Dolce & Gabbana has launched a luxury alcohol-free scented mist for dogs called Fefé, raising concerns from the RSPCA about the potential impact on dogs’ sense of smell. Priced at €99, the product aims to tap into the increasing consumer spending on pet products, which is expected to grow significantly by 2030. Although dog fragrances are not new, the entry of a high-fashion house like Dolce & Gabbana into this market is unprecedented. The brand co-founders believe in the product’s market potential, as consumer interest seems positive so far.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Dolce & Gabbana launches dog perfume | Humanizing pets to luxury products | Increased focus on pet luxury items | Growing consumer spending on pets |
| RSPCA warns against dog fragrances | Awareness shift towards pet welfare | Better regulation of pet products | Advocacy for animal health and welfare |
| Market growth in pet industry expected | Expansion from $320B to $500B | Greater investment in pet-centered goods | Rising pet humanization trends |
| Anthropomorphism of pets increasing | Blurring lines between pet and owner | Customization in pet offerings | Consumer desire for deeper pet bonds |
| Fashion labels entering pet products | Shift from human to pet branding | More luxury and fashionable pet items | Capitalizing on evolving consumer behaviors |