A new trend has set among pet owners, known as ‘functional pampering’- which is driving the premium pet products market. This is the latest example of how much care pet owners lavish on their pets.
Owners who make big money and spare no expense in caring for their pets (nicknamed uber-owners) are occupying a significant share of the $47 billion pet market. One in three pet-owning households in the United States qualifies as a premium pet household. That translates to 17.4 million of the 52.8 million dog- or cat-owning households being premium.


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