Nothing is impossible

There isn't anywhere in the world where the range of products for pets is as large and varied as in the USA. There isn't anywhere that adapts trends from the human sphere quickly and consistently for pets as there. And nowhere is the pet product sector as strongly influenced by fashion trends as in the major conurbations of North America.Take apparel for dogs as an example: whether it's hats, T-shirts or raincoats for dogs, trendy and sometimes even outlandish garments for dogs great and small are a permanent feature of the range at large pet product chains like Petsmart and Petco. And in the run-up to seasonal festivals like Christmas and Easter, collections suited to the occasion are even marketed: shortly before Halloween, for instance, I came across Batman outfits for dogs in one Petsmart store.Grooming products are another example: in the USA, the rows of shelving holding perfumes, freshening sprays and shampoos are assuming the proportions accorded to pet food departments in European pet stores. Hygiene is a key product group in the American pet supplies sector. And the steady stream of new fragrances that enhance scents for pets suggests that the situation isn't likely to change in the future. Far greater significance is accorded to grooming in the USA than in Europe, with entire halls being devoted to this sector at trade shows - something that would be unthinkable in Europe.And what about treats: the market for reward products is growing relentlessly. One major pet food manufacturer has recently launched a dessert tasting like apple pie onto the market for dogs. Everything that pet owners are fond of is now available for pets too: popcorn, biscuits of every conceivable flavour, cookies, plus rawhide bones of all shapes and sizes and lots more besides. The subject of dental health, which is now an important market in Europe, was first taken up in the USA. And as in the human sphere, trends change fast when it comes to treats and rewards for pets.American manufacturers continue to set the trend in many cases for food and accessory products. This is due to the fact that American pet lovers tend to be more willing to follow fashion trends than European pet owners, who are substantially more conservative and less emotionally influenced.But not everything that comes onto the market in the United States is necessarily good for pets - at any rate, that's what many Europeans think. And the conflicting views regarding the…