Pet Food Industry Grows More Than Five Percent Annually

According to the latest estimates, around 90 million households in the European Union own at least one pet, and this number is expected to increase in the future. Therefore, it is no surprise that there is a growing demand for quality food and services. This has resulted in the revenue of the European pet food market reaching €29 billion in 2022, with forecasts indicating that this figure is likely to be around €35 billion by 2025.

GlobalPETS Forum, one of the largest global events dedicated to pets, primarily focused on this topic. The biggest names in retail gathered in Venice to discuss trends and innovations in this increasingly profitable, dynamic industry.

The CEO of Pet Network International (PNI), Timo Tervo, who participated in the panel as one of the main speakers, conveyed the effort and work required to improve the quality of service provided to four-legged clients. Tervo has spent the last fifteen years in leadership positions in retail, becoming the director of PNI in 2022. Since then, the company has expanded its retail network to 242 stores across five markets and has managed to increase the total number of customers. PNI operates through the brand Pet Center, an industry leader in the Croatian market, which has earned its status thanks to its innovative approach to customers.

Tervo’s presentation demonstrated how challenging it is to maintain a leadership role in the industry, regardless of the type of business, and the importance of continuously monitoring these trends. Additionally, he shared knowledge gained from years of work and personal development, as the main theme of his lecture was managing a large number of outlets across multiple markets, combating inflationary impacts, and striving to keep the company one step ahead of the competition.

The director of Pet Network International emphasized the main focus for the company – customer orientation using a multichannel strategy. The goal of the strategy is to place the customer at the center of its business and provide a top-notch shopping experience with the help of advanced technology. Pet Network International has a large number of international brands, as well as its carefully crafted own and exclusive products, which allow customers access to both classic products and those of premium quality. Therefore, personalization of approach and monitoring customer needs through an AI CRM system are important strategic goals for PNI. Insights from the CRM system are very helpful in coordinating training, which will assist employees in suggesting the right item for each customer.