Pet care in 2025: The big picture
Pet care in Germany is undergoing a significant transformation, driven by shifting societal values, increasing pet ownership, and evolving consumer expectations. What was once an industry focused on basic needs has expanded into a lifestyle-led space where pets are treated as fully integrated family members.
2025 key trends
As Germany’s pet adoption boom stabilises, owners are turning their focus from acquisition to active care, with a strong emphasis on health, wellness, and longevity. This shift is fuelling demand for advanced pet nutrition, functional supplements, and preventative healthcare products.
Competitive landscape
In 2024, the competitive landscape of pet care in Germany continued to be led by a mix of multinational corporations and strong private label offerings. Masterfoods GmbH and Nestlé Purina PetCare Deutschland GmbH remained leading players, supported by their wide-ranging portfolios that include household names such as Pedigree, Whiskas, Sheba, Felix, and Purina ONE.
Retail developments
In 2025, pet shops and superstores remains the leading distribution channel for pet care in Germany, followed by grocery retailers. Pet specialists, led by Fressnapf, remain crucial for premium, specialised, and health-focused pet care products.
What next for pet care?
Over the forecast period, pet care in Germany is expected to further expand. One of the strongest drivers of this trend will be the growing pet humanisation trend, with local consumers increasingly treating their pets as family members, thereby leading to greater demand for premium, health-conscious, and sustainable products.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Pet Care in Germany?
- How are products distributed in Pet Care in Germany?
- 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 Germany
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in Germany
KEY DATA FINDINGS
Demographic shifts support long-term opportunities for cat food
Competitive pressure intensifies among leading players
E-commerce remains key as part of omnichannel approach to cat food sales
Evolving consumer expectations and population growth to support future expansion
E-commerce to evolve beyond convenience
Innovation to focus on functional nutrition and sustainability
Dog Food in Germany
KEY DATA FINDINGS
Dog food in Germany sees growth in health-focused premiumisation
Segmentation drives strategy in a mature landscape
Dog food distribution shifts as consumers demand personalisation and value
Managing slower growth in the local dog population
Maturing e-commerce set to have major impact on distribution
Health, customisation, and sustainability to continue to drive innovation
Other Pet Food in Germany
KEY DATA FINDINGS
Health, humanisation, and sustainability are reshaping other pet food in Germany
Vitakraft strengthens lead, with trust, innovation and care in small pet nutrition
Digital shift in other pet food’s distribution landscape
Declining demand for bird food, but other pet food still offers growth opportunities
E-commerce will continue to transform distribution of other pet food
Personalised nutrition and eco trends drive pet food evolution
Pet Products in Germany
KEY DATA FINDINGS
Healthy performance across pet products in Germany
Trixie benefits from leadership of other pet products
Zooplus and Fressnapf expand digital presence to meet demand
Multi-pet households and premium trends set to reshape pet products
Apps and automation to boost convenience for pet owners
Pet wellness and sustainability set to inspire new product development
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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