Japan's population crisis is well documented. In a country with the highest life expectancy in the world and one of the lowest birth rates, it is hardly newsworthy to report on the opening of a new nursing home.
However, when that nursing home is for dogs and analysts are beginning to turn their attention to a greying canine population, it goes someway to highlighting the unique demographics and consumer demands of this aging nation.
As Japanese women become increasingly empowered in society and the workplace, their focus inevitably shifts from the family to themselves. Furthermore, with growing constraints on time and space in Japan's big cities, dogs (in particular miniature and toy dogs) become an ideal substitute for children. Lower maintenance and cheaper to raise, with less restrictive impacts on an office lady's lifestyle, a pampered Pomeranian offers both companionship and a release for her cravings for cuteness.
Today in Tokyo, the calls of 'kawai!' (cute) from OLs cooing over a pushchair or pram are now increasingly likely to be aimed at a froufroued French bulldog, rather than a bouncing new baby.
Whilst this trend does not ease the fears of a population crisis and it may raise concerns for any business wishing to enter what can be considered a mature market, it does mean greater disposable incomes for adults of child-rearing age. And as these emerging 'dog parents' have more disposable income with which to indulge themselves, more money is also being spent indulging their dogs. Pet-pampering is big business.
The $800 a month nursing home mentioned before is really just the beginning (or should that be 'end'). A walk around any of Tokyo's more affluent suburbs will take you past dog hotels, massage parlours, aromatherapy suites, oxygen bars and bespoke tailors, as well as the ubiquitous dog hair-salon.
In 2004, the pet business in Japan was already estimated to be worth over 1 trillion yen (US$ 9.3 billion). With 2007 population figures for Japan reporting that there are now more dogs than children under 10 this shows little sign of easing off soon.
And for anyone about to question the sense of how much is being spent, well, how can you put a price on family?
