Pet Care in Norway

Pet care in 2025: The big picture

The Norwegian pet care market is expected to continue growing in current value terms in 2025, although at a more modest pace than in previous years. With the pet population remaining relatively stable, this will be fuelled by premiumisation and an increasing focus on pet wellbeing. Consumers are showing a greater willingness to invest in higher-quality products particularly younger demographics who are more inclined to splash out on health-focused treats, specialised diets, and stylish accessories. Trends such as pet humanisation, functional nutrition, and lifestyle-driven purchasing are contributing to rising average unit prices.

2025 key trends

Pet humanisation is a growing phenomenon in Norway, shaping not just how owners care for their pets but also what they purchase. Increasingly, pets are seen as valued family members, driving demand for premium, personalised, and health-focused products. In pet food, this is reflected in the popularity of grain-free recipes, functional treats, and supplements targeting digestion, mobility, or skin and coat health. In non-food categories, owners favour products that combine functionality with design such as ergonomic grooming tools, aesthetically pleasing home accessories, and engaging toys. This trend overlaps with growing interest in sustainability and ethical consumption, as evident in innovations such as upcycled pet accessories and clean-label, locally produced food. In Norway, humanisation is no longer synonymous with indulgence it now reflects broader values around health, wellbeing, and responsible living.

Competitive landscape

Mars Norge AS remains the leading player in Norway’s pet care market, supported by a strong, diversified portfolio of trusted brands in both dog and cat food, as well as treats. Brands such as Pedigree, Whiskas, Sheba, and Dreamies enjoy high consumer recognition and loyalty, catering to a wide range of price points and needs from everyday nutrition to occasional indulgence. The company’s ongoing investment in marketing, innovation, and omnichannel distribution ensures a strong presence across grocery and specialist retail.

Retail developments

Pet shops and superstores remains the dominant retail channel for pet care in Norway, thanks to their extensive product ranges, expert service, and strong reputation among pet owners. These outlets offer tailored advice and a comprehensive selection of essentials and specialist items across food, treats, healthcare, and accessories. Many shoppers still value the in-store experience particularly when selecting products suited to specific breeds, health conditions, or enrichment needs. The ability to consult knowledgeable staff and browse a wide assortment in one location continues to make these stores a preferred destination for many Norwegian households.

What next for pet care?

Pet care in Norway are projected to grow steadily in constant value terms (at 2025 prices) over the forecast period, supported by ongoing premiumisation, innovation, and evolving consumer expectations. As more owners prioritise quality, convenience, and functionality across food, treats, healthcare, and accessories the market is shifting towards higher-value products. This growth is being further supported by digital expansion, product diversification, and the continued influence of human wellness trends on pet care.