Italy’s pet food market grew to US$3.5 billion (EUR3.1 billion) in 2024, up from US$2.6 billion (EUR2.3 billion) in 2021, Paolo Garro, senior business insights director for Circana, said during his presentation at Zoomark in Bologna, Italy on May 5. However, volume growth stagnated, actually dropping slightly from 2021 to 2024.
Average prices for Italian pet food rose 2.8% in 2024, but not because of inflation, he said. Instead, premiumization has driven the increase in pet food prices.
Italy’s pet food sales value increased by 4.1% in 2024, although volume increased by only 1.3%. This increase in sales value was greater than many other segments of the overall Italian market, which grew 2.1%.
Trends driving Italian pet food market growth
Both ownership and demand trends have driven the increasing average price of pet food and subsequent higher sales value.
Cats have been an important part of the growth in pet food spending, Garro said. Although they eat less than most dogs, their foods tend to be more expensive by volume, especially as more premium cat products enter the market.
The growing population of cats in Italy runs counter to the traditional popularity of large dogs, he said in response to a question. Products marketed to large dogs also same the largest decline in sales.
Demands for health and wellness pet foods also contributed to the growth in pet food prices. Natural pet food makes up 15.6% of the Italian pet food market, growing 7.2% in value but 4.9% in volume. Grain-free pet foods grew 12% by volume to make up 4.8% of the market, while increasing 23% in value. Single-protein and high-meat pet foods have also been growing trends that contributed increased value per volume.
Many trends in the Italian pet food market are similar to those around the world in developed markets. People in urban areas are choosing cats since felines fit better in smaller dwellings and don’t need to be taken for walks or let outside to relieve themselves. Likewise, the twin trends of humanization and premiumization are global forces in the pet food industry. Pet owners worldwide are increasingly willing to spend more on their pets’ food, as they include the animals in their families and consider their health and well-being.
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