“At the very forefront of innovation”

How is the market for small animal products developing in your opinion?The UK pet industry experienced a difficult 2011, but still managed to outperform the retail sector in general. 2012 is predicted to be another difficult year, particularly for the independent sector. However, those independents offering the wide choice and innovation that today's customers demand will be better equipped to compete against the dominant retail chains.The small animal sector looks set to continue to outperform its larger cat and dog counterparts in 2012. The economic slowdown could actually benefit the small animal sector, as those acquiring new pets could be tempted to choose small furries, which are often perceived to be cheaper to keep than cats and dogs. A rising small animal population and better consumer education means increased sales of hutches/cages as well as ongoing items such as bedding, food, hay and snacks.Consumers are making greater use of social media and the Internet as a way of educating themselves and getting closer to their favourite brands and products. This presents manufacturers and retailers with an ideal opportunity to build long-term customer loyalty through media such as web sites, Twitter, Facebook and bespoke mobile phone applications. Retailers can use this channel to let customers know about all the latest interesting news on any new products and services they offer, helping to drive footfall to the stores.How did 2011 turn out for your company? Which markets proved particularly good and which less satisfactory?Whilst the UK market may have experienced particularly tough trading conditions, Supreme's export business flourished in 2011. Despite the global economic slowdown, all of Supreme's overseas territories experienced positive growth, which is in part owing to the stronger independent sector in many markets. Strong growth is predicted in the USA, where Supreme will be launching its "Science Selective" range of mono-component foods for the first time at Global Pet Expo in Orlando. The Original range of muesli products will also be extended overseas, in addition to the launch of an exciting new range of snacks featuring the ever popular "Gerty Guinea Pig & Russel Rabbit" characters.When launching products into new territories, manufacturers always run the risk of retail chains trying to replicate the most successful products to be launched under "own brand labels". However, owing to the high-quality materials and advanced processes…