The pet food market - Italy (2024)

1.2 The global and European market

The Global Market

The global pet food market is estimated at $***.** billion in **** and is expected to reach $***.** billion by ****, with a compound annual growth rate (***) of*.** percent. The growth is fueled by an increasing pet population and demand for high-quality, pet-specific foods. Dogs dominate the market, followed by cats. North America is the leading region, while Africa and South America show the fastest growth rates.

Global pet food market value World, ****-****, in billions of dollars (***) Mordor Intelligence

The European market

The pet food market in Europe is valued at $**.** billion in **** and is expected to reach $**.** billion by ****, with a compound annual growth rate (***) of *.** percent. This market reflects owners' increased focus on the health and well-being of their pets.

Value of the European pet food market Europe, ****-****, in billions of dollars (***) Mordor Intelligence

1.3 The Italian market

In ****, the Italian dog and cat food market was worth * billion euros, a growth of **.* percent compared to ****. This steady increase over the past ** years is mainly due to the increasing "humanization" of pets, which are increasingly considered members of the family. Owners are willing to invest more in premium products, tailored to the specific needs of their pets based on factors such as breed, age, and health conditions.

Italian pet food (***) market value Italy, ****-****, in billions of euros Assalco

With respect to the value of the Italian pet food market for cats and dogs, we see that the market shares are divided into **.* percent for cats and **.* percent for dogs. This reflects the increased adoption of cats as pets and the growing focus on foods specifically for their needs. Both segments show a trend toward premiumization of products, with owners spending more to ensure the well-being and health of their pets.

Market share - dogs and cats Italy, ****, in % Assalco The small pet food market in Italy is worth €** million in ****. Market shares are divided into **.* percent for birds, ** percent for rodents, **.* percent for fish, *.* percent for turtles, and the remaining *.* percent for other animals. This segment, while smaller ...

1.4 Foreign trade

The pet food sector has shown steady growth in recent years, as evidenced by data on exports (***), indicating a significant dependence on imports to meet domestic demand. This increase in trade, both in terms of exports and imports, underscores the growing importance of the sector, driven by increased spending on pets, which are increasingly considered members of the family. Growth in imports may also reflect the introduction of new niche products and a preference for specialized foods, while growth in exports demonstrates the competitiveness of domestic firms in the international market.

Imports, Exports and Hedging Rate (***) Italy, ****-****, in billions of dollars (***) UNComtrade

Italy's pet food exports are mainly concentrated in a few European markets, but show considerable global diversification. In particular, France accounts for*.* percent of total exports, followed by Greece(***), which are important outlets for Italian products. Russia, with *.* percent, and Germany, with *.* percent, are also significant markets, highlighting Italy's ability to export to areas both inside and outside the European Union. However, most of Italy's exports go to a variety of other countries, which together absorb **.* percent of exports. This broad geographic distribution demonstrates a strong competitiveness and ability to penetrate different markets, making Italy a significant player ...

1.5 The development of the consumer price index

The trend of the Consumer Price Index for Pet Food, with base ****=***, shows gradual growth from January **** to September ****. In early ****, the index increases steadily from ***.* to ***.* in July of that year. This trend reflects a gradual increase in consumer costs. The peak is observed in August ****, when the index reaches ***.*, before a slight decline in the following months.

After stabilizing around *** points between September and November ****, the index resumes rising in early ****, reaching ***.* in January. However, in the following months, the trend remains more stable, with minimal changes suggesting a settling phase in prices. This may indicate that although the cost of pet food has increased significantly over the past year, it is possible that the market is entering a more balanced phase, with less fluctuation in prices.

Consumer price index in pet food Italy, ****-****, base **** = *** - monthly data Istat

21. Demand in Italy

In ****, the pet population in Italy remained stable, with an estimated ** million, according to Euromonitor. Fish appear to be the most numerous pets, with nearly **.* million, accounting for nearly half of the total number of pets in Italian households. Dogs and cats, which together exceed ** million, are also widely distributed, with cats outnumbering dogs. In addition, Euromonitor estimates the presence of more than ** million birds, while small mammals and reptiles total * million.[***]

Pet population in Italy Italy, ****, in millions Neodemos

Pet care, involves several responsibilities, with feeding being a key aspect. Pet food choice is driven primarily by the quality of ingredients, which is considered important by ** percent of pet owners, a figure that is up from the past. Veterinary advice also plays a significant role, indicated by ** percent of respondents, followed by trust in the brand of the food, relevant to ** percent. Other factors considered in the choice include protein content and convenience of the product. Interestingly, the price of food ranks only sixth in priorities, with owners today increasingly looking for a compromise between quality and price, reflecting a growing concern for the health and well-being of their pets.

