Page 32 - PET worldwide issue 02/2022

Markets

Growth market with

plenty of potential

Global changes in the pet supplies market are also noticeable
in Southeast Asia. New trends such as natural premium pet food,

functional treats and insect-based food products for dogs and
cats are rapidly gaining popularity in this region also.

For the most part it is not the pet-owning has changed during and give consumers the reassur-
established pet food manufac- the coronavirus pandemic. ing feeling of doing something
turers, but start-ups that are good for their dog or cat.
revolutionising the pet supplies New consumer habits New companies, often without
market in a way never known Many pet owners say they are no much experience of the sector
before. They have completely longer satisfied with feeding their but with a keen nose for the cur-
mastered the art of digital com- dogs and cats on cheap, medio- rently prevailing trends and with
munication, are active on social cre food from the supermarket. an affluent investor behind them,
networks and know exactly how They have learned from trawling have discovered this niche in the
to use storytelling for successful, the Internet that there is better market for themselves. Hundreds
targeted customer development. food out there for their four-legged of pet product companies have
They often have fun names like close companions: grain-free pre- emerged in recent years, all with
Hello Bello or Max & Molly, ap- mium pet food with natural ingre- the same messages proclaiming
pear small and inconspicuous, dients and added health benefits, their faith in natural products,
Bell & Bone is an Australian yet have recognised far faster free from additives and manufac- their desire to improve the life of
company that is in the process of
covering the entire Asian market and better than many wily ex- tured sustainably. These are prod- your pet or asserting that their
with its functional treats for dogs perts in the sector just how much ucts that mirror the latest trends products are manufactured sus-
tainably.

Boom in treats
Bell & Bone is one such company.
Its founder Arianne Sackville lives
in Australia and spent a number
of years holding responsible po-
sitions in large consumer goods
companies without ever really
feeling properly fulfilled. She
therefore decided to go it alone,
launching her company special-
ising in functional treats in 2018.
She is in the process of covering
the entire Asian market with her
products. Her product portfolio in-
cludes 57 different flavours, with

32 PET worldwide 2|2022

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