German Pet Market: Slight Decline in Pet Ownership, Stable Sales in 2025
In 2025, Germany's pet population, excluding aquatic and reptilian companions, registered a slight decrease, totaling 33.4 million animals. This figure indicates that approximately 43% of German households were home to at least one pet. The German Pet Trade & Industry Association (ZZF) and the Industrial Association of Pet Care Producers (IVH) provided these insights, noting a minor reduction from the 33.9 million pets recorded in 2024, when 44% of households owned pets. This trend of gradual decline extends back to 2022, which saw 34.4 million pets across 46% of households, and 2023, with 34.3 million pets in 45% of households. The latest statistics are derived from a comprehensive survey involving 5,000 households, supplemented by market intelligence from member companies of both associations.
The landscape of pet ownership in Germany exhibits varied dynamics across household compositions and age groups, while certain pet types maintain their popularity. Single-person households accounted for 26% of pet owners, two-person households represented 35%, and larger families with three or more individuals made up 39% of the pet-owning demographic. Age-wise, individuals 60 and older constituted the largest segment of pet owners at 25%, followed by those aged 50-59 at 21%. Younger demographics showed lower ownership rates, with 19% for 30-39 year olds, 18% for 40-49 year olds, and 17% for those under 29. Notably, 67% of families with children reported owning a pet, and 13% of all households cared for at least two different species. Cats continued to be the most favored pets, with 15.7 million felines residing in one in four homes, a slight reduction from 15.9 million in 2024. Dogs followed with a population of 10 million, found in one in five households, also a marginal decrease from 10.5 million the prior year. Conversely, the population of small animals, such as rabbits and hamsters, saw a minor increase to 4.4 million, present in 5% of households, up from 4.3 million. Bird and aquarium ownership also experienced slight growth, with birds increasing to 3.3 million from 3.2 million, and fish to 2.1 million from 2 million. Terrarium animals, however, saw a small dip to about 1 million, representing 1% of households.
Despite the slight dip in pet ownership, Germany's pet industry revenue remained largely stable in 2025, reaching €6.99 billion. This figure is nearly consistent with the €7 billion recorded in both 2024 and 2023, and notably higher than the €6.5 billion in 2022 and €6 billion in 2021. Pet food was the primary driver of this revenue, generating €4.3 billion, marking a marginal 0.3% year-over-year increase. In contrast, the pet accessories sector experienced a 4.6% decline, settling at €1.1 billion. Traditional brick-and-mortar stores contributed €5.3 billion to total sales, while online sales continued their upward trajectory, reaching €1.5 billion, a 0.6% increase from 2025 and 26% higher than 2022. Additionally, wild bird food sales added €134 million. Within the pet food category, cat food dominated with €2.3 billion in sales, with wet food accounting for €1.6 billion. Dog food followed at €1.7 billion, largely fueled by snacks, which contributed €768 million. Food retail channels were responsible for 66% of total pet food sales, with specialized pet stores making up the rest. For accessories, cat litter led with €370 million in sales, followed by cat accessories at €230 million and dog accessories at €200 million. Specialized retailers were the predominant channel for accessories, capturing 76% of sales, with food retail outlets covering the remainder.
The resilience of the German pet industry, even amidst minor fluctuations in pet ownership, underscores the enduring bond between humans and their animal companions. The stable revenue figures, particularly the consistent growth in online sales, highlight the industry's adaptability and consumers' ongoing commitment to their pets' well-being. This suggests a future where innovative products and accessible purchasing channels will continue to thrive, reinforcing the positive impact pets have on people's lives and the economy.