A young and growing market

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The Estonian market for pet products is growing rapidly due to people’s growing need and demand to provide their domestic animals with premium pet products and food for dogs and cats. From 1558 onwards Estonia was actually part of Sweden, but after 1700 it belonged to Russia for many years. In 1920 Estonia declared its independence, but following occupation (USSR) in 1944, Estonia was again integrated with the Soviet Union (Russia) until the latter’s dissolution in 1991. Today Estonia has approx. 1.35 mio inhabitants, 400 000 of whom reside in the Estonian capital Tallinn.Manufacturers and wholesalers from Finland in particular have discovered good potential and opportunities to extend their business and production to the Baltic States, something clearly perceived in Estonia. The Finnish and Estonian languages are also closely related to each other, which makes communication easy. Since 2004 Estonia has also been a member of the European Union.Traditional pet shops still dominate the picture, most of them with sales areas of between 50 and 100 m². For example, the Selver shopping centre just outside Tallinn contains a small traditional pet shop with 70 m² of sales area. It provides premium pet products and food for dogs and cats and smaller mammals, representing most of the brands of well-established producers in Europe. It also offers a minor range of live animals, in particular rodents.
Modern garden centresIn addition to the more traditional pet shops, now increasingly tailored to European standards, there is an interesting development in garden centres within Estonia, where besides gardening and ponds the focus has shifted to pet retail products. The first modern garden centre was opened by Hortes (www.hortes.ee) in a strategic location just outside Tallinn city centre, with easy access for customers and plenty of parking space. This first outlet has a concept very similar to that found in the Norwegian chain Plantagen, and also in Denmark and Sweden. The first Hortes shop opened its doors to the public on 24 March 2006. The layout, both exterior and interior, is highly professional, and no money has been spared in the effort to create a pleasant commercial atmosphere. This first shop has adherents both within Estonia and also in neighbouring Latvia and Lithuania.The Hortes garden centre has a total sales area of approx. 3 000 m², and a pet department of approx. 300 m². At present a wide range of products…