Pet care in 2025: The big picture
Pet care in Belgium experienced growth in both current value and volume terms in 2025. The primary reason for this is premiumisation, with local consumers increasingly spending more on high-quality pet food, premium pet accessories, and functional healthcare products.
2025 key trends
The demand for high-quality, breed-specific, and health-focused pet foods, especially premium wet cat food, is on the rise. Cat owners prioritise nutrition for their pets, favouring products that enhance health and longevity.
Competitive landscape
The overall leader in pet care, Mars, employs a robust multi-tiered brand strategy, offering products that appeal to both value-conscious and premium-seeking consumers across various pet care categories. The company enjoys a strong presence in all major retail channels, ensuring high accessibility.
Retail developments
The vast majority of Belgian consumers visit supermarkets at least once a week, offering consistent opportunities for pet product purchases. Unlike pet shops and superstores or veterinary clinics, supermarkets seamlessly incorporate pet care purchases into regular grocery shopping, making them the most accessible and convenient retail channel.
What next for pet care?
In Belgium, veterinary clinics are transitioning from primarily offering medical services to becoming comprehensive pet healthcare providers. This shift is driven by growing awareness of preventive pet care, increased spending on pet healthcare, and a need to diversify revenue streams due to high operational costs.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- Which are the leading brands in Pet Care in Belgium?
- How are products distributed in Pet Care in Belgium?
- 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 Belgium
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in Belgium
KEY DATA FINDINGS
Growth in 2025 driven by increased cat population, premiumisation and switch to wet cat food
Mars leads due to broad presence across subcategories, but Vitakraft sees the most dynamism
Supermarkets leads sales, but pet shops and superstores see rapid growth driven by premiumisation
Premiumisation and rising pet ownership will drive growth in cat food in the coming years
Competition in distribution set to rise as e-commerce gains share
Natural cat food will likely drive growth in the premium segment
Dog Food in Belgium
KEY DATA FINDINGS
Current value growth driven by premiumisation as humanisation trend continues apace
Mars remains category leader with a robust product portfolio
Supermarkets loses some share to e-commerce in 2025
Growth predicted for dog food, driven by increasing dog population and premiumisation
Specialist online retailers will become increasingly popular in the coming years
Functional dog foods and treats set to emerge as key growth drivers
Other Pet Food in Belgium
KEY DATA FINDINGS
Other pet food growth driven by volume demand and pet population increase
Vitakraft leads sales, but private label benefits from ongoing price consciousness
Supermarkets lead, but veterinary clinics gain ground as consumer awareness grows
Growth will be driven by increased demand for small mammal/reptile food
Online sales of other pet food expected to increase in the coming years
Innovation set to continue apace as players vie for share
Pet Products in Belgium
KEY DATA FINDINGS
Sustainability and owner concern drive growth in pet products in 2025
Laroy leads with success across multiple product areas
Supermarkets performance driven by good value and broad product selection
Premiumisation will drive growth in pet products over the forecast period
Broadening of e-commerce landscape set to continue
Technology and sustainability trends will continue apace
The following categories and subcategories are included:
Pet Care
-
-
-
- Cat Treats and Mixers
-
- Economy Dry Cat Food
- Mid-Priced Dry Cat Food
-
- Premium Therapeutic Dry Cat Food
- Premium Non-Therapeutic Dry Cat Food
-
- Economy Wet Cat Food
- Mid-Priced Wet Cat Food
-
- Premium Therapeutic Wet Cat Food
- Premium Non-Therapeutic Wet Cat Food
-
- Dog Treats and Mixers
-
- Economy Dry Dog Food
- Mid-Priced Dry Dog Food
-
- Premium Therapeutic Dry Dog Food
- Premium Non-Therapeutic Dry Dog Food
-
- Economy Wet Dog Food
- Mid-Priced Wet Dog Food
-
- Premium Therapeutic Wet Dog Food
- Premium Non-Therapeutic Wet Dog Food
-
-
- Bird Food
- Fish Food
- Small Mammal/Reptile Food
-
-
- 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!