Small dogs bite back

Who would have thought it - in just a few years, the number of small and toy dogs has risen significantly worldwide. And no end to this increase is in sight.
This trend originally emerged in Asia. Because many of the people there have to make do with limited living space, their preference for small and easily satisfied pets is understandable. For a long time, the rest of the world harboured a number of prejudices against small dogs. But when small breeds began to conquer America and Europe, it spurred the pet sector to create fashion products that were often colourful and extravagant. Catwalk fashion for canines ruled.That has now all changed. Although accessory products for small dogs are still expected to be fashionable and chic, they should above all be practical, suitable for the breed and comfortable. This is why customised food creation for small dogs has gone down so well, because it evidently caters to the eating requirements of the pets better than "normal" food. The treat segment in particular has benefited from the trend towards small dogs and has expanded enormously, long since overtaking sales of dry and moist food in many countries. Suppliers of accessory products are also benefiting from the small breed trend; some sub-segments such as transport boxes, leads and collars, dog furniture and apparel have grown in importance and the displays in many stores are bigger and more wide-ranging than ever.

It all started with young women, who felt a bit like Paris Hilton with a Chihuahua at their side. The owners of small dogs are still primarily women, but small breeds have now also become established as family pets or in single households. In many cases, Yorkshire Terriers, Chihuahuas or Poodles offer a kind of substitute for children or a partner. And because these dogs not only look cute, but are comparatively easy to look after, they might experience a boom in the next few years. For pet product retailers, small dogs offer a good opportunity to differentiate themselves from the competition with an unusual assortment. The range in this segment has become virtually limitless. Dog boutiques and special stores for small breeds are springing up all over in big cities. But here too the glam look is in decline: most people like their…