Small animals are a growth segment

Small animals enjoy growing popularity in Europe. If hamsters, rabbits and other small mammals were popular with children and young people before, they have now won the hearts of young and old alike. The cute pets have conquered single households in particular due to the fact that, compared with other pets, their care and maintenance take up relatively little time and effort. If you like to travel, it's easier to leave a hamster with friends or acquaintances than a large dog, for instance. And another advantage is that the cost of looking after a small pet is still pretty modest.The demand for small animals is growing and with it also the population totals. If the number of such pets increases, this has a positive influence on the related food and accessories market. And the growth rates in some European countries are impressive. In Italy, for example, sales increased last year by 3.5 per cent, in Great Britain the market for small mammals has grown by 5 per cent and in Spain sales of products for small animals rose by no less than 29 per cent compared with the previous year. Owners of small mammals have become increasingly demanding in recent years when it comes to the welfare of their beloved pets, and the speciality trade is responding to this trend. Small mammal enthusiasts attach more importance than ever to healthy nutrition and optimum health for their pets. The industry has reacted to this trend and developed a host of new products, which have been crowned with success for the most part. In many cases, a profile of requirements such as those already familiar from dog and cat care is being transferred without further ado to the small mammal segment: Life-Cycle, Wellness, Light and Bio, to name just a few current trends. And with great success: in many European countries the trend towards premium products is increasing. To highlight the quality rating of premium food products visually, the product packaging has become increasingly sophisticated too.If the pet supplies trade manages in its stores to highlight the emotional appeal of keeping small pets, for example through attractive pet display enclosures or striking promotions covering certain items such as roughage or treats, it has a good chance of gaining further market share from the supermarkets in the next few years.
Yours
Ralf Majer-Abele