Sagaci Research published findings on Africa's pet care sector drawn from its SagaBrand and SagaProduct data tracking tools. The market research and data analytics firm found that 29% of Africans own pets, most commonly dogs and cats, with 58% of pet owners considering their pet part of the family.
Pet ownership is highest among wealthier consumers. At the country level, ownership varies significantly, with Madagascar, Angola, Kenya and South Africa showing the highest pet ownership rates.
Beyond ownership, the data highlights a strong emotional relationship with pets. Fifty-eight percent of respondents say they see their pets as family members, similar to any human member of the household.
Motivations for owning a pet reinforce this emotional dimension. Love for animals is the leading reason cited, ahead of protection, companionship, and family related considerations. According to Sagaci Research, together, these elements show that pets occupy a relational role within households, rather than being kept solely for practical purposes.
Top pet food brands
The study revealed a diverse brand landscape where global players such as Purina and Pedigree compete alongside strong local brands, with Marltons and Pamper among the most frequently purchased pet food brands across Africa.
- Marltons (South Africa)
- Pamper (by Bob Martin, South Africa)
- Purina (by Nestlé, U.S.)
- Montego (South Africa)
- Husky (by Bob Martin, South Africa)
- Bob Martin (South Africa)
- Bobtail (South Africa)
- Beeno (by Bob Martin, South Africa)
- Pedigree (by Mars, U.S.)
- Miglior Gatto (by Morando, Italy)
Distribution remains fragmented and largely traditional, with local markets accounting for 38% of pet food purchases, ahead of pet stores or veterinary outlets at 27% and supermarkets at 24%. Online purchases remain marginal at 3%.
While 61% of pet owners have never considered pet health insurance, 24% have considered it without purchasing, and 15% currently have a plan.
"As pets are increasingly seen as part of the household, pet care consumption becomes more regular and more deliberate, with implications not only for food, but also for retail and services," said Julien Garcier, managing director of Sagaci Research.
The insights come from Sagaci Research's SagaCube online consumption tracker, collected in November 2025 among 3,286 pet owners across 30 African countries, combined with brand data from the SagaProduct shopper panel, which tracks more than 16,000 brands across 100-plus FMCG categories in Africa.
The full analysis and report are available at sagaciresearch.com.
