no more fat cats

Mintel, a market research organization expects US pet food and supplies sales to rise to $35.3 billion by 2012, an inflation-adjusted increase of over 26% from 2007. Over the past five years, the total US market grew more than 34%. The country is now spending more on pet food and supplies than some countries do on human food. And it shows.

Pets are a reflection of their owners the marketers say. To quote: "The shifting perception of the family pet, from companion to reflection of oneself, continues unabated." Like its owners the average pet is getting more overweight and more unhealthy as time goes on. And guess what? People are proud of it too. Pictures of obese dogs and cats are proudly displayed on websites and in family albums.

Much like the people-food industry, the pet food industry is working hard to produce foods that are overloaded with calories and salt. These "foods" are addictive to the point where pets will forego their natural foods in favor of these products. 

We recently acquired two young kittens. Our kids were in seventh heaven and quickly started taking care of the cats in what they thought was the appropriate way. We stocked up on kitten feed and treats and in no time, the cats were fat and lazy. Their bellies would drag along the floor. They would forego any hunting, avoid leftovers, and cry incessantly to get more of their "crackers." When I complained that the cats were unhealthy and overweight, I was met with incredulous stares. "We are feeding them less than is recommended," my daughter said:" the poor kitties need to eat." Our neighbors chimed in and warned us -they have an obese dog-. One day they tried to wean her dog of her crackers and the "poor puppy" got sick. So they kept feeding the dog, that now barely fits through the door and has trouble walking.

I put an end to it. No more artificial food. No more lying on the couch or sleeping in bed at night. Cats need to go out at night and hunt. At first this was met with utter disbelief and shock. How dare I be so cruel? How dare I suggest that we put the little kitty outside? With all those dangerous animals out there? How will the poor kitty find enough food? What if it got into a fight? I mention all this to show how warped our world view has become. 

Our kids were eager to put their cats in a glass box and pamper them around the clock. Pet, stroke, feed, sleep. Much like baby boomer parents do with their offspring. Not realizing that doing so is the worst thing one can do. No more fun, no more exercise, no more normal food. Just boredom in luxury. Fancy feast meals for the obese cat gourmet.

I am pleased to say that after breaking through much resistance, our cats are now healthy, happy, and normal weight cats. Cats that go out hunting every night, and bring back rodents, snakes, and lizards to show. Cats that get into cat-fights during mating season as any normal cat should. Sure they have a few scratches and they lost some patches of fur. But it all grows back and they are so much the better for it too. They are happy, active, lean and muscular. They eat normal food: whatever they catch plus leftovers. They are weaned from their addictive crackers. 

One thing the marketers got right though: these cats are reflections of their owners. And proudly so.