The market is not yet exhausted

However, one should not be misled by this. There are still plenty of dogs that are fed primarily on scraps from the table: in some countries in Eastern Europe, industrially produced food is served up to no more than 20 per cent of the canine population, and this percentage is even higher in rural areas. In Western Europe, where industrially produced dog food has been on the market for much longer, its market penetration is greater but far from complete.Dry food is gaining a growing number of converts among dog owners throughout Europe. The years of work put in by many manufacturers to convince consumers of its benefits have finally borne fruit. Many owners now regard feeding their pets on dried food not only as more hygienic and cleaner, but also as a cheaper option. In recent years the market share of moist food in tins has declined correspondingly, although the losses have been absorbed by the growing market importance of single-serve products, which are popular above all among owners of small dogs.Products that target certain canine problems constitute another segment in the ascendancy. "Sensitive" products in particular are very popular. The new "Eukanuba Special Care" products presented at Interzoo by The Iams Company, which are meant to remedy the four most common health complaints in adult dogs, should also meet with success. The complaints targeted are sensitive skin, a sensitive digestive system, joint problems and excess weight.Last but not least, credit may be due to Royal Canin for the fact that many dog owners have increased their knowledge and understanding of the needs of their pets in recent years. With its "Size Health Nutrition Breed" range the French pet food manufacturer has pioneered the introduction into the market of breed-specific products that concentrate on the special features of the respective dog breeds.The potential of the market is far from exhausted, and market insiders perceive much of this potential to lie in the snack segment. In particular, products that offer additional benefits are catching on with consumers. This explains why snacks and treats that also act as a toothbrush are very popular. Organic pro-ducts, too, are perceived to have considerable growth prospects in the future. Episodes such as the BSE crisis have scared many consumers and drawn attention for the first time to the problems associated with large-scale livestock husbandry, and organic producers have experienced a huge boost thanks to this change in…