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Summary of our market study
In recent years, the pet food market, particularly in Italy, has been characterized by a trend toward premiumization, with pet owners increasingly preferring high-quality products with specific nutritional benefits. This has led to an increase in demand for specialized and premium products, such as monoprotic, organic, holistic, ancestral, vegetarian, and gluten-free foods, which have contributed significantly to market growth.
online pet food sales, although still a small segment compared to traditional retail, have increased due to attractive prices and convenience. Large multinationals such as Nestlé, Mars, and Hill's dominate the market, but private labels and specialty brands are gaining ground.
In terms of distribution, pet store chains offer the widest range of products, although supermarkets continue to capture the most value in the market. Industry sales, particularly in the dog and cat food segments,have shown solid growth, with Italy importing more dog and cat food than it exports, reflecting a trade imbalance.
A fast-growing Italian market
the Italian pet food market is robust and customer-driven. In the changing landscape of the Italian pet food market, the increase in demand is visibly linked to the humanization of animals and a consumer base that is increasingly attentive to nutritional quality and ingredient origin. This change is not purely anecdotal, but is reflected in the staggering market value of more than 2 billion euros, marking a substantial growth of 7.2 percent since 2016 . As Italians' purchasing choices are increasingly aligned with the well-being of their pets, premium products have become the focal point, as evidenced by the fact that this niche market has higher prices and contributes to market growth despite stagnating sales volumes.
Italians' affection for pets runs deep: about 60.3 million pets are present in Italy. Fish account for most of this figure, followed by birds, cats and dogs. The dog and cat segment is particularly important, as it drives the market and consumer habits. Dogs and cats are not only the favorite pets of Italians, but they also drive demand in the pet food market, with a share of sales of more than 2 billion euros.
As for the types of pet food for which Italians show a marked preference, dry food is the de rigueur choice for dog owners, who account for about 45 percent of the market. Cat owners, on the other hand, prefer a balance between dry and wet foods, with the latter registering an impressive 65 percent preference. This trend is reflected in the revenue breakdown, wherewet cat food and dry dog food dominate, with 32.4 percent and 25.2 percent market share, respectively.
The market is witnessing a dramatic increase in specialty and premium food products, with specific dog and cat foods capturing 28 percent each and single-protein alternatives capturing 16 percent and 10 percent, respectively.
Online sales, while still in their infancy compared to traditional retail, are promising, and annual growth marks a crucial point in Italians' shopping habits. The convenience, variety and competitive prices offered by e-commerce platforms are actively reshaping the market. At the center of this vibrant market are large multinational corporations, with giants such as Nestlé, Mars and Hill's accounting for more than half of retail sales.
However, there is a dynamic in which pet specialty stores, traditional retailers, and online platforms are all vying for market share The Italian pet food market landscape is characterized by the dominant presence of global giants and strategic niches occupied by specialty brands.
The main companies within the Italian market:
- Nestle Purina PetCare, a subsidiary of the Swiss conglomerate Nestlé, is a major player in the Italian pet food market and has consolidated its reputation for quality and reliability. With a diverse range of products, some of which are preferred by most Italian pet owners, such as Purina, Friskies and many others, Nestlé is the reference point for tailor-made nutrition, adapted to the different stages of life and the pet's dietary needs.
- Mars Petcare is another giant making a name for itself in Italy. Esteemed for its broad portfolio, which includes famous brands such as Pedigree, Whiskas, and Royal Canin, Mars Petcare stands out for providing specialized feeding solutions that meet specific health needs, based on rigorous scientific research and a deep understanding of pet health.
- Hill's Pet Nutrition. the trio is rounded out by Hill's Pet Nutrition, widely recognized for its scientifically developed formulas for solving pets' medical problems. Hill's portfolio of prescription diets and premium wellness options, complemented by the Hill's Science Diet and Prescription Diet ranges, caters to customers who focus on the medical and health aspects of pet nutrition.
In addition to these titans, there is a sizable market segment that supports specialty and private label brands. Among them:
- Monge and Eukanuba stand out as players in the Italian market that have won the trust of discerning pet owners with their specialized offerings. In addition, private brands, which have increased their market share, particularly in grocery distribution channels (GDO), should not be underestimated.
These brands often represent a more convenient alternative for consumers, without necessarily compromising quality. The Italian pet food market illustrates a complex tapestry in which the mastery of international companies and the mastery of specialized niches are intertwined. Consumers' growing knowledge and desire for quality pet food have propelled these companies into leading positions
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Summary and extracts
1 Market summary
1.1 Definition and presentation
The pet food category mainly includes food for dogs, cats, birds, fish, small reptiles and mammals. It is part of the broader feed category, which includes both pet food and farmed animal feed.
The main segments of the pet food market are identifiable by type of feed, and are:
- Wet
- Dry
- Snack & Treat
The Italian pet food market as a whole continues to grow, in line with the considerable number of pets. In the main segment (dogs and cats) it is interesting to note a positive trend in all product categories, with marked differences in terms of quality/price and distribution channels. On one hand the greater importance given to food composition, origin of the ingredients and nutritional benefits have driven the rise of multiple product categories. On the other hand, the humanization of pets and the increasing attention of consumers have guided their shopping habits. Thus, the supply has evolved and with it, consumers’ demand towards many product assortments.
N.B. Given the tremendous impact of the dogs and cats segment on the overall market size, most of the information and the estimations will refer to the first; unless otherwise specified.
1.2 A growing European market
The European market represents about a quarter of the global pet food market - estimated in **** at ** billion euros [***]. Sales values have been growing since ****, reaching a more or less stable evolution in the two-year period ****-**** with values around ** billion euros. The peak in terms of value growth was reached ...
