Pet Premiumisation & the German Market

With nearly 83 million of the world’s wealthiest consumers, Germany is by far the largest economy in the European Union which offers a large and promising pet market. There are over 37 million pets and over 5 billion euros spent on our beloved animals each year.

Even though cats still come out on top (over 13 million households own a cat) the growth of dog owners in Germany are increasing at a significant rate. From 2016 to 2018 the number of household dogs increased by 600,000 and now contribute to over 18% of pet households in Germany- That’s over 9 million dogs!

What are the top trends in Germany?

Pet Humanization

As the nation becomes more health-conscious the demand for nutritious pet food is rising. 69% of German pet owners agree that purchasing more nutritious food is as important for their pets as choosing their own food. That’s not all, over 75% of German pet owners treat pets as much as they would a child and will spend just as much on dog apparel, food and accessories as their would on friends and family.

Pet Spending Habits

As more of us treat our pets as part of the family, it will come as no surprise that we spend more. In 2017 the pet industry had a turnover of 4.1 billion euros and grew to 4.9 billion euros by the end of 2018. By the end of this year, it’s predicted that households will be spending over 5 billion euros on their pets in Germany alone.

The size of dogs are getting smaller

Ownership of smaller dogs is becoming increasingly popular across Germany and in 5 years (2014 to 2019) there has been a 56% growth in ownership of dogs under 9kg compared to larger breeds. This trend is due to people wanting pets that are easier to handle and increasingly smaller living spaces mean consumers only have room for smaller breeds.

Retail Trends

Today consumers are spending more time shopping online than in brick and motor stores and the pet market is following this trend. Just last year, the online retail sales of pet supplies in Germany accumulated over 625 million euros which is an increase of 115 million in 2 years. The largest pet retailer in Germany, Fressnapf accumulated the highest turnover of pet products by the end of 2017, generating 1.25 billion euros – it’s no surprise why German holds the top European spot for pet sales. Chain stores such as Fressnapf, Futterhaus and Zoo & Co continue to dominate the German pet market.

What does this mean for the future of the German pet market?

Even though the German market is at a stagnant growth, the pet population is set to rise with Germany continuing to be on top in Europe. Germany’s pet trends are influenced by many retailers ways to differentiate themselves from the ever-growing competition. Events such as the Dog Street food Festival by SUPERPET (that takes place in June) are paving the way to grow the German pet market in an influential direction.

Predominantly the German pet market consists of cats and dogs which are leading these trends with cats being the top pet owned by households and chain stores being the go-to shop to buy pet products. However, within the next couple of years, we might see dog owners taking over cat owners in popularity which will result in a boost in demand for dog products within the German market.

IVH Industrieverband Heimtierbedarf

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