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German "Pet Parents" Drive Premium Spending Amid Economic Pressures
Despite inflationary pressures and pet demographic shifts, pet care in Germany is set to show steady retail current value growth in 2026, outpacing the volume performance, reflecting a willingness among consumers to invest in premium and health-focused products. The category remains attractive due to rising disposable incomes and a strong pet humanisation trend, which drives demand for higher-quality, functional offerings and diverse accessories beyond food. Channel dynamics reveal a significant surge in retail e-commerce, capturing a substantial share by offering convenience and niche products, while pet shops and superstores maintains leadership offline. Private label products are sustaining value-driven demand in traditional retail, creating a polarised landscape that requires brands to balance premium innovation with competitive pricing. Success in this environment hinges on leveraging direct-to-consumer models, tailoring products to evolving urban pet preferences —especially smaller dogs and cats — and embracing digital marketing and subscription services to build loyalty and capture growth opportunities.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Pet Care in Germany?
- How are products distributed in Pet Care in Germany?
- 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 Germany
German "Pet Parents" Drive Premium Spending Amid Economic Pressures
Key Data Insights
Chart 1 Key Industry Trends for Pet Care
German "Pet Parents" Drive Premium Spending Amid Economic Pressures
Cat Food Leads Value Sales as Urban Pet Preferences Shift in 2026
Stelling’S Tierlando Taps Premium Lifestyle Demand with Orthopaedic Beds
Chart 2 Tierlando Offers an Orthopedic Dog Bed on Fressnapf Online Shop
Chart 3 Value Sales 2021-2031
Chart 4 Volume Sales 2021-2031
Chart 5 Value Sales by Category 2026
Chart 6 Pet Populations 2021-2026
Consumers Set to Drive Growth through Premiumisation and Health Focus
Chart 7 Analyst Insight for Pet Care
Cat Food to Remain the Largest by Value, While Dog Food Will Lead Retail Volumes
Retail E-Commerce and Private Label Polarisation to Reshape Retail and Product Strategies
Chart 8 Forecast Value Sales 2021-2031
Chart 9 Forecast Value Sales by Category 2026-2031
Fressnapf and Mars Navigate Pricing and Premium Competition to Retain Leadership
Vegdog Carves Out a Niche with Vegan Dog Food Innovation
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Pet Shops and Superstores Leads Distribution While Grocery Retailers Remains Important but Declining
Importance of Retail E-Commerce, with Growth for D2c Models
Chart 12 Butternut Box Available D2c Online via Subscription in Germany
Chart 13 Retail Channels 2021-2026
Pet Humanisation and Preventative Health Shape New Product Development
Brands Introduce Functional Snacks and Health-Related Accessories
Direct-To-Consumer Models Alter Retail Dynamics
Chart 14 Mjamjam Offers Cocktails, with Premium Meat and Extra Sauce to Stay Hydrated
Chart 15 Economic Context for Pet Care
Chart 16 Real Gdp Growth 2021-2031
Chart 17 Inflation 2021-2031
Chart 18 Consumer Context for Pet Care
Chart 19 Population 2021-2031
Chart 20 Consumer Expenditure 2021-2031
Chart 21 Population by Generation 2026
Cat Food in Germany
Key Data Insights
Premium Positioning and Private Label Competition Shape Pricing Dynamics among Cat Owners
Chart 22 Key Industry Trends for Cat Food
Premium Positioning and Private Label Competition Shape Pricing Dynamics among Cat Owners
Wet Cat Food Leads Volume Sales, While Treats and Mixers Gains Traction
Chart 23 Josera Launches Multifunctional Cat Snacks
Innovative Brands Drive Health Trend to Meet Evolving "Pet Parent" Needs
Chart 24 Pets Deli Launches a "Soup Snack" as a Healthy Snack or Meal
Chart 25 Value Sales 2021-2031
Chart 26 Volume Sales 2021-2031
Chart 27 Value Sales by Category 2026
Cat Owners Will Continue to Favour Wet Cat Food, Although Growth Expected across the Board
Pet Parents Expected to Prioritise Longevity and Health with Digital Engagement
Chart 28 Analyst Insight for Cat Food
Innovation in Online Channels to Enhance Brand Differentiation
Chart 29 Forecast Value Sales 2021-2031
Chart 30 Forecast Value Sales by Category 2026-2031
Leading Companies Face Competition From Private Label Lines and D2c
Chart 31 Company Shares 2025
Chart 32 Brand Shares 2025
Direct-To-Consumer Brands Propel Retail E-Commerce Growth and Reshape Distribution
Chart 33 Retail Channels 2021-2026
Health and Multifunctionality Shape New Product Development
Novel Formats and Functional Treats Enter the Market
Private Label Expansion and Direct-To-Consumer (D2c) Models Alter the Retail Dynamics
Chart 34 South Tyrolean Company Pet Alpine Launches Home-Made Pet Food
Chart 35 Economic Context for Cat Food
Chart 36 Real Gdp Growth 2021-2031
Chart 37 Inflation 2021-2031
Chart 38 Consumer Context for Cat Food
Chart 39 Population 2021-2031
Chart 40 Consumer Expenditure 2021-2031
Chart 41 Population by Generation 2026
Dog Food in Germany
Key Data Insights
Premiumisation and Economic Pressures Shape Consumption
Chart 42 Key Industry Trends for Dog Food
Premiumisation and Economic Pressures Shape Consumption
Dry Dog Food Leads Volumes, While Fresh Wet Formats Gain Rapid Traction
