That Is Small Sourcing Ingredients Premium and Wet Pet Food

Since 1988 | October 2018

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All that is small Sourcing ingredients Premium and wet pet food Pet lovers opting for smaller pets Drivers, challenges and Treats, toppers and other trends brings new opportunities. new demands. in a dynamic market. SO MANY BRANDS! You won’t even believe your eyes.

www.hollandanimalcare.com Producer of feed supplements and care products. European distributor of only quality brands! Highlights this issue

18 All that is small Trends and developments in the small animal segment 32 and aquaria. Premium and wet pet food Treats, toppers and other 51 innovations and trends. Sourcing ingredients Sustainable sourcing, raw 62 material shortages and demanding millennials.

76 GlobalPETS South America Forum Europe The pet care market in Topics, speakers, Award South America growing fast and nominees and other news on this the future looks promising. important networking event.

Editorial ...... 3 Calendar of events | Contact us . 87

Upcoming issue ...... 5 Advertisers index ...... 88

Pet industry highlights ...... 6 Colophon ...... 88

PETS International October 2018 SELECT THE CORRECT DIRECTION OF FEEDING

This issue covers a lot of different All these developments illustrate subjects and trends, so I will just focus that sourcing ingredients demands on the most important ones here. professional expertise.

Firstly, we all know that coral reefs As we all know, there are a few countries are in serious trouble and require where the pet market is set to seriously protection. Therefore, it is important expand in the years to come. One of these that coral for aquaria is produced as markets is South America – and especially sustainably as possible at coral farms. Brazil, which is in the spotlight this issue. Unfortunately, Indonesia has now banned coral farms. The question is, what are Lastly GlobalPETS Forum 2019, with the consequences and the alternatives? the theme ‘The changing face of pet Find out more on page 26 in this edition. retail’, will soon be held in Amsterdam (23-25 January 2019). From page 62 you Small animals is a growing pet segment will find a preview of the next edition, amongst millennials. In this issue, we and some of the keynote speakers have explore which new trends are being written an introduction to the topic driven by this group of young consumers. they will each be presenting. This issue of the magazine also includes an insert In a paper called ‘Towards a more containing more details about the SELECT THE CORRECT DIRECTION sustainable food supply’, the European programme, et cetera. And don’t forget Union suggests that sustainable that the GlobalPETS Forum Award is a OF FEEDING agriculture will provide the main prestigious industry prize! We present foundation of food supply by 2040. This to you the nominees, who are all hoping will also have an impact on sourcing pet to win the honour of the 2019 award. food ingredients. On the other hand, we are also faced with a new marketing buzz phrase, ‘boutique pet food’, which means that we are looking around for novel ingredients. Corine van Winden, CEO

@GlobalPETSinfo GlobalPETS Community

PETS International October 2018 follow us: HEALTHY FOOD FOR DOGS & CATS

SUPER WHY ARE WE DIFFERENT ? PREMIUM Just delicious Fresh You can have all the natural nutrition in the Through perfect logistic planning and world, but it’s nothing if your pet won’t eat it. execution, we ensure that our products on the shelves are always fresh.

Healthy Affordable We emphasize high digestibility when we The healthy, affordable way to ensure a formulate our cat and dog food recipes. long, happy life for your pet. Only when pets can easily break down the food they’re eating its nutrients are successfully put to use in the body. For export requests please contact: [email protected] prochoice prochoicepetfood

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ProChoice bleed.indd 1 31-07-18 12:53 Upcoming issue November 2018

Since 1988 | November 2018

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Pet wearables Health and wellness Pet care Qui unto maximpo remodic voluptate pro explit apelleste Re pori quiatur, ut ipiderupiet qui sum ut totate nullatures dit. pratemporrum et que nonseque volesci. dent quamusam vid ullaborpori Software Personal care Snacks & treats

Kitten playgroups Grain-free & taurine Health and wellness Pet wearables Technical innovation (e)retail Dog yoga India Pet care Humanisation Startups Food formulation

Upcoming issue | Advertising deadline: 26 October 2018 | Publication date: 23 November 2018 Contact head office (see page 88) or local representatives (see page 87).

PETS International October 2018 Pet industry highlights

AusPet Interact with us and find news 19 to 21 October, [email protected] Broadbeach, Queensland, Australia @GlobalPETSinfo auspet.net.au globalpets.community GlobalPETS Community India International Pet Trade Fair Correspondence may be edited for clarity or length. 26 to 28 October, NSIC Exhibition Centre, New Delhi, India iiptf.com

IQI moves forward with a new CEO Fressnapf | Maxi Zoo opens 1,500th store

Since 1994, IQI has carved out a name for itself as a trusted supplier of premium pet food ingredients. Entrepreneurship and innovation have always been at the heart of the company – and if it is up to founder Sven Gravendeel, it will be for years to come. Now stepping aside as the company’s chief executive, he will focus all his attention on business development.

On 1 September, Patrick van der Kleij started as new CEO. Coming from SARIA International, the market leader in the processing of animal products, he has been commercially responsible for the SARIA Group for almost seven years. He has done business with the world’s leading It was only 29 years ago that Torsten Toeller opened the pet food manufacturers. Add to that his years at Cargill first ‘Freßnapf’ store in the North Rhine-Westphalian and his experience in the area of vitamins and fish oils, town of Erkelenz, Germany. This store is still open and a smooth transition can be expected. Patrick will form today – and it even has the same store management the Executive Board together with CFO Arjan Zwolle. as in 1990. Nevertheless, Fressnapf | Maxi Zoo has experienced a great deal in nearly three decades.

Dieter Zopf new VP Today the group is represented in eleven European Sales of Middleby Pet countries and generates approximately €2 billion Food Processing ($2.5 billion) in turnover each year with pet food and accessories. And the next milestone is right around Middleby Food Processing and the corner: the opening of the 1,500th store in Europe. Packaging has named Dieter Zopf The exact location of this store will remain a secret as its new Vice President Sales for until mid-October. However, Fressnapf | Maxi Zoo its Middleby Pet Food Processing is already starting the festivities for its customers – division. Zopf will be responsible from Denmark to Italy – in another European-wide for leading global sales and project management for the campaign with the slogan: ‘1,500 Fressnapf | Maxi pet food division. Zoo stores in Europe. Celebrate with us and save!’

PETS International October 2018 6 Pet industry highlights

Zooplus: continuation of growth path in first half 2018

Zooplus, Europe’s leading online retailer of pet supplies, Sales growth in the first six months of 2018 continued to consistently followed its growth path in the first six months reach double-digit levels in all 30 regional markets driven of the 2018 financial year. Sales increased by 24% to €643 by the continued very high level of loyalty from existing million ($750 million) in the first half of 2018 compared to customers along with a steady increase in new customers. the same period of the previous year (H1 2017: €517 million The sales retention rate adjusted for currency effects in ($604 million) / +21%). the first half of 2018 reached 94%, while the number of registered new customers increased by 16% compared to the Business with private label food and litter grew same period of the previous year. Earnings before taxes (EBT) disproportionately with sales in this segment growing by of €-9.2 million ($-10.75 million) were impacted by a strong 37% versus the same period of the prior year. The aim is that focus on investment (H1 2017: €5.1 million / $6 million), but private label will get a share of 20% of the total turnover. improvement is expected in the second half of the year.

Current online share and long-term hypothesis (€ bn) Loyal customers are the core base of zooplus’ The online share is expected to continue to growth path – H1 sales retention rate at 94% grow significantly during next years +233-255

Total 1,344 – market 25 26 29 > 30 1,366 (gross) +202 New customer 1,111 sales (1st year) +198 < 50% 909 +168 H1 1 Offline 95-96% 92-90% 80-85% 94% share +136 711 93% 93%1 +88 543 Repeat 92% customer sales 94%1 Online market 407 319 94% > 50% opportunity 93%1 > 15 91% 85% Online 15-20% 21% – Sales growth 8-10% 30% 28% 35% 31% 28% 22% 23% vs. PY share 4-5% 2014 2017 2020e Long-term 2012 2013 2014 2015 2016 2017 2018e 1) in local currencies

PETS International October 2018 7 T l r o p i c a

• Complete Aquarium set includes filter, heater, light and cabinet. • Integrated internal filtration system,For eliminating Small tanksunsightly - piping C r o e T l running from outside of the tank. ld Wat r o pi c a • The weir takes water in at various levels for improved filtration.

le for ab • LED lighting provides brighter, clearerit and more energy efficient u lighting. S

C r • Double light switch located on a o singlee cable with options for ld at white or blue lighting. W • Media boxes in the filter allow for flexible media arrangements.

C r o l e Tr l M Po d d Wat o pi c a a ri n e B et t a n

Glass Light Pump Max Model Volume Dimensions Filter Heating Thickness Wattage Flow Rate

T l r o pi c a S P Integrated filter includes h ri m p la nt e d Aquatica 160 90W x 40D x 720 L/hr 160L 8mm 37W LED mechanical, chemical and 200W (Black or White) 55+80cm H (Moray 480) biological media

T l r o pi c a Integrated filter includes C o a l Aquatica 240 120W x 45D x 1100 L/hr r 240L 8mm 42W LED mechanical, chemical and 300W (Black or White) 55+80cm H (Moray 1300) biological media

Aqua One Aquatica.indd 1 13/09/2018 3:00:38 PM Pet industry highlights

appa_pet_international_vert_90x218ad_group55d_Layout 1 7/26/18 5:14 PM Page 1

Massive investment in US pet industry As an international member, signals new growth stage “ the insights APPA provides In a deal valued at $1.9 billion (€1.6 billion), into the U.S. market have been J.M. Smucker acquired Ainsworth Pet Nutrition, invaluable to our strategy and maker of dog food brands including Rachael Ray Nutrish planning. Global Pet Expo is and Walmart’s Pure Balance private label. General the best trade show to meet Mills snapped up Blue Buffalo for approximately customers under one roof. $8 billion (€6.8 billion). PetSmart doled out $3.35 billion Stephen Turner ” (€2.86 billion) for Chewy.com. Group55 Mars bought leading US veterinary hospital operator VCA for approximately $9.1 billion (€7.8 billion). Elanco, a subsidiary of Eli Lilly and Co., subsumed BECOME AN APPA MEMBER NOW TO the US feline, canine and rabies vaccines portfolio of RECEIVE SPECIALIZED BENEFITS AND Boehringer Ingelheim Vetmedica (BIVI) for $885 million EXHIBIT AT GLOBAL PET EXPO. (€757 million). Olympus Partners purchased Petmate Holdings Co. from private equity firm Wind Point APPA is the Leading International Trade Partners for an undisclosed, yet no doubt tidy, sum. Association for Pet Product Manufacturers, Tractor Supply Co. acquired pet specialty retail chain Importers, Manufacturers’ Reps and Petsense for $116 million (€99 million). Suppliers of Companion Animals. That amounts to upwards of $23 billion (€19.6 billion) in For more information, go to: pet industry investment in the past two years and, of the

T l r o p i c a www.americanpetproducts.org/howtojoin dozens of deals occurring during that period, these are Or contact us at: but a handful of the most impressive. Moreover, as of mid-2018, more big deals are likely on the horizon. • Complete Aquarium set includes filter, heater, light and cabinet. [email protected] For Small tanks - • Integrated internal filtration system, eliminating unsightly piping In July, for example, The Wall Street Journal reported C r o e T l running from outside of the tank. ld Wat r o pi c a APPA AND YOU… ADVANCING THE PET INDUSTRY that Nestlé Purina is interested in acquiring Champion • The weir takes water in at various levels for improved filtration. Petfoods, maker of the super-premium Acana and Orijen le for ab pet food brands. • LED lighting provides brighter, clearerit and more energy efficient u lighting. S

C r • Double light switch located on a o singlee cable with options for ld Wat white or blue lighting. March 20-22, 2019 Orange County Convention Center Zooplus opens web supermarket • Media boxes in the filter allow for flexible media arrangements. Orlando, Florida Zooplus has opened a web supermarket including C r o l e Tr l M Po d d Wat o pi c a a ri n e B et t a n food for humans under the name Zoobee. For the time being Zoobee works in Germany only but, given Glass Light Pump Max Model Volume Dimensions Filter Heating Thickness Wattage Flow Rate the company’s deep knowledge of doing business

T l r o pi c a S P internationally, an international rollout does not seem Integrated filter includes h ri m p la nt e d Aquatica 160 90W x 40D x 720 L/hr 160L 8mm 37W LED mechanical, chemical and 200W to be out of the question. The newly opened web shop (Black or White) 55+80cm H (Moray 480) biological media sells items such as coffee, tea, pastries, toilet paper

T l and nappies, but also pet food. Delivery costs are not r o pi c a Integrated filter includes C o a l Aquatica 240 120W x 45D x 1100 L/hr r 240L 8mm 42W LED mechanical, chemical and 300W charged for orders of €29 ($34) or more. Orders are (Black or White) 55+80cm H (Moray 1300) biological media www.americanpetproducts.org home-delivered by DHL.

PETS International October 2018 9

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THE QUEEN’S AWARDS THE QUEEN’S AWARDS * Kynetec VetTrak Sales Data, MAT values (July 2018). FOR ENTERPRISE: FOR ENTERPRISE: INNOVATION INTERNATIONAL TRADE ** Study conducted by the Royal Veterinary College. Data on ﬁle 2016 2018 30th Anniversary As it continues to mark its own three decades in the pet industry, PETS International looks at some of the most interesting developments in the pet food sector. And how have two other organisations that have existed for at least 30 years (and twice that!) evolved over time?

