Cats will remain the most popular pet in Europe in 2024, with 129 million or 27 percent of households. Dogs are the second most popular pet in Europe, with 106 million or 25 percent of households. A total of 166 million European households, or 50%, own at least one pet.
The pet care market in Germany has surpassed €7bn ($7.55bn) for the first time in the last year. The number of pets in Italy is growing significantly. And in Eastern Europe, private labels are taking over the local pet food market. The current figures show that the pet market on the European continent is growing favourably.
At the press conference for the opening of Interzoo in Nuremberg, Germany, from 7 to 10 May 2024, the Central Association of Animal Specialist Firms (ZZF), organiser of Interzoo, and the Association of the Pet Supplies Industry (IVH), presented data on the pet food market in Germany and globally. In Germany, offline pet food sales will reach 4.495 billion euros (about 35.161 billion yuan) in 2023. Online pet food sales in Germany reached an impressive €1.316 billion (approx. 10.294 billion).
The ZZF/IVH confirms that 63% of pet food sales in Germany are made in retail food shops, including pharmacies and discount shops. The remaining pet food sales are accounted for by pet specialty shops.
The latest ZZF report confirms that Germans enjoy living in the company of their animal companions. In 2023, a total of 34.3 million dogs, cats, small animals and pet birds were kept in German households. Glass containers are home to a number of animals, and aquariums and garden ponds are home to a great many ornamental fish. Overall, 45% of households have at least one pet.
Cats are the most popular pet in Germany. In 2023, 25% of German households will have a total of 15.2 million cats, and 42% of cat-owning households will have two or more cats. Dogs are also a popular choice: 21% of households own 10.5 million dogs, 43% of which are mixed breeds. Five percent of households own 4.6 million small animals, including rabbits, guinea pigs, hamsters and rats. Three percent of households will own 3.5 million ornamental birds such as parakeets, canaries and cockatoos in 2023. In the same period, 4% of households had 2.2 million aquariums, 3% had 1.3 million garden ponds for ornamental fish and 2% had 1.2 million glass containers.
Four Western European countries – Italy, Germany, the United Kingdom and France – are forecast to be among the markets with the highest growth in pet care by 2029.
Italy's sales of dog and cat food reached €3 billion (approximately Rs. 23,467 million) in 2023, a 13.4% increase compared to 2022, when growth was 12.1%.
The country's 65 million pets (covering dogs, cats, fish, pet birds and small mammals) have remained stable since the outbreak. Cats are the most popular pet in Italy, just as they are in Germany. Italy is one of the largest pet food markets in Europe and has also seen significant growth in the private label (small brands made by or on behalf of pet schools, individuals, shops, etc.) business.
Private label pet food is booming in Europe. In 2022, it grew by 18% in the six largest markets, including France, Germany, Spain, the UK and the Netherlands. In total, it reached €3.6bn (about R28.16bn).
Eastern Europe is without doubt one of the fastest growing regions for pet care globally, with an impressive growth rate of 8.8 per cent. Private label pet food is undoubtedly more successful in Eastern Europe than in Western Europe, largely due to differences in population income.
Aleksandras Bacevicius, a research analyst at Euromonitor International, stated that sales of private label pet food brands in Western Europe grew by 16 percent in 2023, while Eastern Europe grew by 24 percent. Private label brands are growing faster than inflation in almost all European countries. This growth is not only in real terms but also in terms of their share of the overall market.
There are two main factors driving this trend. The increasing quality of private label pet food and the overall improvement in calorific coverage are the main factors driving this trend. The direct impact of the cost of living crisis triggered by the high inflation period of the last two years has led to the majority of private label pet food brands being positioned in the economy price range, despite the continued improvement in product quality.
In Western Europe, private label's share of the mid-priced market is almost equal to its share of the economy market. This is clear evidence of the improving quality of pet private label products. Crucially, private label is also growing in the premium price segment, albeit with a relatively small market share. These are usually very high quality independent brands.
The share of private label will continue to rise across Europe. Despite the ongoing cost of living crisis, consumers are still spending less. This makes it clear that private labels are a viable alternative to branded pet food. Even if the economic situation in Europe improves, this trend is here to stay. As the quality of private label continues to improve, it will continue to grow even if consumers' financial situation becomes less difficult in the future.
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