(Published Aug. 2005)
Home Away From Home
Conditioners designed to replicate each fish's specific natural environment
By Scott and Ann Springer

A customer stands before a tank in your store mesmerized by the beauty of the African cichlids on display. He wonders how exotic fish from half a globe away could be thriving so well in a little fish shop in suburban New Jersey.

In Africa, beautiful lakes similar to small oceans, are the natural home to many of these exotic fresh water fish. Limestone trickles down from the mountains and creates a unique environment for these fish to thrive. For cichlids and their hobbyists all the comforts of home are just a bottle away.

Over a decade ago, Dr. Leo Morin, the founder of Seachem Labratories, formulated a water conditioner to replicate the home environments of these cichlids. Since its inception, Seachem and other manufacturers, have expanded and branched out to replicate waters of the four corners of the earth.

In addition to replicating the Rift Valley Lake environments of Africa, manufacturers, like Seachem, is formulating chemical combinations to bring a little bit of the world home to your consumers.

"We've tried to replicate the brackish water environments without damaging the plants in the aquarium," says Jim Rogers, the vice-president of sales for the Madison, Georgia based Seachem. "We get close to replicating the waters of areas like the Yucatan and Sumatra."

The latest trends
In the past two or three years sales of these species-specific water conditioners have been pouring in. "We've carried these products since the onset of them," says Wayne Thomas, a manager at Dallas North Aquarium, located in Carrollton, Texas. "In the last two years sales have come on strong."

Thomas credits manufacturers who offer product support to retail shops like his. "Our employees can tell people, ‘This is what we use,' and that in itself is the biggest seller," he says.

The hobby has seen a lot of growth in the past few years and sales of all products are on the rise, Rogers says. However, this segment of products is seeing an increase in sales as people become more dedicated to the hobby.

"There's a trend to do a better job replicating the natural environment for specific fish," Rogers says. "Years ago people didn't even check the pH level for certain types of fish, but if you can replicate a natural environment better, vitality, as whole, will be better from breeding, to color, to longer lifespan."

The waters of these Eastern African lakes and other regions of the world where fish are transported from, have unique water chemistry, says Chris Brightwell, a marine scientist for the Acworth, Georgia-based manufacturer Kent Marine.

"They are very unique in their calcium and magnesium levels from lake to lake," Brightwell says. "No where else on the planet are there levels like this."

Know your clientele
Customers seek out species-specific products, Rogers says. "They prefer a product that is geared towards what they are keeping as opposed to a catch-all product," he explains.

Donston agrees that customers are drawn to products specific for the types of fish they are keeping. "When they see it on the bottle it makes it easier to sell and they see that it's made for their type of fish," Donston says.

However, retailers should cater to both ends of clientele – those highly experienced and looking for specialty products, and those who are getting their feet wet with the basics.

"African cichlids are one of the growing parts of the freshwater trend," Donston says. "People who keep cichlids are a bit more particular about what they want for their aquariums."

"These people are the upper level income folks and they don't mind paying the money to have a successful tank," Thomas says.

Increasing Sales
There is money to be made if you can play your cards right. "These fish aren't cheap and these hobbyists want to make sure the pH is right," Donston says. "They want to know, ‘What do I need to keep this $50 fish alive' and conditioners play more of an important role."

Following this trend in sales for cichlids and for species-specific water conditioners may be a way to keep your teeth in an expanding market. "If you cater to these hobbyists specifically you will gain more market share from competition and increase sales with add-on items," Rogers says.

Many of the big box stores may not carry as large a selection of cichlids because they tend to need more care, Thomas says. Carrying these marine-looking colorful freshwater fish, "can be a niche to help you compete against those guys," he says. "They don't have the staffing and knowledge to compete in those areas."

By stocking your shelves with these specialty products and catering to this clientele you can "really take it to another level," Rogers says. "It not only adds on sales, but helps the hobbyist along and promotes the business of aquarium keeping, because the hobbyist is having success."

Don't miss out on your chance to capitalize on these specialty products. "In my opinion, the worst thing a store does is they won't buy into new things or they wait until so many people are asking for them," he says.

"If they start carrying these products and advertise that they are carrying these products they will diversify their customer case and will start stealing customers from their competition," Brightwell says.

Donston advises his own staff and other retailers, "Never tell your customers how to spend their money." Instead he says, "Show them all of their options and let them decide how to spend their money."

Scott and Ann Springer are freelance writers living in Southern California.