Pet care in 2025: The big picture
Pet care sales in Turkey continue to grow at a dynamic pace in 2025, both in volume and value terms. Current value growth is driven by high inflation and the premiumisation trend, while rising pet ownership supports volume growth.
2025 key trends
Industry players have sharpened their focus on premiumisation in 2025. Super premium products, such as fresh pet food, has gained popularity among more affluent pet owners, although growth is from a low base.
Competitive landscape
Pet care in Turkey remains fairly fragmented and highly competitive in 2025, with multiple players jostling for position across all categories and price segments. Though many Turkish people with low disposable incomes are turning to private label options for more affordable pet care products, major players such as Nestlé Purina PetCare Türkiye and Mars Inc have maintained position by offering products in different price segments.
Retail developments
The impact of high inflation on consumer budgets has prompted many pet owners to seek more budget-friendly options for their pets. Consumers no longer go to the same shop each time to buy their pet food but are increasingly looking across outlets for the lowest prices and best deals, which are often online.
What next for pet care?
The trend towards considering pets as family members will continue to fuel demand for premium and specialised products and services. A growing number of pet owners will seek personalised nutrition, grooming services and high-quality healthcare options during the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Turkey 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 Turkey, 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 Turkey 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 Turkey?
- Which are the leading brands in Pet Care in Turkey?
- How are products distributed in Pet Care in Turkey?
- 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 Turkey
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in Turkey
KEY DATA FINDINGS
Rising cat ownership supports volume growth
Nestlé Purina PetCare Türkiye leads the competitive landscape
Grocery retailers and e-commerce takes value share from pet specialists
Bright outlook as cat ownership expands further
Further evolution for the retail e-commerce channel
Local production base will fuel innovations tailored to consumer needs
Dog Food in Turkey
KEY DATA FINDINGS
Growth slows amid difficult economic conditions
Key competitors focus on social responsibility initiatives
Retail e-commerce enjoys dynamic growth
Brighter economic conditions to support future development
Sustainable products to evolve in dog food category
Digital platforms will drive appeal of premium brands
Other Pet Food in Turkey
KEY DATA FINDINGS
Slower volume performance for other pet food
Global brand Tetra exerts its lead in Turkey
Retail e-commerce rapidly gains ground
Muted growth ahead for other pet food
Pet humanisation trend set to benefit other pet food
Further evolution of retail e-commerce
Pet Products in Turkey
KEY DATA FINDINGS
Pet humanisation trend drives demand for range of pet products
Highly fragmented competitive landscape reflects product diversity
E-commerce is the most dynamic channel for pet products
Positive outlook as pet owners indulge their cats and dogs
All channels will hone in on consumer needs to capitalise on buoyant growth prospects
Innovation to centre on pet healthcare and digital solutions
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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