With the notable exception of the most popular pet — cats rather than dogs — the European pet care market shows many of the same trends and characteristics as in the rest of the world. Think features like the changing nature of premiumization, “K-shaped” growth, the ongoing rise of preventive health care and a dynamic retail channel scene.
Euromonitor International’s latest data projects a global pet care market size of nearly US$225 billion for 2026, according to Sahiba Puri, global manager of pet care for the market research firm. She served as the opening speaker for Petfood Forum 2026 in Nuremberg, Germany, held in conjunction with Interzoo 2026.
Europe represents just less than one-third of the global pet market, driven by two regions: Western Europe, with larger, more mature markets experiencing moderate growth, and Eastern Europe with smaller markets yet higher growth potential, Puri said, presenting April 2026 data for one of the first times.
Yet there is plenty of nuance within the data. For example, premium segments are growing in both Western and Eastern Europe, and the value/economy segment is starting to adopt many premium attributes. In Eastern Europe especially, that means the mid-priced segment is getting squeezed, leading to that K-shaped growth pattern driven by financial strain for many consumers and strong private label investment. Overall volume growth faces downward pressure as pet ownership shifts toward smaller animals with lower caloric needs.
3 key trends for Europe
The economic scenario creates one of the top 3 pet care trends presented by Puri:
- Premiumization amid moderating volumes — Value-tier brands (especially private label) are borrowing premium cues such as high protein content and higher quality ingredient sourcing. Core premium brands are responding by going more niche, targeting novel proteins, gut health and microbial ingredients. Discounters are among the fastest-growing retail channels, driven by price sensitivity.
This is influenced by pet ownership demographics. Not only are cats the preferred pet in Europe, but also ownership of small dogs continues to grow, and the share of large dogs is shrinking. “Smaller pets are easier and less expensive to maintain, and urban living and modern lifestyles are pushing consumers toward them,” Puri said. “This shift creates a downward pressure on volume growth. While the pet population is growing, overall caloric requirements are declining because smaller pets simply need fewer calories than larger dogs. The net effect is that despite population growth, volume growth will face headwinds over the forecast period.”
2. Preventive pet health management — The pet health care category grew at a 12% compound annual growth rate from 2015-2025, Puri said, with dietary supplements leading at 14%. Evidence-based, clinically proven claims are becoming a key differentiator, with continuing expansion of gut health and microbiome solutions, including canine-specific probiotic strains. Healthy aging and longevity are emerging growth drivers, fueled by pets adopted during the COVID pets now entering their senior years. (Hard to believe!)
3. New-age channel dynamics — E-commerce continues to grow strongly. In response, pet specialty retailers are expanding strategically through urban formats, co-location with grocery stores and pet malls. Quick commerce and social commerce are shrinking the path from product discovery to purchase.
Omnichannel is now a two-way street, with digital-native brands moving into physical retail. “Most consumers exist in two places simultaneously: physically in a store and on their phones,” Puri explained. “Channel is no longer either/or; each channel serves a distinct purpose. Consumer survey data shows that online is preferred for pricing and deals, while physical stores hold a higher trust factor and offer a tactile, in-person experience that digital cannot replicate. These complementary motivations are why brands are adopting omnichannel strategies.”
4 key takeaways
In response to these trends and market movements, Puri suggested strategic moves for pet food and pet care brands:
- Define value perception, not just the price itself, at every price point.
- Develop targeted solutions with proven, demonstrated benefits.
- Invest in scientific evidence to back health claims.
- Refine channel strategy by matching each channel’s unique capability to specific business outcomes (trial, acquisition, conversion, etc.).
