Türkiye’s leading pet food exporter, Lider Pet Food, produces not only pet food but also ‘the recipe for happiness for our companion animals’ at its 70,000-square-meter technology hub in Manisa, Türkiye. The course of this massive operation, reaching more than 80 countries, is defined by an analytical vision that says ‘it’s not consumer loyalty but behavioral diversity that must be managed,’ and by an ethical responsibility that examines every raw material on the production line with the rigor of baby food. We spoke with Lider Pet Food CEO Murat Tarhan about the leadership strategies behind this enormous production power and the future of the sector.

As the global pet care market approaches the USD 200 billion threshold, the bond consumers form with brands is evolving from a reflex of ‘repeat purchase’ into a deeper search for a ‘value channel’. Simply producing pet food is no longer enough; every detail from carbon footprint and traceable supply chains to functional ingredients and the integration of digital and physical experiences is now accepted as the new unit of loyalty. Positioned at the very center of this transformation, Türkiye is becoming one of the brightest points on the global radar thanks to the high growth potential it offers compared with Europe’s more mature markets.

Lider Pet Food CEO Murat Tarhan describes this dynamic process not merely as growth, but as ‘an entirely new playing field.’ According to Tarhan, for today’s conscious consumer, real loyalty is measured not only by product purchase but by the ‘transparent bond established with the product,’ while brands now need to ‘manage behavioral diversity rather than consumer loyalty.’ Mr. Tarhan expresses the rigor applied on the production line in the most striking way: “We examine every raw material we use just as carefully as if we were producing baby food.” This approach transforms Lider Pet Food’s 70,000-square-meter technology hub in Salihli, Manisa, Türkiye, from an ordinary factory into a health center that extends the lives of our companion animals.

Lider Pet Food CEO Mr. Murat Tarhan

In this comprehensive interview with Lider Pet Food CEO Mr. Murat Tarhan, we put on the table all the key topics shaping the sector—from 2032 global market projections and omnichannel strategies to changing consumption reflexes of cat and dog owners, and the preservation of quality and ethical values in production, among many other topics.

Since 2009, Lider Pet Food has taken on a very critical role in the localization and globalization of the pet food sector in Türkiye. Could you share with us the story of Lider Pet Food, which today exports to more than 80 countries and has become the sector’s largest exporter, along with the enormous production power behind it?

Our story began in 2009 with the passion to write ‘the recipe for happiness’ for our beloved companions. Since that day, we have worked tirelessly with the principle of ‘creating value for our companion animals.’ Today, at our modern, high-technology facility covering 70,000 square meters in Salihli, Manisa, Türkiye, we manage a massive operation with an annual production capacity of 260,000 tons. With more than 600 employees, we are not only producing food, but also building a national force that reduces Türkiye’s external dependency in this field.

Our real success has been carrying this local strength to the world. In 2020, we became the largest exporter in the sector, and today we are present on shelves in more than 80 countries with EU-standard, approved production. In addition to being accessible in almost every corner of Türkiye, we have succeeded in entering the homes and hearts of pet owners around the world. For us, every single kibble is a guarantee of happiness blended with scientific expertise, and a strategic value bearing Türkiye’s signature in the global market.

A USD 200 BILLION NEW PLAYING FIELD

The global pet care market is expected to reach a massive volume of USD 200 billion by 2032, with the growth engine now shifting toward emerging markets. What message does this enormous growth projection send to the sector in terms of quality, transparency, and regional strategies? How is Lider Pet Food preparing for this new playing field?

Although 52% of global pet care growth in 2024 came from Europe, growth momentum is much stronger in regions such as Asia-Pacific, Latin America, and the Middle East. According to data from Euromonitor, one of the world’s leading strategic market analysis firms, the market reaching approximately USD 200 billion by 2032 does not merely mean an increase in volume; it signifies an entirely new playing field. This picture tells us one thing clearly: Fixed products and classical strategies will no longer be sufficient. In this new phase of the market, competition is not just about producing, but about producing with the right content, in the right place.

Today, the issue is no longer just size. Nutritional needs that vary by breed, age, and sensitivity are reshaping the definition of quality. Functional ingredients, sustainable formulations, and human-grade quality products have become baseline expectations. At Lider Pet Food, we are already implementing plans that anticipate this change through SKU (stock keeping unit) structures adaptable to market diversity, regional adaptation capability, and transparent ingredient management. We are making our R&D structures adaptable to future possibilities, because for us, the real question is not whether the market will grow, but how prepared we are for that growth.

FROM SALES CHANNEL TO VALUE CHANNEL

Data show that more than 60% of pet owners make their purchasing decisions through both online research and physical experience. In a period where the omnichannel trend is so dominant, how does the concept of a sales channel transform into a value channel for the pet food sector? Where does the consumer’s search for trust stand in this strategy?

