The pet world is more vibrant than ever. According to the Assalco-Zoomark 2025 Report, the companion animal sector in Italy continues to grow in value, despite a slight decline in volume. This highlights the market’s resilience and the increasing attention Italians are paying to the well-being of their pets.
A Look at the Market: Size and Trends
In 2024, the Italian market for dog and cat food reached a value of €3.125 billion, up +3.7% compared to 2023, with over 666,000 tons sold. The driving force behind this growth is primarily the cat segment, which accounts for 56.3% of the total pet food market, thanks to the increase in wet food (+5.3%) and snacks (+10.2%).
Key Figures:
- Cat food: +5% in value
- Cat snacks: +10.2%
- Dog food: +2.1% in value
- Dog snacks: +1.7%, though declining in volume
- Pet food growth drivers: wet food and snacks
Among the segments, wet cat food remains a standout, reaching €1.093 billion and accounting for 35% of the total market. Cat snacks are the most dynamic category, with +10.2% in value and +11.5% in volume. For dogs, dry food still holds the largest market share (51.1%), though growth is slowing compared to past years.
Emerging Trends:
- Premiumization: growing demand for functional and personalized products
- Segmentation: increase in products tailored to age, breed, and health conditions
- Functional snacks: treats with hygienic, calming, or digestive benefits
Sales Channels: The Battle Between Grocery and Specialty Retail
The Grocery channel (supermarkets, hypermarkets, discount stores) dominates in volume (79%) and accounts for 63.4% of total turnover. However, specialty pet shops and Pet Chains + Grocery Pet Shops show stronger performance in value, thanks to a mix of selection, service, and expertise.
Channel Performance (2024):
- Grocery: +2.8% in value, -1.8% in volume
- Traditional Pet Shops: +2.6% in value, -2.4% in volume
- Chains + Grocery Pet Shops: +10.2% in value, +4.9% in volume
Specialized chains also stand out for their average number of product references (2,400 vs. 358 in supermarkets), confirming themselves as the most profitable channel per square meter.
Pet Accessories: A Diverse Market Seeking Renewal
The pet accessories segment generated €83.7 million in 2024, showing a -2.6% drop in value and -0.7% in volume (Grocery only). However, the market is much broader when including specialty and eCommerce channels, which are becoming increasingly important.
Main Segments:
- Hygiene (56.6%): pads, wipes, shampoos – +1.6% in volume
- Chews (14.7%): +2.9% in value, +0.7% in volume
- Toys (7.2%): declining
- Parasite treatments: -10% in Grocery, but +10.7% in value through specialty channels
- Other accessories: beds, leashes, bowls, clothing, electronic devices
According to Nomisma, the non-food segment (accessories, hygiene, devices) is worth €1.2 billion annually, equal to 17% of total pet spending. Notably, 35% of accessory purchases now occur online, indicating a fast-growing channel full of opportunity for brands.
Sustainability, Well-Being, and Technology: Key Drivers of the New Pet Economy
The Report highlights how the pet universe is increasingly integrated into social and domestic life. From pet therapy to animals in workplaces and a growing focus on sustainability, the emerging trends are clear:
- Animal and human well-being as a shared priority
- Innovation in pet food: novel ingredients, supplements, and functional foods
- Digital and AI in pet care: boom in eCommerce and smart recommendations
- Sustainable products: eco-friendly packaging, green ingredients, circular economy
Opportunities for Brands and Retailer
The pet sector remains one of the most stable and expanding areas in the consumer goods market. To stand out, brands should:
- Innovate in both product and content
- Strengthen presence on marketplaces
- Deliver omnichannel and loyalty-driven experiences
- Communicate values in a clear and authentic way
Our Expertise in the Pet Sector: Data, Strategy, and Result
At Brandon Group, we work daily with leading pet brands, supporting their online growth through channel management, advertising strategies, catalog optimization, and performance analysis.
Thanks to our hands-on experience, we have in-depth knowledge of purchasing behaviors, effective promotional levers, and high-converting content in the pet sector.
Want to Grow Your Pet Brand Online?
The pet world is undergoing a major transformation. If you want to seize all the opportunities offered by digital, Brandon Group is the right partner for you.
Contact us today for a free consultation: we’ll analyze your positioning and competitors, and work with you to build a tailored strategy to boost your online visibility and sales.
