Pet care in 2025: The big picture
Sales of pet care in Austria are expected to rise in both value and volume terms in 2025. Despite the pet population remaining relatively stable with minimal growth, both volume and value sales are forecast to perform well, driven primarily by pet food.
2025 key trends
As the economy in Austria improves, driven by rising disposable incomes and decreasing inflation, many pet owners are increasingly willing to invest in innovative products that offer added value, even at higher price points. As such, pet care continues to be a resilient industry, with consumers showing strong loyalty to brands and products, often despite financial challenges.
Competitive landscape
Mars Austria OG was the leading company in Austrian pet care in 2024, offering a range of well-established brands such as Whiskas, Sheba, and Pedigree, which span both cat and dog food categories. Mars benefits from a strong and widespread presence across all major retail channels, including grocery retailers, pet specialist retailers, non-grocery retailers, and e-commerce platforms.
Retail developments
While grocery retailers remain highly popular as a preferred channel for pet care, primarily due to their convenience, broad selection of branded and private label products, and frequent promotional activity, pet shops and superstores remain the single leading retailer in 2025. Pet shops and superstores offer a wide selection of pet care products across all categories, including robust and well-regarded private label lines.
What next for pet care?
Value sales in Austrian pet care are expected to continue rising steadily over the forecast period. Although pet population growth is anticipated to remain minimal, both value and volume sales of pet care products are projected to achieve low single-digit increases annually.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cat Food
- Dog Food
- Other Pet Food
- Pet Products
If you're in the Pet Care industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Pet Care in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Pet Care in Austria?
- Which are the leading brands in Pet Care in Austria?
- How are products distributed in Pet Care in Austria?
- How is the rise of e-commerce impacting the retail environment and consumer engagement?
- How are fashions and values in human food echoed in food for pets?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
Pet Care in Austria
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in Austria
KEY DATA FINDINGS
Breed-specific nutrition and a migration away from homemade food supports growth
Mars Austria OG leads while Vitakraft Pet Care GmbH & Co KG records the strongest growth
Supermarkets and pet stores and superstores compete for the leading position
Wet cat food is expected to remain a driver of growth as launches focus on premiumisation
Improved online-only features are set to support growth for retail e-commerce
Innovation will focus on products that support the specific health needs of cats
Dog Food in Austria
KEY DATA FINDINGS
Premiumisation, health benefits and the rising dog population supports value growth
Vitakraft Pet Care records a strong performance offering health-focused dog treats
Pet shops and superstores lead distrubution as consumers appreciate additional in-person services
A shift towards premium food with functional benefits is expected to support growth
Subscription services and delivery options will continue to support sales through retail e-commerce
Health is set to shape product innovation, with free-from recipes and human grade ingredients being key
Other Pet Food in Austria
KEY DATA FINDINGS
The easing of price increases supports retail volume growth for other pet food
Fressnapf Handels GmbH retains its lead while improving its share
Pet shops and superstores offer a wide variety of niche pet food options, leading sales
Growth will be driven by small mammals/reptile food, with a focus on premium solutions
Convenience, ease and susbscription services are set to drive share for retail e-commerce
Sustainbility, nutrition and personalised solutions are expected to be the focus of innovation
Pet Products in Austria
KEY DATA FINDINGS
Pet humanisation drives growth as consumers invest in pet healthcare
Fressnapf Handels GmbH maintains its lead, boosting share for private label goods
Pet shops and superstores retains its dominance as consumers appreciate in-store services
Growth is set to be driven by pet humanisation and health-focused spending
Retail e-commerce will continue to expand as a key channel for pet products
Innovation and sustainability are set to shape the future of pet products in Austria
The following categories and subcategories are included:
Pet Care
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- Cat Treats and Mixers
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- Economy Dry Cat Food
- Mid-Priced Dry Cat Food
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- Premium Therapeutic Dry Cat Food
- Premium Non-Therapeutic Dry Cat Food
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- Economy Wet Cat Food
- Mid-Priced Wet Cat Food
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- Premium Therapeutic Wet Cat Food
- Premium Non-Therapeutic Wet Cat Food
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- Dog Treats and Mixers
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- Economy Dry Dog Food
- Mid-Priced Dry Dog Food
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- Premium Therapeutic Dry Dog Food
- Premium Non-Therapeutic Dry Dog Food
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- Economy Wet Dog Food
- Mid-Priced Wet Dog Food
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- Premium Therapeutic Wet Dog Food
- Premium Non-Therapeutic Wet Dog Food
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- Bird Food
- Fish Food
- Small Mammal/Reptile Food
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- Cat Litter
- Pet Healthcare
- Other Pet Products
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Pet Care research and analysis database.
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