"We are now living the 3rd generation"

PET in Europe: How does Versele Laga view the development of the small mammal segment in Europe?Erik Lambrecht: We keep on seeing a positive trend in the development of the European small animal segment. However, since nowadays this share of the market has grown to full adulthood, the double-digit growth is no longer there. We are now living the "3rd generation" of small animal food. After general generic foods, followed by animal-specific varieties, we have now come to super-premium functional foods - as you can also see with dog food.But not only is the growing awareness and responsible behaviour of the pet owner with regard to this better and healthier food plan an important factor, the current trend towards natural and biological ingredients is also a noticeable trend all over Europe.PET in Europe: What percentage of Versele Laga's overall sales does the small mammal segment account for?Erik Lambrecht: We outperform the average market share. As a leading manufacturer for small animals and birds our sales for small animals account for about 15 per cent.PET in Europe: Do you perceive differences in the trend in individual European countries?Erik Lambrecht: We can see an overall evolution in the same positive direction. However, different countries have different growth rates and paces. Whereas e.g. Germany has the biggest population of small animals in Europe, the highest penetration per capita is in Belgium. So markets cannot only be evaluated purely by head counting. A greater focus on increasing the number of animals per household is at least as important for business development. Generally we see a higher number of small animals per household in northern countries (Benelux, UK, Scandinavia and Germany), followed by southern countries (France, Italy, Greece, Spain) and finally all the eastern European countries.PET in Europe: Hitherto rabbits and rodents were primarily regarded as children's pets. Has this trend continued or is the target group changing?Erik Lambrecht: Children are still the most important target group for small animals. These animals still make an easy and relatively cheap pet. Consider small animals as a stepping stone for children to gain more responsibility and learn about taking care of an animal. But on the level of buying pet food, we believe that the final decision on buying the product or brand is one made by the parent. Brand and product communication should be attractive and appealing both to children and to their parents…