How do you choose food for your pet? Italy, ****, % ...

2.2 Geographical distribution of demand

Regarding the geographical distribution of sales in Grocery and Traditional Petshops, some main trends emerge in ****:

Northern Italy: this area develops almost half of total sales, with particularly strong growth in the Northeast (***), above the national average. The predominant position of the North is due to the higher concentration of outlets and the greater purchasing power of consumers. Central + Sardinia: this region accounts for **.* percent of sales, confirming its position as the second largest area in terms of its share of sales. It should be noted that Central + Sardinia is the only area to also register an increase in volume (***), while the other areas show declines in this parameter. Southern Italy: despite developing **.*% of turnover, the South has recorded a decline in sales volumes, although it continues to contribute significantly to the overall pet food market in terms of value.

In ****, the domestic pet food market (***) saw +**.*% growth in value, driven mainly by inflation. However, in volume terms, the market declined slightly by -*.*%, with the only exception of Central + Sardinia, which also saw an increase in sales volumes.[***]

Value weight of geographic areas on channel sum (***) Italy, ****, in % Assalco

2.3 The benefits of Pet presence

More than * in ** owners believe that their pets offer comfort and help reduce stress, improving people's well-being. A similar percentage note that pets offer unconditional love and make people feel less lonely, becoming a valuable companion, especially in situations where a sense of isolation may emerge. About half of cat owners say that the presence of their pet makes them feel fulfilled and gratified, emphasizing the deep emotional bond that is created with pets. As for children and adolescents, more than * out of ** people believe it is essential to bring younger people closer to pets from an early age. This not only helps develop a sense of responsibility, but also helps create solid emotional and social bonds, fostering the development of relational and empathic skills that will be invaluable throughout life.[***]

The benefits of having a pet in the family Italy, ****, % Assalco

Benefits of having a pet in the workplace Although few work environments allow people to bring their pets, interest in this option is steadily growing, especially among dog owners. According to one survey, ** percent of dog owners believe that the presence of a pet in the workplace would have a positive effect, helping to improve mood and reduce stress. ...

3.1 The market structure

The analysis of the size of the pet food market is carried out by analyzing data belonging to ATECO code **.**.** (***). Specifically, three different magnitudes are considered:

number of active enterprises; number of employees; legal form of active enterprises;

Active enterprises

The following is the overview of active enterprises from **** to ****: an overall growth of **.* percent is observed over the period considered. This increase was particularly pronounced in the first few years, while the last three years have seen considerable stability in the number of active enterprises in the sector. This trend reflects a consolidation of the market, with a growth phase followed by a stabilization phase, which has allowed the sector to maintain a constant level of business activity without significant changes.

Number of active enterprises - production of pet food products Italy, ****-****, in number Istat

Number of employees

The number of employees in the sector also showed a positive influence during the period under review, showing a growth of **.* percent from **** to ****. This increase reflects the sector's ability to absorb new workforce, supporting the expansion of production activities. The growth trend in the number of employees, similar to that of active enterprises, shows a consolidation of the sector, which ...

3.2 Value Chain

The value chain in the pet food market includes several stages:

Development and research: innovation in food formulation, focusing on healthy ingredients, specific diets and sustainability. Production: includes the selection of raw materials (***) and industrial processing, with a focus on safety and quality. Distribution: takes place through physical (***) channels. Sales and marketing: promotion and products through advertising, events and targeted communications, often emphasizing healthy and innovative aspects. Post-sales: includes customer support and feedback to improve the product and consumer experience.

3.3 Distribution channels

To analyze pet food distribution channels, we will consider the following channels: Grocery, traditional Petshops and Petshop chains + large-scale retail chains. Each distribution channel in the pet food industry is distinguished by specific characteristics that allow it to maintain its own space in the market. In particular, Grocery and specialized channels, such as Traditional Petshop and Petshop Chains+GDO, adopt different strategies to meet consumer needs and offer targeted assortments.

