BOLOGNA, ITALY – Ten South Korean pet industry companies are making a concerted push into the burgeoning Italian pet market, marking their presence with the inaugural Korean Pavilion at ZOOMARK 2025, the prestigious international pet supplies exhibition held in Bologna. This strategic move comes as Italy solidifies its position as one of Europe's fastest-growing pet markets, boasting a substantial value of approximately €3.206 billion in 2023, a remarkable 15.1% increase year-on-year, according to the ASSALCO ZOOMARK REPORT. This dynamic growth positions Italy as an increasingly attractive destination for Korean businesses spanning pet food, accessories, health products, and more.
The initiative to establish a Korean presence at ZOOMARK is a collaborative effort between the Ministry of Trade, Industry and Energy (MOTIE), the Korea Trade-Investment Promotion Agency (KOTRA), and the Korea Pet Industry Export Association (KPIA), led by Chairman Seo Jeong-ho. The three-day exhibition, running from May 5th to 7th, local time, serves as a crucial platform for Korean enterprises to showcase their offerings to a discerning European audience.
ZOOMARK, a biennial event since its inception in 1985, has earned its reputation as a global cornerstone of the pet industry, standing shoulder-to-shoulder with Germany's INTERZOO as a leading international trade fair. The 21st edition of the exhibition this year is particularly significant, acting as a convergence point for the latest global pet industry trends and drawing considerable attention from key buyers, distributors, and industry stakeholders worldwide.
KOTRA has curated a dedicated Korean Pavilion featuring a diverse range of products from the ten participating domestic companies. The showcased items are strategically aligned with European consumer preferences and distribution demands, encompassing a comprehensive selection including: premium pet food; a variety of palatable snacks such as pet milk and dental chews; practical and innovative accessories like waterproof multi-leashes and dog exercise equipment; essential grooming supplies including shampoos and shower filters; functional apparel such as raincoats and jackets; professional grooming scissors; health-focused functional foods like nutritional supplements and probiotics; and even over-the-counter pharmaceuticals such as liquid hemostatic agents and basic first-aid supplies for pets.
A notable aspect of the Korean delegation is the inclusion of five domestic companies venturing into the export market for the first time, alongside two early-stage exporters. This participation underscores the ambition of the Korean pet industry to expand its global footprint and leverage the promising opportunities within the Italian market. Reflecting this sentiment, a representative from Company A, one of the participating firms, stated their hope to "test the possibility of overseas expansion at this Zoomark and achieve tangible export results" after primarily focusing on the domestic market.
Recognizing the importance of market intelligence for successful international expansion, KOTRA's Milan Trade Center proactively organized an online briefing session on April 30th. This informative session aimed to equip the Korean participants with a deeper understanding of the Italian pet market landscape. The briefing featured a keynote address by Dr. Roberto Cavazzoni, President of the Italian Association of Animal Health Companies (AISA), who provided valuable insights into the structure and emerging trends within the European and specifically the Italian pet industry. His expertise offered crucial context for the Korean companies as they prepared to engage with potential European partners.
To maximize the impact of the Korean Pavilion, KOTRA implemented a targeted promotional strategy aimed at key Italian industry associations and their members. Intensive outreach efforts were directed towards the Italian Pet Food and Supplies Industry Association (ASSALCO), the Italian Kennel Club (ENCI), and the Animal Health Industry Association (AISA), encouraging their member companies to visit the Korean exhibits. Furthermore, KOTRA facilitated pre-exhibition networking opportunities with approximately 30 local distributors, aiming to foster direct engagement with potential buyers and pave the way for concrete business deals.
Hong Jeong-ah, Director of the KOTRA Milan Trade Center, emphasized the strategic significance of this initiative, stating, "Participating in Zoomark 2025 is a significant opportunity to showcase the competitiveness of the Korean pet industry in the global market and a meaningful first step for domestic and early-stage companies with no export experience to enter the global stage." She further affirmed KOTRA's commitment to supporting the Korean delegation, adding, "We will concentrate our efforts on enhancing the brand value of the K-pet industry and ensuring tangible export results."
The Korean pet industry's foray into the Italian market at ZOOMARK 2025 represents a calculated move to capitalize on a robust and expanding European market. With a diverse range of competitive products and proactive support from KOTRA, these ten Korean companies are poised to make a significant impression and potentially establish lasting partnerships within the thriving Italian pet sector. Their debut at this prestigious international exhibition marks an exciting chapter in the global expansion of the K-pet industry.
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