"Market of the future"

Bogar AG has gained a good reputation in the pet supplies trade as an expert in pet health. In the last five years, its small but very competent team has put the company on track for growth and has steadily expanded its product range. A five-strong sales team maintains regular contact with customers in the retail trade. 
Anti-parasitic agents, the segment in which Bogar started out, still account for slightly more than 40 per cent of sales. After the introduction of the new biocide directive in this segment, however, the managing director, Peter Hänsli, does not expect to see any further significant innovations here for the time being: "Some suppliers are in for a rough ride. We will see a shake-out in the market." 
Bogar believes it is well equipped to face the future. Hänsli says that new categories added in the last few years, such as skin and coat care or dental hygiene, have shown above-average growth and are becoming increasingly important to the company's overall portfolio as a result. Virtually all the products are manufactured in Europe. 
"Pet health as a product category is a market of the future," adds Hänsli. The Bogar boss, who spent several years working for Vitakraft, is optimistic about the future. He refers to the greater health awareness of the population and the change in the role of the pet as an established member of the family. "American pet health suppliers showed years ago how to create new trends such as dental hygiene by clear brand positioning and targeted communication. These trends have now arrived in Europe too," he stresses.

Things are going well for Bogar in neighbouring Germany in particular, where 65 per cent of the company's sales are transacted. The fabulous financial results achieved in 2014 were surpassed by a considerable margin last year, even though the abandonment by the Swiss National Bank of the cap on the value of the franc against the euro made life difficult for export-oriented Swiss companies, especially in the first six months of the year. Bogar anticipates good double-digit growth in sales in 2016 also.

The host of new products that the company will unveil at Interzoo are expected to act as a growth driver. In the dental…