Jeroen van Hooff was appointed as the CEO of Royal Jaarbeurs since 1 July 2022. Van Hooff was the CEO of Easyfairs Netherlands, an event company which includes the event venues in Hardenberg and Gorinchem, the Netherlands.
Under his leadership – Jaarbeurs is on track to be the most sustainable and smartest venue of Europe and has very promising and inspiring venue development plans. VNU Asia Pacific, a joint venture of Jaarbeurs and TCC group located in Thailand is now on its way to be the top organisers in ASEAN.
Van Hooff studied at the Rotterdam University of Applied Sciences and at the Erasmus University in Rotterdam. He worked, among others, for employment agencies Randstad and ManpowerGroup, before joining Easyfairs and Jaarbeurs, Netherlands as CEO.
PetFair Asia takes place this October in Bangkok, can you elaborate on why this event is so crucial for the industry?
Pet Fair Southeast Asia, held this October in Bangkok, is a crucial event for the global pet industry, serving as a key hub for connecting international brands with Asia’s rapidly growing market. Unlike traditional pet shows in Thailand, Pet Fair SEA elevates the industry by fostering strategic partnerships and showcasing the latest innovations in pet care, health, and sustainability. It attracts stakeholders from across Asia, Europe, the US, and the Middle East, offering a unique platform for businesses to launch new products, expand their reach, and tap into the region’s booming pet economy, making it an essential event for industry growth.
The event is taking place in Thailand. Does Thailand play an important role in this global industry? Is Asia experiencing an uptake of pet ownership for example?
Yes, Thailand plays a significant role in the global pet industry, and the growing trend of pet ownership across Asia, including Thailand, has positioned the region as a key market. Thailand’s strategic location in Southeast Asia, combined with its established manufacturing base, has made it one of the world’s leading exporters of petfood. In fact, Thailand ranks as the third-largest petfood exporter globally, with annual exports surpassing USD$2 billion. Major markets for Thai petfood exports include the United States, Japan, and the European Union, where the demand for high-quality, nutritious pet products continues to rise.
Pet Fair SEA, held in Thailand, capitalises on these trends by connecting global brands and regional players with the growing demand for innovative products. It provides a vital platform for businesses to enter or expand within the thriving Asian pet market. With Asia’s rising middle class and increasing urbanisation, the region’s pet-related spending is projected to continue growing, making Thailand a pivotal hub for industry stakeholders to explore new opportunities across the region and beyond.
Can you give our readers your perspective on how the Petfood industry has evolved over the past decade, and what do you think have been the most significant driving forces behind these changes?
Over the past decade, the pet food industry has evolved significantly, driven by the ‘humanisation’ of pets, leading to increased demand for premium, natural, and health-focused products. Key trends include functional pet foods addressing specific health needs, sustainable practices, and the rise of alternative proteins like plant-based and insect-based options. Looking ahead to 2024-2025, the market, projected to reach nearly USD$120 billion, will continue to see growth in personalised nutrition, transparency in ingredients, and the integration of technology for customised pet care solutions. Sustainability and innovation remain the driving forces behind these changes.
A trend these days within the industry is Pet Humanisation. How do you think this has impacted the Petfood industry in recent years?
The trend of pet humanisation—treating pets like family—has significantly impacted the pet food industry by driving demand for premium, natural, and human-grade products. Pet owners are increasingly focused on quality and nutrition, leading to the rise of specialised petfoods that cater to specific health needs, such as digestion and joint support. This shift has also sparked innovation in sustainable and ethically sourced ingredients, reflecting broader human dietary concerns. Overall, pet humanisation has made the petfood market more health-conscious, diverse, and environmentally aware.
Looking ahead, what do you foresee as the most significant opportunity and challenge for the Petfood Industry, particularly concerning sustainability, carbon footprint, etc?
Looking ahead, one of the most significant opportunities for the pet food industry lies in advancing sustainability through the development of eco-friendly products and packaging. The increasing demand for sustainably sourced ingredients, such as plant-based proteins or insect-based alternatives, presents a chance for the industry to reduce its carbon footprint and address environmental concerns. However, a key challenge will be balancing this sustainability push with the need to maintain affordability and product quality.
As consumers become more conscious of their environmental impact, brands must innovate to meet these expectations while managing supply chain complexities and the higher costs associated with sustainable practices. The industry’s success will hinge on finding ways to integrate sustainability without compromising nutrition, taste, or accessibility.
