Navigating the global pet care landscape

With an array of well-known brands in its portfolio, Spectrum Brands (Spectrum/ SPB) has carved a niche that extends across continents.

Brand groups

Spectrum Brands Holdings, Inc. (NYSE:SPB) boasts a broad array of brands, each with a unique identity and set of offerings. Although Spectrum owns brands in categories in the Home & Garden and Home & Personal Care business units, it is the Global Pet Care unit that has made its way to the forefront of the firm’s corporate identity. From the aquatic expertise of Tetra to the fur-fighting prowess of FURminator and the nutritional focus of IAMS and EUKANUBA, the company’s aim is to provide a portfolio that spans nearly every pet care segment.

Global reach

Spectrum’s geographic reach extends across North and Latin America, Europe, Middle East & Africa (EMEA) and Asia Pacific (APAC), with nearly 40% of its global sales contribution coming from EMEA and APAC. The pet care organization has local offices in key markets including the United Kingdom (UK), the Netherlands, France, Poland and Germany. In the latter, the town of Melle is home to Spectrum’s largest European manufacturing site and international headquarters, with a workforce of nearly 400 employees.

Catering to regional nuances

Spectrum is uniquely committed to understanding and catering to the specific needs of different markets. Rather than imposing a one-size-fits-all approach, the firm blends global expertise with a nuanced understanding of regional priorities and preferences. Navigating the pet care landscape in Europe, for example, demands an understanding of local sensibilities and preferences. This adaptability is a cornerstone of the company’s success, allowing it to forge genuine connections with pet care professionals and customers around the world.

In Germany, as an example, Tetra GmbH reigns as an emblem of aquatic innovation and expertise. With over 70 years of experience, Tetra has not only evolved with the aquatics category but has played a pivotal role in shaping it. Germany is therefore home to Spectrum’s Global Center of Excellence for Aquatics. There, Tetra’s research and development teams perform more than 13,000 expert analyses per year, all conducted within the organization’s own laboratories which are the largest in the industry.

Moreover, Tetra owns roughly 200 active patents. This further solidifies the organization and the brand as a beacon of knowledge and innovation, enhancing the experience of fish keepers and enthusiasts around the world.

Sustainability and packaging

Most recently, Tetra announced the launch of new, sustainable packaging for its fish-food products, including Pond, TetraMin, Repto and Goldfish. The 500 ml and 1-liter tins are made of 100% post-industrial recyclate (PIR). These fully recyclable tins are not just a novelty for Tetra, but also for the aquatic industry as a whole.

“This was a joint effort between our own teams and our long-term partner in packaging, SPIES,” says Janina Garving, Senior Brand Manager at Tetra. “By reusing the raw material, we are able to save up to 85 tons of plastic per year while continuing to provide high-quality products in functional packaging. It’s another great milestone on our sustainability journey.”

The new PIR packaging is one of the first major steps for the newly founded Sustainability Council at Tetra, the aim of which is to drive, supervise and control all activities connected to the brand’s path toward a sustainable future. The organization’s ongoing investment in research and development, in addition to its renewed focus on sustainability, has reinforced Tetra’s position as the No. 1 fish-food brand in the world.

Cats and dogs

Spectrum’s influence in Europe is not limited to the aquatics category, however. Needless to say, the company’s presence also extends to dogs and cats. In this segment, it focuses on main-meal dog and cat food with brands like IAMS and EUKANUBA, as well as snacks and treats through brands like 8in1 and Good Boy. The latter is currently the No. 1 dog treat brand in UK grocery and has been listed as a Top 100 brand by the UK-based trade magazine The Grocer. These brands stand as pillars of nutritional excellence, catering to the discerning tastes and health needs of pets across Europe.

Raising the bar

Spectrum’s journey has not been without its challenges. For instance, keeping up with the ever-changing regulations of various European Union countries – specifically for packaging, as one example – is not for the faint of heart. The company has recognized the reality of today’s constantly evolving marketplace, and prides itself on its speed to market, agility and willingness to embrace change – not merely to stay ahead of the game, but to consistently raise the bar of what quality pet care entails.

Partner of choice

In a world where pets are cherished members of the family, Spectrum strives to be the partner of choice in the global pet care landscape. For retail customers and pet care consumers alike, the company remains committed to enhancing pets’ lives through a broad product portfolio. From the aquatic categories expertly led by Tetra to the nutritional realms enriched by IAMS and EUKANUBA, Spectrum’s adaptability, innovation and dedication are key ingredients in the company’s success.

Through sustainable packaging initiatives and tailored approaches for international regions, the company demonstrates its capacity to navigate challenges and set new standards. With every product developed, every connection forged and every tail wagging in delight, Spectrum reaffirms its role as a leader, a friend and a guardian of beloved companion animals. In embracing change, fostering well-being and advancing the pet care industry, Spectrum Brands paves the way for a brighter, more caring future.