Small is beautiful

Small is beautiful is a maxim that could be applied to Japan. The island state in Asia is home to over 127 million people, making it one of the ten most populous countries on earth. Space is at a premium in Japan, where the majority of the population lives in small apartments. This is not surprising, because on average there are 337 inhabitants per square kilometre. For comparison purposes, the figure for the USA is 33, for France 98 and for China 143 people per square kilometre. Because of the limited space available, big pets are impractical. Japan is known for its small and miniature dogs. Since this trend is now growing in Europe and the USA, many of the manufacturers in these regions have extended their export operations to Japan in the last few years. They are benefiting from the high demand for top-quality products that exists there, as pets enjoy elevated status in Japan. The phrase "small is beautiful" has also been used for the aquaculture segment in Japan more recently. Keeping ornamental fish as a hobby declined sharply following the tsunami and ensuing nuclear disaster at the Fukushima power plant nearly four years ago. Many aquarium fish perished in the absence of power across large swathes of the country during the catastrophe, and a large number of aquarium enthusiasts have given up their fish tanks for fear of another earthquake. The market has only now begun to stabilise again, according to analysts, but aquaculture is no longer what it once was. Large aquariums are out and the demand is now primarily for small tanks and energy-saving aquarium technology.

Japan is an interesting pet product market with a lively retail landscape. Every aspect is represented, from specialist dealers to pet departments in DIY stores. Even online shopping has developed into a powerful distribution channel in the pet supplies sector. The Japanese pet market is vibrant, but has been growing only slowly for a number of years now. The country's economy is in a bad way and its society is aging. The Japanese are technophiles and young people love their smartphones above all else; pets aren't particularly interesting for them. These are the challenges that our sector must get to grips with. P.S.: If you want to visit Zoomark International from 7 to 10 May in Bologna, but don't…