It is not only the number that is remarkable, but also the emotional bond: according to ASSALCO, the National Association of Companies for the Food and Care of Pet Animals, over 90 percent of pet owners consider dogs, cats, and other pets to be an integral part of the family. This attitude also shapes the market – and opens up a wide range of opportunities for companies in the pet industry.
The Italian pet market has proven to be extremely stable in recent years – even in economically challenging times. Total sales now stand at just under €7 billion per year, led by the dog and cat food and care sector, which alone generated €3.1 billion in 2024. This means that sales figures are just behind those of Germany – despite the smaller population. Cats in particular are steadily gaining in importance: cat food generates around €1.76 billion in sales, while dog food contributes around €1.37 billion – meaning that cat products account for over 56 percent of total pet food sales.
Sustainability and digitalisation shape the market
The trend toward premium products continues: grain-free food, for example, has seen volume growth of plus 12 percent and value growth of plus 23 percent. High-quality food, functional snacks, and complementary health products are very popular. Pets are considered members of the family, and consumers are increasingly willing to invest in quality, sustainability, and wellbeing. Online retail continues to record strong growth rates, especially in the pet food sector, which is currently growing at a compound annual growth rate (CAGR) of around 9.8 percent (2021–2024). Nevertheless, brick-and-mortar retail remains significant, accounting for around 59–65 percent of sales volume.
Sustainability is increasingly becoming a focus. More and more Italian consumers are paying attention to natural ingredients, recyclable packaging, and environmentally friendly manufacturing processes. Even though this change is still in its infancy, awareness has clearly increased – and suppliers are responding accordingly. Digitalization is also changing the market. From booming e-commerce to apps for animal health and nutrition, digital offerings are increasingly complementing traditional advice. Veterinarians play a key role in this—they are not only medical professionals, but also important influencers when it comes to product selection.
Opportunities in a fragmented but dynamic environment
Compared to other European markets, Italy is unique in several respects: The number of pets – especially ornamental birds (12.9 million) – is above average. The market is strongly cat-oriented and at the same time more fragmented in the specialist trade, which accounts for around 24 percent of total sales. The VAT rate on pet products is relatively high at 22 percent, but is increasingly being discussed politically.
The diversity and quality of Italian pet products are evident not only domestically, but also internationally at Interzoo, the world's leading trade fair for the industry: in 2024, Italian companies accounted for the second-highest number of European exhibitors.