30 Years of pet food 12 Aquael poland 15 Diamond anniversary of American Pet Products Association 16

11 30 Years of pet30th Anniversary food Buzz words, hypes and trends

In this 30th anniversary year, we are taking a look at a number of important topics for the pet food industry. The main driver of the pet industry has gone through major developments in the past three decades.

Health and humanisation Grain-free nutrition Thirty years ago, the industry was less complicated According to GfK’s findings, more than half (53%) of all than it is today. In the early nineties you simply new pet food items are now grain-free. However, the had wet and dry. With the expectation that category still accounts for just 39% of overall sales. This the market would double in ten years’ time – means that healthy revenue growth should continue, which indeed happened. Probiotics added to with abundant SKUs and variations on this theme. pet food and snacks was a new phenomenon, with the health claims that went with it. Limited-ingredient diets Pet owners have also embraced limited-ingredient Around 2000, the humanisation trend became a diets (LID). Initially, these were created to ease food serious source of inspiration. From that moment allergies in pets, but the transparency of knowing onwards, a range of innovations entered the exactly what their four-pawed companions are pet market. Words as: holistic, natural, organic consuming is also a big plus for doting owners – a and functional were popping up everywhere, benefit that is helping to drive further LID success. hand in hand with claims to match. In the past year, sales of LID items have risen by 6%.

PETS International October 2018 12 30th Anniversary

Natural and grain-free pet food 2015 $ share % and year-over-year (YOY ) growth of natural and grain-free categories 2015

Natural pet food Grain-free pet food

+24% YOY 29% 15% 12% 11%

20% Seasonal treats and foods 22%

The seasonal category has been a hub for 58% 38% +9% YOY innovation and is attracting all-important United States United Kingdom Czech Republic Greece millennial pet owners with its focus on customisation and shared pet/human moments. +158% YOY +35% YOY +123% YOY +274% YOY 2% 3% 1% 1% 7% 3% +52% YOY +34% YOY 16% Small portions 19% +22% YOY +12% YOY Products for small and toy breeds represent another strong sector. As urbanisation continues, young people are resisting the China Spain South Africa France move to the suburbs, making smaller dogs the Source: GfK Point of Sales (POS) Tracking, 2015 smarter choice for more and more owners. In different ways, sustainable and family- Raw diets owned labels suggest a home-grown approach, There were probably no truly declining categories environmentally-friendly practices, local or brands in 2017. Sales in frozen are still sourcing and the comfort of familiar brands. recovering from the raw frozen recalls in 2015, Humane food also helps pet owners have a and some stores may have already increased clear conscience, indicating that protein sources the space they can devote to frozen products. were ethically raised and treated (for example But this can be said to be a stable situation free-range and cage-free conditions). rather than any kind of real downturn. At the same time, freeze-dried and dehydrated raw There will be new protein sources in the years alternative options continue to grow rapidly in to come, such as seaweed, insects, et cetera. the marketplace – especially popular as mixers and toppers or in the kibble-plus format. Pet food recalls In the past 30 years, the rules and regulations in this Sustainability sector have been tightened but there are, of course, There is no doubt that the natural trend will product recalls from time to time. Big recalls like: continue to shape and expand our pet vocabulary, 1999: Aflatoxin but we expect the emphasis to be more on the 2005: Aflatoxin food’s preparation and branding, rather than 2007: Melamine actual ingredients. Associated buzzwords that 2008: Salmonella do speak directly to ingredients are organic and … are hopefully now a thing of the past. non-GMO, which have also become popular labels and benefits for human food. These Thanks to GfK terms suggest environmentally-friendly farming methods and avoidance of pesticides, non- natural fertilisers or chemicals. In other words, Corine van Winden CEO, PETS International the purest and most natural ingredients and [email protected] conditions possible, preferably produced locally. globalpets.community

PETS International October 2018 13

th Aquael poland 30 Anniversary Staying abreast of the times!

Aquael has been providing its customers with up-to-date pet equipment and accessories for 33 years.

From one man to 650 employees Comprehensive range of products Innovation The story began in the autumn of 1984, Company brands include Aquael, Aquael continues to surprise retailers when Aquael was founded by Bogumiła Aquaszut, Comfy, Pet Inn and Diversa. and end users with innovative products. and Janusz Jankiewicz, the owners. Customers can choose from a Visitors at Interzoo 2018 were introduced The company has come a long way comprehensive range of products to create to advanced Ultramax aquarium filters since then. It now consists of three and maintain aquariums and decorative boasting a pollution indicator integrated production plants with a total area of garden ponds, but also from products with a smartphone application. Other 30,000 sqm, 650 employees and the for dogs, cats and other pets. Their retail novelties included multifunctional very latest technology. Determination network consists of 38 stores. Experienced energy-saving Maxi Kani filters, fully and persistence, plus an unwavering teams of employees, specialised tool- electronic high precision Ultraheater pursuit of continuous development, rooms and well-equipped production lines, and Platinium water heaters, and the have made it the leading and well- plus a global product distribution system, stylish Glossy Marine set for large respected company it is today. contribute to the company’s success. marine aquariums. Recently launched: the world's first fully safe aquarium sets, designed to prevent water spillage even if a tank wall gets cracked. Important milestones 1984 Aquael founded by Janusz Jankiewicz User-friendly 1995 Company moves to new Warsaw headquarters Aquael products are increasingly (a larger production plant) economical and user-friendly. This 1998 Opening of first production plant in Suwałki includes LED lighting and energy- 2000-2002 Construction of new production plant in Suwałki saving eco pumps. With high-quality 2002 Acquisition of Aquaszut brand products at reasonable prices they 2005 Expansion of Suwałki plant to 11,000 sqm make every effort to ensure that both 2010 Creation of Comfy brand the product and the production process 2011 Acquisition of Pet Inn brand are environmentally friendly. 2014 Construction of logistics centre in Suwałki Aquael Janusz Jankiewicz Sp. z o.o. 2018 Acquisition of Diversa brand [email protected] aquael.com

PETS International October 2018 15 30th Anniversary

Diamond anniversary of American Pet Products Association

The American Pet Products Association (APPA) is celebrating its 60th anniversary. PETS International interviewed APPA president Bob Vetere to discuss developments in the past 60 years and what he expects of the years to come.

How it started way business was being done. Around easier to pronounce! The name change Sixty years ago, APPA was made up of 2010, it became obvious that there was was a solid move in the association’s a handful of small entrepreneurs and more risk-taking, and entrepreneurs efforts to adapt to a changing industry. the pet industry was a far cry from were marketing innovations like never It has served them well ever since in what it is today – one of the largest before. Consumer demand for products their role as leaders in the industry retail segments in the US with pet that make being a pet parent more and thus the go-to organisation. spending now at an impressive $69 enjoyable, while improving the pet’s billion (€59 billion) annually. APPA life, has been on the rise ever since. Exhibition has come a long way, from seventeen Global Pet Expo (formerly known as the members in 1958 to more than 1,200 By the time the association reached APPMA Show) has grown significantly members now, consisting of pet product its 50th anniversary, the original name from the first event in 1959 in Chicago. manufacturers, their representatives, APPMA had been changed into APPA. importers and livestock suppliers. This was done after careful Then it was just 75 booths – today, in consideration. The new name provided Orlando, Florida, it is more than 3,500 In the 1990s, the industry’s distribution greater flexibility for the future, while booths over 352,300 net square feet patterns changed and retailers became maintaining continuity with the past. (32,800 sqm) of exhibit space. The a huge driver in the process. This was show became an annual event and was another significant period of growth for It also communicated the association’s rebranded as Global Pet Expo nearly APPA. Globalisation of the pet product mission more clearly, while appealing fifteen years ago. This better reflects industry had completely altered the to a broader group. And it was far the show’s global significance.

PETS International October 2018 16 30th Anniversary

Online versus offline developments The rise of e-commerce is reshaping the future of not only the pet industry. It is having an effect on all sectors and the way manufacturers are adjusting their business models. Not only the online shopping itself, but also the convenience of auto- replenishment programmes, free shipping and major companies entering the market are game changers. APPA is constantly working to provide their members with educational seminars, networking opportunities, research and events that help keep them up-to-speed with new trends, forecasts and current data that can help their companies be successful. APPA president Bob Vetere

International market versus The years to come the US market Continuing to focus on current consumer While the US still dominates the pet demands, shopping trends and product market, there is remarkable growth in preferences will remain of the utmost other countries and regions, including importance as competition in the China, Thailand, India, Brazil and South marketplace continues to grow. Having an America. This provides significant understanding of the varying preferences opportunities for company growth. of each buying demographic – from The challenge for manufacturers is to baby boomers and Gen X to millennials understand and adjust to the unique and the rising Gen Z – is also critical. cultural and business operational Access to APPA’s National Pet Owners differences in each of those countries Survey is an important member benefit where they are seeking to expand that assists in understanding consumers their businesses. In order to assist in and their purchasing habits. connecting manufacturers with buyers, APPA has continued to intensify its outreach to foreign buyers attending Global Pet Expo. One of the ways American Pet Products Association it has done this is by expanding the [email protected] show’s International Pavilion. americanpetproducts.org

PETS International October 2018 17

Gosbi_Pet_international_Abril_2018.indd 1 17/4/18 17:15

All that is small Dogs and cats move over! With living space becoming scarce in major cities, pet lovers are opting for smaller friends. Be they furry, scaly or feathery and preferably exotic. This new trend brings with it new and exciting opportunities for the pet industry.

Little pets, large care burden 20 Small animal trends 22 Cunipic spain 25 Coral trade in peril 26 Riverscapes - the most recent trend in aquascaping 28 Tropical poland 31

19 All that is small

Little pets, large care burden In space-starved city centres worldwide the popularity of smaller species is continuing to increase amongst pet lovers. But a new trend for small, exotic pets is raising concerns about animal welfare.

Smaller spaces, smaller pets Take Hong Kong: the number of legally imported Downsizing dogs and opting for a cat instead of a exotic animals more than doubled from 497,000 dog have been ways in which pet lovers have been in 2012 to over a million in 2016. In addition, able to keep pets in ever-smaller living spaces concerns are growing that illegally imported in space-starved cities worldwide. However, a species and ones requiring highly specialist care rising trend in owning exotic pets - such as birds, are also being kept as domestic pets. In the UK, lizards, snakes, turtles and frogs - is creating the number of people who own pet snakes, lizards, deep concerns about the ability for pet owners turtles and tortoises increased from an estimated to provide these animals with the proper care. 400,000 in 2008 to well over one million in 2014.

PETS International October 2018 20 All that is small

As for small, furry species: they require premium food, space and social contact. It is estimated that around 4.7 million US households own a reptile and 6.7 million own a small animal (compared to 60.2 million with dogs and 47.1 million with cats). The animals might be small, the market is huge! owners ideas and products for novel stimulation. Certain species need lots of room to explore and Exotic as new trend hide. A wide range of caves and hide-outs can be In the US and UK, small pets such as degus supplied in natural-looking stones and wooden log and chinchillas are especially popular amongst shapes, or ornamental styles. Leafy camouflage millennials living in smaller apartments. This and rainforest canopy plants are not just beautiful is because people want ‘something different’. in a home, but essential for the reptiles. Dogs can be noisy and large compared to a snake. Owners assume that a turtle will not Key role for retailers move around as much as, for example, a cat. Of course, a large enough vivarium is also essential. Yet, some turtles grow from a tiny 2 cm in Retailers should be able to inform owners regarding length to 20 cm within two years and Leopard the perfect size vivarium - with thermometers Geckos live up to 20 years! Acquiring such a and lighting - for different types of reptiles. As for pet is, therefore, a considerable investment. small, furry species: they require premium food, space and social contact. Rabbits are often sold Unfortunately, many pet owners are unknowing with far too small hutches. For these and other, about the special needs of their unusual pets. This highly social species such as the squirrel-like Sugar often results in the animals being abandoned or Glider, owners must be prepared to spend time neglected: many need expert levels of care and with them. This is not the pet of choice to be left at husbandry that the pet owner is unable to offer. home in a cage, while the owner goes out to work.

Ways the industry can meet Retailers have a major role to fulfil. By offering small pet needs expert advice they can boost sales based on a The reptile product market's top two segments strongly caring and welfare-friendly basis. It is our are food and treats, and enclosure heating and chance to show our added value as product experts: lighting. Indeed, the top reason such animals helping clients to adapt their homes to their require veterinary treatment is when these new, much-loved, small and demanding pets. key components are lacking. It is therefore important that the industry is able to respond by ensuring the availability of such products.

Suitable food is essential and it is a chance for the industry to ensure specific animal foods and treats are available for specialist diets. Fish, Karen Wild Dog trainer and pet behaviourist frogs and reptiles have all been shown to engage [email protected] in play! Producers and retailers should offer pet pawprintpets.com

PETS International October 2018 21 All that is small

Small animal trends

From ‘gateway pets’ for children to ‘fur kids’ pampered by millennials; as the demand for small animals increases, so does the demand for tailored products.

