"Consistent growth is possible"

PET in Europe: Dare to make a prediction: How will fish-keeping develop in Europe in the next ten years?Koord Janssen: The European market will develop positively, even in the next few years. Admittedly the growing number of different options for filling one's leisure time, the increasing mobility of households and the perceived expenditure that is associated with owning an aquarium are obstacles to any marked increase in fish-keeping. But on the other hand there are many consumers who attach considerable importance to having a beautiful home as a backdrop to their lifestyle and family. This group is extremely interesting to the aquatics sector on account of its latent needs. If these latent needs can be awakened in the direction of aquariums, I believe consistent growth is a realistic prospect, even if only in single figures annually.PET in Europe: What are the areas in which you still perceive growth potential for aquariums?Koord Janssen: Fish-keeping as a whole will develop further - coldwater fish, tropical and also marine aquariums. I don't see specific trends as we know them from Asia in particular developing in Europe. But we have to make fish-keeping a "cooler", more fashionable hobby on the whole. Innovative products like "TetraAqua EasyBalance" that help to make aquariums successful yet easier to set up at the same time are one key to success.PET in Europe: What in your opinion can industry and the retail trade do together to give new impetus to fish-keeping?Koord Janssen: Trade and industry can only be successful if they work closely together. It's not a question purely of product supply in our business, but rather of giving the consumer the solutions that are right for him, so that he can succeed and have fun - only then will he stick with aquariums. Such solutions include the right products and also competent advice and help. The latter can be provided by the trade, by industry, or by both in an integrated manner. Tetra, for example, is investing very heavily in supporting consumers and retailers: seminars, product training sessions, brochures, DVDs, the Internet, newsletters, clubs, hotlines etc. are all examples of media that Tetra makes available to help the consumer to succeed and derive pleasure from fish-keeping. This is why Tetra has also developed "MyExpert", which was unveiled at Interzoo. "Tetra MyExpert" is a free support programme designed to assist consumers in setting up and caring for their aquariums. Consumers can simply…