ZooExpo 2009, the national Norwegian pet food trade show, will take place next year for the 10th time. The large jubilee show will be held on the weekend of March 21-22, 2009, in the Exporama trade fair centre just north of Oslo, Norway and is organized by the Norwegian Pet Trade Association, NZB. From the start, ZooExpo was clearly defined as a national show aimed at satisfying the interest of Norwegian retailers. The preferred exhibitors have always been manufacturers, importers and wholesalers that aim directly at the Norwegian market.
Rather than attempting to become yet another international trade show, ZooExpo has been planned with the intention of always being a national pet trade show. Nevertheless, exhibitors from outside of Norway are welcome as far as they already have representation in the country or are aiming to sell directly to the Norwegian retail segment. Foreign manufacturers/exporters looking for import and wholesale representation are generally recommended to come as visitors.
Zoomark International 2009 will take place from May 7-10, 2009 in the BolognaFiere exhibition centre. As usual, the core of the exhibition will be the Novelties Showcase, a large area where the buyers can immediately take a look at new products - most of which are debuting at the show - that they will find in the halls. Zoomark International is also the awaited occasion in which the Report on the Italian market is introduced. The 2008-2009 Report, which will include specific focuses on pet food trends, will be presented on the first show day.
The American Consulate General and the American Pet Products Manufacturers Association will work together for the promotion of an American Pavillion; China Great Wall International Exhibition Co. Ltd will find exhibitors for the Chinese Pavillion; the English association PetQuip will promote the creation of a British Pavillion; Australian Trade Commission is working for the creation of an Australian Pavillion; and Pijac Canada is promoting the show through Canadian companies.
The Vitakraft® business is one of the largest international producers of pet food and supplies. This German company has branches and subsidiary companies in Germany, other European countries, the USA and Asia. They employ about 2,500 people around the world. The parent company and the combined head office are located in Bremen, Germany (www.vitakraft.de). Vitakraft's product range includes more than 3,500 different articles for the feeding, care and keeping of animals at home. This article focuses on some of their recent pet treats introductions for dogs, cats, reptiles and rodents.
Functional treats
For animals in their natural habitat, the activity of feeding often serves several functions at the same time. For example, feeding can help to clean teeth through chewing, or to train the reflexes for tracking down food. Vitakraft now offers healthy multiple benefits in the form of "functional snacks" for dogs and cats. For example, the Kuller ball contains aromatic Kuller snacks that tumble out of the ball, letting cat's "live out their natural hunting instincts." Vita-Dent, a prophylactic snack especially for cat teeth, cleans and takes care of teeth through chewing. The malt core of the Vitakraft Malt Crossys makes sure that swallowed cat hair is naturally regurgitated. Similar examples can be found in Vitakraft's line of dog snacks.
Malt Crossys for cats
For the regurgitation of ingested hair, Vitakraft has developed a crispy snack for cats. Malt Crossys are cereal puffs with a malt filling: "Crispy on the outside, unbelievably tasty on the inside." The malt content causes ingested hair to be regurgitated in a natural way. This highly nutritious snack can be fed daily. One bag contains 50 g.
Innovation of the year
Beef-Stick Sport is Vitakraft's self-proclaimed innovation of the year. According to the company's press materials, Vitakraft now gives a completely new stimulus to the growth market for dog treats. Beef-Stick Sports are fitness snacks made of 100% pure meat, especially for dogs. Whether it's jogging, biking or in-line skating, Beef-Stick Sport helps to ensure a sustainable supply of energy when dogs accompany their master or mistress in sporting activities. Thanks to the additive, L' Carnitin, Beef-Stick Sport shortens the recovery phases after sporting activities, reduces the degeneration of muscle and thus ensures more active and more sporty dogs with a better standard of fitness.
With Beef-Stick Sport, Vitakraft is opening up a market with extremely interesting growth potential for traders: The market of active and sporty buyers of animal food. At the same time, with this product innovation, Vitakraft is creating completely new ideas for use. The hitherto neglected area of outdoor sports has become a new field of activity for lucrative additional sales. The handy pocket format with two snack sausages and the freshly sealed pack has been especially designed for being out and about."
Snacks for reptiles
According to Vitakraft, a growing number of people are becoming fascinated with the exotic world of reptiles. Due to the unusual diversity of these animals, the owner is faced with the problem of the correct nutrition. Now, Vitakraft has expanded its vita terra variety.
