Pet Care in Poland

Pet care in 2025: The big picture

Pet care is seeing positive growth in Poland in 2025, with volume sales slightly improved from the previous year, and value sales down. This dynamic is due to the stabilisation of the Polish economy, with inflation back to normal levels after two years of double-digit hikes, and signs of stable growth. However, despite this good news, consumers remain price-sensitive and some budget-conscious pet owners are leaning towards more financially-friendly options. Some consumers are choosing to cook for their pets at home, or feed table scraps, while others are trading down to cheaper pet food brands. This offers opportunities to economy brands, especially private label, which are stepping up their game by improving the quality and the look-and-feel of the packaging of their pet care products to rival that of the mid-priced brands. That said, polarisation remains, and on the other hand, persisting pet humanisation trends are encouraging premiumisation. The pet humanisation brands lead consumers to treat their pets like part of the family and invest more in their health and wellbeing. Thus, the mid-priced brands might start to struggle to compete with the superior quality of the premium brands and the growing appeal of the economy options.

2025 key trends

The premiumisation trend continues to gain momentum. Even within traditionally low-cost categories, such as economy dry dog food, brands are improving ingredient quality, packaging, and branding, to appeal to increasingly discerning consumers. These upgrades make economy products appear more premium, blurring the lines between the price tiers. Meanwhile, developments in premium wet cat food are being driven by urban lifestyles and ageing cat populations, with more functional claims and innovations like insect-based protein entering the mainstream. Within this polarised context, this indicates that consumers are willing to pay more for perceived health benefits and specialised nutrition, as long as the value is evident.

Competitive landscape

Mars Polska Sp zoo is the leading company in pet care in Poland, having also growth its share in 2024. The company owes its overall success to the strength of its portfolio across pet food, with its well-known Pedigree and Whiskas brands in overall second and third brand place. Mars also leads dog food and cat food.

Retail developments

Retail e-commerce has developed into the leading distribution channel for pet care in Poland, thanks to a tech-savvy consumer base, homegrown platforms like Allegro, efficient logistics, user-friendly mobile shopping, trusted payments, and supportive economic conditions. This is especially true for premium and specialised products. E-commerce platforms offer a broader product range, more detailed information, and customised services that go beyond what physical stores can offer. This includes subscription models, tailored feeding plans, and direct-to-consumer services, which appeal to convenience-driven pet owners. With platforms like Allegro, Zooplus, and Maxi Zoo leading the way, e-commerce aligns perfectly with premiumisation and personalisation trends. It also enables bulk-buying at competitive prices, which appeals to cost-conscious consumers.

What next for pet care?

Pet care in Poland is poised for continued growth, driven by rising pet populations, consumer price sensitivity, and the evolving dynamics of retail distribution. Economy dry dog food, already the largest category, is expected to remain strong over the forecast period, supported by the strength of local production, competitive pricing, and continued improvements in product quality and packaging—making economy offerings increasingly comparable to higher-tier options. The growth of discounter channels further cements this trajectory, as more consumers, fatigued by prolonged economic hardship, seek value for money. Meanwhile, private label brands are rapidly gaining ground, driven by upgraded ingredient quality and innovation, even in super-premium segments. This growing sophistication, combined with affordability, is reshaping consumer trust and expectations in non-branded offerings.