Pet care in 2025: The big picture
In 2025, sales of pet care in Italy are expected to increase in retail value terms. After a period of consistent volume growth, volume sales stabilised in both 2024 and 2025.
2025 key trends
In 2025, the pet population in Italy is expected to remain relatively stable. Following the surge in dog and cat adoptions during the COVID-19 pandemic, the rate of new adoptions has stabilised, indicating a plateau after the lockdown-driven increase, when many households took in pets for companionship.
Competitive landscape
Nestlé Purina PetCare Italia continued to lead pet care in Italy in 2024, maintaining its position through a broad portfolio of high-quality products and a commitment to innovation and sustainability. The company invests heavily in research and development, aiming to create pet foods that are increasingly tailored to the specific nutritional and health needs of animals.
Retail developments
In Italy, pet stores and superstores continue to serve as the primary purchasing channel for pet care, set to maintain its share in 2025. This trend is supported by consumers' growing demand for high-quality products and a personalised shopping experience that helps them identify the most suitable solutions for their pets’ specific needs.
What next for pet care?
Over the forecast period, pet care in Italy is expected to record steady retail value and volume growth, with a strong performance expected from premium therapeutic products, for both dogs and cats. The ageing pet population is a significant factor driving the growth of these products.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Pet Care in Italy?
- How are products distributed in Pet Care in Italy?
- 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 Italy
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in Italy
KEY DATA FINDINGS
The pet humanisation trend supports sales of premium, high-quality cat food
Nestlé Purina PetCare retains its lead, expanding its ranges to improve sales
Consumers visit pet shops and pet superstores to access personal advice and a wide array of products
Affordability, sustainability and the rising cat population are set to support growth
Online subscription services are expected to drive growth for retail e-commerce
Innovations are set to focus on natural ingredients and free-from formulas
Dog Food in Italy
KEY DATA FINDINGS
Premiumisation and personalisation drive growth amid economic pressures
Leading players focus on innovation, sustainability and specialised nutrition
Pet shops and superstores hold a stable lead while hypermarkets record growth
Premiumisation and targeted nutrition are set to drive growth in dog food
Retail e-commerce offers dog food companies opportunities for growth
Innovations will focus on natural ingredients and alternative protein sources
Other Pet Food in Italy
KEY DATA FINDINGS
The static population of other pets challenges volume growth, which continues to fall
Nestlé Purina PetCare leads while Tetra focuses on expanding its fish food ranges
Pet shops and superstores lead sales while discounters gain ground through affordability
Small mammal/reptile food is set to drive growth, with a rising focus on high-quality options
Physical stores will remain key as many consumers appreciate personalised advice for pet health
Health, wellbeing and convenience is expected to be the focus of innovation
Pet Products in Italy
KEY DATA FINDINGS
Pet humanisation supports growth as health and wellness become key drivers of sales
Merial Italia SpA retains its lead, while private label strengthens its position through affordability
Affordable Asian e-commerce platforms are strong compeition for domestic players
Positive outlook for pet products, driven by innovation and regulation
Retail e-commerce sales will be driven by online innovation and changing consumer behaviour
Customisation, technological advancements and personalisation will be the focus of innovation
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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