Best quality products for small friends Green and premium products As the demand for small animals grows amongst Most small animals live for only a couple of years. millennials, these pet parents are looking for prime Premature death often occurs if these animals are products and services to pamper their rodents, not fed properly. Reason why many pet owners are rabbits, ferrets or other small, exotic animals. They concerned about the quality and the origin of the expect the market to be as dynamic as it is for cats pellets or hay they give their fur kids. Palm oil, cheap and dogs, and to catch up with the last trends. fillers, added sugar or toxic additives are all ‘no goes’

PETS International October 2018 22 All that is small

Many of these animals, including rabbits, ferrets and guinea pigs, need a lot of space. for their pets. Rather, they prefer to buy premium grain-free pellets for their herbivorous rabbits and guinea pigs and sugar-free pellets for their omnivorous rats or hamsters. And pet parents choose raw organic meat for their ferrets, rather than canned food or DIY habitats and beddings kibbles full of carbohydrates and vegetal proteins. Although small in size, many of these animals, including rabbits, ferrets and guinea pigs, need a Even hay (considered as the most basic staple lot of space. That is why in the US many owners food) is subject to strict selection criteria. Some are creating their own entirely modular and very brands, such as the UK-based Oxbow company, spacious habitats, using grids from storage cubes offer different types of hay, for various needs and and coroplast. According to these pet lovers, theirs’ health issues: Timothy, alfalfa, meadow, botanical, is the gold standard, and cages sold in pet stores oats, orchard and 100% organic grass hay. are nothing less than ‘glorified litter boxes’.

Beyond food, pet owners are also looking for For the same reasons, DIY habitats, or cages made toys, houses and various cage accessories from customised IKEA furniture, are also very trendy (bowls, tunnels, beds and more) made from for smaller rodents. The British brand Omlet has natural, sustainable and non-toxic materials. already latched on to this craze, with an elegant piece of contemporary furniture, made to house Eco-friendly litters mice, gerbils or hamsters. It looks like a storage Forget wood shavings. The pet industry offers cabinet with two levels: the top level looks like a several great alternatives for small mammals. regular cage for feeding and exercising, whereas Hemp and corn litters are dust-free and mostly the bottom one is an extra deep tray - much like organic. Cellulose is also considered safe and has a plastic aquarium - for nesting and burrowing. the advantage of being very absorbent and very soft. Unfortunately, it comes at a premium price, which When it comes to bedding: many guinea pig owners means that rodent parents sometimes prefer to buy now use a combination of washable fleece blankets soft shredded paper, which offers the same qualities. placed on top of absorbent towels. Their goal is not only to offer more comfort, but also to avoid This bedding is perfect for smaller rodents such as the traditional litters, often considered toxic or hamsters and gerbils who like to burrow. Lately, bad for the environment in terms of production a number of brands, including ultra-premium and waste management. Let us hope the pet Laboratoire Demavic, have launched mineral litter, industry will catch up with these DIY trends and made from diatomaceous earth powder (fossilised offer similar solutions that are ready to use. remains of diatoms, a type of micro-organism). It is extremely absorbent, acts as a mechanical and natural insecticide, and is biodegradable. Some brands are reportedly also working on a composite litter Marie-Sophie Germain product, combining all the qualities demanded by pet Journalist and author specialised in pets owners: sustainable, low price, absorbent and organic. [email protected]

PETS International October 2018 23 DINNISSEN PROCESS TECHNOLOGY

HYGIENIC, HOMOGENEOUS & MULTIPLE LAYER COATING The Dinnissen Pegasus® Vacuum Coater is the ideal process solution to produce pelleted and extruded products in accordance with the latest standards and criteria, which makes your pets feel at their best.

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NO WHEAT • NO SOYA • NO GLUTEN • NO GMO All that is small

Cunipic spain Caring for pets with highest quality products Dedicated to bringing the most lovable small pets and the best possible feed and pet care.

Product quality as driving force pass on to pet owners. To do so, they have France, England, Poland, Germany, Founded in 1994 as a small-mammal created a complete world around small Romania, Czech Republic, Hong Kong pet breeding company, Cunipic now also pets. Whether it is a store owner or a and Singapore. produces the best possible feed for pets, pet owner, they can count on Cunipic to using only selected, highest-quality inform them how best to take care of their New horizons – ingredients that meet all nutritional pets and providing them with the highest fresh, natural dog food requirements. In this way the company quality feed and care products. To best The company recently embarked on a guarantees pet owners a happy, healthier serve their customers, the company has new and ambitious project to produce life for their pets. a customer service phone and is actively and market highest quality, natural dog present in all online and social media food. Based on the same philosophy that The secret of success channels. has made them successful in the small Small pets are the company’s passion. pet market, Cunipic now produces natural There are three pillars on which the Crossing borders dog food that contains all beneficial company’s success is based: Since its founding, the company has properties for excellent dog health. • breed quality small pets grown to become the biggest supplier of • find new solutions for improving pet small pets in Spain and the largest small Just a few months after the official well-being and nutrition animal breeder in Europe. It exports live launch of this new dog food line, it is • inform and support pet owners in animals to 12 countries (working mainly already available in Romania, Poland optimal pet care with chains). and Singapore. Other countries are soon to follow. Customer support In addition, it has its own brand of Cunipic Passion for pets is what drives Cunipic. pet food that is sold in 31 countries, [email protected] It is this passion the company wishes to including Mexico, US, Panama, Portugal, cunipic.com

PETS International October 2018 25 Aqua One australia Aqua One AquaBac The Aqua One AquaBac is a low-profile internal filter for freshwater aquariums and provides a combination of biological, mechanical and chemical filtration. With a large filter volume in an easy-to-place, narrow body, the filter is excellent for small-to-medium aquariums.

Aqua One China Co Limited [email protected] aquaone.com.hk

Top Pets germany Coral trade 100% natural and hygienic cat litter – German quality To combine high quality standards with ecological principles, start-up company Top Pets has released its extra fine cat litter Ultimate Eco Cat made from renewable resources – 100% natural and safe. in peril Clumps are formed quickly, odours are neutralised and waste is reduced to a minimum – disposable via the toilet. Ultimate Eco Cat is fragrance-free, dust-free and ideal for allergy sufferers. Thanks to the The recent ban on coral export by light colour, unusual urine discolouration can be detected quickly. the Indonesian government is set Top Pets Ltd [email protected] to harm the existing reefs more toppets.de than it will protect them.

PETS International October 2018 26 All that is small

Natural coral reefs under pressure In fact, coral farms in Indonesia offer many benefits Yes, coral reefs worldwide are in serious trouble. to sustainability and coral reef conservation. The This is due to a multitude of problems: ranging Indonesian Nature Foundation LINI lists a few: from climate change and ocean acidification to pollution and sedimentation. In fact, ‘in peril’ • Teaching communities the economic and could just as well be used to describe the situation conservation value of coral reefs, encouraging for the whole reef biotope. The recent ban on them to better manage their coastline. trade in farmed coral may very well turn out to • Creating new areas of reef habitat that support be yet another nail in the coffin for the reefs. many other species of invertebrate and fish. • Teaching workers conservation techniques Indonesian ban on coral export that can be used to help restore natural reef. In May this year, the Indonesian government • Providing livelihood opportunities in remote shocked the global ornamental marine trade communities where people otherwise by shutting down all export of coral in a sudden might have undertaken destructive blanket ban. For the import market - who practices to generate income. used to get 50-60% of their coral supply from • Placing farmed corals back onto natural Indonesia - the effect has been grave. The reefs for restoration purposes. real looser is, however, the mariculture and export industry in Indonesia itself. Employing The export ban is rapidly killing all sustainable reef an estimated 12,000 people, in mainly coastal farming and long-term natural reef conservation communities with few other employment efforts. Importing countries may be able to ride options, the industry has been severely hit. the storm, by choosing alternative sources. Already around half the jobs in the industry have gone and export sales have plummeted. However, in the long term, it is questionable whether the industry can afford to lose this The reason for the ban remains a mystery. proven sustainable supply that has both livelihood No official reason has been given. Unofficially, and conservation benefits, and which reflects reasons abound: from the need to renew positively on the whole trade and hobby. health certificates, problems with wild coral being passed off as farmed, the inability to Should the ban be lifted before irreversible synchronise regulations between various damage has been caused, importers must be ministries, to the ban being part of a five-year prepared to do their utmost to help the Indonesian review of natural resources management. reef farming industry back on its feet.

The conservation issue The importance of coral reefs is widely recognised, and there are plenty of good and valid reasons for protecting and managing them, but it is disputable Svein A. Fosså President, European Pet Organization whether closing down an important industry Vice President, Ornamental Fish International for coastal communities is the best way to go. [email protected]

PETS International October 2018 27 TECO italy Connect your TECO chiller! Riverscapes - TECOnnect is an essential tool for everyone who wants to control water temperature at any moment and everywhere. the most Thanks to TECOnnect (a plastic magnetic box connected to the controller and supplied with a micro USB port) you will be able to remotely control your chiller, modify parameters and monitor your chiller through the TECOnnect App. recent trend in

TECO S.r.l. Refrigeration Technologies aquascaping [email protected] tecoonline.com

Mimicking a natural, high- current environment, the latest in aquarium design brings a beautiful riverscape to the home.

Closer to nature Oliver Knott recently presented a new layout style for aquaria that is both very close to nature and easy to maintain and care for: the stream tank. The tank mimics and looks as if a piece of a beautiful natural KW Aquatic Supplies china stream has been cut out and placed in a living room. Dophin ECO Variable DC Pump Compact design & larger flow • 4 Modes: Steady flow (20 Levels), Fast Wave Making (20 Levels), These tanks are specifically designed to allow a Slow Wave Making (20 Levels), Feeding strong one-directional current that passes along • Widely input voltage from AC100V to AC240V rugged natural rocks and aquarium plants above • Includes digital remote control and below the waterline. In this way, a natural • For dry and wet use habitat for the fish and invertebrates is created. • Water shortage alarm and power cut-off function • Use in marine and fresh water Improved fish well-being and health KW Aquatic Supplies Co., Ltd. 1-stop Manufacturer, The original, natural habitat of many aquarium [email protected] OEM welcome kwzone.com fish is a stream, in which they swim up against the stream’s currents. Still-standing water in traditional

PETS International October 2018 28 All that is small

aquaria does not offer such a vibrant, everchanging combination of waterscapes and terrestrial scenery: environment that is so beneficial to the fish. It as in nature. Many traditional aquarium plants is noticeable at once how fish flourish in a high- are actually not aquatic plants, but originated in current tank. Not only do they feel visibly at ease swamps where they are submerged only part of the in their new environment, their vitality increases, time. Placed in a truly swampy, natural environment stress is reduced and, overall, their health improves. such plants look completely different from how we Furthermore, more intense body colours mean they have come to know them in traditional aquaria. present a much more attractive picture in general. Epiphytic plants give an added attraction: they A stream tank is actually an open-topped do not need to be planted into the substrate, but paludarium: an aquarium whose layout includes can grow on the rocks, like ferns. Mosses add a a large land part. In the stream tank, Oliver likes very pristine flair. All of these plants are low- to structure this terrestrial area with rocks and maintenance and do not need much in terms driftwood, just like the scenery you would find around of light and fertilisers. The open tank is lit by a a stream in a forest. The tanks are not only beautiful hanging aquarium light system using low-energy, to look at, there is also an actual benefit: it not electronically controlled LEDs. It is very easy to only adds a relaxing green splash of freshness, but create light moods with these modern aquarium is actually beneficial to the climate inside a home. lights: simulate dawn or dusk or even cloudy skies during the day, and moonlight during the night! Getting the best from nature Gravity is the motor for the stream. A pump brings the water to the highest part of the tank, Oliver Knott Aquadesign & Consulting from where it flows down over the rocks, forming [email protected] a strong current. The tanks make full use of the oliver-knott.com

PETS International October 2018 29 Treetop Trekking for cats!

Large scratching Multi-activity Stability Easy assembly Available in 2 sizes surfaces ZOLUX.COM

HOMELY TRENDY D&D HOME products are inspired by the latest interior decorating trends and are made from natural,

D&D Home is a brand of Europet Bernina International | www.ebi.eu hard-wearing materials. EBI is a part of LAROY GROUP™ | More info: www.laroygroup.com for dogs and cats.

INNOVATION & COMFORT These lifestyle goods are innovative and comfortable in terms of design, material use and functionality. Treetop Trekking for cats!

Available in 2 sizes Large scratching Multi-activity Stability Easy assembly surfaces Tropical poland ZOLUX.COM Leading pet product manufacturer

Tropical offers a wide and specialised range of care and food products for fish, terraria, small animals, as well as for dogs and cats.

Extensive product portfolio Following their motto – we feed, we care, various foods to match the preferences With no less than five brands in its we love – all feed formulas are based of specific fish – was enthusiastically portfolio, Tropical not only offers an on natural ingredients and developed received by both customers and industry exceptionally wide range of products, with the support of scientific institutes, experts. Aquarists can make made- it also boasts one of the most research centres and world-famous pet to-measure large, small, sinking or innovative technologically advanced feeding experts. In this way, not only is floating foods. They can even cut the production lines, which can produce the best quality guaranteed, but so is the food into strips, grate it or spread it even the smallest fully extruded food microbiological purity of all ingredients in on stones and put it inside the tank. granules of 0.5 mm. The company foods for fish, dogs, cats and other pets. In fact, the possibilities are endless! has over 1,000 products on offer in almost 80 countries around the globe. Expansion plans to markets in Japan, The aquarium expert Forty new products are added to the South Africa and South America, call Tropical is working closely with the company’s portfolio every year. for large-scale investments in the near world’s best breeders and aquarium future. The building of a new factory and experts. The company also sponsors Over 40-years of quality feed logistics centre is soon to be commenced. numerous leading aquarium events Tropical has been present on the market both at home and abroad, as well as for more than 40 years now. The company New products promoting aquaristic best practices. has always worked closely with reliable This year at Interzoo, the launch of Tropical - Tadeus Ogrodnik suppliers of quality raw materials who Tropical Gel Formula – an innovative DIY [email protected] meet its exceptionally high standards. gel food which allows the preparation of tropical.pl

PETS International October 2018 31

Premium and wet pet food It is a dynamic market out there at the premium end of the pet food industry. We track the latest innovations, trends and challenges.

