Zoomark Days: the Italian pet industry prepares for the market’s new challenges
Zoomark Days: the Italian pet industry prepares for the market’s new challenges
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Zoomark has organised the second edition of the Zoomark Days Industry Insights, which brought together more than 100 representatives of companies from the Italian pet market to discuss the market’s new challenges.
The event, held last 30 September in collaboration with PetB2b at the heart of the skyline of Milan’s futuristic CityLife, brought together commercial vision and innovation, regulatory analysis and a frank assessment of the challenges and opportunities facing the market, leaving the audience with numerous opportunities for debate and discussion.
A high-profile discussion
The contributions throughout the day were of the highest calibre. The market data analysis provided by Paolo Garro of Circana confirmed significant value growth in pet food +3.8% and pet care +5%, driven by the trend towards premiumisation and functional products.
During the first discussion of the morning, with contributions from Giorgio Massoni of Forza10 Nasta Petfood and Guglielmo Ruggeri of Img, the strong impact of supply chain issues emerged. These issues are linked to international events over the past five years and to the effects of climate change, which are increasingly affecting the production and procurement of raw materials.
Adapting to changes in the pet market is also crucial for success, and requires constant promptness in response to legislative updates, such as the European Ppwr directive, introduced with the aim of reducing packaging waste. It is now law throughout Europe, although implementation will be gradual and phased until 2040.
Alberto Palaveri of Assografici highlighted the importance of packaging communication, stressing that packaging is one of the most widely read media, also because it contains essential messages about the product—and this applies to the pet sector too. Product and packaging share risks and difficulties, as well as success. For this reason, Assografici’s vice-president sent the pet industry an unequivocal message: collaborate now to build the business of the future.
Another recent European regulation, Gpsr, General Product Safety Regulation, has refined product safety legislation to protect consumers. To conclude the morning’s proceedings, Paola Cane of Mia Solutions outlined the evolution of safety culture, emphasising the duty to comply and assume full responsibility when producing, importing or distributing all kinds of accessories for animals, from harnesses and leads to bowls, cushions and carriers.
Networking, dialogue and strategic synergies
Building bridges between distant and impenetrable markets is part of Zoomark’s traditional philosophy. The Industry Insights are also designed to connect the pet sector with players from other industries. The Italian pet community gathered in Milan took advantage of a valuable opportunity for discussion among professionals who share the same market dynamics, enriched by the arrival of exceptional new partners such as PwC Strategy Italia, which hosted the event.
In his presentation, Alberto Vigada of PwC Strategy Italia certainly drew participants’ attention to the imminent challenges that must be addressed to avoid destroying value, urging manufacturers to optimise industrial efficiency and plant utilisation, position themselves in the higher-value segments—super-premium, functional and vet diet—by selecting the most profitable markets, including overseas markets, create strategic category and private-label partnerships with retailers, while not neglecting direct channels and e-commerce. Only those who focus on efficiency and distinctiveness will be able to anticipate the future.
Riccardo Chechi of QBerg presented the research data instead: “Mystery Shopping in Pet Retail”. Conducted by mystery shoppers, the survey analysed the service offered by staff at 50 points of sale, including independent pet shops and specialist chains. Although some limitations emerged, the assessment highlighted a good overall level of expertise: based on the total scores awarded by incognito customers, Italian shop assistants achieved a final average score of 7 out of 10. An encouraging result that nevertheless leaves good scope for improvement, on which industry and retailers are called upon to collaborate.
The final speech before the PetB2B Forum was given by Omnipet by Guttadauro Network, the Industry Insights sponsor specialising in IT services and cybersecurity. According to Luigi D’Alessandro, in Italy only 14 companies out of 100 have achieved digital maturity. Reassuring the audience that AI will not replace everyday jobs, he reiterated how important it is for Italian pet companies to strengthen digitalisation if they intend to increase production capacity, improve warehouse organisation, facilitate orders and manage shipments.
In the afternoon, the Industry Insight by Zoomark Days hosted the PetB2b Forum, with two round tables: one on the changes to be adopted in the production chain and distribution organisation, and the other on the pet shop of the future.
The comment
“With the Zoomark Days, we wanted to get even closer to companies and operators, creating connections between them and sharing knowledge with those who experience this sector every day,” explains Pascale Sonvico, Exhibition Manager at Zoomark. “The Industry Insights were created precisely to keep this dialogue alive, offering concrete opportunities for discussion and in-depth analysis of the most pressing issues that are transforming the market. After the first event in April, which involved industry operators in a stimulating exploration of e-commerce, the second Industry Insights event last 30 September represented a further opportunity for the Italian pet industry to meet, exchange ideas and reflect together on the future of a market that has always anticipated trends in order to develop valuable innovations.”
This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.
