CONDENSED CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME (Unaudited) (USD $) In Thousands, except Per Share data, unless otherwise specified	3 Months Ended	9 Months Ended
Dec. 31, 2014	Dec. 31, 2013	Dec. 31, 2014	Dec. 31, 2013
Income Statement [Abstract]
Sales	$ 49,284us-gaap_SalesRevenueGoodsNet	$ 50,086us-gaap_SalesRevenueGoodsNet	$ 179,401us-gaap_SalesRevenueGoodsNet	$ 184,759us-gaap_SalesRevenueGoodsNet
Cost of sales	32,184us-gaap_CostOfGoodsSold	33,197us-gaap_CostOfGoodsSold	120,070us-gaap_CostOfGoodsSold	124,605us-gaap_CostOfGoodsSold
Gross profit	17,100us-gaap_GrossProfit	16,889us-gaap_GrossProfit	59,331us-gaap_GrossProfit	60,154us-gaap_GrossProfit
Operating expenses:
General and administrative	4,946us-gaap_GeneralAndAdministrativeExpense	5,106us-gaap_GeneralAndAdministrativeExpense	16,202us-gaap_GeneralAndAdministrativeExpense	16,484us-gaap_GeneralAndAdministrativeExpense
Advertising	4,323us-gaap_AdvertisingExpense	4,517us-gaap_AdvertisingExpense	21,134us-gaap_AdvertisingExpense	21,896us-gaap_AdvertisingExpense
Discontinued project costs			1,714pets_DiscontinuedProjectCharge
Depreciation	165us-gaap_Depreciation	219us-gaap_Depreciation	487us-gaap_Depreciation	697us-gaap_Depreciation
Total operating expenses	9,434us-gaap_OperatingExpenses	9,842us-gaap_OperatingExpenses	39,537us-gaap_OperatingExpenses	39,077us-gaap_OperatingExpenses
Income from operations	7,666us-gaap_OperatingIncomeLoss	7,047us-gaap_OperatingIncomeLoss	19,794us-gaap_OperatingIncomeLoss	21,077us-gaap_OperatingIncomeLoss
Other income:
Interest income, net	50us-gaap_InvestmentIncomeInterest	46us-gaap_InvestmentIncomeInterest	138us-gaap_InvestmentIncomeInterest	141us-gaap_InvestmentIncomeInterest
Other, net	(4)us-gaap_OtherNonoperatingIncomeExpense	(3)us-gaap_OtherNonoperatingIncomeExpense	3us-gaap_OtherNonoperatingIncomeExpense	(5)us-gaap_OtherNonoperatingIncomeExpense
Total other income	46us-gaap_NonoperatingIncomeExpense	43us-gaap_NonoperatingIncomeExpense	141us-gaap_NonoperatingIncomeExpense	136us-gaap_NonoperatingIncomeExpense
Income before provision for income taxes	7,712	7,090	19,935	21,213
Provision for income taxes	2,915us-gaap_IncomeTaxExpenseBenefit	2,549us-gaap_IncomeTaxExpenseBenefit	7,433us-gaap_IncomeTaxExpenseBenefit	7,767us-gaap_IncomeTaxExpenseBenefit
Net income	4,797us-gaap_NetIncomeLoss	4,541us-gaap_NetIncomeLoss	12,502us-gaap_NetIncomeLoss	13,446us-gaap_NetIncomeLoss
Net change in unrealized gain (loss) on short term investments	(20)	9	(13)	(36)
Comprehensive income	$ 4,777us-gaap_ComprehensiveIncomeNetOfTax	$ 4,550us-gaap_ComprehensiveIncomeNetOfTax	$ 12,489us-gaap_ComprehensiveIncomeNetOfTax	$ 13,410us-gaap_ComprehensiveIncomeNetOfTax
Net income per common share:
Basic (in dollars per share)	$ 0.24us-gaap_EarningsPerShareBasic	$ 0.23us-gaap_EarningsPerShareBasic	$ 0.62us-gaap_EarningsPerShareBasic	$ 0.68us-gaap_EarningsPerShareBasic
Diluted (in dollars per share)	$ 0.24us-gaap_EarningsPerShareDiluted	$ 0.23us-gaap_EarningsPerShareDiluted	$ 0.62us-gaap_EarningsPerShareDiluted	$ 0.67us-gaap_EarningsPerShareDiluted
Weighted average number of common shares outstanding:
Basic (in shares)	20,038	19,925	20,005	19,892
Diluted (in shares)	20,162	20,079	20,133	20,042
Cash dividends declared per common share (in dollars per share)	$ 0.17	$ 0.17	$ 0.51	$ 0.49

Represents amount of discontinued project cost.

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Total costs related to goods produced and sold during the reporting period.

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The aggregate total of expenses of managing and administering the affairs of an entity, including affiliates of the reporting entity, which are not directly or indirectly associated with the manufacture, sale or creation of a product or product line.

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Amount of current income tax expense (benefit) and deferred income tax expense (benefit) pertaining to continuing operations.

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