Specialised trends in the US premium pet food market 34 Treat them right 39 Toppers: should they be in the mix? 40 VAFO Group czech republic 45 Pro Pet Koller germany 47 Quality by nature 48

33 Premium and wet pet food

Specialised trends in the US premium pet food market

Plain ‘natural’ pet food does not cut it any more in the US market: today it is all about segmentation. What are the incoming trends?

Segmentation in the ‘natural’ market Dog and cat owners currently using pet food: by Free-Of Claim, 2018 (%) As natural pet food has begun to mature and ‘go mass’, pet specialty marketers have segmented Free-Of Claim Dog owners Cat owners natural into various competing positionings, the Grain-free 24% 16%

most important of which has been grain-free/ Limited ingredient 11% 9% ancestral. As the grain-free claim demonstrates, Gluten-free 7% 5% many such products hinge in part on what they do not contain, in tandem with the ‘clean label’ Potato-free 3% 3% movement in the larger US food industry. Vegetarian 2% 2%

Carrageenan-free 2% 2% In Packaged Facts’ Q1 2018 Pet Owner Survey, top ‘free-of’ product claims among dog and Source: Packaged Facts Q1 2018 Survey of Pet Owners cat owners alike include no grains, limited ingredient diets, and gluten-free. Looking ahead, Grain-free past its peak? we expect to see additional free-of claims take Nonetheless, the grain-free positioning may hold, including carrageenan-free, BHA/BHT/ have peaked in the US market. One threat to ethoxyquin-free, potato-free and non-GMO. the longevity of the grain-free pet food trend

PETS International October 2018 34 Private Label Petfood Experts for 30 years

Benefi t from our all in off ers has to do with the FDA’s recent warning to pet and extensive portfolio: owners and veterinarians about a potential link - Premium Dry Petfood between grain-free diets and canine dilated cardiomyopathy (DCM). Another potential - Cold-Pressed threat is a reassessment of the prevalence of - Fresh Meat food allergies in pets: Banfield’s 2018 State of Pet Health Report indicates that food allergies - Vet Diets affect just 0.2% of dogs and 0.1% of cats. - Grain-Free Organic uncertain - BARF Well over a decade ago, following in the footsteps of the boom in organic foods for people, organic pet food appeared poised to take off. Along the way, As experts in premium private-label dry petfood, we develop however, organic pet food has run into stumbling innovative and sustainable recipes, products and marketing blocks, including ingredient shortfalls stemming solutions. We are your full service partner at every stage from your idea to the fi nished product. in part from competition from human foods, and the related prohibitively high prices at the Get in touch: manufacturing and consumer levels. The biggest E-Mail: info@fi humin.de|www.fi humin.de|Tel.: +49 (0) 40-605671-20 hindrance, however, has been the unwillingness of major pet food marketers to embrace organic. see next page

Fihumin-Gesellschaft m.b.H., Georg-Sasse-Straße 43, 22949 Ammersbek, Germany

Anzeige Fihuminpets international vertical180918.indd 1 18.09.18 10:19 Join our great international team We are seeking exclusive distributors For our natural ProBiotic LIVE functional petfood

Surveys reveal a ProBiotic LIVE is a patented natural functional growing customer super-premium pet food that contains a live demand for health and highly concentrated probiotic bacteria related formulas to restore and maintain normal gut functions, in natural petfood. ease mobility and boost the immune system. Dedicated interna- We have already experienced tremendous tional specialists in nutrition, probiotics, animal success on various markets and are therefore welfare and advanced food processing have seeking new distributors in new markets. worked together with us for the developing of an entirely NEW PETFOOD CATEGORY. We are looking forward to hearing from you.

Jørgen Baymler I j.baymler@bacterﬁeld.com I +49 (0)151 510 35 992 l bacterﬁeld.com

31297_208x273.indd 1 22/03/2017 16.12 Premium and wet pet food

The reason: since 2002, the USDA has issued a that ‘Fear of pet food contamination/product number of contradictory statements with regard to safety is a key consideration in the dog foods/cat organic pet food, creating an uncertain regulatory foods I buy,’ and 69% of dog owners and 63% of environment in which marketers must more or less cat owners agree they are concerned about the proceed at their own risk. Ultimately, however, safety of the pet food, treats, and chews they buy. organic should play a role in pet food in proportion • Limited ingredient diets. The clean food to its importance to the larger food industry. trend dovetails into another, well-established pet food trend: diets containing a limited Specialised trends to watch out for number of ingredients, which are often Receiving much attention over the next few years, in aimed at pets with allergies and pet owners addition, will be various additional specialised trends: interested in product transparency. • Trendy superfood ingredients. Superfoods – • Pet foods and treats making ethical claims: functional ingredients that are natural and humanely raised, cage-free, family farms, even basic – continue to migrate from human sustainably or locally sourced. Locally foods into pet food and treat formulations. grown or sourced foods are an especially Apple, beet, berries, carrot, chick peas or important trend in the US food market lentils, egg protein, herbs (mint or parsley, overall as more consumers look to support rosemary, thyme), kelp, leafy green vegetables farms in their own communities and to (broccoli, kale, spinach), pumpkin or sweet reduce the amount of fuel used and pollution potato, salmon oil for omega 3, and turmeric generated by shipping food long distances. are prime examples. Also in this vein is prebiotic • Raw pet food. Logistics are an issue in this and probiotic supplementation, with consumers product niche, however, since carrying raw/ heavily associating probiotics with yoghurt. frozen pet food requires retailers to commit • Pet food prepared in store or home-delivered in space to freezers that can require expensive customised formulations, especially homemade- retrofitting. With the advance of the raw pet type, small-batch packaged pet foods made with food niche, moreover, have come numerous top-quality, all-natural, human-grade ingredients. product recalls and some negative publicity. • ‘Preserved dry’ pet food. Most of the excitement With marketers avidly seeking new ways to around raw pet food actually involves freeze-dried distinguish brands and ‘premiumise’ pet food and dehydrated forms. Much easier to stock and and treats, expect to see new products playing feed than the raw/frozen pet food fare, freeze- these product formulation trump cards. dried and dehydrated products and ingredients have become popular as treats, toppers, or mixed with kibble. Within the industry, they have also come to be viewed as a route toward the ongoing premiumisation of dry kibble. • Product safety and Made in the USA. Packaged David Sprinkle Research Director and Publisher Facts’ Q1 2018 Pet Owner Survey showed that [email protected] 57% of dog owners and 55% of cat owners agree packagedfacts.com

PETS International October 2018 37

Premium and wet pet food Treat them right

Treats and rewards for pets are a growing market and pet owners are becoming increasingly discerning. What are the latest trends and innovations?

Responsible snacking For example, a treat could be rich in Just like humans, dogs like to have a Omega 3, to benefit skin, joints and coat. delicious treat or dessert after their Does your dog suffer from a bad breath? meal. The market for dog biscuits and A treat with mint will make everyone snacks is growing rapidly. Pet owners can happy! Functionality in snacks is growing choose out of hundreds of products to fast, but above all a snack has to be reward their pets, but what is the right appetising and appealing for our pets. treat for your dog? Each dog has its own characteristics and needs. Although Snacks for all seasons we love to spoil our quadruped friend, The market is also responding to we have to keep an eye on his health, seasonal interest. For example, when condition and weight. Responsible a family is having a nice Christmas snacking is thus becoming more and dinner or an Easter celebration, they more important to pet owners. want their dog to enjoy this experience with them. A Christmas present or Fabulous and functional Easter treat is the perfect gift for their However, it is important to feed these The newest biscuits and pet and allows both owner and pet to treats as part of a balanced diet. snacks in all kinds of share these experiences together. shapes and colours United Petfood expands are not only a Humanisation in snacking is Earlier this year, United Petfood acquired nice reward but a clear trend. There is a Animal Lovers and Bynsa to further are also a tendency towards healthy develop its expertise in dry pet food and functional snacking: low fat, snacks and to continue working on new treat. sugar-free, vegan, innovations and product developments. grain-free,... A biscuit or snack Thanks to these recent acquisitions, the with all the tastes combined group is able to meet clients’ your dog wants but needs all over the world, offering a wide without grains or added range of biscuits and snacks as well as sugars is the new thing. a selection of high-premium treats.

Roger Mohr CEO Bynsa, member of United Petfood Group [email protected]

PETS International October 2018 39 Premium and wet pet food

Toppers: should they be in the mix? Pet food toppings are a growing segment, but why? And how should pet food manufacturers and retailers respond?

Adding something on top Pet foods are formulated to be nutritionally balanced Around my house, putting the right amount of and properly fortified. So what is the rationale for toppings on my ice cream is a craft that I happily adding something on top or mixing something into pursue. Many find the right condiment is critical for a pet food? Is this about ‘dressing’ up a food for eye flavouring meat and vegetables. Many put crunchy appeal and taste or does it have some other purpose? granola in their yoghurt. Blending of ingredients is a normal event in human food planning because we Why the interest? balance our own food ingredients for eye appeal and Consumers have concerns whether their own food taste – hopefully to build a well-balanced nutrition regime is really complete as they look at their own plan for ourselves. But pet foods are different. choices of ingredients and the processing employed.

PETS International October 2018 40 Premium and wet pet food

Should I eat more raw products or less not drink well in some health situations. processed food? That same fear carries through Adding water or other liquid on top of the food to pet foods. Adding the ‘missing’ nutritional does encourage better consumption. component gives some comfort that the foods are once again complete. Others top or 2. Supporting health mix to help improve taste and flavour when Many products make claims of nutritional their pet is not eating or drinking well. improvement by supplementing for immunity, digestive health, joint care or skin and coat. The The idea of adding something that cannot be marketing approach suggests that there are put into a dry or canned food has spawned the nutritional components destroyed in processing so a growth of pet food supplements. Perhaps these ‘raw’ topper is suggested. With consumers running to are nutrients and nutraceuticals that would false internet experts more and more, the message is be destroyed by dry or wet food processing. that the complete and balanced pet foods are missing something. Supplementation with any topper brings In reviewing a major pet product sales site, over nutrition to the overall food regime. Without careful 190 toppers and mixers were being sold. Some 60% oversight, the daily food regime will no longer be were dog and 40% were cat, 40% were dry and complete and balanced, which could lead to future 60% were wet/moist. They were designed to be used health issues, including obesity. on dry, canned and soft-moist foods. Pricing ranged dramatically but, compared to foods and even 3. Completing the food regime treats, they are much more expensive. The types of Adding a mixer or topper to ensure ‘completeness’ products were also highly variable, including unique can help to top up consumer confidence that a food kibbles, meat shreds, powders, broths and soups, is truly complete and balanced or 100% nutritious. It gravies and sauces. Packaging is equally diverse. completes the need for variety or supplies the ‘fun’ to the consumer not seen in the eating of basic kibbles. Finding their place on the shelf The positioning in retail stores is always up for A growing choice debate. Where do these belong? Do they belong in Toppers take the consumer into decision-making when the treat aisle or in the food aisle? An argument could it comes to their pet’s food. Or, they can trust that be made to include these products in the supplement their complete and balanced food is truly all their pet aisle. Selling these products online is a somewhat needs. Toppers can be another ‘treat’ decision adding easier process, as they are not lost high up on a shelf. to the bonding of the pet owner to their pet. Either way, toppers or mixers will continue to grow. It would seem that these products ‘boost’ three main purposes:

1. Improving taste or consumption The claim most often found is for flavour Dr. George Collings In cooperation with Sarah Hubler enhancement or for boosting consumption. That [email protected] makes a lot of sense as pets often stop drinking or do cnutritionsolutions.com

PETS International October 2018 41 IQI Premium Fish Oil Perfectly balanced all year round

Crude or refined, IQI Premium Fish Oils are a great catch. Working with sourcing partners all over blends that match any desired omega profile, with guaranteed the world and adding our own expertise, we bring something special to the table. Custom-made consistency, available all year. Find out more at IQI-petfood.com IQI Premium Fish Oil Perfectly balanced all year round

DISTRIBUTORS &

REPRESENTATIVES WET WANTED! FOOD  natural dog food  high content of fresh meat  grain & gluten free  all meat quality NEW! POUCH WET FOOD super premium petfood

isegrim® - wild as nature

www.isegrim-petfood.com Premium and wet pet food

VAFO Group czech republic A proven pet food producer

This Czech producer has recently completed two acquisitions and a new state-of-the-art factory to bolster its ability to provide a wide range of highest quality, premium pet products.

