CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME (USD $) In Thousands, except Per Share data, unless otherwise specified	12 Months Ended
Mar. 31, 2015	Mar. 31, 2014	Mar. 31, 2013
Income Statement [Abstract]
Sales	$ 229,395us-gaap_SalesRevenueGoodsNet	$ 233,391us-gaap_SalesRevenueGoodsNet	$ 227,829us-gaap_SalesRevenueGoodsNet
Cost of sales	153,125us-gaap_CostOfGoodsSold	155,774us-gaap_CostOfGoodsSold	150,708us-gaap_CostOfGoodsSold
Gross profit	76,270us-gaap_GrossProfit	77,617us-gaap_GrossProfit	77,121us-gaap_GrossProfit
Operating expenses:
General and administrative	21,101us-gaap_GeneralAndAdministrativeExpense	21,352us-gaap_GeneralAndAdministrativeExpense	21,592us-gaap_GeneralAndAdministrativeExpense
Advertising	25,182us-gaap_AdvertisingExpense	27,180us-gaap_AdvertisingExpense	27,433us-gaap_AdvertisingExpense
Discontinued project costs	1,714pets_DiscontinuedProjectCharge
Depreciation	660us-gaap_Depreciation	867us-gaap_Depreciation	1,091us-gaap_Depreciation
Total operating expenses	48,657us-gaap_OperatingExpenses	49,399us-gaap_OperatingExpenses	50,116us-gaap_OperatingExpenses
Income from operations	27,613us-gaap_OperatingIncomeLoss	28,218us-gaap_OperatingIncomeLoss	27,005us-gaap_OperatingIncomeLoss
Other income (expense):
Interest income, net	184us-gaap_InvestmentIncomeInterest	185us-gaap_InvestmentIncomeInterest	306us-gaap_InvestmentIncomeInterest
Other, net	1us-gaap_OtherNonoperatingIncomeExpense	(4)us-gaap_OtherNonoperatingIncomeExpense	(5)us-gaap_OtherNonoperatingIncomeExpense
Total other income	185us-gaap_NonoperatingIncomeExpense	181us-gaap_NonoperatingIncomeExpense	301us-gaap_NonoperatingIncomeExpense
Income before provision for income taxes	27,798	28,399	27,306
Provision for income taxes	10,345us-gaap_IncomeTaxExpenseBenefit	10,427us-gaap_IncomeTaxExpenseBenefit	10,141us-gaap_IncomeTaxExpenseBenefit
Net income	17,453us-gaap_NetIncomeLoss	17,972us-gaap_NetIncomeLoss	17,165us-gaap_NetIncomeLoss
Net change in unrealized loss on short term investments	(17)	(35)	(46)
Comprehensive income	$ 17,436us-gaap_ComprehensiveIncomeNetOfTax	$ 17,937us-gaap_ComprehensiveIncomeNetOfTax	$ 17,119us-gaap_ComprehensiveIncomeNetOfTax
Net income per common share:
Basic (in dollars per share)	$ 0.87us-gaap_EarningsPerShareBasic	$ 0.90us-gaap_EarningsPerShareBasic	$ 0.86us-gaap_EarningsPerShareBasic
Diluted (in dollars per share)	$ 0.87us-gaap_EarningsPerShareDiluted	$ 0.90us-gaap_EarningsPerShareDiluted	$ 0.86us-gaap_EarningsPerShareDiluted
Weighted average number of common shares outstanding:
Basic (in shares)	20,015	19,901	19,926
Diluted (in shares)	20,136	20,043	20,049
Cash dividends declared per common share (in dollars per share)	$ 0.68	$ 0.66	$ 1.60

Represents amount of discontinued project cost.

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Amount charged to advertising expense for the period, which are expenses incurred with the objective of increasing revenue for a specified brand, product or product line.

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Aggregate dividends declared during the period for each share of common stock outstanding.

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Amount after tax of increase (decrease) in equity from transactions and other events and circumstances from net income and other comprehensive income, attributable to parent entity. Excludes changes in equity resulting from investments by owners and distributions to owners.

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

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The amount of net income (loss) for the period per each share of common stock or unit outstanding during the reporting period.

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The amount of net income (loss) for the period available to each share of common stock or common unit outstanding during the reporting period and to each share or unit that would have been outstanding assuming the issuance of common shares or units for all dilutive potential common shares or units outstanding 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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Aggregate revenue less cost of goods and services sold or operating expenses directly attributable to the revenue generation activity.

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This element represents the income or loss from continuing operations attributable to the economic entity which may also be defined as revenue less expenses from ongoing operations, after income or loss from equity method investments, but before income taxes, extraordinary items, and noncontrolling interest.

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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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Amount before accretion (amortization) of purchase discount (premium) of interest income on nonoperating securities.

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The portion of profit or loss for the period, net of income taxes, which is attributable to the parent.

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Generally recurring costs associated with normal operations except for the portion of these expenses which can be clearly related to production and included in cost of sales or services. Includes selling, general and administrative expense.

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The net result for the period of deducting operating expenses from operating revenues.

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Amount after tax, before reclassification adjustments, of unrealized holding gain (loss) on available-for-sale securities.

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The net amount of other income and expense amounts, the components of which are not separately disclosed on the income statement, resulting from ancillary business-related activities (that is, excluding major activities considered part of the normal operations of the business) also known as other nonoperating income (expense) recognized for the period. Such amounts may include: (a) dividends, (b) interest on securities, (c) net gains or losses on securities, (d) unusual costs, (e) gains or losses on foreign exchange transactions, and (f) miscellaneous other income and expense items.

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Aggregate revenue during the period from the sale of goods in the normal course of business, after deducting returns, allowances and discounts.

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