The Italian Market for Pet Products

Revenues of 2,082 million euros were generated by the sale of 565,136 tons of cat and dog food in Italy in 2018. Choosing the best product for pets has become so important it has led to an increase in the pet food market with a growth rate higher than that of Fast Moving Consumer Goods (FMCG). Pet owners are moving more and more towards premium, high-quality products that are dietary, organic, natural, light, etc.

Where to buy and how to choose the right product for your dog or cat

There are different channels through which food can be bought:

  • Grocery stores are quick, practical, convenient and often sell with the use of promotions. There are usually a greater variety of products offered within an average price range despite the current trend for more premium products.
  • Traditional pet shops offer a greater range of premium and super premium products, or rather specific and functional products that meet special dietary needs or nutritional purposes and which are specifically studied to satisfy particular needs that are often linked to a pathology and often recommended by a veterinarian. Yet the real added value of traditional pet shops is the high level of specialization and service offered for both pet food and hygiene products.
  • Chain stores are a sort of mix between the traditional pet shop and grocery store. They combine the high level of specialization of pet shops with grocery store management regarding the assortment and display of products. For example, chain stores have an average assortment of 2,187 products.
  • Hypermarkets and supermarkets are another option for purchases that are distributed in a capillary way, but offer much less assortment than chain stores, on average 300-749 products.

Pet food for dogs and cats

Considering there are more cats than dogs as pets, it is no wonder that cat food makes up 52.3% of total market sales, 62% representing wet cat food, which thus covers two-thirds of the market (a trend that has gone unchanged in the last two years).

Dog food (wet, dry and snacks), instead, represents 47.7% of total market sales (in grocery stores, traditional pet shops and chain shops). From this percentage, dry dog food makes up the greatest percentage, averaging around 52.8% and growing at 3.2% each year.

Seeing how the market has evolved in the last few years, the pet food selection that owners can choose from in order to buy the best product available for their pet has grown and become even more simple and appealing.

© Domedica s.r.l.

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