The European pet food market represents one of the world's largest and most diverse markets. Despite a slower growth rate compared to some developing economies, the pet food market in Europe is well-established and continues to shape global trends. With a significant focus on pet humanization, premiumization, sustainability, and innovation, Europe remains a key player in advancing the pet food sector.
European Pet Food Market Size 2019-2023
In 2019, the pet food market in Europe was worth 26.46 billion EUR. Until 2023, it grew at a compound annual growth rate (CAGR) of 7.52% to reach 35.36 billion EUR.
The ten largest pet food markets in Europe accounted for 86% of the total value for the region in 2023. The top five countries combined made up 68% of the total value. Moreover, from 2019 to 2023, all 37 pet food markets in Europe recorded a positive CAGR.
Only four of the European countries had an average annual growth lower than 5%, and only Malta recorded a CAGR lower than 3%. The three fastest growing pet food markets in Europe (Bulgaria, Croatia, and Poland) recorded average value growth above 15% per year.
Number of Pets in Europe 2018-2022
The European Pet Food Industry Federation (FEDIAF) estimates there were 351.82 million pets in 166 million households (50% of total European households) in 2022.
By species, cats and dogs make up the majority of pets in Europe, 36.7% and 30.2% of the total, respectively. Birds and small mammals accounted for 14.7% and 8.5%, respectively, while aquaria and reptiles for 6.5% and 3.4% of the total, respectively.
Key trends in the Pet Food Market in Europe in 2019-2023
Humanization of Pets Driving Market Growth
The humanization of pets is the cornerstone of the European pet food market. European pet owners increasingly view their pets as integral members of the family, a trend that shapes consumer behavior and product offerings.
The Human Animal Bond Research Institute (HABRI) conducted an international survey revealing that 94% of pet owners globally consider their pets to be family members. Moreover, the HABRI survey noted that 87% of pet owners worldwide are willing to pay whatever it takes if their pet needs extensive veterinary care, highlighting a strong commitment to their pets' well-being.
This humanization trend drives demand for premium products that align with human dietary preferences. Natural, organic, and raw food options surge in popularity, offering pet owners a wide array of choices. Manufacturers innovate to create sophisticated products that not only meet nutritional needs but also deliver specific health benefits such as improved digestion, weight management, and immune support. As a result, luxury and functional pet foods become increasingly more common.
Premiumization and Ingredient Transparency
Premiumization is a key trend in the European pet food market. Pet owners seek out higher quality products with transparent ingredient sourcing, reflecting the same standards they apply to their own food choices. Ingredients such as probiotics, prebiotics, and functional supplements are now commonly incorporated into pet food to address specific health needs.
Interestingly, this trend extends to innovative product formats such as gourmet treats, pet-safe beverages, and even frozen and fresh meal options. For example, pet-friendly ice cream and alcohol-free dog brews have entered the market, offering unique ways for pet owners to bond with their companions. These novel pet products mimic human indulgences while ensuring health and safety for pets.
Sustainability: A Growing Priority
Sustainability has become a critical factor influencing purchasing decisions in Europe.
As a result, pet food manufacturers adopt environmentally friendly practices such as sustainable ingredient sourcing, recyclable or compostable packaging, and alternative protein use. Upcycled ingredients and regenerative agriculture also gain traction as consumers become more eco-conscious.
Major players make significant strides toward sustainable operations, including using renewable energy, minimizing packaging waste, and sourcing deforestation-free ingredients. These efforts align with consumer preferences, with a large percentage of pet owners actively seeking products with reduced environmental impact.
Innovation: Personalization and Health-Focused Products
Innovation continues to drive growth in the European pet food industry, particularly in personalization. Pet owners look for tailored nutrition solutions based on factors such as breed, age, activity level, and health requirements. DNA testing for pets is also more popular, enabling the development of customized diets that cater to individual genetic profiles.
Functional foods that address health issues like obesity, allergies, and digestive problems are in high demand. Weight management products, high-protein formulas, and low-calorie options are among the fastest-growing categories. This focus on health and wellness reflects a broader shift toward improving the quality of life for pets.
Economic Pressures and Brand Loyalty
While economic pressures influence consumer spending in many sectors, pet owners in Europe remain committed to providing the best for their pets. Research shows that eight in ten pet parents are willing to adjust their budgets to afford quality pet food. Despite rising prices, many consumers prioritize brand loyalty and ingredient transparency over cost savings.
However, private label products are gaining a larger market share in Europe, offering high-quality alternatives at lower price points. Retailers capitalize on this opportunity, particularly in countries like Germany and Spain, where private labels hold significant value shares. This shift underscores the importance of affordability and innovation in maintaining market competitiveness.
Emerging Product Categories: Fresh and Frozen Foods
Fresh and frozen pet foods are increasingly popular in Europe, reflecting a growing interest in minimally processed and natural products. These options often feature limited ingredient lists and avoid artificial additives, appealing to health-conscious pet owners. Although fresh and frozen products currently represent a small share of the market, they are expected to grow rapidly in the coming years.
Direct-to-consumer models, such as subscription-based pet meal services, are also on the rise. These services offer personalized meal plans delivered directly to consumers, providing convenience and tailored nutrition. This model aligns with broader trends in e-commerce and consumer preference for hassle-free solutions.
Challenges in the Pet Food Market in Europe in 2019-2023
Despite its resilience, the European pet food industry faces challenges, including inflation, rising raw material costs, and evolving consumer expectations. Manufacturers are addressing these issues by optimizing supply chains, reducing energy consumption, and investing in sustainable practices.
Looking ahead, the European pet food market is poised for continued growth, driven by innovation, premiumization, and sustainability. Key areas of focus will include alternative proteins, advanced health-focused products, and further integration of technology for personalized nutrition.
The European pet food market exemplifies the dynamic interplay between consumer preferences and industry innovation. From premium products and sustainability initiatives to personalized nutrition and unique offerings, the sector is adapting to meet the needs of modern pet parents. As pets continue to be cherished members of the family, the demand for high-quality, health-focused, and eco-friendly pet food will only grow, ensuring a vibrant and competitive market for years to come.