A leading Czech pet food producer Given the focus on premium quality, well as a factory in Estonia, with revenue VAFO is a leading Czech producer of all four of the company’s production exceeding €30 million ($35 million). Its premium and super-premium pet food, plants are designed to provide a wide core brand, Hau-Hau Champion, is the snacks and supplements for dogs, cats variety of premium product options, most popular grocery brand in Finland. and other small animals. It operates four one of the newest being fresh meat production facilities for both dry and wet extrusion. VAFO recently opened a Highest standards pet food, with annual sales exceeding greenfield wet food factory equipped VAFO’s mission is to provide a wide 100,000 tonnes per year and revenue with the latest technologies and featuring portfolio of premium pet products close to €140 million ($162 million). human-grade production capabilities manufactured to the highest standards for a diverse range of wet food products and instilled with VAFO’s extensive Its flagship brand, Brit, is distributed such as sausages, cans (80-800g) and nutrition and marketing know-how. to almost 70 countries throughout four real-meat fillet pouches (50-500g). continents and holds a significant market The group is owned by two sons of the share in the EU, Scandinavia, and the Recent acquisitions original founder, Frantisek Bouska: Pavel Baltics. In addition, VAFO successfully support growth Bouska and Jan Bouska. Pavel took over produces a variety of other own brands, To supports its organic growth, the group the CEO role from his father in 2006. including Carnilove, Profine and Sam’s recently acquired shares in two other pet Field. It also manufactures various food players. Allco is a second-generation private labels for many European pet family owned pet food company located food sellers in several product categories: in Lower Saxony near Bremen, known dry food, wet food, snacks, vitamins mainly for its brand Christopherus. Prima V AFO Praha s.r.o. Jakub Majer and nutritional supplements for dogs Pet is a Finnish grocery pet food leader [email protected] and cats, and small animal food. with subsidiaries in Sweden and Poland, as vafo.cz / brit-petfood.com

PETS International October 2018 45 NOT JUST Golden Eagle Petfoods united kingdom Golden Eagle PALATANTS. Holistic Health Unique nutrigenomic complete food for dogs. Does not contain SOLUTIONS. any pet harmful impurities. The Golden Eagle range of petfoods contains: • Prebiotics (FOS and MOS) • Probiotics (Yoghurt type bacteria) • Multi-, single protein and grainfree diets • High-quality European raw materials • NO E-numbers!

Do you already have the healthiest pet food in the world in your product range? If not, contact us.

Golden Eagle Petfoods LTD [email protected] goldeneaglepetfoods.com

AFB is in the solutions business. Our experts around the globe will deliver the best possible palatants for your pet food needs and will troubleshoot your production issues, assist with regulatory registrations, support your logistic needs, share groundbreaking research Vital Essentials® united states and much more. Vital Cat™ freeze-dried entrees and treats It is the most comprehensive line of freeze-dried entrees and treats in Get the details at the world; the ultimate limited ingredient diet! PalatantsPlus.com. Vital Cat Difference • Gluten Free, Grain Free, Guilt Free® • Complete and balanced • Sourced, made and packaged in the US • Made in EU-certified facilities Looking for importers and distributors. Vital Essentials® [email protected] vitalessentialsraw.com/intlpet The Palatability Performance People

Pro Pet Koller germany A family passion

Grown out of the Koller family’s experience in sled dog racing, the MAC’s brand has developed into much more than a wet food product for sport dogs.

Quality since 1993 activities for nearly ten years and, cats with sensitive digestive systems. Pro Pet Koller was founded in 1993 with since 2016, he is managing partner. In 2018, the company introduced the aim of importing high quality pet food a new Vetcare line for cats. from North America. First, they imported The management team consists of products from the US, later from Canada. Werner Koller, his wife Veronika Koller Beside these, Pro Pet also offers a line and since 2017 also their second son of natural complete food under the At the same time, the family was Markus Koller. Michael Koller will Tundra brand name. Inspired by the focusing on sled dog racing with their continue to be responsible for distribution natural diet of wild dogs and cats, it Alaskan Huskies, and developed their nationally. Markus Koller, who completed offers at least 70% meat content and own energetic wet meat product for studies to become an industrial engineer, refuses to use unnatural food additives. sport dogs. The demand for this product is currently familiarising himself with was so high that they developed a the export business. The two brothers Product development is a particularly product for normal active dogs based will share the responsibilities in product important focus, as is the constant on meat and rice. Out of this range, development and marketing in the future. optimisation of the range based on the brand MAC´s was born a few latest scientiﬁc knowledge and the use years later which today represents A range of products of primarily German raw materials the main turnover of the company. Over time, the product portfolio of moist of human food-grade quality. food products, under the MAC’s brand, Change of generations has changed to tins of pure meat for Company founder Werner Koller aims to dogs and cats. The ranges include MAC’s withdraw from the company gradually Soft, a semi-moist dog food with a high over the next few years. Koller’s older fresh meat content, and MAC’s Mono, a Pro Pet Koller GmbH & Co. KG son Michael will take over his role – dry food containing only one source of [email protected] he has now been involved in Pro Pet’s protein and carbohydrate for dogs and propet.de

PETS International October 2018 47 Quality by nature

DELICIOUS & DIFFERENT FISH4DOGS™ FOOD AND TREATS

Great Products Nutritious, natural and delicious

Great Brand Clear, distinctive, award winning

Great Team Expanding, expert team In the valley from which it gets its name, To discuss how you can share in the success of Fish4Dogs, please contact Toby Dolina Noteci applies its philosophy of

E [email protected] T +44 (0)1299 252 352 living close to nature to the production of wet pet foods in one of the most modern manufacturing plants in Europe.

Fish4Dogs winners of The Queen’s Award For Enterprise: International Trade 2017 48 Premium and wet pet food

Premium and super-premium Transparent process The company continuously trains and pet food in Poland The production process is transparent upgrades the qualifications of its staff in The pet food market is relatively young, for clients. The company opened terms of ecological production processes. and the popularity of ready-made its doors in 2016 so that interested premium and super-premium products parties could visit the plant and see For the most demanding is growing dynamically. Dolina Noteci that Dolina Noteci pet foods are The primary mission of the company is committed to raising awareness products which meet the highest quality is to create pet foods of the highest among pet owners that a balanced standards. Clients can enjoy the smell quality, appreciated by its exceptional diet maintains the good health and of fresh, healthy raw materials and customers. Dolina Noteci Premium and mood of their pets. Pet lovers try to be sure that what goes into the pet Piper enjoy good brand recognition and select the highest quality foods, and food is the absolute best. Moreover, increasing sales in the European market apply the same criteria they do when they make the results of regular and the company collaborates with the they buy food for themselves – quality, testing publicly available so that most demanding owners of pet food healthy ingredients, and nutritional customers can check the nutritional brands in Europe to create pet foods value are more important than price. content of the foods they create. which are a benchmark of quality.

Guarantee of quality Environmentally friendly The aim of Dolina Noteci is to be Thanks to the use of carefully chosen To nurture the wellbeing of its farms, a synonym of quality, freshness, ingredients, which undergo a multi- they follow 10 rules developed to care professionalism, and health. stage selection process, and to the for the natural environment. The Dolina efforts of experienced food technology Noteci Green programme focuses on: specialists, the company creates pet • production powered by foods which make it one of the leading renewable (solar) energy manufacturers in terms of quality. Raw • minimising carbon footprint materials are sourced from a selective • rational use of natural resources list of qualified suppliers and each and energy (LED technology delivery is carefully inspected. The and water recirculation) Marcin Sidorowicz Export Director company uses fresh, GMO-free fruit and • helping smaller friends – its own [email protected] vegetables, sourced from local suppliers. beehives are home to millions of bees dolina-noteci.com

PETS International October 2018 49 Global leader in pet premix

World-beating food safety and peace of mind for your brand.

Operating from our ISO22000:2005 accredited premix plant, Trouw Nutrition is acknowledged worldwide as the industry’s gold standard leader. Our unrivalled knowledge and expertise, supported by our unique Nutrace® food safety and traceability system, make us your only choice of expert partner in developing and delivering nutritional solutions tailored to your specific requirements.

Contact Roderick Prince on: +44 (0)1335 341121 or visit trouwnutrition.co.uk/globalleader Sourcing ingredients Is the drive towards a more sustainable food supply – for humans, let alone pets – at odds with the demands of the millennial pet owner? What are the challenges?

Where is the venison? Ensuring trust in times of raw material shortages 52 How to win the hearts of millennial consumers 55 Facing an unsustainable food future 56 Good for me, good for my pet - when the bowl mirrors the plate 60

51 Sourcing ingredients Where is the venison? Ensuring trust in times of raw material shortages

Boutique pet food is the latest marketing buzzword but, with novel ingredients like deer meat, is it a healthier option or an increased risk?

Why ‘boutique’ diets? With New Zealand reportedly supplying Europe with The pet food industry is very creative at coming most of its needs, the decision by New Zealand farmers up with new marketing buzzwords with the to increase breeding stocks to meet future demand latest being ‘boutique’ diets, formulated using resulted in fewer animals being slaughtered and supply less common, exotic ingredients, but meaning shortages in 2017-2018. An unwanted consequence different things to different people. of this action was increased risk of adulteration with other animal proteins (while still claiming venison) by The problem with exotic ingredients unscrupulous suppliers or pet food manufacturers. Although without legal definition, generally, exotic ingredients are those that are not mainstream in use Food fraud experts recognise that scarcity and supply and might be considered novel. Venison (deer meat) shortages motivate criminals to commit the crime is one that was once considered exotic, but is now of ‘economic motivated adulteration’ (food fraud). widespread in all pet food formats and snacks. Following the 2017-2018 shortage, deer meat was

PETS International October 2018 52 Sourcing ingredients

Boutique diets mean different things to different people

Pet food Food fraud and Pet owner Veterinarian manufacturer food safety expert

• Grain-free • Increased • Potential for • Increased food • Hypoallergenic variety/choice increased risk fraud risks diets • Health benefits of DCM (Dilated • Increased food cardiomyopathy) safety risks

classified at high risk of adulteration with other meats, safety and authenticity of the food we eat. In including pork and beef. practical terms, this requires food business operators to implement, maintain and develop management While the dog is unlikely to notice, species adulteration systems based on: can result in a loss of consumer trust in the authenticity • quality management – ensuring the products of the pet food they buy. meet or exceed buyer expectations, for example, in terms of nutrition and product aesthetics Higher risk of food fraud • food safety – ensuring the products Novel ingredients can offer a scarcity value attractive are safe to eat, and to both marketers and pet owners. However, the • authenticity – ensuring that ‘identity- principle of scarcity or supply shortage is a motivator preserved’ materials, like organic, are of food fraud, applicable to any foodstuff. On this genuine, and mitigating against food fraud basis, especially when it comes to high-risk boutique diets, it is vital that everyone in the supply chain from To ensure future sustainability of the global pet food field to bowl re-evaluates their food fraud controls. market, currently estimated to be worth over $90 Approaches include: billion (€77 billion), it is essential that the entire pet • authenticity testing food supply chain from field to bowl also embraces • VACCP (Vulnerability Analysis Critical Control the food integrity concept as outlined above. Point) • supplier quality assurance Assuming food integrity is assured, there is nothing wrong with ‘boutique’ or other forms of pet food. Looking at food safety, some people believe that once However, now is not the time to stick your head in a HACCP plan has been written nothing more needs the sand. to be done. However, failure to monitor, verify and validate HACCP systems on an on-going basis means The question is, are you doing enough to ensure that ultimately the system will fail, with increased that Fido’s Paleo venison kibble or venison ragout risk of illness. The same cautionary principle of really contains deer meat (venison)? If not then your keeping systems alive also applies to our approach to integrity in the market and the bottom line of your food fraud and authenticity. business are at risk.

Assuring pet food integrity The human food supply chain is embracing the new David Primrose Founder Synergy Food Ingredients concept of food integrity to maintain and build [email protected] consumer trust in safe food, by ensuring the quality, sfi-ltd.com

PETS International October 2018 53 Sourcing ingredients

PETS International October 2018 54 Sourcing ingredients

How to win the hearts of millennial consumers

The millennial target group is too big and provides too many opportunities to ignore, but it presents us with a challenge.

Only the best so can be at odds with existing industry Make no claims the product cannot live More than half of world's population quality marks and ideals. The Clean up to, but instead focus the attention is under 30 years old. Over the past Label Project, for example, is all about on other trademarks and selling decade, millennials have slowly but providing honest, fact-driven information arguments. Quality, sustainability and steadily entered the marketplace and about the true contents and properties transparency can be just as convincing, now they are a force we cannot neglect: of popular consumer products. But what if not more convincing, than the they will shape, colour and change is there to measure if ingredients are purported effect of a single ingredient. the world we live in profoundly. only used in small, practically negligible quantities? Is there scientific proof True story For starters, research shows that that a new ingredient is beneficial for IQI helps pet food producers make a millennials like to treat themselves the wellbeing of pets, or is it on the unique claim. All its premium pet food and their loved ones with special care. package just to appeal to pet owners? ingredients, however exclusive and Even if that care comes at a cost. This exotic, are 100% pure, fully certified and is reflected in the phenomenon of pet Honesty is more important traceable to the source. The company humanisation. As pets increasingly than ever guarantees absolute quality and pet become an important part of the family Millennials like brands they can trust. owners, be it millennials or not, can unit, pet owners are looking for ever- They prefer to do business with honest rest assured that they are buying the better, exclusive quality. For a millennial companies and do not hesitate to hold best meal for their companions. pet, only the best is good enough. them to account. With information easily available online, telling a truthful story Sven Gravendeel At odds with industry ideals today is more important than ever. For CEO of IQI certified petfood ingredients From a business perspective, it is smart pet food producers, it is crucial to build [email protected] to cater to the new demand, but doing trust and be as transparent as possible. iqi-petfood.com

PETS International October 2018 55 Sourcing ingredients

Facing an unsustainable food future

Studies show we will soon be hitting the limits of our current ability to meet the food demands of the human population, let alone pets. Where are we headed?

Limited supply, increasing demand An unsustainable system To achieve a sustainable food system, it is necessary One study (Röös) develops future global food to harmonise both supply and demand of food. On supply scenarios by looking at the links between the supply side, to produce food, three elements are population, food demand, land and water. The essential: land, water and energy. Of these three, results indicate that, by 2050, if we do nothing, energy can be bought (as fertiliser) or is in constant 40% of the global population will live in countries supply (the sun), but land and water are limited. with not enough land nor water to meet the demands of their human population, let alone pets. How limited? The impact of climate change is hard Humans and pets will need to be restricted to basic to quantify but there is considerable research on diets to effectively resolve these constraints. the impact of an increased human population on food supply. Studies examining the relationships Towards a solution between water resources and land use in the Where do the solutions lie? The figure below future are also increasing in number. The term shows the ideal food system. Water-Energy-Land-Food nexus underlines how closely these four sectors are inter-linked.

