Is it the rising single population, increasing demand for companionship, or the growing trend of pet humanization? This analysis delves into Europe's pet market, focusing on dog ownership patterns, consumer preferences, and regional characteristics to provide valuable insights for industry professionals.
I. Dog Ownership Patterns Across Europe
Europe's pet dog population has surpassed 100 million, reaching approximately 106 million. The EU region accounts for about 68.62 million of these dogs. Country-level data reveals significant regional variations:
- Russia: Leads with 17.64 million dogs, reflecting both its large population and cultural affinity for canine companions.
- United Kingdom: Home to 12.7 million dogs, showcasing Britain's deep-rooted pet culture and mature market.
- Germany: With 10.6 million dogs, Europe's economic powerhouse demonstrates strong pet market potential.
- Spain: 9.31 million dogs, where favorable climate and outdoor lifestyles may contribute to pet ownership.
- Italy: 8.75 million dogs in a market with longstanding pet traditions.
- Poland: 8.1 million dogs in this rapidly developing Eastern European economy.
- France: 7.6 million dogs within a culture with rich pet-keeping traditions.
- Ukraine: Maintains 4.94 million dogs despite current challenges.
- Romania: 4.24 million dogs in an expanding market.
- Portugal: 2.84 million dogs with notable growth potential.
II. Key Market Analyses
Germany: A Cat and Dog Dominated Market
In 2023, 25% of German households owned 15.2 million cats, making felines the most popular pets. Dogs followed closely, with 21% of households keeping 10.5 million dogs. Pet food trends showed consistent growth:
- Wet food: €677 million in sales (+13.7% YoY), indicating demand for premium, palatable options.
- Treats: €748 million (+7.4%), reflecting owners' desire for bonding and rewards.
- Dry food: €547 million (+6.1%), maintaining its staple status due to affordability and convenience.
Pet supplies saw a slight 1.6% decline to €225 million, possibly due to shifting consumer habits and e-commerce growth. Brick-and-mortar stores remain dominant, accounting for 63% of pet food sales (€2.8+ billion) and 78% of supply sales (€874 million).
Italy: Diversifying Pet Preferences
While Italy maintains 8.75 million dogs and 9.4 million cats, its market shows remarkable diversity. Aquarium fish lead at 30 million, followed by 13 million birds. The overall pet market grew 6% in 2023, with hygiene products (pads, wipes, shampoos, etc.) comprising over 51% of sales—highlighting Italians' emphasis on pet care.
Popular dog products include jackets/T-shirts, beds, bowls, travel carriers, and wipes, demonstrating owners' focus on comfort, convenience, and style.
III. Eastern Europe: Emerging Opportunities
This region boasts the fastest global pet care growth at 8.8%. Private-label pet foods outperform Western Europe, likely due to income differences. Annual dog-related spending averages €108 (up 3%), while Poland has emerged as the world's fifth-largest pet food exporter, with €1.9 billion in 2022 agricultural exports (4% of national total).
IV. European Market Overview
Europe's mature pet market resembles the U.S., with 75 million pet-owning households. Distribution channels include traditional pet stores, supermarkets, and discounters, while e-commerce grows rapidly. Product assortments vary from 150-200 mass-market items in grocery stores to comprehensive ranges in specialty retailers.
Notable brands include Germany's Fressnapf, Zooplus AG, Italy's Ferplast, and Belgium's Green7, which hold significant market shares.
V. Strategic Recommendations
For businesses targeting Europe's diverse pet market:
- Conduct market-specific research to tailor strategies.
- Prioritize product quality and innovation.
- Expand e-commerce presence.
- Invest in brand development and marketing.
- Embrace sustainability to meet eco-conscious demand.