Pet care brands rethink the routes to international growth

Pet care players are taking different routes to international expansion, using distributors, B2B partnerships and direct online sales to establish their brands in new markets.

Montego Pet Nutrition

South African pet food manufacturer Montego Pet Nutrition is bringing its KAROO Wild dog treat range to the UK market for the first time through a distribution partnership with The PetFellas.

According to Gavin Vermeulen, Sales Executive at Montego Pet Nutrition, the UK expansion is based not only on where the largest opportunity exists, but on which markets share Montego’s commitment to quality nutrition and sustainably and ethically sourced ingredients.

“British pet owners are increasingly informed and considered in their purchasing decisions. They look beyond the front of the pack and pay attention to ingredients, protein sources, heritage, nutritional benefits and responsible sourcing,” Vermeulen tells GlobalPETS.

Currently present in 12 European markets, Montego plans to enter 7 more in the near term, with Germany and Italy as its next priorities.

“They are large, sophisticated pet markets where consumers place significant value on heritage, ingredient quality, nutritional credentials and differentiated premium products – attributes that align strongly with our portfolio,” he adds.

ZuttoNyan

ZuttoNyan, a Japanese mixed cat litter brand, launched direct sales in the US market through TikTok Shop and Amazon.

The company says it sees an opportunity to introduce a different approach to everyday cat care as US pet owners look for products that combine convenience, quality, performance and thoughtful design.

“We want every product we develop to make life better for both pets and their owners,” a ZuttoNyan brand representative says. “Entering the US market allows us to share our approach to cat care with more families and continue developing products that address the real challenges of everyday pet ownership.”

ZuttoNyan is a pet supplies brand operated by Washo International, a Japanese apparel accessory maker founded in 1957.

Bolt Pet Food

Bolt Pet Food has entered the Philippine market through an exclusive partnership with manufacturer and distributor A.D. Gothong, which will distribute the brand’s cat and dog food range.

The Indonesian pet food brand, owned by pet food manufacturer and distributor CPPETINDO, said the launch will initially target the country’s National Capital Region.

A.D. Gothong will support Bolt’s subsequent nationwide expansion through warehousing facilities in Manila and Davao.

“Filipino pet parents are becoming more discerning about pet nutrition, demanding better ingredients and visible health benefits for their companions,” says Paulius Juta, CPPETINDO’s CEO. “Top-tier pet care shouldn’t carry a luxury price tag. Bolt is officially launching to bridge that gap.”

Globe Buddy

Danish alternative-protein pet food brand Globe Buddy is expanding its presence in the Baltic region through a new distribution partnership with Euromedika.

Bjarne Gravesen Jensen, Co-Founder and CEO of Globe Buddy, tells GlobalPETS that the region is attractive because Lithuania, Latvia and Estonia together form a relatively compact and well-connected market. According to him, pet owners across the region are paying greater attention to nutrition, health and overall well-being.

Beyond the Baltics, Jensen says Globe Buddy is actively looking to develop further markets, with Germany and Italy particularly important to the company. It also sees opportunities in countries such as the Netherlands, Sweden and Spain.

“International expansion is an important part of our strategy, but we are taking it market by market. Our preference is to work with local distributors, commercial representatives and specialist retailers who understand their markets rather than trying to build every country directly from Denmark,” he tells GlobalPETS.

Globe Buddy currently has a presence in France and Poland, using different market-entry models. In France, the brand works with a local commercial representative who is building its presence with independent pet retailers and other outlets, while in Poland it works through a national distributor. 

VEGDOG

Munich-based pet food brand VEGDOG has launched in Italy, following a recent entry into Austria and Switzerland.

In Italy, VEGDOG is working with business-to-business (B2B) partners while also selling directly to consumers through a dedicated local website.

Founded in 2015, VEGDOG is a vegan dog food brand developed by veterinarians. The company claims to be the first pet food manufacturer to specialize in 100% plant-based and gluten-free complete dog food.