Offers adequate nutrition and health Meanwhile, on the demand side, as population grows, so of course does food demand. Equally, as some nations become more wealthy, diet changes. These The ideal Creates biodiversity and avoids negative food system ecological and environmental impact two factors, in turn, put pressure on local resources: population growth reduces the amount of land and Ensures livelihood for farmers, diverse water per person and the adoption of affluent diets Source: Dwivedi landscapes, equitable access to land, water, seeds and other inputs increases the demand for land and water per person. after Sukhdev

PETS International October 2018 56 Sourcing ingredients

It is crucial to encourage biodiversity.

The European Union, in a paper ‘Towards a more sustainable food supply’, suggests that, by 2040, sustainable agriculture will provide the main foundation of food supply. This is against a background of: • improvement of farm and food system management • increasing expected human and pet population through better informed agro-ecological practices • climate change • advancement of genetic engineering technologies • progressive but significant soil erosion applied to plants, animals and microbes • healthy diets accessible to all • integrated social experimentation with novel foods • reduction of meat consumption (involving citizens), and • less intensive farming • precision agriculture and breeding: from research to demonstration Under this scenario, by 2030, alternative food production will become common, including urban Livestock production and consumption is another key and peri-urban farming, soil-less farming and focus. One study (Garnett) outlines four hypothetical aquaculture. Non-conventional and even artificial future scenarios for future livestock production and food products will be in the food supply chain, consumption (see diagram next page). providing, for example, alternatives sources of protein. The ‘fruits of the earth’ scenario involves a shift to mainly plant-based diets. Under the ‘architected Using this more diversified approach, the supply of flesh’ scenario, meat production would increase healthy and secure food for all can be better ensured, through a combination of current livestock the sustainable use of agricultural land achieved, and production and artificial meat, that is, ‘meat’ food prices kept under control. grown in the laboratory. Another possible scenario, ‘Calibrated carnivory’, has production systems More sustainable scenarios becoming so intensive that their increased efficiency The European Union, following public consultation, is sufficient to meet demand. Finally, the ‘Livestock recommends the following future directions for food on leftovers’ scenario highlights the possibility of production: turning biomass from marginal land and human food waste into human edible foods. • understanding and managing systems of sustainable agriculture and aquaculture Encouraging diversity and innovation • alternative sources of protein: exploitation In all of this, it is crucial to encourage biodiversity and processing as, not only does it promote health and wellbeing, • environmental impact assessment of it also has social, cultural, economic, and agricultural practices environmental benefits. Diversifying food systems • healthy and sustainable diets and diets improves human and pet health and • organisational and social innovations for contributes to other multiple benefits, including optimising food supply systems from farming healthy ecosystems. This, in turn, has policy to consumption implications. see next page

PETS International October 2018 57

Sourcing ingredients

Meat-excluding

Fruits of Architected the earth flesh

Behaviour oriented Technology oriented

Livestock Calibrated on leftovers carnivory

Meat-including

Countries will need to develop their own food diversification strategies, involving all necessary stakeholders to collaborate in order to provide a healthy diet through nutrition.

They will also need to encourage innovation. Reducing the environmental impact of agriculture and improving food nutritional quality will need innovative methods to produce food and will consequently require innovative techniques.

A systems approach There is no single or easy solution to address food and nutritional security while achieving environmental sustainability. Agriculture, health, and nutrition are interconnected, dynamic, and multifaceted. To minimise the adverse impact of climate change on agriculture, it is necessary to integrate resource- efficient crops and natural resource management. To enable this, there is, in turn, a need to identify and adopt dietary patterns and crop diversity that lower the environmental impact and enhance health.

It is expected that agricultural systems (animal, laboratory and plant) will exploit technology and legislation to provide a diversity of diets to improve health and wellbeing. This philosophy will go hand- in-hand with policies to promote low environmental impact of food production and more active lifestyles.

John Adams Pet food consultant [email protected]

PETS International October 2018 59 Sourcing ingredients

Good for me, good for my pet - when the bowl mirrors the plate

Today, more and more owners consider their pets as members of the family, projecting their own preferences and needs on their animals. This major evolution is shaping the pet food market around four macro trends.

From food to pet food and pet food and care markets. Their high-quality ingredients; they also Pet parents are increasingly demanding findings? Four common macro trends: study their provenance and processing about the goods they select for their methods. They do not want to make ‘fur-babies’, expecting the same high 1. Natural goodness any compromise on taste and want standards as for their own products The move toward natural and organic to try the best of nature’s goodness, and carefully choosing items that are food, though not recent, has accelerated exploring new ingredients sources. consistent with their values and habits. with connected millennials and Gen Z who pay particular attention to food This has led pet food manufacturers to This has led the marketing teams of labels when purchasing a product. substantiate their positioning with visible Diana Pet Food and parent company Natural food stands for conscious and tangible proofs on their packaging. Symrise to work together to investigate indulgence. Not only do people look They show their product’s certifications, the trends influencing both the human for clean labels with healthy and use ‘made in’, ‘farm-to-bag’ stamps or any

PETS International October 2018 60 Sourcing ingredients

such as freeze-dried or oven-baked, 4. Emotional discoveries that guarantees preservation Pet parents love to break their own of the precious nutrients. routines, and they enjoy doing so for their four-legged companions as well. From the 2. Healthy lifestyle discovery of new tastes from around the Health concerns are paramount among world to festive recipes, they are keen to pet parents who project their own beliefs find products celebrating their pets and onto their pets. Maintaining optimal offering shared moments of enjoyment. health and well-being for their pets is a top priority. To meet those expectations, And it goes beyond food: to celebrate a pet food manufacturers are offering beloved puppy’s first year, for instance, three main categories of products: pet parents will have birthday cakes • ‘free-from’ ingredients recipes and party favours to create the perfect to protect the pet from food photogenic setup. Those fun times are intolerances and allergies treasured and shared on social networks • ‘power foods’ high in proteins and ‘pet-centric’ platforms, turning and wholesome ingredients pets into influencers and replicating to boost the pet’s energy all codes of digital marketing. • foods rich in functional ingredients, or super foods, to bring health The evolution of pet importance to improvements or prevent diseases their people has definitely broadened pet care offerings and opened claim that can support a product’s local 3. Premium indulgence to marketers a whole world of sourcing and production, to reinforce Enjoying good food is among the inspiration from human trends. transparency and trust. They promote greatest pleasures for pet parents their choice of eco-friendly ingredients who want to treat pets to gourmet and endorsement to animal welfare to offerings. This is probably where show their sustainability approach. products answering this trend will most mimic the marketing codes of To offer the best of nature and bring human food categories: small batch variety, pet food manufacturers or artisanal products will be sold Chloé Champion also seek ingredients not commonly in refined packaging, telling a story Marketing & Communication Director used in pet food such as vegetables and showcasing fancy little details. [email protected] and fruits, echoing pet owners’ Delectable delights available to own interest in healthy ingredients pamper the pet will include new and vegetarian or vegan diets. textures and humanised offerings such Hélène Audic as ice cream, pizza or beer. Lastly, pet Marketing Project Manager Lastly, in addition to simplifying their parents will have the possibility of [email protected] recipes as much as possible, they adding a customised touch to their pet’s showcase any processing method meal with a selection of toppings. diana-petfood.com

PETS International October 2018 61 20th GlobalPETS Forum 23 - 25 January 2019 Amsterdam Beach The Netherlands

OFFICIAL SPONSOR GlobalPETS Forum Europe Join the most important network event for pet industry professionals. This year’s theme is all about the changing shopping behaviour of maturing millennials. What are the implications for the pet retailers, e-tailers, supply chain, marketing and other parts of the industry?

The changing face of pet retail 64 The future of pet food 66 The changing pet product supply chain 68 The No-Compromise Game 71 The GlobalPETS Forum Award 72

63 20th GlobalPETS GlobalPETSForum Forum Europe 23 - 25 January 2019 Amsterdam Beach The Netherlands

The changing face of pet retail

GlobalPETS Forum is the most important networking event for pet industry professionals. Senior decision-makers of the world’s leading industry players gather to network and be inspired by the latest developments.

This year’s theme This year’s theme is all about the changing shopping behaviour of maturing millennials. This will create a new retail situation in the pet industry from 2020 onwards. The consumer is in the driver’s seat and increasingly experience-focused. What are the implications for retailers, e-tailers, supply chain, marketing, and other parts of the industry?

Get answers to key questions • Where will the online pets market be by 2020? • How will online players disrupt the existing pet industry and how can you prepare? • Who are these millennial consumers and what does it take to adjust your products and services to them? • How can you adapt your marketing communications to engage these consumers? • How do you cope with both retailers and e-tailers? • What are the implications of changing If you can’t scan the QR code, go to: distribution patterns in the online world globalpets.community/globalpets-forum-europe-2019-welcome and how does this affect you?

PETS International October 2018 64 PET FOOD In-depth expertise delivering a crucial ingredient:

For this 20th edition, we present to you an impressive product analysis line-up of professional and inspiring speakers from inside and outside the industry. To mention just a few:

Torsten Toeller Founder and proprietor of Fressnapf Group Visions of pet retail in a digital world.

Louis Yige Head of Pet Category Alibaba/TMall Digital pet care in China, today’s consumer trends, etc. What is the impact on pet retail? How to become a supplier?

Om Marwah Walmart’s first Head of Behavioural Science How behavioural science principles can be used to change consumer (shopping) behaviour in order to build loyalty, product innovation, etc. - 19/N019/003 Getty Images

In addition to these speakers we have many others. Some of them give a sneak preview on their presentations in the articles on the next pages.

The Social evening on Thursday is considered to be the main networking event of GlobalPETS Forum. The top leader in Petfood testing Join us in the wonderful hotel bar to reflect on the day, taste the delicious food, and enjoy a drink. A comprehensive range of state-of-the-art analytical For more information on the programme, the techniques speakers, registration and the conference location, go to: globalpets.community/globalpets-forums Reactivity and proximity

Corine van Winden CEO, PETS International [email protected] globalpets.community

AP_PET_FOOD_101x273.indd 1 14/09/2018 13:43 The future of pet food

Mathias Haas presents a new way of looking at things to support the right decisions for the future. For instance, could pets soon be eating insects?

Missed chance ‘Who wants to be a millionaire?’ many people must have thought to themselves in May 1997. They decided not to invest in shares of the online bookseller Amazon, which were available at just $18 (€15.50) each back then. A little over 20 years later, a single share currently sells for around $1,800 (€1,558) and those people are perhaps regretting having missed out on their chance to earn a million dollars. Bad luck!

Of course, Amazon’s success is not only based on selling books any more, and some share splits did the rest. However – and that is the actual crux of the matter – there was a movement, there

66 Mega trends concern everyone, but not everyone needs to be concerned.

Haas, who has been part of over 100 product launches, will be speaking at GlobalPETS Forum to show that the future is not really that complicated. His audience will learn from many cross-sectoral examples – and all of them are based on the here and now. No ‘futurology’, but facts and learnings from real life: international, across all trades and certainly eye-opening for pet industry professionals. After all, who would have thought a few years ago that there would be a market for products that help to remotely entertain pets with a smartphone when the owners are not at home? (Or even when they are!) Will we soon have robots for that task, which will give us even more time for self-optimisation? was an idea, there was a chance to do something completely different. And there is always someone In a world where noodles with insects are no longer who just does it, and many who don’t. Those thrown away but have become the latest must-have who don’t thought ‘Who will buy books online? and where the neighbour’s lawn-mowing robot is Consumers need to feel them! People want a tactile the new status symbol, the challenges organisations experience, they want to read a few pages before are facing today are completely different from they buy.’ Well, who wants to be a millionaire? anything they have dealt with in the past. Change is constant, also in the approach to pets. Mega trends As an expert on mega trends, Mathias Haas Mathias Haas, who, by the way, has been researches how the world is changing and surrounded by cats all his life, will take his what impact all the new possibilities and new audience at GlobalPETS Forum on a journey into behaviours will have on corporations, on society a new way of looking at things. Don’t worry: it is and on individuals. His findings are detailed, not about programming algorithms – it is about focused and relentless. He asks: ‘Who says what you (and others) can do with them. It is retail is dead? It heavily depends on how you about inspiration, about new ways of thinking. It do it!’ Mega trends concern everyone, but not is about making the right decisions at the right everyone needs to be concerned. Those who are time – for the time to come: the future! prepared and know how to evaluate current developments will be in pole position when it comes Mathias Haas to accessing new customers with new products THE TRENDWATCHER. and services. The decisive part is the mindset. trend-watcher.de

PETS International October 2018 67 GlobalPETS Forum Europe

The changing pet product supply chain

How developments in the retail industry are affecting the delivery of products and services.

