The pet market - Italy (2024)

1.2 Global and European market

The Global Market

The size of the pet care market was estimated at US$***.* billion in **** and is expected to grow at a CAGR of *.* percent between **** and ****. A major driving factor is the increasing humanization of pets, where owners consider their pets as integral members of the family, leading to increased spending on pet health, grooming, and nutrition. This increasing spending on pet health enhances market growth. Pet care encompasses all practices, services and products aimed at ensuring the health, well-being and safety of pets. This includes proper nutrition, regular veterinary care, grooming, exercise, training, and providing a safe and comfortable living environment.[***]

Global pet care market value World, ****-****, in billions of USD (***) GMI

The European market

The European pet care market reached a value of approximately $**.* billion in **** and is expected to grow at a compound annual rate(***) of *.** percent through ****. This market is driven primarily by the "premiumization" trend, with consumers willing to spend more on high-quality products that ensure the well-being of their pets, including organic food, environmentally friendly products, and advanced health services.[***]

European pet care market value Europe, ****-****, in billions of USD (***) Grand View Research

1.3 The Italian market

To analyze the market, we examine the trend of the monthly household expenditure item in the pet purchase category from **** to ****. Over this period, a relatively steady trend was noted, with a significant increase of *.* percent in **** compared to ****. This increase was likely due to the surge in pet adoptions during the lockdown and the increasing focus on animal welfare. However, in **** the value dropped again, settling back to pre-pandemic levels.

Monthly household expenditure item - Pet purchase Italy, ****-****, in current euros Istat

Estimated market ****

The value of the local market is measured using the average monthly household expenditure on a specific category of goods or services as the main parameter, and multiplying this value by the number of households in that specific geographic area (***). This approach provides an overall estimate of the economic value generated by the sector under consideration.

Monthly household expenditure on animal purchases (***) *,** € Number of households in Italy **.* million Market value **** *.***.***

1.4 The development of the consumer price index

During the period from January **** to September ****, theConsumer Price Index for the Whole Community (***). Thereafter, a slight decline is observed between September and November ****, with the index falling to ***.* and ***.*, before rising again to ***.* in December ****. In early ****, the index showed some stability, holding between ***.* and ***.* in the first months of the year. During the spring and summer of ****, the index remained around the values of ***.* and ***.*, with a slight decline to ***.* in September ****. This trend shows moderate volatility in pet product prices, influenced by seasonal factors and possible changes in supply and demand.

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

2.1 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

In ****, one-third of Italians own a pet, down **.*% from **** (***) and *.*% from ****, when more than **% of Italians had a pet, boosted by the lockdown. The worst figures regarding those who do not own pets are from ****, with **.* percent saying "no," down from **.* percent in ****. Among owners, **.* percent spend less than ** euros per month, **.* percent between ** and ** euros, and **.* percent between ** and *** euros. The largest expenditures are on health and nutrition.[***]

Pets in Italy Italy, ****, % Eurispes Analysis of the monthly household expenditure item for pet products in ****-**** shows an increasing trend, with a significant increase starting in ****. In ****, the average expenditure was **.** euros, decreasing slightly in **** to **.** euros, probably due to economic uncertainty related to the COVID-** pandemic. Starting in ****, a significant ...

2.2 Factors influencing demand

The benefits of having a pet in the family

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 ...

2.3 Geographical distribution of demand

Geographically, the Center obtains the primacy of demand for one or more pets with **.* percent; followed by the Northwest (***).

Pet-friendly Italian cities

According to a survey by the Quattrozampeinfiera Observatory**, Milan is considered the most pet-friendly city, with **% of respondents calling it an "ideal environment." Rome follows with ** percent and Naples with ** percent. The research highlights positive aspects, such as widespread access to dog areas (***), but highlights the need to improve services, such as dog daycares and lighting in dog walking areas. Finally, ** percent report restrictions in public places for dogs, while ** percent use public transportation with their pet.[***]

Pet-friendly cities according to respondents Italy, ****, in % Assalco

2.4 Straying

About **,*** cats and **,*** dogs are abandoned in Italy each year, more than** percent of which are at risk of dying from accidents, starvation or mistreatment. These numbers add to the ***,*** stray dogs and more than *.* million stray cats already in the country. Straying is a serious problem globally, in Europe and in Italy, aggravated by the irresponsibility of owners and the difficulty in managing animals. Factors such as changes of residence or personal problems do not justify such abandonments.[***]

The Italian state, through the Law No. *** of August **, ****, established a fund for the protection of animal welfare and to combat the abandonment of companion animals. This fund is distributed annually among regions and autonomous provinces by ministerial decree. Regions and provinces submit key data to the Ministry of Health such as the number of dogs captured and given up for adoption, and the number of cats sterilized by the National Health Service, to ensure proper management of strays and animal welfare.[***]

Stray data **/**/**** (***)

3.1 Market structure

To analyze the size of the pet market, the following ATECO codes will be examined:

**.**.*: retail trade of small pets and pet products. **.**.*: veterinary services.

These codes will make it possible to assess the different components of the market, from pet products to the services offered.[***]

Active enterprises

In the period from **** to ****, the veterinary services sector experienced significant growth in the number of active enterprises, with an increase of **.* percent. This development reflects an increased demand for pet care services related to the growing focus on animal health and welfare. On the other hand, the small pet retail sector showed a more modest increase in the number of active businesses, up *.* percent over the same period. This growth, while limited, indicates continued expansion of the pet market, albeit at a slower pace than veterinary services, probably due to increased competition and the spread of online sales.

Active businesses - pet market Italy, ****-****, in numbers (***) Istat

Number of employees

In the period from **** to ****, the veterinary services sector saw a **.* percent increase in the number of employees, a sign of growing demand for veterinary care and increased professionalization in the field. This increase also reflects the greater impact of ...

