000 pigs of India or thousands of parrots

Two includes and a Thermos in silvery metal, a cashmere plaid, and a leather leash full skin first choice, Déclaration there stylized in the very chic Saint-Honoré Street Goyard malletier, all carefully arranged in a small trunk of wood out to the stainless steel and leather corners. The object sold the bagatelle of 8.970 euros, is elegant, the image of the Mansion from the 17th century which houses this new boutique dedicated to pets since this summer. Located right in front of the mother house, created in 1853, this shows space, not without excess, the finding that today ' hui is nothing too good for our four-legged companions. "We were very pleasantly surprised the success of the store, from the opening, with a new clientele," welcomed Erich Hager, Director of the main store.

Implants for neutered cats

Extreme example of the phenomenon of anthropomorphism that increasingly characterizes the relationship between the owners with their pets, the maison Goyard plays on the vagaries of very crested clientele, which is also the success of specialty cake my good dog, in the 15th arrondissement of Paris, and his cani-cookies. A register in which are also laying implant cats castrated Americans to make them forget their drama or range luxury launched this fall by the company Flexi, global leader of the mark to reel. The last model "rebel chic" Spider is ornamented of Swarovski crystals. At 260 euro mark, this delicacy is reserved for jack russell and other chihuahuas from the 16th, that their masters have already offered charming small "jogging" denier to run on wood or taffeta evening held, straight people from the Japan. "Believe that this much like", provides Mitsuko Iwa, which opened six years ago, the shop to success Waaf Miaou, avenue of the Opera. Even the necklace in strass for doberman or rottweiler is licensee.

Toy dogs, cats in competition, good large stuffed animals of family or dwarf rabbits, pet market is not the crisis, as shown by the success of shows like Animal Expo, which takes place this weekend at the château de Vincennes, and that of the 250 cats and dogs competition organized every year in France... With an expected growth of 3 in 2008, after 3.7 in 2007, for a turnover of 3.35 billion last year, the actors are not worried for the future. Dogs provide almost half of this activity (1.6 billion), although, according to estimates, their number is declining, 8 million, 9 million eight years ago. Conversely, the number of cats progressing to around 10 million. "The introduction of the 35 hours, the reduction of living spaces, lack of gardens have diverted much of French dogs to cats," notes Cecile Coutens, Director of animal product marketing in March. Because more than a cat or a hamster, the dog is an obstacle to the weekend escape, and guard solutions are still insufficient. Unable to leave three alone in apartment days, whereas it is the lot number of cats, most of the 580.000 pigs of India or thousands of parrots. An increase of 40 of the population of the small rodents in two years and 12, in 2007, the dogs of less than 5 kg, that you can drag in a bag or under the arm. In contrast, the number of medium-sized dogs is in decline.

New health insurance offer

This evolution dictates the strategy of food manufacturers, that diversify their lines taking into consideration several criteria. Thus, small dogs eat less in quantity, but need more protein. Manufacturers have therefore evolve their croquettes recipe, a form of power that represents a growing share of sales, at the expense of the boxes. In addition, they live more old than larger. A perspective pleasant for all of the actors in the market, including veterinarians, because with age, the furry companion requires care. This longevity offers development opportunities in insurance companies, which are more likely to propose a "pet" product This market is still embryonic currently in France: only 2 of homeowners have taken out insurance for veterinary costs, compared to 30 of the British. This state of affairs prompted Jérôme Salord to create Santévet five years ago. "We are the only company specializing in pets," says founder, whose society shows an annual growth of 60 in relying on an informative display among veterinarians. They are also favourably this possibility for their clients (see below).

A sharp power supply RADIUS

Generally, owners of dogs are more and more health-conscious and are demanding on the food they buy. That explains the success of the growing segmentation of the market for the products. After difficult cats, small feed dogs, old cat, active puppy, industry is positioning itself now on a new niche as large as the amount of existing races. "We chose to develop nutritional solutions increasingly more accurate, therefore adapted to the needs of certain races," said Jean-Christophe Flatin, President of Royal canine, which offers 17 formulas, since the special junior German Shepherd or the special labrador retriever adult to the portions for shih tzu or chihuahua. This brand, created forty years ago by a veterinarian, bottom plays the health card and was distributed only veterinarians or pet shops. Food must be a means of prevention, or even curative, for certain conditions. "Our formulas are developed based on scientific research and breeders and veterinary advice", says the CEO of a company whose technicians observe on a daily basis, in the plant Aimargues (Gard), 150 dogs and cats tasters to judge the quality of the products of the brand. Those who talk about him to approach marketing, the pattern of Royal Canin responds that the animal is at the centre of the company strategy, and that all these products correspond to specific needs. Indeed, he says, "we do not intended to jack russell nuggets which are dogs to fashion, because we have, for the moment, identified no specific need".

A customer to pamper

Despite a higher cost of 25 or 30, this high end food has a beautiful progression. Products adapted to the size of the animal also. This is the strategy chosen by Nestlé Purina, leader in distribution, which offers product lines and small dogs. Manufacturers would like to expand the forms, but the market segmentation is constrained by the available space in the large surfaces. "Animal company RADIUS is already significantly larger than that devoted to babies", is Bruno household, responsible for the purchase of the sector at Intermarché, who admits that "our customers spend three or four times more for their pet as their baby". "". It is the first major retail grocery Ray, he continues. It is so strategic to us, as the average basket of buyers of "pet food" is higher than that of other customers. "A customer to pamper, therefore, to avoid that it leaves seduce by the croquetteland home delivery, for example, offering 2,000 references.

However, this idyllic table should not obscure that the pet market is not all rosy. Abandonment fell from 400,000 years thirty to 60,000 today, although their number is still shockingly high. And associations for the defence of animals fear that the curve reparte upward with shipments of dogs from farms in the Eastern countries, sold without any control. "Many animals are still purchased on a whim of heart in pet stores are not there to make aware to the future owners that this companion goes live twelve years or more, that will need to feed him out and take it on holiday, said Reha Hutin, President of the Fondation 30 Millions of friends. People do not realize that it is a minimum annual budget of the order of 1,000 euros. "An envelope to increase by 20 at least Paris, without for that to be sufficient to provide from time to time to your companion to hair, only from morning to evening, a day nursery (49 euros in Citycanine) or some grooming sessions, 70 or 80 euro in the Parisian salons.