Italy’s #petfood and care market reached €5.3 billion ($6.1B) in revenue in 2025, reinforcing its position as one of Europe’s most established #petmarkets. According to new data from the Italian #petindustry association Assalco, the findings were published in the 2026 edition of the Assalco Report, presented during Interzoo in Nuremberg and covering the 52 weeks ending 28 December 2025.
This year’s report introduced updated methodologies and expanded omnichannel coverage, providing a broader picture of how Italian consumers purchase #petproducts today.
Expanded Market Coverage Provides a More Complete Industry View
Unlike previous editions, which focused primarily on pet food sold through grocery and specialized retail channels and pet care products sold through grocery retailers, the latest report expanded its scope significantly.
The updated methodology now includes:
- E-commerce channels
- Arcaplanet stores
- More than 4,500 independent pet shops
- Expanded monitoring of specialized retail chains
This broader coverage offers a more accurate reflection of today’s pet purchasing landscape in Italy.
Pet Food Remains the Core of the Italian Pet Market
Pet food continues to dominate the industry.
Dog and cat food accounted for 79% of the total market value, generating €4.2 billion ($4.9B) in sales across all channels during 2025, representing a 2.7% year-over-year increase. Volumes reached 811,000 tons, compared with 801,000 tons in 2024.
According to Assalco, volume growth accelerated in 2025 as inflationary pressures began to ease after several years of price-driven market expansion.
👉 For pet brands, this suggests consumers continue purchasing pet food consistently, while growth is increasingly being supported by higher consumption volumes rather than price increases alone.
Cat Food Continues to Outperform
Within the pet food segment, cat food remained the leading category.
Cat food represented 56% of total pet food sales, with wet cat food serving as the largest subcategory.
Key figures include:
- Wet cat food generated €1.5 billion ($1.7B)
- Wet cat food represented 34.7% of total market value
Meanwhile, dog food accounted for 44% of the pet food market, led by dry dog food, which generated more than €1 billion ($1.2B) in sales.
👉 The continued strength of cat food highlights how cat ownership remains a major driver of pet industry spending in Italy.
Treats Continue to Gain Importance
Treats for both dogs and cats maintained positive momentum throughout 2025.
The category reached:
- €409 million ($475M) in value
- Up 2.8% year over year
- Volume growth of 1.7%
As pet owners increasingly use treats for bonding, training, and everyday interaction, treats continue evolving from occasional purchases into routine pet care products.
Specialized Retail Strengthens Its Position
One of the most notable developments in 2025 was the continued expansion of specialized pet retail.
Specialized retail channels—including independent pet shops, retail chains, and supermarket pet stores—generated:
- €1.7 billion ($1.97B)
- Growth of 3.6% year over year
- 40.9% of total market sales
Breaking this down further:
- Independent pet shops grew 2.9%
- Retail chains and supermarket pet stores grew 4.1%
Meanwhile, traditional grocery channels experienced slower growth as more spending shifted toward specialized retailers and online platforms. Despite this shift, grocery channels still generated approximately €2 billion ($2.3B) in sales during 2025.
👉 Consumers increasingly appear willing to seek out specialized expertise, broader product selection, and pet-focused shopping experiences.
E-Commerce Continues to Expand
Online sales continued to gain market share.
More than 11.5% of all pet industry sales were completed through e-commerce channels in 2025.
Key figures include:
- Online turnover reached €483 million ($560M)
- Market share increased by 0.5 percentage points year over year
While specialized retail remains dominant, digital channels continue to play an increasingly important role in how Italian consumers purchase pet products.
Pet Care Represents More Than €1 Billion in Revenue
The pet care category generated approximately €1.1 billion ($1.3B) in turnover, accounting for 21% of the overall market.
Within the category:
Accessories and Hygiene Products
Generated:
- €654.9 million ($760M)
- Up 1.9% year over year
Sales channel distribution:
- Specialized retail: 62.4%
- Grocery: 19.3%
- Online: 18.3%
Meanwhile, cat litter products grew:
- 2% year over year
- Reaching €328.2 million ($381M)
Channel breakdown:
- Grocery: 46.9%
- Specialized retail: 40.4%
- Online: 12.7%
👉 Functional, everyday-use categories continue to generate stable demand even as consumer purchasing behavior evolves.
Commercial Pet Food Remains the Preferred Choice
Commercially manufactured pet food remains the preferred feeding option among Italian pet owners.
Among dog owners:
- 90% use commercially manufactured dog food
- 68.2% rely on it predominantly or exclusively
Veterinarians remain highly influential:
- 44.7% of dog owners rely on veterinary guidance when selecting products
Many owners also consider their pets’ preferences when making purchasing decisions.
For cat owners:
- 95.7% use commercially manufactured cat food
- 77.5% consider it their cat’s primary food source
When choosing products:
- 36.4% make decisions independently
- 35.9% rely on veterinarians for guidance
👉 Trust, nutrition, and product credibility remain central factors influencing purchasing decisions.
Supplements and Functional Nutrition Continue Growing
Italian pet owners are increasingly investing in products that support pet health and wellbeing.
Among dog owners:
- Nearly 50% use functional supplements such as tablets, powders, or pastes
- More than 40% purchase specialist diet products designed for specific health conditions
Among cat owners:
- 51.1% use supplements
- Nearly 40% use specialist diet products
Treat usage remains widespread:
- More than 75% of dog owners use treats
- Approximately 70% of cat owners use treats for bonding and play activities
👉 Functional nutrition, preventive care, and health-focused products continue moving into the mainstream.
Other Pet Categories Face More Challenging Conditions
The market for fish, birds, reptiles, and small mammals recorded softer performance.
Food product turnover reached:
- €63 million ($73M)
- Down 1.8% year over year
Sales channels included:
- Specialized retail: 64.4%
- Grocery: 25.5%
- Online: 10.1%
Category breakdown:
- Rodent food: 41.6% share
- Bird food: 35% share
- Fish and turtle food: 17% share
All three major categories experienced value declines compared with 2024.
However, accessories for these animals performed slightly better.
Products including cages, aviaries, aquariums, and turtle tanks generated:
- €41.7 million ($48M)
- Up 1% year over year
Specialized retail accounted for 76.2% of sales in this category.
Final Insight
Italy’s pet market continues to demonstrate stability and resilience.
The strongest signals from 2025 include:
- Continued dominance of pet food
- Strong performance from cat food
- Ongoing growth in specialized retail
- Expanding e-commerce penetration
- Rising demand for supplements and functional nutrition
While growth rates may be moderate compared with emerging markets, the Italian pet industry remains a substantial and mature market where consumers continue investing in pet health, nutrition, and daily care.
For brands, success increasingly depends on offering products that combine functionality, quality, and trust while adapting to evolving omnichannel purchasing behavior.
2️⃣ What This Means for the Pet Industry
Several clear trends are shaping Italy’s pet market:
- Pet food remains the dominant spending category
- Cat-related products continue outperforming many other segments
- Specialized retailers are capturing a larger share of consumer spending
- E-commerce continues expanding steadily
- Functional nutrition and supplements are becoming mainstream
Most importantly:
👉 Consumers are becoming more focused on pet health, wellness, and everyday care rather than purely price-driven purchasing decisions.
This reflects the broader humanization trend seen across mature pet markets worldwide.
Source: GlobalPETS