3.2 Value Chain

The value chain in the pet market includes several interconnected actors and stages starting from production to the final consumer. The main stages include:

Production of goods and services: Food, care products and accessories (***). Distribution: Retailing in physical stores and online. Veterinary and groomingservices. Adoptionand breeding: Adoption centers, breeders. Marketing: Advertising and promotion strategies for animal-related products and services.

The chain is completed with the end consumer, i.e., pet owners.

3.3 Main actors

Ateco code **.**.*, retail trade in small pets and pet products

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Ateco code **.**.*, veterinary services

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3.4 Distribution channels

To analyze the distribution channels in the pet market, we will consider the following: Grocery, traditional Petshops and Petshop chains + large-scale retail chains. Each distribution channel is distinguished by specific characteristics that allow it to maintain a strategic role in the industry. In particular, Grocery and specialized channels, such as traditional Petshops and Petshop + GDO chains, adopt targeted strategies to meet different consumer needs by offering a varied assortment of pet products and services.

Grocery: This channel is synonymous with convenience and practicality, characterized by frequent promotions, speed of purchase and accessibility. Although product offerings can be broad, they tend to focus on mid-range items, although there is a growing presence of premium products. Convenience and wide availability make this channel a popular choice for pet owners. Traditional Petshop: Specialty stores offer a wide range of premium and superpremium products, with a focus on items that meet specific nutritional and wellness needs of pets. They often offer specialized products recommended by veterinarians, such as foods to manage particular diseases or specific needs. In addition, the added value of this channel is the presence of qualified staff, capable of providing personalized advice on both nutrition and pet care. Petshop Catene + GDO: This ...

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 Supply analysis

Pets are classified into different categories based on their use by humans. Here is an overview of the main categories:

4.2 The prices

As an example, it is useful to analyze the price list of the Dog's House Puppy's Center kennel, which provides prices for its purebred dogs:

Below are the prices of purebred cats:

Below we also provide the price range of the main cat breeds:

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Keeping costs

Nearly * in ** pet owners in Italy have experienced an increase in costs related to pet care, according to a recent study conducted by insurance platform Facile.it in collaboration with research institute EMG Different. The study revealed that the average Italian family with two pets spends between *** and *,*** euros per year on pet-related expenses such as food, insurance, veterinary visits and accessories.

Expenditure for dogs was estimated at around *** euros per year, while for cats it is around *** euros. The expense item that increased the most was pet food, with as many as * out of ** owners noting an increase in prices. Veterinary expenses were the second largest cause of increase, with ** percent of owners noting an increase in the cost of visits.another significant finding from the research is that ** percent of owners opted for pet insurance, up from the **.* percent recorded the previous year, showing how insurance is becoming an increasingly popular measure ...

4.3 Wearable technology for animals

Wearable technology for pets is becoming a very relevant field, with exponential growth due to increased attention to pet health and well-being. These devices offer features such as physical activity monitoring, location tracking via GPS, and health analysis, making it easier for owners to care for their pets.

New technologies

Technology is also advancing with the introduction of radar sensors that offer non-contact monitoring of parameters such as respiration and heart rate, with greatly improved accuracy over previous systems. These devices, such as those developed by Invoxia, are already seeing good success in the market.[***]

5.1 Rules and regulations

The pet market in Italy and Europe is governed by a set of laws and regulations designed to ensure the welfare of animals, the safety of marketed products, and consumer protection. The main areas of regulation concern trade, transportation, animal health and welfare, as well as the safety of food and related products. Below is an overview of the rules and regulations governing this market:

Italian regulations

Pets are considered sentient beings and cannot be treated as mere movable property. The Italian Penal Code provides penalties for the mistreatment, abandonment and killing of animals(***). Law ***/****: this law introduces the crime of illicit trafficking in cat and dog puppies. It also regulates the import, breeding and sale of pets. Law ***/**** (***): provides for the protection of animals in commercial activities, including the conditions of keeping and selling on farms and in pet stores. Legislative Decree ***/**** (***): establishes regulations for the transport of pets within Italy, including minimum requirements for space and access to water and food. Regulations on pet food and products: pet food products must comply with European Union regulations, such as Regulation (***) ***/****, which establishes requirements for the marketing of pet food.

European Union

Regulation (***) ****/*** - "Animal Health Law": unifies and simplifies EU ...

5.2 Bonuses and Incentives

In Italy there are a number of concessions that affect expenses related to pet care. Tax deductions for veterinary expenses, adoption incentives, and microchipping benefits are all tools made available to families to facilitate responsible and respectful management of animal welfare. These incentives not only ease the financial burden on owners, but also help promote the adoption of abandoned animals and prevent straying.

Tax deduction for veterinary expenses

In Italy, pet owners are eligible for a tax deduction for veterinary expenses incurred. The deduction applies to personal income tax (***) and refers to medical expenses incurred for pets legally kept for noncommercial purposes, such as dogs, cats and other pets.

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Incentives for adopting dogs and cats from shelters

Some Italian regions, such as Lombardy and Lazio, offer incentives to promote the adoption of dogs and cats from shelters. These incentives vary according to local policies, but their main purpose is to encourage the adoption of abandoned animals and combat straying.

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Microchipping facilities

In Italy, microchipping is mandatory for dogs and recommended for cats. It serves to identify the animal and to combat the phenomenon of abandonment and straying.

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Pet Bonus

The Pet Bonus **** is a benefit introduced by the ...

6.1 Segmentation

Ateco code **.**.*, retail trade in small pets and pet products

Ateco code **.**.*, veterinary services

• Bauzaar
• Moby Dick
• Clinica Veterinaria San Marco
• Arca Planet
• Clinica Veterinaria Roma Sud