The U.K. trade show emphasizes natural trends.
By David Alderton

The pet industry has proved to be more recession-proof than most sectors, as reflected by the level of support for Petindex, both among exhibitors and visitors this year. The event is the U.K.’s largest pet trade show and, once again, it was held alongside Glee--the Garden & Leisure Exhibition--at the National Exhibition Centre, Birmingham, in central England.

Petindex is always popular for product launches.

As always, a number of new products were showcased here for the first time, including Fresha Tank, an aquarium innovation from AquaMidas, which incorporates the water purification ability of industrial silver. This type of silver has a very strong anti-microbial action and is capable of destroying not just harmful microbes but algae as well. It can also help to overcome odors linked with standing water.

AquaMidas’ new tank is a reflection of a very noticeable trend across the industry of manufacturers moving away from complex chemical-based products. Instead, the emphasis has switched firmly to wholesome, natural components and ingredients. Against this backdrop, the market for dog diets continues to expand, with 1st Class Pet Foods launching a completely new brand called The Canine Cook at this year’s show.

The range includes Super Premium Puppy Food, a complete, hypoallergenic food containing Verm-X--a blend of herbs that reportedly offer a natural way of controlling internal parasites. The food itself is made primarily from human grade chicken and brown rice. The Canine Cook also launched a hypoallergenic Super Premium dog food, which is free from potential allergens such as wheat gluten, soy, beef and dairy products.

It is likely that additional brands will soon be on the market incorporating the registered herb blend, following an agreement reached between Verm-X and GA Pet Food Partners, the largest premium private label pet food manufacturers in the U.K. This particular product is available without a veterinary prescription since it is classed as a complimentary feeding item. It can be incorporated easily into both existing and new formulations of feeds for a variety of species, including cats, dogs and ferrets. It is also suitable for a range of small animal diets, too, according to its manufacturers.

A number of U.S. toy brands were also showcased at Petindex for the first time. Pet Sport U.K. introduced Fab Dog, FroliCat, Petsport USA and PetZen. The four toy brands expand the company’s brand portfolio, which already included the Cat Dancer and RuffDawg. The aim, according to the importers, is to provide something that will be of interest to any cat or dog owner.

The Fab Dog brand comprises boutique and pet apparel products, and the FroliCat brand includes the award-winning BOLT, an interactive pet laser toy. The PetSport USA range features the evergreen Safety Blinker. For active and outdoor types, PetZen has numerous product categories, such as Health & Wellbeing, Play Fun and Travel & Outdoors. The new award-winning HitchN Leash is also now available in the U.K. through Pet Sport U.K.

A big growth area in the U.K. market at present is backyard poultry keeping, with a number of innovative products already available. The award-winning Happy Hen House from Irish-based Greville Agencies made its debut at the show, following its win as Best Houseware Product at the recent Dublin Autumn Gift and Home Show. This small and colorful little barn will accommodate two hens and is ideal for town-house dwellings where space outdoors is limited.

Seminars are always a feature at Petindex, and this year’s theme centered on health care topics. Among the speakers was veterinary epidemiologist Vicki J. Adams, who reported on feline behavior and how to minimize stress by means of pheromone therapy.

Also at the show was the Supercool Kitty from Katpak , an award-winning cat product--it won a gold medal at the British Invention Show and Your Cat magazine judged it the Best Pet Accessory. This is the only disposable, hooded cat litter tray currently available on the U.K. market. Made from biodegradable paper, the Katpak folds easily for storage and expands to provide a convenient and sheltered tray that also reduces the amount of mess and smell that is commonly associated with traditional cat litter trays. <HOME>

This article first appeared in the November 2009 issue of Pet Product News International.