Conquering new markets

Dr. Clauder's products are to be found all over the world. The medium-sized company from the Lower Rhine currently exports to 62 countries and is actively endeavouring to extend its brand recognition on all continents and in all regions, including Iran. Dr. Clauder's has been operating in the pet supplies market there for ten years. In Tehran-based company Moshaverine Behin Taame Melal, it has gained a high-profile partner who, according to the company's website, runs the biggest pet store in Iran as well as importing well-known European pet product brands. Dr. Clauder's products are sold through pet stores, clinics and breeders.

The pet product fair Iran Zoomark was established eight years ago, shortly after the state granted a permit to organise pet product trade shows in Iran. The show has been staged in Tehran for the last four years. Dr. Clauder's has given its support to Iran Zoomark from the start and states that "For the last four years the show has been of a professional standard and is officially recognised." Only five exhibitors attended four years ago, but this year the exhibitor figure was 60 companies. The show was attended by 4 000 visitors, according to Dr. Clauder's. The pet food manufacturer appears to have presaged the success of Iran Zoomark this year; it had a large stand at the show and appeared as a gold sponsor. 

According to experts in the sector, the Iranian market for pet products is booming, even if many theologians and politicians speak out against keeping pets. A growing number of young couples in particular favour getting a dog or cat over following in the footsteps of their parents and grandparents by having a large family.
Supermarkets have begun to include pet food in their range in the last few years, while in Tehran alone, the number of pet clinics and veterinary hospitals is even said to have tripled in the last three years.

According to reports on the Internet referring to the Iranian organisation Persian Pet International (PPI), the volume of sales in the Iranian pet food market amounts to approx. $ 6 mio, while the tonnage is put at nearly 700 t. Key market players in Iran, according to American radio journalist Steve Dale in his blog Stevedalepetworld, are…