Relatively crisis-proof

In developed markets, because here people who are worried about their job or a declining standard of living are concentrating more than ever on their home, their family and thus also on their pets. In emerging markets, because here the potential is still so great with regard to pet owners who don’t feed their dogs and cats on industrially produced pet food that growth can be expected in the pet sector, regardless of the economic situation. The USA, Spain and Portugal, which are examined more closely in this issue of PET worldwide, are good examples of this trend. Frank Difatta, former president of the American pet store chain Petland and now head of a well-known pet retailer consultancy, stresses in an interview with PET worldwide that “the pet industry segment of the US economy has risen despite the country’s economic downturn”. This assessment coincides with the market data published annually by the American industry association APPA. Dreamlike conditions are prevailing in the pet sector in Spain and Portugal too compared with other sectors of the economy. Although growth rates in the order of 6 to 8 per cent that were common a few years ago are far from being attained, as current figures from the market research institute Euromonitor International show, the market as a whole continues to experience a slight increase in sales. And in Portugal, the impact of the recession is virtually imperceptible in the pet sector, according to Euromonitor International. Because the market as a whole is growing, however, this doesn’t mean that all players in the market are registering growth. For example, Euromonitor International has noticed that super- and hypermarkets in Spain are expanding their market share continuously at the expense of small pet shops. This is no surprise, for many pet owners keep a tight grip on their purse strings in economically difficult times. But the pet supplies trade must not let itself get flustered by this. It should continue to focus on quality, because pet owners visit pet stores precisely to find a comprehensive range, to seek new ideas and to get competent advice – and not on account of the bargain offers. Yours Ralf Majer-Abele Download: Relatively crisis-proof (PDF file)