In 2023, 71.8% of pet food sales came from systems that use both digital and physical channels. However, the fact that online sales still remain at 30.9% tells us something very clear: Consumers want not only convenience, but also to touch the product, closely examine ingredient information, and feel trust. Behind this behavior lies the fact that this is a category carrying high responsibility, such as ‘pet health.’

Today, people no longer see pet food packages merely as a feeding tool; they make decisions by considering nutritional value, source traceability, and production processes. This new model of engagement elevates technology from being just a ‘contact tool’ to a layer of product development and consumer experience. At Lider Pet Food, we view omnichannel dynamics not merely as a sales channel, but as a user experience. While evaluating consumer data with advanced analytics, we make the product story transparent at every touchpoint. Because in these processes that combine digital and physical experiences, our true goal is not sales, but to create a ‘value channel’ that offers the same trust at every point. In our view, real loyalty is measured not only by repeat purchase, but by this transparent bond people establish with the product.

The significant extension of average pet lifespans over the past 20 years has also brought expectations around health and sustainability. How has this picture dismantled the ‘single formula’ approach? What role do health-focused ingredients and functional ranges play in Lider Pet Food’s production strategy?

In the early 2000s, the average lifespan of pets ranged between 8 and 10 years; today, with advancements in nutrition, hygiene, and product safety, we see this period extending to 13–16 years. This development places a great responsibility on pet food manufacturers. Health-focused ingredients and sustainable packaging are no longer ‘added value,’ but fundamental necessities. Pet owners demand for their companions the same quality they seek for their own health.

This transformation has completely left behind the notion of ‘one formula for all pets’ in production. At Lider Pet Food, we therefore base our strategy on functional ranges customized according to age, breed, and specific sensitivities. Personalized products and traceable production systems are now our ‘new normal.’ We plan product diversity in the sector not merely to meet demand, but to support these extended lifespans in the healthiest way possible. The knowledge platforms and scientific formulations we are building today represent a response we are already giving to the conscious consumer of the future.

LOYALTY OR BEHAVIORAL DIVERSITY?

When you compare the Turkish market with Europe, what kind of picture emerges in terms of both pet ownership rates and purchasing habits? How do the differing consumption behaviors of cat and dog owners in particular shape Lider Pet Food’s local strategy?

According to reports by the European Pet Food Industry Federation (FEDIAF), pet ownership in Europe is approaching 50%, while in Türkiye this rate is still around 14%, according to data from global market and public opinion research company IPSOS. However, this gap is an indicator of how high Türkiye’s growth potential is. While the European market has matured more around functional products and sustainability, price–value balance and accessibility are still the most decisive factors in Türkiye.

There are also very sharp behavioral differences between cat and dog owners in Türkiye. According to our data, cat-owning households make pet food purchases an average of 25 times per year, while this figure drops to 14 among dog owners. However, the picture reverses on the volume side: while cat food purchases average 1.8 kg, dog food is preferred in 5.3-kg packages. Even more interestingly, cat owners seek variety by trying an average of six different brands per year, whereas dog owners display a more loyal profile with four brands.

At Lider Pet Food, we interpret this picture as ‘managing behavioral diversity rather than consumer loyalty.’ Taking into account the 56% increase in snack spending and cat owners’ appetite for variety, we are expanding our wet food, treat, and functional ranges in line with these dynamics. With our premium ranges that keep a finger on the pulse of the local market, we blend European-standard quality with accessibility aligned with Türkiye’s economic realities in the same pot.

The Turkish pet food market is projected to grow steadily until 2033. As Lider Pet Food, how do you combine data-driven planning with quality and ethical values in production during this growth process? How does your ‘baby food sensitivity’ vision translate into your operational processes?

The Turkish pet food market reached a volume of USD 303.7 million in 2024, and is expected to grow at an average annual rate of 4.5% over the next decade. However, for us, growth is not merely a numerical target; it is a matter of sustainable operations. Reading through data which age groups are growing or which ingredients are being preferred determines the direction of our production planning. Because we know that just as much as the direction of the market, how decision-makers process that data is also decisive.

We crown this data-driven approach with an extremely high level of sensitivity in production. For us, pet food production is not an ordinary industrial process. We examine every raw material we use with meticulous care, just as if we were producing baby food. Our quality control processes extend not only to the final product, but across the entire process, from the arrival of raw materials to packaging. Behind our ability to offer the same trust in more than 80 countries today lie our principles of traceability, transparency, and ethical production. We believe that the way to make a difference in the sector lies not only in volume, but in this unwavering safety and sensitivity embedded in the process.