Pet care in 2025: The big picture
In 2025, pet care in Sweden is poised for continued value growth, even as volume growth stabilises. This trend reflects a shift in consumer behaviour from quantity to quality, as pet owners increasingly favour thoughtful, functional, and often premium solutions over bulk purchasing.
2025 key trends
Pet humanisation continues to shape the Swedish pet care market in 2025, evolving beyond indulgence to reflect deeper lifestyle alignment and ethical considerations. Consumers increasingly view their pets as family members, which elevates expectations around product safety, nutrition, and environmental responsibility.
Competitive landscape
Mars Sverige AB remains the leading player in pet care in Sweden in 2025, supported by a robust portfolio of widely recognised brands such as Pedigree, Whiskas, Sheba, and Dreamies. The company’s sustained success lies in its ability to cater to a broad consumer base, offering products that meet everyday needs while maintaining trust and familiarity.
Retail developments
Pet shops and superstores remain the leading distribution channel for pet care in Sweden in 2025, reflecting consumers’ preference for specialist knowledge, curated product ranges, and a more engaged shopping experience. Chains such as Arken Zoo continue to attract loyal shoppers by offering in-depth advice, high-quality assortments, and convenient services like grooming and veterinary consultations.
What next for pet care?
Value sales of pet care in Sweden are projected to rise steadily over the forecast period, driven by ongoing premiumisation and an intensifying focus on health, sustainability, and lifestyle alignment. While volume growth is expected to remain modest, consumers are likely to continue upgrading to more specialised products, including grain-free food, functional supplements, and eco-designed accessories.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Pet Care in Sweden?
- How are products distributed in Pet Care in Sweden?
- 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 Sweden
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in Sweden
KEY DATA FINDINGS
Premium and functional nutrition drive value growth in a stable market
Nestlé Purina leads, while VAFO captures growth through premium positioning
Pet specialists retain leadership as e-commerce accelerates
Growth to be sustained by premiumisation, personalisation, and health-led innovation
E-commerce to shape shopping habits through convenience and personalisation
Innovation focuses on health, variety, and Swedish identity
Dog Food in Sweden
KEY DATA FINDINGS
Premiumisation and tailored nutrition continue to shape consumer choices
Mars maintains leadership, while VAFO accelerates growth through natural innovation
Pet specialists dominate while hypermarkets emerge as fast-growing channels
Functional and natural dog food to fuel long-term value growth
E-commerce to drive convenience and customisation in a health-conscious market
Innovation highlights Swedish heritage, natural ingredients, and functional benefits
Other Pet Food in Sweden
KEY DATA FINDINGS
Declining pet populations and low innovation limit category performance
Dogman maintains leadership while Sera emerges as a dynamic niche player
Pet specialists dominate distribution while e-commerce expands niche access
Modest long-term decline expected due to stable pet populations and low engagement
E-commerce supports niche accessibility and stabilises category performance
Innovation centres on enrichment, health, and sensory appeal for birds
Pet Products in Sweden
KEY DATA FINDINGS
Pet humanisation, hygiene, and lifestyle support value growth in pet products
Dogman leads the market while Vitakraft drives dynamic growth through innovation
Pet shops lead while e-commerce accelerates with convenience and assortment
Premiumisation, enrichment, and everyday essentials to sustain value growth
E-commerce continues to shape consumer expectations and expand product access
Innovation blends function, style, and hygiene in pet 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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