In a culture where animals are treated like a member of the family, it is not surprising the boom happening in the pet care industry.
The 60 billion dollar plus market is inspiring some interesting and bizarre trends, and blazing a new trail for entrepreneurs.
Ronnie Delillo, former computer programmer, is now a pet product titan after creating a line of goggles for dogs.
The goggles, used for fashion and sun protection, has become a 3 million dollar a year business.
Tim Shu created a line of medical marijuana for dogs sold in California dispensaries.
And the fastest growing sector of the pet industry is the insurance market.
It is estimated to grow to a 5 to 6 billion dollar market.
One in three Fortune 500 companies offer pet insurance to their employees.