A year of opportunities

Zoomark is back at last: discover new products, exchange experiences, talk about what's been done and what's to come, find trends – the pet industry is at its best during the fair, showcasing its collective expertise.  

But the time of the fair is also a barometer of public opinion. By the time Zoomark starts, the year 2025 will already be well under way. Not only has the show been in the planning stages for many months, but a lot has been happening in companies in terms of sales. PET worldwide asked industry players.

How did they start 2025? Were their sales developing as planned at the beginning of the year? The answers from industry experts could not have been more varied, if not clearer. From very good to positive to extremely satisfied, they reflect the current mood. Many were even able to report growth. “We are extremely pleased with the start to 2025 and have already seen strong growth in the first two months. Our problem-solving products continue to have a strong presence at the POS and we are seeing high demand for our brands“, says Eric Peters, Managing Director of Ardap Care.

The company is not alone in its motivation and sustained growth. “Once again, our focus on quality and patented innovations has paid off“, says Roland Primus, CEO of Curli, commenting on the new products. Playing to a market segment with clear and targeted positioning – a recipe for success for the company. The patented solutions, with which Curli also gives its partners and customers long-term security with regard to the structure of their own portfolio, will certainly play a decisive role. After all, as Primus says, people are looking for secure solutions and investments right now.  

Trust in brands is demonstrated by client loyalty. This is a good basis for getting new products into customers' shopping baskets. “The positive sales development 'is partly due to our rebranding, which involved a redesign of our brand presence and a fresh design. We have also introduced new products during this period, which has increased interest in and demand for our range“, says Anika van der Lee, Head of Marketing at Sera.  

Different thematic highlights at the beginning of the year, but all of them optimistic about the positive development during the rest of the year. The market is ready for change, innovation and trends!

How can a year that started so strongly turn out? As far as forecasts are concerned, companies are taking a mixed view of the current situation, ranging from positive before the opposite is proven to cautious optimism.  

One thing is certain: the ball is being passed from the industry to the trade. For the companies of the experts surveyed, there is great potential in meeting the expectations of partners and customers, further expanding their market presence with strong partners, a targeted market approach and a well-positioned stationary trade.  

But there are also very company-specific forecasts: “The repositioning of our brand, the revised design and the expansion of our target group open up new opportunities for us. In addition, the demand for sustainable and healthy pet food is constantly growing“, explains Rafael Rybandt, Brandlead at Green Petfood.

Van der Lee points out that the market could be affected by external factors such as economic uncertainty or changes in consumer behaviour. However, she remains confident that the strategic measures, such as the expansion of the product lines and the optimisation of Sera's market approach, will lead to a stable development in 2025.  

Primus sticks to the facts when looking to the future: He is aware that much currently depends on how the global political situation develops. He believes it is important to monitor this objectively, analyse it holistically and assess it realistically. He sees no reason not to remain positive about the future.

Will the industrial companies reveal what else is on the agenda this year in terms of products and concepts? Of course they will, they will show their hand. Industry experts such as Ardap Care are always on the alert, analysing the market and working closely with their partners to identify new trends, ideas and solutions. "A particularly important project is the introduction of our new Ardap concept for retailers, which will help retailers to make the most of new and existing market potential", says Peters, who also wants to focus on large-scale marketing concepts at the POS.  

Collar is following a major international trend: "We plan to launch products that are in line with global trends by expanding our range of items made from recycled and environmentally friendly materials. Our products have won prestigious international awards and recognition, and we are proud to share the story of Ukrainian manufacturers and our innovative, competitive products with the world", says company founder Yuriy Sinitsa proudly. In 2025, the Ukrainian manufacturer plans to go even further and look beyond the pet industry: "In 2025, we plan to launch a clothing line made from recycled plastic bottles, as well as toys made from biodegradable rubber and biodegradable plastic polymers."

Any successful business knows the importance of strong, reliable partnerships: "We will continue to expand our portfolio, which has given us a very good market position", says Primus. Curli is proud of its global partner network, which it will continue to nurture, invest in partnerships and distribution, and support with attractive tools. After all, special shopping experiences bring the brands to life.  

2025 is an important year for Green Petfood, says Rybandt, explaining his focus: "After more than ten years, we are planning a comprehensive relaunch including repositioning. This will include a new and modern packaging design, additional packaging formats, innovative products and a revised communication strategy." And Sera's annual plans are also moving in fresh waters, with product and concept innovations planned for 2025. With the pond care range already shining in a new design and with an extended product range, the ornamental fish food range will also be relaunched with new products.

Tailoring products to customer needs, expanding and adapting the portfolio, strengthening the ranges – is there anything else to add to the professional drive? "2025 will be an exciting year with many developments to look forward to", agrees Peters. And the Green Petfood team is ready to put its money where its mouth is: "We are particularly looking forward to presenting these developments at Zoomark in Bologna!"