Pet players go global: expansion across Europe, Asia and beyond

The wave of international expansion reflects continued global demand for premium nutrition options among pet owners.

Rufus & Coco

Australian pet brand Rufus & Coco announced in October that it would expand its product portfolio to the United Kingdom, South Korea and Germany, building on its existing retail presence across Asia, New Zealand and North America.

Company founder Anneke van den Broek tells GlobalPETS that Australia, with around 70% of households owning pets, provided the foundation for their business. 

“Once we saw that shift locally, we knew it would become a global movement,” she notes. 

Before expanding, van den Broek says the company conducted extensive research into consumer trends, retailer needs and competitive gaps. “It’s clear that many European markets are chasing the standard we built in Australia, looking for clean, high-performing, branded products rather than commodity offers,” she states.

The company has created a new category for its products abroad. “In Europe, our natural formats are outperforming existing variants, and in South Korea, adoption is rapid because the performance is obvious from first use,” says van den Broek.

Founded in 2008 in Sydney, the brand is known for pet products including cat litter, grooming supplies, natural treats and toys.

Burgess Pet Care

Also in October, British Burgess Pet Care expanded its Excel brand into Scandinavia. This follows a recent expansion into Germany.

“In Scandinavia, our brands are well recognized by consumers, retailers and veterinarians, thanks to minimal language barriers, strong engagement with our vet webinars and a long history of trade with the UK,” says Peter Lancaster, Head of Marketing at the Yorkshire-based firm.

“The region also has a high level of small animal ownership, with owners willing to invest in the best care for their pets,” he adds.

The company recently expanded its international sales, marketing, and logistics team to support continued global expansion. “We work closely with new markets to understand and navigate regulatory requirements, aided by the UK pet food industry’s ongoing adherence to EU regulations,” Lancaster says.

Burgess Pet Care offers a range of pet food, accessories and toys for various pets, including cats, dogs, rabbits, guinea pigs and other small animals.

Montego Pet Nutrition

South African pet food maker Montego Pet Nutrition has entered the Dutch market with its KAROO Wild and Bags o’ Wags treat ranges. 

This expansion will strengthen its global footprint, which currently includes the US, Greece, Poland and Curaçao.

Founded in 2000 in the Karoo region of South Africa, the company is currently the largest independent pet food manufacturer in Africa. It serves 20 countries across 5 continents.

Pet Universe NOURISH

In September, Malaysian pet food manufacturer Pet Universe NOURISH expanded into the UK, marking its first international market entry.

Pet Universe NOURISH will bring scientifically formulated powdered supplements and soft chews to UK businesses and is actively seeking distributors to partner with in the country.

The company says it is confident that its products will be a “valuable asset” to the UK pet care industry.

Kormotech

Earlier this year, Kormotech became the first Ukrainian pet food manufacturer to enter the East Asian market, following an agreement with South Korean distributor Careside.

Under the agreement, Careside will sell its brands Optimeal and Club 4 Paws on 12 specialized e-commerce platforms, including Coupang, Naver, 11 Street, Auction, Gmarket and SSG. 

“By the end of this year, we want to start cooperating with pet store chains and veterinary clinics so that customers can see the product, examine it and feel it,” says Vladyslav Mazurkevych, Manager for Developing Export Markets in Asia at Kormotech.

Kormotech has capitalized on South Korea’s strong online retail market, where an estimated 67% of purchases are made online. Before this expansion, the Lviv-based firm had already extended its footprint to 42 countries worldwide, with strengthened operations in Malaysia, Finland, Spain and Italy.

Buddy Bites

And in April, Hong Kong-based dog food maker Buddy Bites expanded into Singapore, while also planning to expand into Taiwan in the coming months, followed by South Korea and Japan. 

These countries are also characterized by dense populations, high affluence, and low birth rates. Chris Lee, Co-Founder at Buddy Bites, notes to GlobalPETS that they are seeing pet ownership soar across Asia “with no sign of slowing.”

Initially, the company aimed to expand into the UK; however, Lee says they eventually realized their brand voice would not fit well with the market.

“The UK is saturated with fantastic brands, but we have very little competition in Asia (so far). We are already the fastest growing online pet business in APAC, and we have several products to launch in the next 6 months,” he concludes.