The impact of new technologies at any time and any location. And because leading Everybody is aware that the face of pet retail is retailers can deliver this seamless availability, changing. New technologies are shaking up the anything less is a recipe for disappointment. industry and creating fresh opportunities to target consumers, personalise marketing events and % of consumers that experiences integrate brick-and-mortar stores into the retail dissatisfactory fulfilment offerings 46% supply chain in a way that will accelerate business. considers going to a competitor These new technologies play a fundamental % of consumers that experiences role in fulfilling consumer demand by ensuring dissatisfactory fulfilment execution 54% will not come back to buy again product availability or enabling other options. To have the right to play, consumer preferences These developments make ‘The changing face of pet need to be the centrepiece (Source: Think Big, Start Small, Connect Now! retail’ a perfect theme for the GlobalPETS Forum in Omnichannel Fulfilment in 2017) January 2019. As one of the speakers at this forum, Deloitte will be talking about how the changes in retail are affecting the pet product supply chain. If you are struggling to provide seamless services to your consumers, you are not alone. A significant Consumer expectations: they want it now number of retailers have not managed to master It is obvious that when a consumer orders something, seamless fulfilment services just yet. And the they expect it to be available. In fact, this is the results can be significant, leading to unavailable most basic notion at the heart of retail. But today’s products, increased lead times and, eventually, consumers expect products to be available to them reduced revenue and bottom-line performance.

PETS International October 2018 68 GlobalPETS Forum Europe

Efficient Responsive Enabling capabilities Supply chain capabilities Commercial capabilities

End-to-end inventory Cost optimised Service-opitimised Store operation visibility network footprint Network Design network footprint transformation

Optimised tax Seamless web and routings Asset efficiency of Inventory Breadth and depth mobile access inventory deployed Deployment of local assortment Analytics and information Network management retailing Cost efficient push Responsive pull Replenishment logistics and cost- replenishment and Organisational and and Fulfilment to-serve fulfilment dynamic fulfilment partnership structures

Single Cost optimised Reverse In-season returns customer view returns processing logistics re-allocation

The trade-off between efficient and responsive determines your delivery promise (Source: Think Big, Start Small, Connect Now! Omnichannel Fulfilment in 2017)

Retail purpose: delivering the promise Case example 1: dynamic inventory fulfilment Increasing customer expectations put pressure on A leading US-based fashion retailer integrates the traditional retail supply chain. In the past, focus inventory visibility throughout the supply has been on efficiency gains, economies of scale and chain (e.g. stores, distribution centres) to centralisation, but delivering on the promise to the optimise customer delivery. For example, consumer requires a different mindset. For example, when lead times from the distribution reduced lead times and express delivery services centre are not sufficient, store stock can be are difficult to provide with a network solely based activated to deliver to the consumer fast. on centralised stock, purely due to the increased distance to the consumer. On the other hand, an increased focus on responsiveness and localised stock Upstream integration: act now! puts pressure on margins, and the trade-off between The changing face of retail will not be a ‘efficient’ and ‘responsive’ should be made carefully. transformation on the retailer’s side only. On the contrary, it will change the entire chain from However, to win in the marketplace, a shift farm to fork. Improved availability of information, from cost-based supply chains to consumer- better decision-making tools and an increased centric supply chain solutions is key. Innovative focus on flexibility will create a new competitive solutions are a must. For example, have you landscape where questions about the role of ever thought of subscription-based models to the distributor will – and should – be asked. capitalise on stable demand for pet food? see next page

PETS International October 2018 69 Moreover, the producers in the pet industry need to support leading retailers in their purpose of delivering on their promise. In all industries, the upstream supply chain is changing, and leading firms are taking a proactive approach rather than a reactive one.

Case example 2: supplier ecosystems A leading grocery chain provides another excellent example of how to optimise the supply chain. The retailer’s IT bridge gives suppliers full access to its inventory data and sales data by item, store and date. By empowering suppliers with this level of transparency, production runs are timed more accurately. Suppliers can specialise and compete against each other to improve product demand. They can share forecasts, planning assumptions, stock rates, pricing, fill rates and returns with the grocery chain as they position themselves to gain more shelf space and increase the grocery chain’s buying power. This multi- entity supply chain planning has allowed revenue to grow year on year by 13%, creating a win-win scenario for the retailer and its suppliers.

Abundance of choices: prioritise your investment There are plenty of decisions to make, but luckily also plenty examples of how other manufacturers, distributors and retailers have responded to the latest developments. During the GlobalPETS Forum we will take you through the challenges, the trade-offs and present a couple of case examples to you. Let’s meet there and discuss!

Mark-Jan Grootenboer Senior Manager Deloitte Consulting [email protected] deloitte.com GlobalPETS Forum Europe

The No-Compromise Game

Clear and obvious answers for coping with a changing market.

The only certainty is change The No-Compromise Game does three These are tumultuous times for companies in the simple, but wonderful things: pet market. The online channels are becoming 1. It explains what is actually stronger, bringing along a whole new set of rules. happening in your sector today Mammoth e-commerce players are entering 2. It predicts what will happen in the coming years markets one by one. Non-specialised retailers 3. It ends all time-consuming discussions have started selling pet products too, reducing about what is happening and what might the prices and margins while they’re at it. And be the best strategy to cope with the shifts, then there are new consumer trends. It sometimes by giving you clear and obvious answers. seems that the only certainty is change. The game has the power to align the opinions of Misinterpreting market shifts board members and everybody else in the company As a result, industry executives worldwide are by revealing what is happening and then by making seeking to change their companies as well. The it clear what action is necessary in order to be big question is how? In my role, I see too many successful (again). The No-Compromise Game bosses plunging their companies head-first into provides answers to questions like: How does the wild adventures, without fully understanding why. consumer see our company, and how do they see This can result in big, self-inflicted declines and our competition? Why has the consumer switched even bankruptcy, all because they only partly to a new competitor? How can we win back their understood, overrated or misinterpreted the trust? What should we do about Zooplus, Amazon, market shifts. The problem is that most bosses are Alibaba, et cetera? It is an insightful, and also busy with the day-to-day running of the company. very entertaining way of truly understanding The sound of words like ‘Amazon’, ‘big data’, the shifts in your market, giving you the perfect ‘sustainability’ and ‘e-commerce’ fills them with foundation for formulating an effective strategy. fear, and they have no clear strategy in response. Rik Eysink Smeets will present the Practical takeaway tools No-Compromise Game at GlobalPETS Forum. Playing the No-Compromise Game is a great way to gain a realistic view of market developments Rik Eysink Smeets Retail consultant as well as getting some practical takeaway [email protected] tools. All you need is a pen and paper. eysinksmeets.com

PETS International October 2018 71 GlobalPETS Forum Europe The GlobalPETS Forum Award 2018 Each year, the GlobalPETS Forum Award is presented to a company demonstrating an exceptional performance in the international pet industry. The Award is a Prins Petfoods the netherlands prestigious prize and winners are truly honoured to be 2014 put in this spotlight.

Last year, Prins Petfoods won in acknowledgement of the thorough way they Vafo Praha czech republic implement offline and online communication, 2010 and the innovative way in which they have adapted a future-proof omni-channel Fressnapf germany approach.

Who will be the winner in 2019?

72 GlobalPETS Forum Europe

Previous winners

2017 2016 2015

West Paw Design united states Valta Pet Products russian federation Biogance Srl france

2013 2012 2011

Pet Lovers Centre singapore Vital Petfood Group denmark SPF france

2009 2008 2007

Tetra Europe germany Rolf C. Hagen canada Kölle Zoo germany

2006 2005 2004

ROGZ south africa Koch Heimtiernahrung austria Pets at Home united kingdom

PETS International October 2018 73 GlobalPETS Forum Europe And the nominees are…

P.L . A .Y. united states Cat in a Flat united kingdom Wahl germany

P.L.A.Y. may be a younger brand in Cat in a Flat is a successful example of a With its Moser test station, Wahl has the pet industry but the company is lean, disruptive start-up. It has set out created a unique shopping experience dynamic and quick to adapt to the to breathe new life into the traditional for customers as they can now feel, rapidly changing retail landscape. From pet sitting industry by creating a new hear, see and try the clippers directly adapting to omni-channel distribution, platform for retailers and insurers to in stores. So far over 1,500 test stations to evolving its marketing and customer promote their products to relevant have been installed in Europe. Shops service effort to create personalised customers. After just three years, Cat in with the test station are selling now up experiences that engage customers a Flat now helps cat owners find their to ten times more than before and can beyond sales, P.L.A.Y. embraces the perfect and affordable cat sitters in the also give better advice. Moreover, the challenges and embodies the mindset UK, Ireland, the Netherlands, Germany end customers receive extensive coat that customer-focused brands today and Austria. care information through grooming need, to work hard on many new instructions and can contact Wahl areas to win the trust and loyalty of directly on social media. customers.

V-dog united states Since 2005, V-dog has been on a mission to provide healthy, delicious food for dogs while prioritising compassion for all pets. The ingredients in the company’s complete and balanced vegan kibble are not just nourishing for dogs, but also gentle on Earth’s resources. The V-dog kibble is powered by pea protein, making it an excellent fit for all dogs, including those with allergies and sensitivities.

PETS International October 2018 74 GlobalPETS Forum Europe

Petformance italy Dingonatura spain Company of Animals united kingdom

Petformance has made a big effort Dingonatura is a pioneer in cooking Company of Animals has a genuine in order to be closer to its customers natural food for dogs, with the goal love and passion for pets and their entering a challenging market: the of providing them with health and life owners, and believes that good contact pharmacies. It has also provided courses expectancy through the food. During with the pet owner is always more and training to hundreds of pharmacists its 20-year history, the company has important than the product in the box. about the common needs and diseases created a community and adapted itself The company is like family, united in the of pets. Furthermore, the company has to a constantly evolving sector. At the belief that the relationship between an enlarged the boundaries of the pet retail same time, Dingonatura has reached owner and their dog should be one of world thanks to adding pharmacies to a prestigious position thanks to the the most enriching relationships, and it the mix of vets/trainers/customers. All quality of its products, its human team, is the company’s privilege to make that the products are based on the knowhow respect for the environment and for pets possible. and expertise of pharmacists. as well as its strong partnerships.

Fish4Dogs united kingdom Fish4Dogs is a success because of the partnership it creates with its customers on such an emotive journey as dog ownership. Whether through a one- to-one relationship with one of its international distributors, a pet shop implementing the loyalty scheme, or a new puppy owner getting their first puppy pack from one of the company’s ambassador breeders, Fish4Dogs is a genuinely trusted part of this journey. These relationships are the reason the company continues to succeed.

PETS International October 2018 75

South America The pet care market in South America is growing faster than the global average. Brazil, with its many cat lovers, is going through just as many changes in the retail market. With the world’s fifth largest human population, Brazil has the third largest population of cats on the planet.

Cat ownership drives pet care growth in Latin America 78 Petland brazil 80 Growth and specialisation in pet retail reflect maturity of Brazilian market 82

77 Cat ownership drives pet care growth in Latin America

Despite economic and political problems in several Latin American countries in recent years, the pet industry remains resilient.

Growth rates higher than global average but there is still significant room for growth. Unstable political scenarios in Latin America While North Americans currently spend around have affected consumption in several categories $140 (€119) per person on pet products, Latin of fast-moving consumer goods. This was American expenditure is only $20 (€17). particularly noticeable in Brazil, Argentina and Venezuela, while the financial climate in Chile Why more cats? and Peru was less challenging. But the pet care Birth rates may be falling in most countries but pet market has remained resilient, growing faster populations are growing, particularly cats. One than the global average – 7.2% annually between reason for this is urbanisation. Cats are more suited 2013 and 2018 versus a global rate of 3.4%. to smaller living spaces than dogs. Cats also require less attention (and no walking outdoors), making In terms of total spending, the region ranks them less time-consuming. They consume less food third behind North America and Western Europe too, even when compared to smaller dogs.

Sales of cat food per region 2018-2023 12,000 12

10,000 10

8,000 08

6,000 06 million $ million % CAGR

4,000 04

2,000 02

2018 0 00 Western North Eastern Asia latin Australasia Middle East 2023 Europe America Europe Pacific America and Africs 2018-2023 CAGR % Note: Values in constant 2018 prices. Source: Euromonitor International 2018 2023 2018 - 2023 CAGR %

PETS International October 2018 78 South America

Top 10 countries ranked by cat population size

Animals in millions 80

0 US China Brazil Russia France Germany Japan Mexico Canada

The annual average growth rate (CAGR) forecast Other product variations include hairball care, for 2018-2023 for the Latin American cat food low calorie food, digestive care, and hair and market is 10%, based on good performance in skin care. These premium offerings drive higher markets such as Brazil, Mexico and Chile. growth in value than in volume terms.

Brazil drives Latin America’s Promising future due to humanisation cat food sales While there is no consensus on the direction of Brazil has the third largest population of cats in Latin American economies, growth in the pet the world and is among the top ten countries for care products market is expected to continue cat food. In 2017, cat food sales grew by 10% in in the next five years due to humanisation. retail value, reaching $934 million (€792), and by 5% in volume to reach 187,430 tonnes. Owners are increasingly aware of their pets’ needs and willing to spend more on pet health, There is now increased segmentation in cat appearance and comfort, as well as on products food, including products with functional benefits they believe will make their pets live longer. Cat tailored to life stages, appearance and health. food should continue to perform better in Brazil Mars has a Royal Canin product specifically for than in the overall market, with an average annual ‘indoor long-haired adult cats’. A step further growth rate of 7% between 2018 and 2023. is functional food for certain conditions, such as products for neutered cats. Cats are usually less active after the procedure so require special Caroline Kurzweil Food and Nutrition Associate, dietary attention. For example, food with a higher Euromonitor International water content as they tend to drink less fluids. [email protected]

PETS International October 2018 79 South America

Petland brazil Expanding in a fragmented market With a presence in nineteen countries, Petland brought to the Brazilian market the unique concept of pet retail management.

