Canada's pet population reflects one of the key demographic trends of Canada's human population: an ageing baby boom population with a relatively high average age. Studies by the Canadian Veterinary Journal released in 2009 indicated that one third of all Canadian dogs were over eight years old, qualifying them as being of senior age, while 35% were aged between four and seven years old. Considering the average lifespan of pets for the majority of breeds is between 10 and 12 years, the current pet population in Canada is relatively old.

As with humans, the onset of old age leads to health conditions in animals that will inevitably have repercussions for their food intake. Ageing often leads to a decrease in physical activity, and food portions must be adjusted accordingly to lower the calorie intake. At the same time, the digestive tracts of pets become less effi cient at absorbing all necessary nutrients. In many cases a dietary supplement is recommended to be added to their regular food intake. For pets with more sensitive stomachs or allergies, some pet owners may even need to switch to different food formats or formulas that are easier for their pets to digest. Conditions such as hip and joint problems, paralysis, cancer and diabetes are increasing as more and more pets age.

For pet retailers, the ageing pet population coupled with a more knowledgeable general public opens up an opportunity for the sale of new healthier and fortified products, which can take the form of both preventative care as well as treatments for those with existing health and dietary issues. All this creates further specialized segmentation in pet food and care products opening up new business opportunities to tap into consumer demand for these products.

The increasing awareness of the importance of eating healthy, purer and more balanced food in the human diet has led to an increase in spending by pet owners seeking the same higher quality food for their pets.

Canadian pet owners are becoming increasingly knowledgeable about the dietary needs of their pets and pay more attention to the nutritional information, which is printed on pet food labels. They are turning more and more to sophisticated, healthier and expensive pet food as a preventive measure resulting in a more pronounced tilt towards premium dog food.

This increase in segmentation where specifi c foods and products are manufactured for specifi c dietary conditions has led to the pet retailer needing to be more knowledgeable about the products they sell in order to satisfy their customers needs. The Bone and Biscuit Company fulfi lls this need. By being a specialized "boutique" pet retailer focusing only on the best products and ensuring that all our staff are highly trained and responsive we can offer a service often lacking in the larger mega stores. Our aim is to be part of the pet community in our local area and beyond and to form a lifetime connection with pet and owner.

The Bone and Biscuit business model focuses on building and marketing our growth directly through our customer relationships. We aim to deliver education and knowledge of product in every interaction with our customers. Central to this strategy is having a thorough understanding of how our specialty higher-grade foods are manufactured, what they contain, which product does what and ultimately how they impact the health and quality of life of their pets.