A changing market

Our enthusiasm for dogs shows no signs of waning, be it in Tokyo, Brisbane or Athens. Admittedly, the number of large breeds kept as pets has decreased markedly in many countries over the last few years, but small and medium-sized dogs are enjoying growing popularity worldwide. The reasons for this are manifold. Since glamour girls started to feature in US television shows carrying cute-looking Chihuahuas and Yorkshire Terriers around with them, many young women in particular think it's chic to copy their soap star role models and own a miniature dog. The trend towards smaller dogs is also related to the change in living conditions in many countries. As eastern European states make increasing efforts to match the economic standards of western countries, the gulf between these once different societies with regard to lifestyle becomes smaller. A growing number of people all over the world have less and less time to spend on a dog, and small breeds are reckoned to be less work than large ones. Another reason often cited for not having a big dog is the restricted living space that many families occupy. And for many, feeding and caring for a large dog has simply become too expensive. Changes in dog-owning patterns have a direct influence on the development of the dog food market. Many pets nowadays are very sensitive and often display allergic reactions to certain ingredients in convenience food. As a result, the demand for special food has risen sharply. In the USA, numerous product recalls in recent years have also given added impetus to the market for natural and organic food. Dogs have long since acquired the status of a family member in many households, and a growing number of dog owners are prepared to spend a considerable amount on healthy food for their beloved pet. One consequence of this consumer behaviour is that high-quality dog food is experiencing the highest growth rates in many countries. Even the credit crunch and the downturn in the economy might not interrupt this trend. This is conditional, however, on consumers being able to recognise the added value offered by a premium or organic food quickly from the packaging. This has not always been the case in the past. Often the packaging design has been confusing and the information regarding the composition of pet food has on occasions been pretty vague - something that is not appreciated by an increasingly discriminating clientele. Yours Ralf Majer-Abele
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