Rising Pet Ownership Highlights Need for Pet Product Safety

Consumer CompactHardgoodsJuly 03, 2024

Pet ownership is on the increase. It is estimated over half of the world now has a domesticated animal living at home and, in some countries, the change is profound. For example, regulatory changes, falling birth rates and growing affluence led to a 113% increase in China between 2014 and 2019.¹ Our love affair with pets is clear, but a growing demand for them has also created a market for pet products. How can consumers be sure the products they buy are safe?

Market growth

With more people now owning pets, a thriving market for pet products has been created. Looking at the US as an example, figures from the American Pet Products Association show expenditure on pet products is increasing. In 2018, total expenditure was USD 90.5 billion, rising to USD 147 billion in 2023 and with a projected figure of USD 150.6 billion for 2024. As you might expect, the pets most commonly own are dogs (65.1 million) and cats (46.5 million).

Pet expenditure breaks down as:

Food and treats – USD 64.4 billion
Supplies, live animals and over the counter (OTC) medicine – USD 32 billion
Vet care and product sales – USD 38.3 billion
Other services (boarding, grooming, training, etc.) – USD 12.6 billion ²

A contributing factor to this expenditure growth is who owns these pets. Millennials (born 1981-1996) own the most pets (33%), and this is a generation associated with a lower birth rate. Looking at the data, in many developed countries, this trend is set to continue, and fewer children means more opportunities for money to be spent on pets.

Why do we have pets?

A common theory is that a pet is a replacement for a child.³ Generations that choose not to have children, or at least delay when they will have children, find that owning a pet turns a house into a home.

At the same time, there are also a range of therapeutic, physiological, psychological and psychosocial benefits to pet ownership, including:

Lowering blood pressure
Reducing the risk of heart attacks
Increasing physical activity
Increasing sensory stimulation
Emotional support
Physical and psychological wellbeing ⁴

One piece of research has even suggested pet ownership has led to a USD 11.7 billion reduction in healthcare costs in the US.⁵

We give a lot to our pets, but we also get a lot from them. It is, therefore, not surprising that when consumers look to buy products for their pets, they want to be sure they are safe.

Risk to our pets

Substandard pet products pose a real threat to our pets, and these risks can be significant. For example, a dog in the US had to have its tongue amputated after it became stuck in a toy ball and, in Germany, dog leashes were removed from sale after they were found to contain an excessive level of chromium.⁶ The level did not comply with EU REACH requirements and could cause allergic reactions.

The risk is also not always to the pet. In one case, a dog leash was recalled after it was found to have metal components that could cut the owner’s hands and, in the UK, a laser pen for cats was recalled after it was found it could potentially damage children’s eyes.⁷

Just as there are many different types of pet and pet products, there are also many different potential hazards. Chew toys may contain harmful levels of heavy metals (lead, cadmium, etc.) or be made from toxic materials (latex, rubber, vinyl, etc.). Soft toys could be made from cotton that is not fully digestible or contain a squeaker that, if exposed, might become a choking hazard. Pet foods might contain Salmonella, beds can be flammable, clothing zippers could snag the animal’s skin and feeding bowls might cut the animal or migrate harmful chemicals.⁸

Protecting our pets

The key to protection is ensuring products are safe, high-quality and conform to relevant standards. Depending on the product, testing could be for chemicals, function, physical safety, flammability, strength and durability, stability and/or dynamic and static loading.

There are virtually no federal or state laws in the US pertaining to pet products. Although they are defined as consumer goods, the US Consumer Products Safety Commission (CPSC) has made it clear it does not have the resources to regulate pet products unless a person is injured. However, children’s products, especially in relation to phthalates and lead levels, are regulated under the Consumer Product Safety Improvement Act of 2008. This act does not specifically mention pet toys but, since toys for pets are often used by children, it may be advisable for manufacturers to comply with these requirements.⁹

Suppliers operating in the European Union (EU) should ensure their products comply with local market requirements as no Community-wide directive exists. In the main, EU requirements for pet products pertain to labeling requirements and the legal responsibility of manufacturers for allegedly defective products.¹⁰

China does enforce some standards that could impact pet products:

Dog chews – GB/T 23185-2008
Cleaning and conditioning shampoo for pets – QB/T 4524-2013
Dog clothes – FZ/T 81013-2016
Storage boxes – QB/T 5777-2022
Pet products – GB/T 43839)
Food containers, bowls, etc. – GB 4806 series

SGS solution

We offer a comprehensive range of testing and certification services to help brands and manufacturers ensure the products they offer onto the market are safe and conform to relevant standards.

Solutions include:

Physical and mechanical testing for use and abuse, bite and pull, compression and bending, dynamic/static load and stability, durability and sharp edges
Textile testing for azo dyes, colorfastness, fiber content, pH value/odor, zipper, dimensional stability and tensile, seam, tear and bursting strength
Chemical testing for heavy metals, Prop 65, phthalates, EU REACH & POP, BPA and formaldehyde in wooden products
Flammability testing to 16 CFR 1500.44 and EN 71-2
Microbiological testing for antimicrobial effectiveness, anti-acarus, anti-mold, microbiological indicators and disinfection reagent effectiveness

In addition, we can conduct label reviews, packaging tests and client-specific testing.

Pet products certified as compliant with agreed standards can carry the SGS Performance Tested mark. This lists the standards against which the product is verified and includes a QR code that gives buyers access to the ProCert database so that they can verify performance claims.

Partnering with SGS helps manufacturers and retailers ensure their pet products conform to relevant standards. It increases brand trust and, through the SGS Performance Tested mark, enhances transparency in competitive markets.