Reptile Soft Omnivore adds variety to the menu for omnivorous reptiles. The product contains fish and vegetables. Reptile Soft Herbivore is for herbivorous reptiles, and is a blend of vegetables, fruits and other vegetable ingredients. Reptile soft products contain a balanced blend of vitamins, trace elements and minerals "that strengthen the immune system and protect the reptile from possible deficiency symptoms." One can of Reptile Soft contains 160 g.
Funny Fitness packs
The Funny Fitness packs are specially developed for "the fitness nutrition of dwarf rabbits. To provide the necessary variety, the Funny Fitness pack has three delicious Kräcker varieties: With honey; with nuts; and with fruits of the forestwhich is particularly popular. The Kräcker Bisquiti is an airy-light baked biscuit topped with apple and cinnamon as natural pet food ingredients.
Dental care for cats
Vitakraft is now offering Vita-Dent for cats. It is a prophylactic snack and has been especially developed for cats' teeth. Its elastic consistency encourages chewing and its special form offers an optimum chewing surface. The product is "free of sugar." One pack of Vita-Dent contains 75 g.
Snack sausages for dogs
The new Vitakraft Dog Maxis are "extra-long and juicy snack sausages, especially developed for the nutritional needs of medium-size and large dogs. They are ideal as a reward when dogs have really behaved themselves well. So with the new Vitakraft Dog Maxis you can quickly increase their joy in learning."
The product is spice-reduced and free of skin. There are no artificial colorants or aromas. It comes in a "freshly-packed can, which is easy to open, thanks to its ring-pull seal." Its lid allows it to be resealed.
Ubiquitous
Vitakraft's products are sold in almost every channel: Pet stores, supermarkets, drug stores, specialty stores for seeds and gardening appliances, DIY superstores and department stores. Autonomous sales departments are in charge of the pet stores and the grocery stores. This way the company has close contact with the customers and can take their interests into optimum consideration. At the same time, changes and new pet food trends are noticed and can be acted upon right away.
Around 70% of the dog and cat food market is controlled by five major players: Nestlé Purina, P&G (Iams), Mars Inc. (Masterfoods), Colgate Palmolive (Hill's Pet Nutrition) and Del Monte Foods Co. The industry recently experienced shifts by major players in the petfood category. The most recent news comes from Mars Inc., when it acquired Doane Pet Care. Before that, we heard of Del Monte's purchase of Meow Mix and Kraft's Milk-Bone dog biscuit brand. These purchases reaffirm that the area of interest continues to be in the cookies, snacks and pet treats subcategories and premium pet food products.
Recent market shifts
The premium pet food segment is now the focal point for growth. Huntley Manhertz, Jr.Mars Inc., which holds a 25% share of the pet food market, targeted Doane Pet Care Co., which makes dry (more than 70% of sales) and semi-moist foods, biscuits and dog treats. According to Bob Gamgort, North American president for Mars Inc., "the addition of Doane's US operations will provide production capacity to accelerate our innovation pipeline and grow our pet care business in North America."
Del Monte Foods Co., which holds a 3.2% share, invested US$705 million to acquire Meow Mix Holdings Inc., and US$580 million to include Kraft's Milk-Bone dog biscuit brand in its current arsenal of pet food offerings with stalwart brands such as Kibbles n Bits, Pounce, Meaty Bone and 9Lives.
The Meow Mix acquisition adds significant leverage to Del Monte's pet food business, which will not only make them a billion-dollar pet food business, but will enable them to compete with larger players in the spaceplayers like Nestlé SA and Mars. Meow Mix has a 16% share in the US retail grocery market and had US$250 million in revenue last year. The quest to innovate, increase competitive advantage and fuel growth as a result of these slightly different strategic acquisitions raises the question as to how the market will react, or change, vis-à-vis the retail consumer.
Consumer demand: A push or pull dynamic
The premium pet food segment is now the focal point for growth. This migration to premium and superpremium foods is anchored on functional pet food benefits and human-grade pet food ingredients. Though not as significant a driver as the trend seen with Baby Boomers, there is another trend evolving which could become an important strategic positioning tool in the future. The fast-paced workforce, fueled by the Generation X and Echo Boomer generations, and the increase in urbanization worldwide, makes it more and more difficult to consider dogs as pets; and, as such, the new professionals are becoming more interested in feline companions as an alternative. It will be interesting to see how these demographic forces impact the composition and mix of the petfood marketplace.
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