Market Focus: San Diego

ities for the family’s dogs. The family conceptualized the idea of Dirty Dogs & Meow as a place that provided premium services and foods as well as a place where people could educate themselves about their pets and have positive experiences with them.

Dirty Dogs & Meow’s pet grooming team consists of handpicked dog and cat stylists, each capable of giving quality pet haircuts while keeping the cage-free environment comfortable for the animals’ enjoyment. The retailer also provides a self-service dog wash U-Do-It Scrub for consumers looking to bathe their animals themselves.

There are three IB Pet locations in the San Diego metro area: Imperial Beach, Chula Vista and La Mesa. Supporting pet parents with the latest information on proper nutrition, care and maintaining an overall healthy lifestyle for their pets, IB Pet offers select canine, feline and small animal pet foods including a large selection of raw diets.

“We specialize in biologically appropriate diets for dogs and cats,” IB Pet Owner Lori Smith said on the company website. “If your pet has allergies or any type of special dietary need, we can help! Our knowledgeable staff and excellent resources will help you get your pet on the diet it needs to thrive!”

Market Diversity

Pet retailers in the San Diego area describe their clientele as generally more affluent, but in fact, there is a wide range of household incomes in the metro area’s many towns and neighborhoods. As an example, both Carlsbad, CA and El Cajon, CA host just five pet stores each within city limits but the median household income in the former is greater than $119,000 while just over $58,000 in the latter.

Pet Luv Mart is a single store pet retailer located in National City, sandwiched between San Diego to the north and Chula Vista to the south. The median household income of residents in these two towns hovers around $90,000. Owner Cosette Oropeza said the area’s pet-friendly culture that values supporting local is just one of the reasons that make the market a unique place to do business.

“This means that many businesses, including restaurants, hotels and parks, are welcoming to pets and their owners,” she said. “As a result, there is a high demand for pet services and products in the area. San Diegans are customers that know what they are doing in terms of food and quality. Another key aspect that I adore about this market is they like to buy locally. They support their local brands, families and products. They like to give the absolute best to their dogs. Usually, they don’t like fancy or [on the other end of the spectrum] inexpensive brands; they like their made-in-California or locally owned handmade brands. Usually, they look for fresh, quality, clean eating, and ancient grain food.”

Oropeza references an American Veterinary Medical Association estimate that 56 percent of households in the San Diego metropolitan area have a pet.

“This means that there is a significant customer base for pet service providers and retailers,” she said.

Higher income levels also create an environment where shoppers are more willing to pay for services.

“San Diego is a relatively affluent area, with a median household income of over $80,000,” Oropeza said. “This means that pet owners in the area have more disposable income to spend on their pets, which can include services like grooming, boarding and training.”

Bonding with Pets

Locals’ affinity for the outdoors and for incorporating technology into all facets of their lifestyles similarly makes doing business in San Diego a positive experience, she said.

“San Diego’s warm climate and abundance of outdoor activities make it an ideal place for pet owners. Many people in the area enjoy taking their pets on hikes, to the beach and to local parks. As a result, there is a high demand for products and services that cater to this lifestyle, such as leashes, harnesses and outdoor gear.”