No trace of a sense of crisis

On the whole, the pet product sector has effectively seen off the international economic and financial crisis - but not to the same extent everywhere.The pet product sector is by no means as strongly affected by the ups and downs of the economic cycle as other sectors. It is rightly credited with a certain level of resistance to the cycle. If the economic situation is looking up, it doesn't automatically follow that sales of pet products are growing too. If the business trend is downwards, however, this doesn't mean that the pet supplies sector is also having a hard time. A reason for this trend is that most pets are well cared for even when their owners are not faring quite so well financially. People would rather do with-out a holiday or a new car than buy cheaper food for their dog or cat.Last year's economic and financial crisis is not really comparable with normal recessions, however; in some countries it has turned the entire economy on its head. In Spain, Ireland and Greece, budget deficits resulted in the respective governments introducing stringent austerity measures, leading to a substantial decline in the purchasing power of the population. And in some eastern European countries, where the sky seemed to be the limit in the years before the recession bit, the inhabitants are suffering under the austerity policy adopted by the state. This is also having a massive effect on the pet sector. Pet stores, which have positioned themselves in the market primarily via premium food and other high-priced products, are finding life harder than the supermarkets, which are trying to stem a fall in sales through aggressive price offers.New growth marketsNothing demonstrated better than Interzoo in Nuremberg that the mood in the pet sector this year was anything but gloomy. The organisers celebrated a record attendance with over 38 000 visitors from 117 countries. Other key trade shows too, such as the Global Pet Expo in Orlando and the Pet South America trade show, enjoyed a marked increase in visitor numbers compared with previous years. Although the final outcome of the CIPS was not known at the time of going to press, the figure could likewise be higher than in 2009.All fairs survive because innovations continue to attract close attention. Whether it's a question of natural, holistic or organic pet food, LED lighting for aquariums or interactive pet toys, the pet supplies trade backs current trends not least because that is what its customers expect of it…