Modernising the aquarium sector

The trend towards nano aquariums, invertebrates and aquascaping has given fishkeeping a rejuvenation tonic that is now being reflected in the retail trade. The traditional, established brands are increasingly battling against a headwind of small labels, which often react much more quickly and individually to trends, even the short-lived ones. These labels are mostly to be found in specialised (online) shops. Many established speciality retailers have to concede that they have reacted too late or too slowly. In the marine aquariums segment, this development is only now really getting underway.The sales figures for ornamental fish are tending to fall, therefore, in many countries around the world. In Germany, for example, sales declined in 2012 by 6.3 per cent compared with the previous year. The decline in the equipment and accessories field was more moderate, however, as new technologies such as energy-saving filters, powerful LED lighting strips and specialised accessories are of interest to the more recent aquarium enthusiasts, who are open to such new developments.Attractiveness the keyThe trade and industry are more active than ever in launching a stream of promotions to make aquatics more interesting to people who didn't know where to start with the hobby. These activities could be described as a shift away from traditional circles towards new horizons. Eheim recently revived its so-called roadshow for German pet product retailers, for example. At the roadshow, young, practised aquascapers present aquariums at their most attractive to speciality retail customers. Many sector experts are also calling for small planted aquariums to be positioned in the dog or cat department, for example, for this is where a hitherto unexploited customer base can be inspired to take up fishkeeping. Some suppliers of aquarium sets are also presenting shapes and colours that are entirely detached from traditional notions.It must be said at this point that the fish no longer exclusively plays the central role; the aquarium must be accepted, even by experienced aquarists, as an integral creation for adorning the living room or a child's room. The UK store chain Maidenhead Aquatics, for example, offers such a wide range of ornamental fish that no customer can actually fail to find the species that suits them.Convenience is the buzzwordOne absolute no-go area for experienced aquarium enthusiasts over the years has been the 54-litre complete set from the DIY store or…