See where the void is and fill it. New products and new art forms are often introduced when a creator takes this approach. Some voids are meant to be filled, while many others are filled simply because it's a new way to create a profit where there's no competition. Just because there's not a market for hamster swimming lessons doesn't mean there should be. Not all voids are meant to be filled. I think luxury pet products are one of these voids. According to Pet Pop of Australia their products originated because, "[they] saw there was a gap in the market for beverages for dogs."
In Martin's article the only proof provided that these products provide benefits to pets comes from the marketers themselves. The reliable source mentioned, a veterinary study of thousands of animals, hasn't even determined one pet food better than another. Therefore, the article did not persuade me to believe there's value in pet luxury items. The real value is in what Jim Myer's said, pet products are in a "pretty emotional category." As Americans we express gratitude by consuming and then giving to those we love and we love our pets.
I understand this human-pet relationship and my own experiences has led me to believe the money we spend is out of love, not necessity. My family dog just turned nine the other day with the health and energy of a four year old. Her dog food costs my family a dollar a pound. I found the same to be true this summer when I visited Happy Trails Kennels with some of the best canine athletes in the world. These dogs belong to a four time Iditarod winning kennel and their ordinary kibble averages a little over a dollar a pound.
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