From Ohio to Brazil Veterinarians as • service based on providing the customer Inspired by Disneyland’s entertainment shop owners with information philosophy, Petland was founded What is exceptional about Brazil is • a real shopping experience with spaces in Ohio in 1967 with the idea of the fragmentation of its market. It for people and animals enhancing interactivity between has more than 40,000 shops, 95% of • social responsibility, working with NGOs humans and animals. In the mid-1970s, which are operated by owners of only for both animal protection and humans the company began its expansion one or two units. Nearly 50% of these • fair price policy process via franchises. Currently, the shop owners are veterinarians. The brand has a global positioning with market is therefore lacking in terms of The company has a comprehensive support a presence in nineteen countries. management and training, which gives package for franchisees that includes: All operations outside the US are Petland an excellent opportunity to • seven brick-and-mortar Petland carried out by local entrepreneurs. be part of the process of consolidation universities of the Brazilian pet industry. • one online university (Extranet) Third largest market • PSP – the Petland Support Program, Petland launched in Brazil in May 2014 Petland has visited more than 1,500 with consultants that visit stores, issue and quickly expanded. Brazil is the shops in fifteen different states. performance reports and provide world’s third largest market in terms ”The culture of going into the field guidance to franchisees of turnover, with the second largest is part of our DNA,” says Rodrigo • management tools: dashboards population of dogs and cats on the Albuquerque, CEO of Petland in Brazil. integrated into the company system, planet. It is growing at an average of application for the franchisee and 7% a year and has the largest number The franchise operates with a business several CRM tools of veterinary graduates in the world. model consisting of four pillars: • events and sales conventions

PETS International October 2018 80 South America

Shops in Brazil are small (100 sqm), Brasil Pet holding company medium (400 sqm) or large (1,500 sqm), and operate in all types of areas, Petland classes A to D, in shopping streets and indoor shopping centres. This enormous 6 1 Pet Choice Dra.Mei expansion horizon has allowed the company, after only four years of operation, to become the largest chain in Brazil with 85 units in thirteen states. 5 2 e-commerce Pet Their goal is 400 shops by 2022. 2018 Schooll

With the Petland operation in 4 3 Brazil performing so well, Brazilian LATAM logland entrepreneurs are now searching for new opportunities across Latin America. 1. 250 veterinary clinics (2022) 2. Training and leadership development Veterinary clinics centres for the pet market Another franchise company, Dra. Mei – 3. Centralisation and exclusive Rede de Clínicas Veterinárias, has now distribution for the Petland chain been set up to operate within Petland 4. Master franchise for Latin America units or independently. There is much 5. Virtual sales platform (franchise) room for professionalisation of veterinary with defined scope medicine in Brazil. The new company 6. Shop brand only recently started up and already has five units. The goal is to have 250 clinics throughout Brazil by 2022. Shop brand and logistics Another innovation about to be introduced is products under the brand name Pet Choice: cat litter, toilet pads, snacks and beds will be sold in the pet shops. Franchisees can also make use of LogLand, a distribution centre for product storage.

The diagram above shows all the companies and operations within the Brazilian Petland group.

Petland [email protected] petlandbr.com.br

PETS International October 2018 81 South America

Growth and specialisation in pet retail reflect maturity of Brazilian market

Brazil is a fast growing pet market. What are the numbers and the latest trends?

Family members How many pets? The pet market in Brazil saw positive numbers According to the latest survey from the IBGE in 2017, with growth and a sharp rise in (Brazilian Institute of Geography and Statistics), professionalisation, helping the sector to earn there are over 132 million pets in the country. This R$32.92 billion (€7 billion/$8 billion) in revenue last number breaks down into 52 million dogs, 38 million year. The pet sector, which employs around 1 million birds, 22 million cats, 18 million fish and around people in Brazil, benefits from the profile of its 2 million other small animals. This gives Brazil the customers. Brazilians have a special relationship fourth largest pet population worldwide, trailing with their pets, who are considered to be true China (289 million pets), the US (226 million) and members of the family. the UK (146 million).

PETS International October 2018 82 for pets are already a reality in the country, along with funerals and funeral planning geared towards pets.

Data also points to another revealing phenomenon: increased professionalisation of specialised retailing. Brazil has seen the growth of small pet shop chains: over 200 companies with between 2 and 30 stores, within a universe of 30,450 stores.

Another step in this professionalisation is the current trend of franchises, especially in major urban areas. This means increased competition, and franchises are gradually starting to replace neighbourhood pet shops.

Retail landscape High taxes It is within the increasingly solid structure of this All of this is surprising, considering that the pet relationship between pets and their owners that food segment is heavily taxed in Brazil, which has there are prospects for market growth. Specialised a significant impact on product prices and makes retailers (pet shops) account for the largest share in many products inaccessible for C, D and E classes of the sector’s performance, bringing in R$26.61 billion consumers. Altogether, taxes account for 52.1% of (€5.6/$6.5 billion) followed by animal sales at the product’s retail price, a bottleneck that inhibits R$4.28 billion (€0.9 billion/$1.05 billion) and pet the sustainable and economic development of the food retailing (supermarket sales of pet food) pet sector. Brazil has the highest taxes in the world. coming in at R$2.03 billion (€0.4/$0.5 billion). In Europe, the pet industry is subject to taxes of around 18.5%. In the US, taxes are less than 7%. Recent developments Innovative business models – and even new jobs – Based on its data collection and all the opportunities have been created in Brazil because of pet market available, Pet Brasil Institute believes that, with growth resulting from the pet’s place in the an increased focus on knowledge and innovation, Brazilian family. the pet industry in Brazil will see further growth in both volume and value. This, in turn, will Many professionals like dog walkers and pet strengthen its position in the global market. sitters are already well established in the country, along with services such as hotels and hospitals plus specialised treatments for pets. Brazil is now Nelo Maraccini Neto experiencing a new phase in this phenomenon: Vice President of Sales and Services, Pet Brasil Institute super-specialisation of the pet market. Products [email protected] such as cosmetics and furniture made exclusively institutopetbrasil.com

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Farm Company italy Italfeed italy Nylon Deluxe CuvrexTM Nylon Deluxe is Farm Company’s new collection for safe and Italfeed exclusively adds to its catalogue Cuvrex for healthy skin, comfortable pet walks. Leashes have 2 padded handles: joints and bowel: innovative Botanical Extract out of a special one classic handle and one adjustable shortholder. The innovative cultivar of cucumis sativus (cucumber). Secur Fit harness has 3 connecting points: a back connection, Cuvrex helps to preserve and enhance the athletic performance of a chest connection for Easy-Walk training and a semi-choke neck dogs helping to normalise intestinal epitelium. Italfeed is the Italian connection for training and anti-escape system. company proposing top-quality, innovative and technologically advanced raw material for the well being and beauty of pets.

Farm Company Srl Italfeed srl [email protected] [email protected] farmcompany.it italfeed.com

Nature’s Protection lithuania The new Superior Care standard Nature’s Protection has paved the way in providing super premium diets based on true nutritional needs of dogs and cats. In a short period of time the brand spread throughout the globe and built a solid reputation by its outstanding results.

So far this has led to several breakthroughs in the Nature’s Protection Superior Care line. Research into the causes of brown discolouration around the eyes, mouth and paws of dogs resulted in the ‘White Dogs’ diet. Shortly after, another product helped red-coated dogs to maintain their magnificent hue with the ‘Red Coat’ product.

However, the unbeaten tracks have not revealed all their wonders yet! Focus was put on resolving issues with black-coated dogs who lose their pigmentation. And now the Nature’s Protection Superior Care Black Coat product is born.

Akvatera Ltd. [email protected] naturesprotection.eu Would you like to know more? Go to: globalpets.community/lookingfor PETS International October 2018 85 Advertorials

Lex&Max the netherlands P.L.A.Y. Pet Lifestyle and You united states Unique wooden cat furniture! Pet Teepee The Lex&Max assortment has expanded with a beautiful wooden cat Now pets can lounge comfortably in P.L.A.Y.’s Horizon Pet Teepees! tower with industrial look. This piece of furniture is a real eye-catcher Using the same durable woven fabric featured on our popular in every living room. The Industrial cat tower, including a big scratch Horizon Pillow Beds, these teepees create a safe and cozy place for board and cozy cushions made of 100% quality velvet, is unique in the pets to hideout, while adding a beautiful motif to homes. Designed pet branch. for easy set-up, they feature a durable and washable cover, pine wood poles and removable interior cushion. Available in 2 different sizes: 2 storeys high and 3 storeys high.

Lex&Max B.V. P.L.A.Y. Pet Lifestyle and You [email protected] [email protected] lexenmax.com PetPLAY.com

Omega Sea united states Celebrating 20 years with a brand new look! In celebration of 20 years in business Omega One is introducing a new label design. The new look focuses on Omega One’s most unique and important selling point - whole, fresh seafood ingredients.

Gustaf&Evita sweden Omega One is the only dry fish food on the market which Tasteful designs for the modern dog owner does not use pre-processed Gustaf&Evita produces collars, harnesses, leashes, coats and proteins such as fishmeal or accessories with a story and thought developed over time by its loyal hydrolysates. It is uniquely customers. Breathing function in tasteful designs made from high- manufactured with wild-caught quality materials, the company is now hungry to meet a larger market Alaskan seafood. outside of Scandinavia, with an eye for boutiques whose primary concerns are fashion and trends. The mission is clear: to be a preferred choice for the modern dog owner. Looking for retailers! Omega Sea, LLC Gustaf&Evita Scandinavia Ltd [email protected] [email protected] omegasea.net gustafevita.boutique

PETS International October 2018 86 Calendar of events

AusPet K-PET Fair 19 to 21 October 2018 Korea’s Pet Industry Fair Gold Coast Convention & Exhibition Centre 23 to 25 November 2018 Broadbeach, Queensland, Australia KINTEX, Ilsan, South Korea auspet.net.au www.k-pet.co.kr

PETS TODAY 2018 Expozoo 19 to 21 October 2018 10 to 11 January 2019 Athens International Airport, Paris Porte de Versailles, Paris, France Athens, Greece expozoo.com 2018.petstoday.gr GlobalPETS Forum India International Pet Trade Fair 23 to 25 January 2019 26 to 28 October 2018 Grand Hotel Huis ter Duin NSIC Exhibition Centre, Noordwijk (Amsterdam Beach), New Delhi, India The Netherlands iiptf.com globalpets.community/globalpets-forums

Pets Arabia PATS Sandown 30 October - 1 November 2018 10 to 11 February 2019 United Arab Emirates Sandown Park, Esher, United Kingdom petsarabia.com patshow.co.uk/pats-sandown-2019

Austria, Belgium, Brazil, Greece, Bulgaria, Cyprus Russia United Kingdom, Ireland Germany, Hungary, Netherlands, Vassilis Goulielmos, Welldone Ltd. Yulia Dolzhenkova, Zooinform Andrew O’Kelly, KOA Media Limited Portugal, Scandinavia, +30-210-7794529 +7-4903-6132812 | +357-9648-5560 +44-1252-843431 Spain, Switzerland [email protected] [email protected] [email protected] Miguel Mendes de León, Agri Cross Media Italy, Malta, San Marino South Korea Ukraine +31-6-81543366 Rita Buffagni & Lavinia Fressura, Hayen Jung, AT Bio Ltd. Sergii Kondrat, Vet Zoo Profy [email protected] Mediatic +82-31-5341663 +38-044-592-2167 +39-0522-383620 [email protected] [email protected] China, Hongkong, Macao, Taiwan [email protected] Meadow Zhang Sri Lanka, India, Pakistan, United States, Canada +86-10-88102269 Japan Sanjana Wasala Glenn Karaban, [email protected] Anthony Yamashita, PETS M&C +94-7736998991 Karaban Media Services, Inc. +81-736-36-5526 [email protected] +1-212-840-0660 France, Monaco [email protected] [email protected] Alain Girardet, g i r e x agencies, Turkey +33-6-0828-1482 Poland Selçuk Çetin Rest of the world [email protected] Mateusz Karatysz, +90-212-321-10-02 PETS International & Media Experts sp. z.o.o. [email protected] GlobalPETS Community head office +48-61-820-41-75 +31-33-422-58-33 [email protected] [email protected]

PETS International October 2018 87 Advertisers index

In this issue

AFB International...... 46 Kong’s (Aust) Pty. Ltd...... 8

AM Nutrition AS...... 84 Landguth Heimtiernahrung GmbH...... 44

American Pet Products Association APPA...... 9 Lintbells Ltd...... 10

Atlaspet...... 4 Pro Pet Koller GmbH & Co. KG...... back cover

Bacterfield GmbH...... 36 Shandong Luscious Pet Foods Co., Ltd...... 54

Croci S.p.A...... 70 Tianjin Ranova Petfood Co., Ltd...... 66

Cunipic, S.L...... 24 Tropical Tadeusz Ogrodnik...... 24

Dinnissen bv...... 24 Tropiclean...... 81

DNP s.a...... 2 Tropiclean...... 59

Fihumin-Gesellschaft m.b.H...... 35 Upscience SAS...... 65

Fish4Dogs...... 48 Vet Planet Sp. z o.o...... inside back cover

GePro Geflügel-Protein Vertriebsgesellschaft Vietnam Happy Chews Pet Food Co., LTD...... 38

GmbH & Co. KG...... 58 Witte Molen BV...... 30

Gosbi Pet Food S.A...... 17 Wrigley Foster Media Direct Ltd...... 50

Holland Animal Care...... inside front cover Yantai China Pet Foods Co., Ltd...... 14

IQI B.V...... 42 Zolux s.a.s...... 30

Upcoming issue | Advertising deadline: 26 October 2018 | Publication date: 23 November 2018 See page 5 for subjects. Contact head office (below) or local representatives (page 87).

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