The keys to ensuring growth in the aquatics trade are attracting new people to fishkeeping and then helping them to stay interested. That's the view of Ben Windeatt, Senior National Sales Manager, Tetra UK, who reveals his thoughts for the industry in 2014.

What have been the successes of 2013?

2013 was a positive year in many ways for aquatics. AQUA 2013 was a great success for Tetra and the aquatics trade. We saw revived enthusiasm from manufacturers, wholesalers and retailers, offering some innovative new products for a wide range of customers.

We have seen some specialist areas start to show strong growth including planted aquariums and aquascaping. This has inspired a number of retailers to commit whole areas of their shops to display beautiful aquariums that will inspire new and existing customers to take up the idea. Themed starter aquariums have also been very popular in 2013 and driven revenue with retailers that have featured them strongly and displayed them well, encouraging new consumers into the hobby.

We have also seen the continued growth and investment in ecommerce.  While traditional retailers see this as an issue it does present opportunities for the whole industry if approached in the right way.

What are the challenges still facing the industry?

The growth of e-commerce trading means the industry has a tendency to compete heavily on price. This is an issue not exclusive to the aquatics industry so there is a lot of value in looking at other markets and getting ideas on how aquatics can compete in-store. It does present major opportunities for stores to reach up the value chain offering excellent customer service, expertise and packages of products focused at particular target audiences.   

While the 2013 summer turned out well it came very late. As a result we’ve seen the continued decline in the pond sector.  Indoor aquatics generally has also showed decline.  The increase in private labels has driven devaluation in categories, especially pond and we’ve seen poorer quality fish foods enter the market which give poor results, making good fish keeping more difficult and encouraging increased drop-out from hobbyists.


What are the opportunities going forward?

There is significant advantage in focusing on new entrants to the industry – attracting them into the hobby and helping them stay by selling them inspiring and high quality products that do the job they promise. Themed and designer aquariums are a great way of drawing attention in-store and new customers into aquarium-keeping. There are some great new aquariums on the market that offer a package suitable for beginners and look great. This includes tanks for the children. Selling high quality foods and treatments with these products is the key to helping these customers get the best results and stay in the hobby.

Social media offers the industry and great way of connecting and interacting with customers. Linked to an in-store presence this is a powerful tool for driving traffic and creating your own local community. 

Effective merchandising and POS never go out of fashion. Creating attractive and inspiring in-store theatre will enhance the consumer experience and encourage purchase whatever level of aquatics-keeper you’re trying to appeal to.

There are significant wins to be gained by focusing on the specialist and premium trends, such as aquascaping and marine. Aimed at the right type of customer there are opportunities here to increase the value of your customers’ shopping baskets. Lifestyle trends also present a great way of drawing in new customers and increasing the value of their purchases.  These are consumers that own an aquarium to enhance the look and decoration in their homes. This means inspiring them with great looking displays that give them ideas about how they can use an aquarium to improve the look of their décor.

What are the reasons for optimism?

There are many reasons for optimism but it means playing the market right and focusing your attention in specific areas. The UK is now experiencing economic green shoots of recovery which is improving consumer confidence and this will translate into improved levels of confidence from manufacturers which should result in a growth in new product development. The housing market is also showing signs of picking up which means there will be the potential for new aquariums and ponds as people move house and redecorate.

For further information contact Tetra on 023 80 60 60 70 or go to www.tetra.net