GlobalPETS highlights a growing wave of international expansion as pet companies increasingly look beyond their home markets in search of new growth opportunities.
This momentum reflects sustained global demand for premium #petnutrition and care products, as #petowners continue to invest in higher-quality solutions.
Below are several recent examples of how #petbusinesses are approaching international expansion across different regions.
Rufus & Coco
In October, Australian #petbrand Rufus & Coco announced the expansion of its product portfolio into the United Kingdom, South Korea and Germany. This move builds on the company’s existing retail footprint across Asia, New Zealand and North America.
Founder Anneke van den Broek tells GlobalPETS that Australia—where around 70% of households own pets—served as the foundation for the brand’s development. According to her, shifts observed in the domestic market signaled broader global potential.
“Once we saw that change locally, we were confident it would develop into a global movement,” she explains.
Before entering new markets, the company invested heavily in research covering consumer preferences, retailer expectations and competitive gaps. Van den Broek notes that many European markets are increasingly seeking clean, high-performing branded products rather than traditional commodity offerings.
Internationally, Rufus & Coco has effectively introduced a new category for its products. “In Europe, our natural formats are outperforming existing alternatives, and in South Korea, uptake has been rapid because performance is clear from the first use,” she says.
Founded in Sydney in 2008, Rufus & Coco offers a broad portfolio including cat litter, grooming products, natural treats and toys.
Burgess Pet Care
Also in October, Burgess Pet Care expanded its Excel brand into Scandinavia, following a recent market entry in Germany.
Peter Lancaster, Head of Marketing at the UK-based company, tells GlobalPETS that the brand benefits from strong recognition across the region. He attributes this to minimal language barriers, close engagement through veterinary webinars, and a long history of trade relationships.
He adds that Scandinavia has a high level of small animal ownership, with pet owners willing to invest in high-quality care.
To support ongoing international growth, Burgess Pet Care has expanded its global sales, marketing and logistics teams. Lancaster notes that the company works closely with each new market to navigate regulatory requirements, supported by the UK #petfood industry’s continued alignment with EU standards.
Burgess Pet Care produces pet food, accessories and toys for a wide range of animals, including cats, dogs, rabbits, guinea pigs and other small pets.
Montego Pet Nutrition
South African pet food manufacturer Montego Pet Nutrition has entered the Dutch market with its KAROO Wild and Bags o’ Wags treat ranges.
This latest expansion strengthens the company’s international presence, which already includes markets such as the US, Greece, Poland and Curaçao.
Founded in 2000 in South Africa’s Karoo region, Montego Pet Nutrition has grown into the largest independent pet food manufacturer on the African continent. Today, it supplies products to 20 countries across five continents.
Pet Universe NOURISH
In September, Malaysian pet food manufacturer Pet Universe NOURISH entered the UK, marking its first step into international markets.
The company plans to introduce scientifically formulated powdered supplements and soft chews to UK businesses and is actively seeking local distribution partners. According to the company, these products are positioned to become a valuable addition to the UK pet care sector.
Kormotech
Earlier this year, Kormotech became the first Ukrainian pet food manufacturer to enter the East Asian market, following a distribution agreement with a South Korean partner.
Under the agreement, its brands Optimeal and Club 4 Paws will be sold across 12 specialized e-commerce platforms, including major local marketplaces. The company also plans to expand into physical retail and veterinary channels.
“By the end of the year, we want to start working with #petstore chains and veterinary clinics so customers can see and evaluate the products in person,” says Vladyslav Mazurkevych, Manager for Export Market Development in Asia.
Kormotech is leveraging South Korea’s strong online retail environment, where an estimated 67% of purchases are made online. Prior to this move, the company had already expanded into 42 countries worldwide, with strengthened operations in multiple international markets.
Buddy Bites
In April, Hong Kong–based dog food brand Buddy Bites expanded into Singapore and announced plans to enter additional Asian markets, including Taiwan, South Korea and Japan.
These markets share characteristics such as dense populations, high affluence and low birth rates. Co-founder Chris Lee tells GlobalPETS that pet ownership across Asia continues to rise with no signs of slowing.
While the company initially considered expanding into the UK, Lee explains that the brand ultimately determined its positioning was not well aligned with that market.
“The UK has many strong brands, but competition in Asia remains limited for now,” he says. “We are already the fastest-growing online pet business in the region, with several new products launching in the coming months.”
Source: GlobalPETS