Specialisation marches on

The dog food market in the USA alone is believed to be worth €9.2 bn. Dog food thus accounts for two-thirds of the overall market for dog and cat food in the USA (14 billion).A study by the American Pet Products Association (APPA) indicates that a dog owner in the United States spends around $254 a year on feeding his pet, plus $70 on treats and $95 on vitamins. 46.3 mio American households own a dog, and the total number of dogs in the US is put at 78.2 mio.These figures give an idea of just how important dogs are as an economic factor in the international pet supplies business, something that is also underlined by the population figures produced by the European Pet Food Industry Federation (FEDIAF). Ultimately, however, it is the owners that have to buy the bag or tin of food.Increasingly specialised requests"Today's dog food customer knows exactly what he wants," the store manager of a Spanish pet supplies chain told PET worldwide. "Most are very well informed when they visit our store, having carried out research on the Internet or paid a visit to the vet." The requests and requirements posed by customers in respect of food have become more and more specialised over the years. Previously a healthy skin and glossy coat featured high on the wish list, followed by dietary requirements. Although these requirements still exist, the desire for special ingredients, organic production etc has been added to the list. "The price of the product plays a subordinate role for most customers," says the Spanish store manager.One consequence of this development is the need for the speciality trade to remain constantly abreast of new developments, research findings etc. This is because a growing number of customers back up their requests with knowledge that they have found and collated on the Internet, regardless of whether it is technically correct in all aspects or not. The manufacturers of dog food products have got their hands full trying to keep their customers in the trade continually updated on the latest developments and the products resulting from or corresponding to these.Speciality trade versus supermarketIn spite of all the efforts of manufacturers, dealers and vets to evangelise and enlighten, there is always a high number of dog owners who don't go to pet shops to buy food for their pets, but trust in what the supermarket has to offer. The reasons for this are varied. On the one hand, there's the "one-stop shopping" mentality fuelled by a dwindling amount…