Chart 43 Platinum Stars Fresh Snack Range Emphasises Natural Ingredients
Pet Health and Wellness Comes to the Fore, Driving Premium Growth and Channel Shifts
Chart 44 Vegdog Launches Vegan, Functional Snacks for Puppies
Chart 45 Value Sales 2021-2031
Chart 46 Volume Sales 2021-2031
Chart 47 Value Sales by Category 2026
Premiumisation to Drive Value Growth Amid Volume Plateau
Chart 48 Analyst Insight for Dog Food
Dry Dog Food to Retain Its Lead, While Treats and Mixers Will Lead Growth Momentum
Direct-To-Consumer Innovation and Health Focus to Reshape Distribution and Product Development
Chart 49 Forecast Value Sales 2021-2031
Chart 50 Forecast Value Sales by Category 2026-2031
Mars and Private Label Maintain Strong Influence Amid Fragmenting Competition
Emerging Direct-To-Consumer Brands Leverage Promotions and Niche Partnerships for Growth
Chart 51 Company Shares 2025
Chart 52 Brand Shares 2025
Pet Shops and Superstores Leads Distribution While Retail E-Commerce Gains Rapid Momentum
Innovative Retail Models and Collaborations Reshape Consumer Access and Loyalty
Chart 53 Retail Channels 2021-2026
Natural Formulations and Targeted Health Benefits Drive Development
Proprietary Cooking Methods and Plant-Based Ingredients Lead Recent Launches
Premiumisation and Hybrid Distribution Models Enhance Commercial Value
Chart 54 Fresco Expands beyond D2c Online Shop
Chart 55 Economic Context for Dog Food
Chart 56 Real Gdp Growth 2021-2031
Chart 57 Inflation 2021-2031
Chart 58 Consumer Context for Dog Food
Chart 59 Population 2021-2031
Chart 60 Consumer Expenditure 2021-2031
Chart 61 Population by Generation 2026
Other Pet Food in Germany
Key Data Insights
Value Growth and Volume Decline Amid Economic Pressures
Chart 62 Key Industry Trends for Other Pet Food
Value Growth and Volume Decline Amid Economic Pressures
Chart 63 Fressnapf Launches Smaller Premium Hay for Rabbits
Bird Food Leads Volumes While Small Mammal/Reptile Food Shows a Stabilising Trend
Burgess Advances Premium Offerings to Capture Value Growth
Chart 64 Burgess Offers Natural, Premium Snacks for Rabbits
Chart 65 Value Sales 2021-2031
Chart 66 Volume Sales 2021-2031
Chart 67 Value Sales by Category 2026
Premiumisation and Specialised Nutrition to Drive Value Amid Continued Volume Declines
Bird Food to Remain the Largest Category Despite Decline; Small Mammal/Reptile Food to Lead Growth
Brands Likely to Adapt with Premium Innovation but Face Rising Private Label Competition
Chart 68 Forecast Value Sales 2021-2031
Chart 69 Forecast Value Sales by Category 2026-2031
Vitakraft Strengthens Its Lead Amid an Established Reputation
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Pet Shops and Superstores Maintains Its Lead While Retail E-Commerce Surges
Chart 72 Retail Channels 2021-2026
Premiumisation and Functional Ingredients Shape New Product Development
Brands Introduce Species-Specific and Health-Oriented Formulations
Private Label Expansion and E-Commerce Alter the Competitive Dynamics
Chart 73 Burgess Offers Science-Backed Rabbit Food
Chart 74 Economic Context for Other Pet Food
Chart 75 Real Gdp Growth 2021-2031
Chart 76 Inflation 2021-2031
Chart 77 Consumer Context for Other Pet Food
Chart 78 Population 2021-2031
Chart 79 Consumer Expenditure 2021-2031
Chart 80 Population by Generation 2026
Pet Products in Germany
Key Data Insights
Premium Brands Expand Despite Cautious Consumer Spending and Search for Promotions
Chart 81 Key Industry Trends for Pet Products
Premium Brands Expand Despite Cautious Consumer Spending and Search for Promotions
Lifestyle Accessories Drive Value Sales in Other Pet Products, While Pet Healthcare Grows Rapidly
Innovative Brands Leverage Premiumisation and Ai for Expansion
Chart 82 Aniforte Extends Its Range of Natural Pet Healthcare Products
Chart 83 Tractive's Gps Tracker with New Features
Chart 84 Value Sales 2021-2031
Chart 85 Value Sales by Category 2026
Retailers and Brands Will Innovate to Meet Rising Demand for Functional and Sustainable Products
Premium Accessories Will Sustain Dominance of Pet Products, While Pet Healthcare to See Dynamism
Functional Innovation and Sustainability Expected to Reshape Product Development and Retail Strategies
Chart 86 Forecast Value Sales 2021-2031
Chart 87 Forecast Value Sales by Category 2026-2031
Trixie Heimtierbedarf Maintains Its Lead While Private Label Is Reshaping the Competition
Chart 88 Company Shares 2025
Chart 89 Brand Shares 2025
Pet Shops and Superstores Dominates Distribution While E-Commerce Expands Its Retail Reach
Chart 90 Retail Channels 2021-2026
Premiumisation and Smart Technology Shape New Product Development
Brands Introduce Luxury Accessories and Connected Health Devices
Direct-To-Consumer Models and Private Label Expansion Alter Retail Dynamics
Chart 91 Premium Brand Cloud7 Continues to Expand Its Offer of Fashionable Accessories
Chart 92 Economic Context for Pet Products
Chart 93 Real Gdp Growth 2021-2031
Chart 94 Inflation 2021-2031
Chart 95 Consumer Context for Pet Products
Chart 96 Population 2021-2031
Chart 97 Consumer Expenditure 2021-2031
Chart 98 Population by Generation 2026
Country Reports Disclaimer
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
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This report originates from Passport, our Pet Care research and analysis database.
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