1.3 The Italian pet food market maintains a stable growth
Market size of cat and dog food Italy, ****-****, in million kg and million € Source: ****
The Italian pet food market consists of two segments: Dog and cat food (***) Other pets food (***) The market value of the pet food industry in Italy in **** amounted to over * billion euros - +*,*% compared to the ...
1.4 International trade of pet food
International trade of dog and cat food Italy, ****-****, in million $ Source: ****
Italy imports a greater value of cat and dog food than the value it exports. Indeed, its coverage rate – given by the ratio between exports and imports – is less than ***%. In **** both exportations and importations experienced a similar percentage ...
2 Demand analysis
2.1 Italy’s position in the European pet scene
Europe represents a considerable segment of the world pet food market. A first explanation of its position can be found on the demand side in the high number of pets owned by member states. In fact, a European overview shows that about ** million households own at least one pet. Europeans seem ...
2.2 Italians and their pets
Italians are animal lovers: the territory counts circa **.* million domestic animals, a significant figure because it reflects the number of Italian residents – according to Istat amounting precisely to **.* million in ****. There is a *:* ratio between individuals and pets. The high figure though is **% made up exclusively by domestic fish. Pet birds ...
2.3 Purchasing habits: characteristics of the pets, ingredients, recommendations
What do Italians consider when buying pet food? As pets have started to cover a more prominent role within the family circle, their specific characteristics have been driving purchasing decisions – with **% of dog owners and **% of cat owners taking those into account when buying pet food.
Main criteria influencing dog food ...
2.4 Pet food by geographical location and monthly expenditure
There are not considerable geographical differences in terms of pet food purchase habits when considering each standalone variable. Undoubtedly dog and cat food represent the most consistent spending throughout the territory. The islands have the highest percentage of individuals across all pet food purchases (***), while the Southern, Central the North Western ...
2.5 The Internet’s influence on buying patterns
Consumers purchase their food on the internet: this trend has gained in importance in the recent years, with consumers spending more and more on online grocery websites. The latter is observable also in the pet food category, with an increasing demand. By far, Italians have stated that the ability to find ...
3 Market structure
3.1 A concentrated market in the hands of the multinationals
The European pet food market presents a fragmented image, with an estimated *** production companies in **** employing:
Directly: ***.*** individuals Indirectly: ***.*** individuals
[***]
The Italian pet food market on the other hand presents a more solidified image, with a few players owning considerable portions of the market. Indeed, multinationals Nestle, Mars and Hill’s ...
3.2 A slow revenue growth for the Italian production
The industry involves a number of actors with specific roles and responsibilities, which can be assembled and form * macro categories of business flows:
Raw material flow Transformation flow Sales flow
From raw materials to final products in the hands of the consumers, there are several transformation steps, which can be broken ...
3.3 Distribution: grocery retailers maintain their predominant position
Outlook of the channels
The Italian distribution landscape for pet food incorporates the channels through which the product can reach the consumer, distinguishable in three segments:
Traditional retailers Specialized stores Other
Source: ****
The many different distribution channels experience diverse performances and evolutions. Considering exclusively the three segments of the graphs below ...
4 Analysis of the offer
4.1 Breakdown of pet food
The supply side is composed of the different categories of food available for pets. There are multiple variables to use in order to breakdown and segment the market:
Type of pet; Food origin: packaged industrial food (***) or cooked food/leftovers; Food composition: dry or wet products; Food functionality:
General packaged foods: ...
4.2 Revenue dominance of two pets
As both mentioned and seen graphically the incidence of dogs and cats on the pet food market is remarkably higher than all other animals. The more than *-billion-euro market for the first category of pets is split between cats and dogs fairly evenly. Cat food revenue though is the dominant ...
4.3 The battle between dry and wet foods
Dry products represent Italians’ preferred choice when it comes to feeding their dogs, conquering circa **% of the market share. Cat owners endorse a mix between dry and wet food products as their main option (***). Only **% chooses to buy exclusively wet food for both their cats and dogs.
Dog food by category Italy, ...
4.4 Specific foods’ aggressive growth
GIPFs (***) and monoprotic foods – **% and **%. The latter confirms an increasing interest towards more tailored and premium offerings.
Dog food by category Italy, ****, in % Source: ****
Cat food by category Italy, ****, in % Source: Assalco Biologic and dietary food - between *% and **% of the market - have aggressively increased in recent years. Packaging: sacks ...
4.5 Channels’ offerings and brand positionings
The supply side of the pet food market is composed of the main distribution channels and their products. The table below provides a summary of the **** outlook of the industry, with pet shop chains driving the product offering with almost **** variations, followed by traditional pet shops (***) with circa ****. Supermarkets though take ...
5 Rules and regulations
5.1 The European and national regulatory framework
Directive ****/**/EC
The European Directive ****/**/EC defines feed as " products of vegetable or animal origin, in their natural state, fresh or preserved, and products derived from the industrial processing thereof, and organic or inorganic substances, used singly or in mixtures, whether or not containing additives, for oral animal feeding".
This Directive ...
5.2 Nomenclature and Harmonized System of World Customs
The Harmonized System is an international nomenclature for the classification of products. It allows participating countries to classify traded goods on a common basis for customs purposes. At the international level, the Harmonized System (***) for classifying goods is a six-digit code system. [***]
The HS comprises approximately *,*** article/product descriptions that appear ...
6 Positioning of the actors
6.1 Segmentation
- Nestlé Italia
- Mars Italia
- Hill's Pet Nutrition
- Monge
- Morando
List of charts presented in this market study
- Valeur des ventes d'aliments pour animaux de compagnie
- Taille du marché des aliments pour chiens et chats
- Commerce international d'aliments pour chiens et chats
- Principales destinations des exportations d'aliments pour animaux de compagnie
- Principales origines des importations d'aliments pour animaux de compagnie
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