 2017-2018 National Pet Owners Survey reports that a whopping 81% of respondents profess unconditional love for their pet, with the same amount claiming their pet provides relaxing comfort and health benefits.

Furthermore, 61% reported that buying a pet product made in the USA is important to them—implying that, when shopping for pet care products and travel accessories, the quality of manufacturing and sourced materials is not only on consumers’ minds—it’s a money motivator.

Big Brands Get In On The Action

If you’re thinking it’s only small Mom & Pop startups selling homemade pet travel accessories on Etsy and eBay, think again. Major players in the automotive aftermarket have jumped on the bandwagon. And with the pet care market share expected to reach $202.6 billion by 2025, how could they not?

WeatherTech recently launched its PetComfort brand, which not only offers cleverly-engineered pet barriers, seat covers, and rubber access ramps, but also elevated feeding systems constructed of human food-grade stainless steel. Similarly, Texas-based designer and manufacturer of high-end kitchenware, Dexas, created an original Popware for Pets line several years ago. The brand provides a variety of travel-ready, collapsible pet products like expandable kennel bowls, snack cups, and water bowls, ideal for camping, road trips, and tight living spaces.

While many pet travel accessories are meant simply to restrain and limit damage, Massachusetts brand, Kurgo, applies a clever and dog-friendly approach to its innovations.

The company’s Auto Zip Line relegates a dog to the back seat, but uses a detachable bungee zip line to allow back-and-forth plus sit-and-stand movement. And, the Back Seat Bridge provides not only a soft partition between front and back seats, but also a padded “bridge” over the floor to extend the back seat into a comfortable, more open space for canine companions.

Active Products for Active Pets

Additionally, as RV enthusiasm continues to grow (the industry has tripled in size since the Great Recession), complementary pet travel accessories grow alongside it—and get more innovative in the process.

Pets are part of the family, which means they are also part of family vacations. With clever items like doggie life jackets and anti-bacterial, quick-dry towels, to hands-free leashes and fold-up water bowls, there’s no reason why your pup can’t join in on any outdoor activities.

In fact, outdoor gurus Yakima wisely picked up on this lifestyle trend awhile back, launching its own crew of canine brand ambassadors to help showcase the versatility of the company’s camping accessories.

So, whether you own an adventure pet or think the whole trend is nutty—get ready for MORE. There’s no signs of the pet care industry slowing down anytime soon.

And as our thirst for technology grows, you can expect some strange developments on the pet accessories front. Like this feeding system that uses facial recognition to differentiate between your cats. Or this specially-curated television programming marketed toward dogs.

It’s a brave new world, and the pets are calling the shots.