The pet-products market is booming. But does your dog need a coat?

ANOKA, Minn. — In the thick of a Minnesota winter, it's not uncommon to see dogs — especially those of the short-haired, sinewy or small variety — sporting outerwear on their neighborhood strolls or jaunts around the state's many lakes.

While the idea of canine couture may conjure images of Halloween costumes or society dogs dressed to the nines, dog coats have become a serious business: Not only are they a sturdy leg of a booming multibillion-dollar pet products industry, but they also symbolize the evolution of humans' relationships with their pets.

But all this begs the question: Does your dog need a coat?

What the vet says

The short answer: It depends on a variety of factors, including a dog's breed, its own coat, size, age, health and circumstance, Dr. Jerry Klein, chief veterinary officer at the American Kennel Club, told CNN. Smaller dogs are typically more sensitive to cold than larger dogs, especially being closer to the ground, Klein said.

The breeds' type of fur — whether single-coated, double-coated, hairless or thinning — is a significant factor, as double-coated dogs have an undercoat that helps keep them warm in the winter.

Geriatric dogs and very young ones benefit from the additional warmth, especially if they have underlying health issues that affect how they can regulate temperature, or if they're diabetic or have osteoarthritis, he said.

"Trust me, I'm a 70-year-old man; I don't like the cold so much anymore either," he said.

The dachshund wears Prada

The dog apparel business of 2024 offers many choices and caters to all kinds of pet owners: One could pony up for a $1,000 Gucci or Prada coat or spend a couple of 10-spots for a weatherproof coat on Chewy.

But the transition from Fifth Avenue high-end and high fashion to high-performance and technical function has certainly accelerated in recent decades.

Bend, Oregon-based Ruffwear is one member of a large pack of firms that sit at the intersection of the pet products industry and the outdoor gear industry.

"We approach the dog apparel as we would outdoor apparel for humans in the sense that we're looking for outdoor fabrications, outdoor innovations and technologies, and ways to be able to contribute to the comfort of any of our dogs," said Peter Kearns, Ruffwear's director of product.

Pets and the pandemic

Since 2020, that trend has intensified. The COVID-19 pandemic resulted in people spending more time at home with their pets as well as adopting new companions; as a result, pet product sales boomed.

Pre-pandemic, spending on pets had increased slowly and steadily following the Great Recession, growing from $46 billion in 2009 to $75 billion in 2019, according to the American Pet Products Association.

The pandemic effect was huge: Spending soared to $104 billion in 2020. It's since bounded up to $148 billion to end 2023 and is expected to hit nearly $280 billion in 2030, according to the association, which does not break out apparel sales.

"People were adopting more dogs, and people were home with their dogs more, but the other one that I think we sometimes overlook, and is really more core to our business, is how much people were getting outside with their dogs," said Joe Hafner, who bought the company last year from its longtime owners.

"Post-pandemic, people continue to hold onto that love and respect for nature and taking their dogs with them on those long walks, those long hikes," he added.

In addition to the simmering consumer trends, the shifting climate patterns (including truncated winters) and more extreme weather events have prompted Voyagers to introduce a line of cooling coats this summer, he said.

"If your intent with your dog is to protect them from weather and protect them from extreme heat or extreme cold, there's a place in the market for functional wear of that type," Hafner said.

Coats for peace of mind?

At Nature of the Dog Boarding and Daycare facility in Ada, Michigan, owner Jackie Moord has seen a steady increase of the coat-wearing canine clientele.

"There are a lot of different styles for these jackets now, so maybe it's some of that which is kind of fun (for owners)," she said. "But mainly, I think it creates peace of mind for people. Sending your dog to daycare in a coat just kind of helps with that peace of mind that they're taking good care of the dog."

In Anoka, Minnesota, Nicole Wheatley has made custom fleece pullovers for dogs since 2012. That's when she crafted her first coat purely out of necessity, when her Doberman Shanoa managed to chew up an expensive winter coat.

The self-taught seamstress sewed together some fleece to keep Shanoa warm and shared the final results on the Doberman owners' forum she co-moderated.

"They were like, 'Oh, those look nice could you make one for me?'" she said. "And then, it just kind of spiraled."

Tips for pet parents

Dr. Jennifer Bruns, doctor of veterinary medicine at PetSmart Veterinary Services, said it's important to monitor your dog for signs such as shivering or general discomfort to determine when a coat is in need.

"In all situations, introduce the coat slowly as it might take a few times for your dog to get adjusted to wearing it," Bruns wrote via email. "Make sure the coat fits well for safety and they're supervised while wearing the coat. Consider coats with reflectors for nighttime safety."

Coats also can help calm a dog during anxiety-inducing situations like the Fourth of July or keep dry during rainstorms. Beyond coats, winter wear such as boots are beneficial in protecting paws from frostbite or injuries from chemical de-icers, Klein added.

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