MARKETING TACTICS THAT CANINE-FOCUSED BUSINESSES WANT YOU TO FALL FOR

BY DÉDÉ WILSON

But here’s the truth: not everything marketed to dog owners is necessary, safe, or even helpful. In fact, many of the trendiest products on shelves today are solving problems your dog doesn’t have, or worse, creating new ones.

Here are 10 popular dog products and trends that rely heavily on marketing hype, not science or necessity. Knowing what to skip can save you money and keep your dog healthier in the long run.

DESIGNER DOG WATER FOUNTAINS

Pet water fountains are marketed as “essential” for hydration, especially for dogs that allegedly won’t drink from still water. While these may have benefits for some cats or post-op dogs needing encouragement to drink, most healthy canines are perfectly content with clean, fresh water in a basic bowl. Fountains can harbor bacteria if not cleaned constantly and are often noisy, which can deter sensitive dogs rather than attract them.

ELEVATED BOWLS FOR ALL DOGS

The belief that every dog will benefit from an elevated bowl is widespread, especially among large- and giant-breed enthusiasts. While elevated feeders were once suggested to help with digestion, more recent data links them to an increased risk of bloat in deep-chested breeds. According to the Journal of the Veterinary Medicine Association, elevated bowls were a significant risk factor for gastric dilatation-volvulus (GDV) in very large dogs. Unless your dog has arthritis or a medical need, the standard floor bowl remains the safer choice.

RAWHIDE CHEWS: “LONG-LASTING” FOR THE WRONG REASONS

Rawhide is still marketed as a long-lasting chew that promotes dental health. But what many packages don’t tell you is that rawhide is a byproduct of leather processing, treated with chemicals and often coated in artificial flavoring. They don’t break down well in a dog’s digestive tract and can lead to choking or intestinal blockages. Veterinarians and trainers alike now recommend safer alternatives like air-dried tendons, bully sticks, or raw bones, and always given under supervision. Know your dog’s chewing style. What works for one dog, might be a choking disaster for another.

GRAIN-FREE DOG FOOD FOR THE AVERAGE DOG

Pet food companies were quick to capitalize on the “grain-free” trend, even though true grain allergies are incredibly rare in dogs. What’s worse is that grain-free formulations have been linked to an increase in diet-related dilated cardiomyopathy (DCM). The FDA has issued multiple updates as research continues. If you’re feeding grain-free without a medical reason, or simply because of glossy advertising, it’s worth revisiting with your vet or a boardcertified veterinary nutritionist.

MULTIVITAMINS FOR DOGS ON BALANCED DIETS

Many companies push multivitamins as a daily necessity, often implying your dog’s kibble is inadequate unless paired with their supplement. But if your dog is eating an AAFCO (Association of American Feed Control Officials)-compliant food, or an NRC (National Research Council)-formulated home-prepared or raw diet, additional supplementation can disrupt carefully balanced nutrient profiles. Fat-soluble vitamins like A and D can accumulate to toxic levels. Unless your dog has a condition that warrants it, multivitamins are often unnecessary at best, and risky at worst.

DOG PERFUMES AND “COLOGNES”

Dog grooming products increasingly feature human-style branding: mists, colognes, and after-bath sprays in scents like vanillalavender or “ocean breeze.” These products are largely cosmetic and may interfere with a dog’s natural scent communication. Worse, they can contain alcohols, preservatives, or synthetic fragrances that irritate skin. If your dog smells, it’s time for a proper bath or a veterinary visit, not a cover-up.

SUBSCRIPTION BOX SERVICES

While the convenience of a monthly dog box is appealing, the quality and value can vary significantly. Some include cheaply made toys that won’t last a single play session or treats full of sugar, artificial colorings and flavorings, and other unnecessary ingredients. These boxes often prioritize novelty over nutrition or durability; dogs often don’t care if the toy is shaped like a taco. You’re often better off choosing your own toys and treats based on breed size, activity level, and chewing style, or at least doing your research on the subscription service.

“HYPOALLERGENIC” BREEDS AND PRODUCTS

The term “hypoallergenic” is often misused in both breed descriptions and grooming product marketing. No dog is truly hypoallergenic; dander, saliva, and skin proteins are the actual allergens, not hair length or shedding. Similarly, shampoos labeled “hypoallergenic” aren’t regulated by any standard definition and may still contain ingredients that irritate sensitive skin. If allergies are a concern, targeted testing and personalized grooming protocols are far more effective than buzzwords on bottles.

“DENTAL TREATS” IN BRIGHT GREEN PACKAGING

Dental chews are a booming business. Some are clinically proven to reduce tartar, but many are not. Products marketed heavily on TV or in pet aisles often contain sugars, starches, and artificial dyes, which your dog does not need. They may keep your dog busy, but don’t mistake them for veterinary dental care. A diet with appropriate chewing opportunities, brushing teeth regularly, and professional cleanings will always be more effective.

BREED-SPECIFIC KIBBLE

While it may sound smart to buy kibble labeled for “Labradors” or “Yorkies,” the formulation is often a marketing gimmick. Most “breed-specific” foods vary little from regular diets, and the packaging claims aren’t always backed by breed-specific science. Size-specific feeding and individual metabolism matter far more than the silhouette on the bag.

THE TAKEAWAY

As dog owners, we all want to do right by our pets. But not every product on the shelf is designed with your dog’s actual needs in mind; many are created to appeal to human emotions, not canine well-being. Before you add another trendy item to your cart, take a moment to ask: does my dog really need this, or am I just being sold an idea?

Stick with what matters most: good food, fresh water, regular exercise, affection, and solid veterinary care. Your dog doesn’t care about pretty packaging or fancy branding; they just want to feel safe, healthy, and loved. And that’s something you can give them without buying into the hype of the latest marketing tactic.