Summary

From 2020 onwards, the pet food market, particularly in Italy, has been marked by a trend towards premiumization, with pet owners increasingly favoring high-quality products with specific nutritional benefits. This trend has led to increased demand for specialized, high-end products, such as monoprotic, organic, holistic, ancestral, vegetarian and gluten-free foods, all of which have contributed significantly to market growth. The increasing humanization of pets has also influenced purchasing decisions, with consideration of specific pet characteristics guiding purchases. Online sales of pet food, although still a small segment compared to traditional retail, have increased, thanks 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 shop chains offer the widest variety of products, although supermarkets continue to capture the greatest market value. Industry sales, particularly in the cat and dog food segments, have seen solid growth, with Italy importing more cat and dog food than it exports, reflecting a trade imbalance. Regulatory frameworks, both at European and national level, aim to guarantee safety and quality in the pet food market, by imposing compliance with labeling standards and limitations on the content of undesirable substances: Italy's robust, customer-centric pet food market In the ever-changing landscape of the Italian pet food market, an increase in demand is visibly linked to the humanization of animals and a consumer base increasingly attentive to the nutritional quality and origin of ingredients. This shift is not merely anecdotal, but is reflected in the staggering market value of over €2 billion, marking substantial growth of 7.2% since 2016. As Italians' purchasing choices are increasingly aligned with the well-being of their pets, high-end products have become the focal point, as evidenced by this niche commanding higher prices and contributing to market growth despite stagnating sales volumes. Italians' affection for pets runs deep, with some 60.3 million pets mirroring the country's human population in numbers. Fish account for the bulk 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 Italians' favorite pets, they also drive demand in the pet food market, accounting for an equal share of sales of over 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, occupying around 45% of the market. Cat owners, meanwhile, prefer a balance between dry and wet foods, with the latter recording an impressive 65% preference rate. This trend is reflected in the revenue breakdown, where wet cat food and dry dog food dominate, with 32.4% and 25.2% market share respectively. The market is witnessing a staggering increase in specialty and premium food products, with specific cat and dog foods capturing 28% each and monoprotic alternatives grabbing 16% and 10%, respectively. This trend reflects consumers' growing commitment to offering products tailored to their pets' unique dietary needs. Online sales, while still in their infancy compared to traditional retail, are promising with year-on-year growth, marking a crucial point in Italians' purchasing habits. The convenience, variety and competitive prices facilitated by e-commerce platforms are actively reshaping the market. At the heart of this lively market are the large multinationals, with giants such as Nestlé, Mars and Hill's accounting for over half of retail sales. However, there is a dynamic in which specialist pet shops, traditional retailers and online platforms are all fighting for market share In the Italian pet food market, the landscape is characterized by the dominant presence of global giants and strategic niches occupied by specialist brands. The dominant forces exerting considerable influence on market dynamics can be attributed to a handful of multinationals, which together account for over half of retail sales in terms of value. These powers spearhead innovation, dictate market trends and significantly influence consumer choices. ## The titans of pet nutrition: Nestlé, Mars and Hill's **Nestle Purina PetCare** - Nestle Purina PetCare, a subsidiary of the Swiss conglomerate Nestlé, is one of the leading players in the Italian pet food market, and has consolidated its reputation for quality and reliability. With a varied range of products, some of which are preferred by the majority of Italian pet owners, such as Purina, Friskies and many others, Nestlé is the benchmark for tailor-made nutrition, adapted to the different stages of a pet's life and dietary needs. **Mars Petcare** - Mars Petcare is another giant making waves in Italy. Esteemed for its extensive portfolio, which includes well-known brands such as Pedigree, Whiskas and Royal Canin, Mars Petcare stands out for providing specialized food solutions that meet specific health needs, based on rigorous scientific research and a thorough understanding of pet health. **Hill's Pet Nutrition** - The trio is completed by Hill's Pet Nutrition, widely recognized for its scientifically developed formulas that target pets' medical problems. The Hill's portfolio of prescription diets and premium wellness options, complemented by the Hill's Science Diet and Prescription Diet lines, is aimed at customers who prioritize the medicinal and health aspects of pet nutrition. ## Specialized influencers and the rise of private labels In addition to these titans, there is a sizeable market segment championing specialty brands and private labels. Among these, **Monge** and **Eukanuba** stand out as leading players in the Italian market, having won the trust of discerning pet owners with their specialized offerings. In addition, private brands should not be underestimated, as they have increased their market share, particularly in grocery distribution channels (GDO). These brands often represent a more cost-effective alternative for consumers, without necessarily compromising on quality. The Italian pet food market illustrates a complex tapestry where the mastery of international companies blends with the mastery of specialized niches. The growing knowledge of consumers and their desire for quality pet food have propelled these companies into leading positions
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  • Last update : 10/08/2021
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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

  • 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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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Nestlé Italia
Mars Italia
Hill's Pet Nutrition
Monge
Morando

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