Zoomark may lend a helping hand

Italy is suffering badly from the effects of the euro crisis. Even the pet sector is not entirely immune to the negative trend that has engulfed the country as a whole, although so far it has fared better than many other sectors. There are good reasons for this. Many Italians prefer not to eat out as often, or they are making economies on trips abroad or with regard to their cars, for example; but they continue to take good care of their pets. It’s no surprise, therefore, that in the last year, sales of pet products have actually even risen slightly compared with the year before. The economic crisis and uncertainty regarding the political future of the country have done much to dampen the mood in the Italian pet supplies sector. The fact that many Italian manufacturers are still performing relatively well and are even expanding is due primarily to their export activities, as high growth rates in the domestic market seem an unlikely prospect in the next few years. As we all know, however, there are winners in every crisis. In the pet supplies trade, the leading pet store chains in particular seem to be making better progress than the market as a whole. Isola dei Tesori with over 140 stores is the clear market leader among pet product retailers and continues to grow assiduously. To consolidate its market position, the company also operates an online store. Its biggest competitor is Maxi Zoo Italia, which belongs to the Fressnapf Group and has plans to expand substantially in the next few months. Price has become an increasingly important factor in the purchasing decisions of Italians in recent years, and both chains offer big discounts in their bid to attract shoppers. This has provoked anger among proprietors of small shops, most of whom lack the financial muscle to hold their own in a price war. No-one knows at present how the pet sector in Italy and in the other countries of southern Europe is likely to develop. But the sector shouldn’t give up; it should instead do everything it can to secure the optimum position during these financially lean years. It might even succeed in this, given the great love of many Italians for their pets. Let us hope that Zoomark International will help to bring fresh impetus to the Italian pet supplies sector and infuse it with new courage. PET worldwide will also be appearing at this year’s foremost European pet trade show on stand B15 in hall 22. Come and visit us! We look forward to welcoming you, whether for a chat about…