Innovation is important

Once again this year, Interzoo has impressively confirmed its position as the world's biggest pet trade show. With around 1 250 exhibitors from over 50 countries, this year's Interzoo will be the biggest of all time. The number of foreign visitors has grown by a massive 16 per cent compared with the last show. The exhibition space booked by companies from the boom markets of Eastern Europe, China and India in particular has increased significantly, along with that of firms from Belgium, Japan, Canada and Sri Lanka. Most of the big international suppliers have also extended their stands once again. The exceptions to this are Affinity Pet Care, which according to the latest reports does not intend to exhibit at all at this year's Interzoo, and the pet food manufacturer Masterfoods, which in contrast to previous years is making do with a small stand. Whereas Interzoo was principally a new product fair in years gone by, it has now acquired much greater significance as a place for making new international contacts. Spectacular new products, the likes of which are not already to be found on the market, will have something of a rarity value even at this year's huge show. What new inventions that haven't already appeared long since are companies supposed to come up with anyway in such a saturated market! And the flop rate is pretty high for products in the pet sector in particular. Many of the new products presented at this Interzoo will certainly have disappeared from the market in two or three years' time. Nevertheless, let's look forward to the 1 563rd premium food, the 987th variety of cat litter, the 756th aquarium filter and the 1 345th dog lead, because often it is the minor details that give a new product its value. But one factor that's more likely than novelty content to tip the scales these days is how successful the company's marketing professionals are in presenting their products in such a way that they are perceived by the retail trade and consumers to bring new benefits to the user. Innovation is more important than ever in our fast-moving world. Most of the sales income of international players like Royal Canin or Vitakraft now derives from products that have been on the market for less than two years. Only companies that cater for the constantly changing tastes of the public and take account of the growing demand among pet owners for convenience and service have rosy market prospects. The pet sector is on the move. The desire to own a pet is…