Inflation and a slowdown in pet population growth affected the pet care market in 2024. Nevertheless, global retail sales of pet food, treats and other products continued to grow, reaching US$200 billion in 2024 with a growth rate of 1.6%. Liseth Gálvez-Cortes, pet care consultant with Euromonitor International, shared that data during her presentation at Zoomark 2025 in Bologna, Italy.
For food giants Mars and Nestle, pet care is compensation for low birth rates in Western Europe, she said. This trend of lower birth rates alongside higher pet ownership seems likely to continue in many developed markets, not just Europe.
Cat ownership growing more than dog
Cats may be the animal most likely to fill the role of fur baby as pets replace children.
Cats drive pet food market growth worldwide, she said. Not only have cat ownership rates increased during the past decade, they likely will continue to rise in the future. Meanwhile, dog ownership rates remain lower with only small dogs seeing significant global ownership growth.
In Europe, cat treats have been the fastest growing segment of the market. The United Kingdom, Germany, France and Italy are major developed markets for pet food and other products and services.
“Belgium and the Netherlands are less developed and still growing,” she said.
Pet supplements have grown in popularity in Europe, reflecting a preventative approach to health. The pet supplement market in the United States is still much larger, but the market in Western Europe is growing with room for further expansion.
Pet food, treat and supplement functionality goes beyond the health of the animals’ bodies, she said. Pet owners also care about the mental well-being of their companion animals.
Euromonitor identified some of the top claims in pet food products.
1. High protein
2. Good source of vitamins
3. Antioxidant
4. Immune system health
5. Digestive health
These marketing claims may continue to grow in importance as more people worldwide choose pet ownership over childrearing. The twin trends of humanization and premiumization will continue to spread in the pet food market as similar demographic pressures drive pet ownership.