When you love, you don’t count, according to the popular adage. Pet parents, who spend a lot of time and money on their furry children, will not say the opposite: “ With Jérôme, my partner, we consider that we owe our dog Spartacus and our cat Lexie material and emotional security. », Confirms Nathalie, 47, an administration executive in Paris, also mother of Eléonore, a 12-year-old teenager. “ In everything we do, we systematically think about them, how we will involve them and their well-being. “. Like her, many people organize their daily lives around their beloved companions, and spare no expense when it comes to their happiness. In France, in 2022, the pet market (food and accessories) generated 5.8 billion euros with an increase of 7% compared to 2021. A performance in this time of inflation. Half of owners* even admit to having deprived themselves or being ready to do so for their cat or dog.
A juicy market
For pet parents, nothing is very good for their protégés, to whom they first ensure to provide quality food, capable of keeping them in shape and satisfying their gourmet palates. There is no longer any question of animals being satisfied with leftovers. They now enjoy three-star menus based on croquettes and pâtés, sometimes organic, made with fresh products or concocted to measure. And are even entitled to food supplements promising to improve their joint comfort or reduce their anxiety…
Half of owners admit to going without for their pet
With full bellies, furry babies enjoy the toys that their pet parents find in dedicated stores and concept stores: chewing or scratching games, educational or sound games, games for juniors or seniors, there are some for all tastes… and for all occasions. As members of the family, it is not uncommon for doggies to receive gifts for Christmas or their birthday, sometimes celebrated at a party where feline, canine and human friends are invited! One of the popular presents? Soft toys, some labeled cuddly toys, which look exactly like those given to newborns.
They accompany the dreams of the animals in their basket, whose shapes and comfort have continued to improve, when the latter do not prefer to share the sofa or the bed of their pet parents… Who no longer hesitate to fall for coats, slippers, cooling jackets to protect their fur balls from bad weather. Not to mention the shampoos, perfumes and other hygiene products that complete the range. Finally, the most “connected” pet parents are investing in connected objects, which have recently appeared on the shelves – bowls, cat flaps, litter boxes, geolocated collars – to monitor the activity and good shape of their little ones, including the well-being is among the main concerns. This is why dedicated services have developed in recent years, particularly in medical matters…
Specialized services
In addition to general practices and veterinary hospital centers equipped with the latest equipment, where surgeons, ophthalmologists, dermatologists, dentists, etc. work, worried owners now have the possibility of using telemedicine as well as alternative medicine therapists. : “ We are considering taking Spartacus to see an osteopath, just for prevention », confirms Nathalie. So many consultations whose cost can lead teachers to take out health insurance which has multiplied under the influence of demand. But no matter how much care is given to our animals, they eventually disappear, leaving a great void behind them. Bereaved pet parents can then have them buried in dedicated cemeteries or opt for cremation. Professionals even offer funeral ceremonies to support families.
The range of treatments now offered to animals is wide, and even extends to alternative medicines based on essential oils.
On the education side too, the furballs can count on the advice of coaches, educators, ethologists, many of whom embrace these careers with promising opportunities: “ We saw a behaviorist because Spartacus barked a lot in the street when he encountered passers-by. Today, things are much better! » rejoices Nathalie, who also uses the services of a dog walker to give her dog his daily walk. More general, pet sitters, or even micro-crèches (the first dog structure of this type has just opened in Puteaux), look after, walk and play with animals, in the absence of their owners who have gone to work. Another booming care system: luxury guesthouses and animal hotels, with individual rooms and à la carte treatments. Enough to reassure pet parents who are anxious about leaving their furry babies during their vacation, when they cannot be part of the trip.
A furnished environment
Fortunately, it is becoming easier and easier to take your pets everywhere with you. Most train, plane and boat companies now accept them, under price and security conditions. The same goes for public transport within cities, which is increasingly inclined to welcome these four-legged users.
Public and professional spaces adapt to their needs
Pampered within the home, animals gradually take their place in professional and public spaces, which adapt to their needs. A few lucky people have the opportunity to take their companions to the office even if the practice still remains marginal in France. Collective infrastructures are also developing, such as urban caniparcs, where dogs can stretch their legs in complete safety and freedom. Cities are also opening all or part of their banks and green spaces, in which doggies are allowed to roam, often on a leash. Very important ** arrangements for pet parents: I searched for my apartment based on proximity to a place where I could easily walk my dog Colonelremembers veterinarian Hélène Gateau, who compares this choice with that of the school card for children.
Very concerned about the well-being of her “ hairy son “, the veterinarian also admits ” very fond of dog gatherings where Colonel can interact with his peers “. This is the case of Woofest, the first animal festival in France, which invites dogs and their masters to come together around various dog friendly activities (obstacle course, canicross, ball pool, etc.), and conferences. Created in 2018, this event is a huge success, so much so that it has been presented in 4 editions in Toulon, Lyon, Paris and Montpellier. There is no doubt that he will still have babies, with other events designed to cultivate the almost filial bond between pet parents and their four-legged kids. And of course, to celebrate it… with family!
Three questions for Christophe Blanchard, lecturer in educational science at Sorbonne Paris-Nord University, and dog handler
30 MA: How has the evolution of our relationship with our animals changed the education we give them?
Christophe Blanchard: People try to get over the change in status from the object dog/cat to the subject dog/cat to take into consideration its individuality even in its education. But they do not have all the know-how even if they seek answers in works on the question. They feel a fear of doing wrong like with children. There is a centrality of the animal, just as there is a centrality of the child.
30 MA: After the child king, are we witnessing the advent of the animal king?
C. B: There are notable similarities that can be seen in children’s and animal educational literature. The two sometimes converge word for word: in both cases, it is recommended to consider the personality of the individual, to ban punishments, especially corporal punishments, and to favor positive education. Today, we are more attentive to the place of the individual, whether human or animal. Taken in its extreme, this individualism raises the subject to the rank of king. Everything is focused on what we imagine to be constitutive of our happiness.
30 MA: However, the number of abandonments is still as high…
C. B: There is a distinction to be made between increased sensitivity to pets and the social immaturity of their owner. In our society, the animal remains an object of consumption, even if we consider it symbolically differently. We adopt a particular dog because it is fashionable, as an ostentatious extension of ourselves, like a car can be. But we do not understand the responsibilities that this implies. This is why abandonments persist.