The market for shampoos, creams, conditioners, food supplements and other care and health products for pets is growing rapidly around the world. Pet product stores in big cities in particular are noticing a big increase in demand, as well as in the numbers of pet owners seeking advice.

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In principle, the growing acceptance of dogs and cats as pets in the countries of southern and eastern Europe is one of the main reasons for the steadily rising demand for care products and food supplements. In central and northern Europe, on the other hand, where the integration of dogs and cats into the family has happened much sooner, demand is now increasing for protective garments, shoes for paws, goggles etc. Coat care products and food supplement ranges have long since become a permanent feature of the speciality trade here.

Coat care ranges in particular are increasingly popular in southern and eastern Europe. At the Spanish trade show Sizoo, many manufacturers offered a wide selection of shampoos, creams etc., often alongside a selection of fashionable dog apparel. And one pet supplies dealer from Barcelona told PET in Europe: "Many families live with their pets in big cities, where big city living takes its toll on the sensitive coat and paws of their pet. They no longer have as much time to head for the country with their pets at weekends or on public holidays, and so dog owners come to us increasingly looking for care products and creams for coat and paws to keep their pet healthy and handsome." The same story can be heard from pet shops with grooming studios attached.

Huge growth potential is being predicted for the segment as a whole especially in southern and eastern Europe at present, because the awareness of owners regarding the physical care of their dogs and cats and grooming of their coats has advanced in urban areas in particular. In rural areas, dogs and cats spend most of their time outdoors and therefore not in such direct proximity to the family.

Healthy eating

A slightly newer, but no less significant trend observed by many pet product dealers in southern and eastern Europe is the demand for food supplements. Building up strong bones and joints and keeping them healthy is at the top of the wish list in this regard. Mars Pet Care has recently carried out extensive research on this subject and the company makes reference in this connection to the steadily growing life expectancy of dogs, especially in central Europe. "Trade and industry have to gear themselves to a completely new circle of customers, namely aging dogs," says Wolfgang Fuchs, a specialist veterinary consultant at Mars Pet Care. He says that the speciality trade above all has a duty in this regard to advise customers with older dogs and cats regarding suitable food supplements and accessory products. Some suppliers of dog beds are already offering products in their range that make it easier for aging dogs to get up, thanks to the materials used in the beds. The undisputed bestsellers in the food supplement segment are mixtures that ensure a regular supply of vitamins and minerals. These have been refined increasingly in the last few years and tailored to particular requirements.

Function and fashion

In northern Europe and especially in the Nordic countries, the use of care products and food supplements is taken much more for granted. Here the entire pet health market is already a step ahead: "Dog goggles and protective clothing are the fastest growing segments here," was the observation of several Swedish pet product retailers last autumn. The Finnish manufacturer Hurtta, for example, is known throughout Europe for its functional dog clothing, the properties of which go far beyond fashion. This is understandable, because the winter in Scandinavia is long and hard. It therefore comes as no surprise either that shoes for dogs sell extremely well here, as they do on the other side of the Atlantic in Canada, for instance. By contrast, in southern and eastern Europe the emphasis is on fashion where dog clothing is concerned. But here too, the first products have appeared that ensure cosy comfort on cold nights and of course keep dogs clean in the cities.
Medicine in domestic use

The supply of over-the-counter medicines also constitutes a major segment in the animal health sphere. These include flea collars and various sprays to combat pests for dogs and cats as well as eye drops and ear cleaners. In the aquatics segment, supply and demand are increasing with regard to medicines for direct application in the aquarium water. Aquatics companies such as Sera, JBL and Dennerle, for example, continuously research new medicines for the increasingly specific treatment of fish diseases.

Another aspect of pet health of which the industry, pet retail trade and pet owners have become aware recently is dental care for dogs and cats. Numerous firms supply toothbrushes and toothpastes. "Dental care is an extremely important field alongside orthopaedics when talking about the health of dogs and cats," says Wolfgang Fuchs of Mars Pet Care. He has specialised in the field of surgery and medicine for oral and accessory organs, and states that caries only plays a subordinate role in dogs and cats, with only 2-4 per cent of pets affected by it. Tooth and gum problems resulting from defective tooth and jaw positioning are much more common, however, affecting around 80 per cent of all dogs over the age of three. "Incorrect tooth and jaw positioning is the result of genetic factors in most dogs," says Wolfgang Fuchs. "It makes daily dental hygiene an imperative for preventing dangerous canine diseases." Bad breath, gum inflammation, tartar and tooth loss right up to a broken lower jaw, which in most cases results in the dog having to be put down, are all potential problems. Other health problems caused by bacterial contamination can extend to damage to the heart, kidneys and liver. "The speciality trade must step in at this point and provide dogs owners with comprehensive information and advice," according to Wolfgang Fuchs.