Little stars

The five most popular dog breeds in Japan are all small breeds, according to the latest survey carried out by the Japan Pet Food Association. Topping the list is the Dachshund with a market share of 14.5 per cent, followed by the Chihuahua, Toy Poodle, Shiba Inu and Papillon. Hybrid dogs are also gaining in popularity in Japan. These are the mixed-breed offspring produced by dogs from different species or races. Examples are the Cockapoo, a cross of a Cocker Spaniel and a Poodle, or a Labradoodle, a Labrador Retriever-Poodle hybrid. In Japan hybrid dogs account for 20 per cent of all dog breeds.

The high proportion of small dog breeds in Japan is understandable, given that living space is at a premium there. Chihuahuas, Pugs and Yorkshire Terriers are also making inroads in other countries, however. In Germany, for instance, small dog breeds in the weight category up to 10 kg accounted for around 32 per cent of the overall dog population in 2013, according to information from the IVH and ZZF trade associations. This percentage is probably even higher in Italy. And in the USA there is now an additional zone at the leading Global Pet Expo trade show dedicated exclusively to the presentation of boutique articles for small dogs.

Sophisticated (young) women in particular are frequently besotted with small and miniature breeds. Paris Hilton, whose Chihuahua Tinkerbell set a precedent for an entire generation of women, instigated the hype. The demand for small dogs has grown to such an extent that these cute pets with dark button eyes now have their own food brands, and even the boom in treats would not have been possible without the increase in small breed ownership. The rising sales of reward items can be explained by the increasing humanisation of small dogs; four-legged companions are regarded more and more as substitutes for children or partners, and are thus given more attention and pampering. According to experts, this is true to an ever greater extent of older people, who like these dogs for their appearance, their behaviour and the fact that they don't need as much space. 

One consequence of the growing humanisation of pets is that the international demand for dog apparel has been growing for a number of years. Countless…