Under pressure

Fishkeeping doesn't have an easy time of it up against hobbies such as travel, computers and sport. Many people find it too complicated, too time-consuming and too technical. Others simply regard it as old-fashioned. This is quite astonishing, for studies in all European countries underline the fact that the level of interest in nature and its secrets is very high. This is evident from the large numbers of visitors to zoological gardens and high viewing figures for animal programmes. Yet fishkeeping has not benefited noticeably from this trend, in spite of the best efforts of our industry.Market analysisThe population of households in Europe with an aquarium is estimated to be well below 10 per cent. In Eastern European countries, where there is a long tradition of fish breeding, the number of aquarium hobbyists is probably somewhat higher. One striking feature in all European countries is that the fluctuation in hobbyists is markedly greater than in the case of dog or cat owners, for example. Many people take up fishkeeping as a hobby only to give it up again after a short time, and the numerous efforts of the industry to change this unsatisfactory situation have either come to nothing or have fizzled out again after a short time.Market research in the aquatics segment leaves a lot to be desired. Experts estimate the total market at well over 1 bn euro. The biggest market in Europe is Germany, with a volume of around 242 mio euro. Other important aquatics markets are France (194 mio euro), Italy (approx. 160 mio euro), the UK (approx. 150 mio euro) and the Benelux states (around 120 mio euro). Since the market data quoted also includes the pond segment, comparisons are very difficult. The aquarium products markets in Poland and the Czech Republic are becoming increasingly important in Europe; although spending power in these countries has not attained the level of Western Europe, the interest of the population here in ornamental fish is particularly pronounced.Accessories highly significantThe market for food is divided into staple food, special food and delicacies and treats. According to market leader Tetra, flake food accounts for around 80 per cent of sales in the food segment. Granulate food, sticks, tablets and frozen food (see box on this page) are also available.In contrast to the dog and cat segments, a large proportion of sales is achieved in the aquatics sector not with food, but with accessory products.  The range on offer includes aquariums…