The Belgian market is changing

The pet supplies market in Belgium is in a state of flux. Pet store chains, cooperatives and garden centre chains are exerting increasing influence, while wholesalers have long since cast off their role as purely distributors of branded goods and are now offering the pet supplies trade a growing range of their own brands. This was abundantly clear from the Anido stands of Laroy Duvo and Vadigran, two of Belgium’s leading wholesale companies. And, of course, on the stand of Karlie Flamingo, where private labels already dominated in comparison with external brands at past shows.

As in previous years, Karlie Flamingo grabbed the attention once again with its stand design. Visitors to the fair could have their photograph taken in a bright yellow Fiat 500 parked in front of a typical pizza restaurant. A matching display presented four different types of pizza for dogs. The interactive feeding bowl Northmate Green, designed to resemble a tuft of grass, was another spectacular new product featured on the stand.
The Belgian firm Savic unveiled Cascade, a new water fountain for cats that supplies water in three modes: bubbling, standing and from a fountain. Other new products on display were a cat litter tray in a modern design and new transport boxes and cages.
Versele Laga premiered Opti Life, a new, gluten-, wheat- and maize-free dog food line, which is also to be presented at Interzoo. The Country’s Best line, comprising food for farm animals that is tailored to the life cycle of the animals, was another new range to be introduced. One item that stole the show at the fair was the Cube multifunctional cat toilet from Belgian manufacturer Moderna Products. This can also be used as a sleeping place and a scratching tree.

In the poll conducted among visitors to the fair to find the best new products, first prize in the food category went to Hupple for its 100 per cent natural dried beef, salmon or chicken dog food product Pep’ up. The runners-up were Versele Laga with its Opti Life line and Vitakraft for the treat range Heartbreakers. In the accessories category, the Dutch company Van der Basch came first with its cat toy 3 Sixty Fun. Second place went to G-Paws Live Track Data Recorder from G Paws EU, while the Vario system from…