Despite the shaky economy, dozens of hot new products for pets are hitting the market.

Manufacturers are coming through for all those pet owners who are willing to cut back in other areas rather than deprive their pets, says Bob Vetere, president of the American Pet Products Association.

"Total pet spending has grown at a pace equal to or greater than most other retail segments," says Vetere. He adds that consumers are following the trend toward natural products.

According to the Yellow Pages Association, based in Berkeley Heights, the "pet grooming" listings get the most response from 50- to 64-year-old women with incomes above $60,000. July sees the most frequent usage on grooming. "Our display ads in the pet supplies and food categories peak in August," says Larry Small, director of research.

More than 60 percent of all households (about 71 million in all) own a pet, according to a recent national pet owner survey by American Pet Products. The organization predicts the pet industry will generate sales of $5 billion this year with the top two categories being food ($17.4 billion) and supplies ($10.2 billion).