Innovation still vital even in Interzoo-free years

Only a few weeks remain before the doors of the Bologna Exhibition Centre open for Zoomark International. Trade and industry are hoping that this will herald an end to the excessively long hibernation of the European pet supplies sector. What is meant by hibernation here is that most companies have been so wrapped up in themselves in the first few months of the year that they have forgotten to inject new life into the sector with fresh innovations. There is a growing trend towards only presenting spectacular new products at the principal trade shows. This is the case above all with Interzoo - but the world's leading pet supplies fair is only staged every two years. In consequence, many companies dispense with new products to a large extent in the years in between Interzoo shows, preferring to save their latest ideas for the next edition of the premier fair in Nuremberg. Will this happen in 2009 too? In the early months of this year, many companies were preoccupied with adjusting to the current global financial crisis and making the required internal structural changes. This was certainly necessary, especially since no quick end to the crisis is in sight. A sector can only grow, however, if it introduces a steady stream of innovations into the market, because these help to reawaken the appetite of the consumers for shopping. Lots of interesting new products for the US market were unveiled at the Global Pet Expo in Orlando (see detailed report in this issue). Now we wait with bated breath to see whether this will apply also to the main European pet supplies show this year, Zoomark International. Around 600 exhibitors will be presenting their wares in Bologna, and it is to be hoped that they will help to give new impetus to the sector. In times of crisis in particular, it is important for a sector to look to its own strengths - and one reason for the growth that has been observed in the pet supplies business over the years is surely its capacity for innovation. It is this that will be needed in the coming months if the sector is to emerge from the financial crisis unscathed. Yours Ralf Majer-Abele Download: Innovation still vital even in Interzoo-free years (PDF file)