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Due to the high cost of pets within the game, with some rare pets selling for up to US$300 on off-platform sites, [29] [30] a large subculture of scammers have risen within Adopt Me!. As the primary user base of Adopt Me! is on average younger than the rest of Roblox [citation needed], they are especially susceptible to falling for scams. [31] [32]
In the United States, pet-food sales in 2016 reached an all-time high of $28.23 billion. [3] Mars is the leading company in the pet food industry, making about $17 billion annually in pet-care products. [4] Online sales of pet food are increasing and contributing to this growth. Online sales in the US increased 15 percent in 2015. [5]