“Making fish-keeping easy”

The Mars Group is stepping up the pace in the aquatics sector. Last year it bought the French aquatics company Rena, and in February it made a further acquisition with the purchase of Aquarium Pharmaceuticals, an American firm. According to Mars, Aquarium Pharmaceuticals enjoys a leading position in the US in water treatments for outdoor ponds and indoor aquaria.
Mars has set itself ambitious targets: it aims to become the world number two in fish-keeping in four to five years’ time, and is even looking to take over the market leadership in ten years. These were the aims put forward by Rick Vlemmiks, global marketing director of the Mars global fish-care company, speaking on the fringes of the Expozoo fair in Paris. As those with knowledge of the market stress, these objectives might be difficult to achieve in view of the strong market position of companies such as Tetra and Sera. Indeed, the huge potential wielded by Mars might serve to intensify competition in the aquatics sector in the coming years.
Rick Vlemmiks
In the medium term, Rick Vlemmiks regards the USA, the UK and France above all as key markets for Mars . In the UK, the existing “Aquarian” range, with a market share of over 50 per cent according to Vlemmiks, has been extended to include six new products. This range is now also being launched in France.
The concept adopted by Mars for servicing the market is based on recognition of the fact that fish-keeping is seen by many as being complicated and too technical. From the packaging right through to the composition of the product range, Mars places great emphasis on making successful fish-keeping easy. Rick Vlemmiks: “Customers will be enticed by clear, simple and fun packaging in a comprehensive offering.”  Instead of developing a different product for each type of fish, a single brand covers all customer requirements in the case of “Aquarian”.
Goldfish flakes: bite-size pellets float longer for surface feeding, perfect for outdoor use, pack sizes: 50 g and 200 g;
Cichlid pellets: float longer for surface feeding – easier to clear away surplus; easy-to-feed, bite-size pellets, pack sizes: 50 g and 200 g;
Catfish pellets: formulated for bottom feeders, quickly drop to the bottom of the tank or attach to the side, break up slowly, packs of 80 tablets;
Growth flakes: ensure healthy and rapid growth to adulthood; pack size: 25 g;
Colour flakes: formulated to bring out natural colours; pack size: 25 g;
Herbivore flakes: formulated for fish that enjoy…