Grocery: This channel is synonymous with convenience, thanks to frequent promotions, convenience, speed and shopping convenience. The product assortment in Grocery is broad, with a prevalence of mid-range products, although there is a growing presence of premium items. This allows the consumer to have a variety of options in terms of price, while remaining oriented toward an affordable range. TraditionalPetshop: The traditional channel, compared to Grocery, offers a wider range on premium and superpremium products, with a focus on specific and functional foods that meet special nutritional needs. Foods in these stores are often formulated to manage specific diseases and require veterinary advice. An added value of this channel is the assistance offered by qualified staff, who can provide targeted advice on nutrition and hygiene. Petshop Chains+GDO: This channel combines ...

3.4 Main actors

In the context of the pet food industry, enterprises operating under ATECO code **.** are classified as "Manufacture of pet food products." This category includes all enterprises engaged in the production of food, snacks and food specifically for dogs, cats and other pets.

3.5 E-Commerce for pets: what are the main purchasing platforms

E-commerce in Italy is experiencing remarkable growth, becoming increasingly relevant in retail. This development is encouraged by a number of factors, including increased consumer confidence in online shopping, the spread of mobile devices, and the availability of increasingly intuitive and user-friendly platforms. In the specific area of pets, Zooplus stands out as the top portal dedicated exclusively to animals, ranking in the middle of the overall ranking with more than *,***,*** unique visitors per month. Users spend an average of almost ** minutes on the site, demonstrating a high level of interest and interaction. At the Italian level, other major players in the "Animals" sector are the Arcaplanet and Isola dei Tesori chains, whose e-commerce stores have recorded a solid presence in the national market, contributing to the diversification of the offer for animal lovers.

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4.1 The Offering

The pet food market is divided into several categories, depending on animal species and nutritional needs. Here is an overview of the main categories of pet food:

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4.2 Prices

The following is an overview of prices in the sector under analysis:

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4.3 Innovative snacks and out-of-meals

Innovative snacks and treats for dogs and cats are emerging as a very dynamic segment in the pet food market. The growing demand for more functional and customized products has led to the development of snacks that go beyond a simple reward function. These products are designed to offer specific pet health benefits as well.

Dental care snacks: These products are formulated to promote pet dental health by helping to reduce plaque and tartar buildup. They often contain natural ingredients and are designed to stimulate chewing, helping to clean teeth. Functional chews: In addition to teething snacks, there are products that include beneficial supplements for specific aspects of the pet's health, such as digestion, immune system or joint health. For example, snacks fortified with glucosamine or omega-* fatty acids are indicated for improving joint mobility. Hypoallergenic snacks: With the increase in food allergies and intolerances among pets, there has been a growing demand for snacks made from alternative proteins (***), grain-free and with simple, digestible ingredients to reduce the risk of allergic reactions. Low-calorie snacks: These products are designed for dogs and cats that need to keep their weight under control, often due to obesity or to avoid weight gain. These snacks ...

5.1 Regulatory framework

The pet food market is subject to rules and regulations at both the Italian and European levels designed to ensure food safety, product quality and consumer protection. Below is an overview of the main regulations:

European regulations

Regulation (***) No. ***/****: establishes rules for the marketing and use of feed. Includes specific provisions for the labeling, presentation and advertising of pet feeds, requiring transparency on ingredients, additives and nutritional properties. Regulation (***) No. ****/****: covers the use of additives in animal feed, regulating authorized ingredients, with a focus on safety for both animals and the environment. Regulation (***) No. ***/****: This regulation is the foundation for food safety legislation in the EU, also applicable to pet food. It establishes the general principles of food safety, including traceability and risk management. Regulation (***) No. ****/****: covers the safety of fertilizers used in pet food, which may be indirectly present in the pet food supply chain, and ensures that ingredients comply with safety standards.

Italian regulations

Legislative Decree No. ***/****: regulates the official control of food and feed in Italy, including pet food, with the aim of ensuring compliance with health and safety standards. Legislative Decree No. **/****: legislation introducing regulations on the production and placing on the market of medicated feed and ...

6.1 Segmentation

• Hill's Pet Nutrition
• Monge
• Morando
• Mister Pet
• Giuntini Pet
• Affinity Petcare
• United Petfood
• BeFood Pet
• Purina (Nestlè)