This time of year brings out the "trends" reports - what's up in business to business marketing; where is social media going; what should consumers and business professionals be keeping their focus on?

In the pet industry, the economy is causing some stir, just as it is everywhere else. Stories abound on the cost of pet food, on whether or not we can afford proper health care for our beloved dogs and cats (and other pets), and what's going to happen to shelter pets. Some of the chatter is scary - shelters need more supplies for the new pets that disappointed owners could no longer care for. And some is encouraging - with stories of citizens stepping up to help out, including those willing to adopt adult dogs and cats.

Over at Anita Campbell's Small Business Trends blog, where she and a few select writers offer insight into the future, Laura Bennett has an excellent post on "Pet Industry Trends for 2009." She writes that spending on pets with be done "thoughtfully," and that pet services (think pet day care and grooming) will grow.

Laura's #5 bit of advice is most important for us - she predicts "Pet Insurance Edges Towards the Mainstream." We're delighted to be mentioned in her post, "There are 11 pet insurance companies in the US selling under 15 brands. Two new companies arrived on the scene in 2008, including the Purina Pet Insurance brand underwritten by AIG."

Her list is a good read. Predicting the future is always a dangerous task - but Laura has obviously done her homework. She seems right on the mark with her Top 10 Trends in the Pet Industry.