Pet News

A recent study highlights a divergence in pet adoption preferences across generations, particularly concerning dog size. Younger demographics, notably Gen Z and Millennials, exhibit a greater desire for larger canine companions. However, data indicates that these larger dogs often remain in shelters for extended periods compared to their smaller counterparts, primarily due to practical and financial hurdles faced by potential adopters.

Understanding Pet Adoption Trends Across Generations

In November 2025, Hill's Pet Nutrition conducted a comprehensive survey titled the 'Hill's State of Shelter Pet Adoption Report 2026', engaging 2,000 Americans. The findings underscore a fascinating trend: although a significant portion of the population (23%) expressed interest in adopting a large dog, these animals typically spend approximately 17 days in shelters before finding a permanent home. In stark contrast, medium-sized dogs are adopted within 14 days, and small dogs find homes even faster, averaging just 10 days.

Digging deeper, the report reveals that 30% of Gen Z and Millennials are inclined towards adopting larger dog breeds, a figure considerably higher than the 16% observed among Gen X and Baby Boomers. Intriguingly, a substantial 35% of younger respondents would only consider adopting a larger pet if no other options were available. Furthermore, the inclination towards large dog adoption appears to correlate with higher income levels, with 72% of prospective large dog adopters earning over $50,000 annually. Currently, 78% of respondents own a dog, and 49% own a cat. Among dog owners, 39% have small dogs, 34% have medium-sized dogs, and 28% care for large dogs.

Several obstacles contribute to the slower adoption rates of large dogs. A significant 87% of current pet owners recognize the need for more living space for larger breeds, and 70% reported difficulties in securing housing that accommodates them. For those who have never owned a large dog, hesitancy often stems from concerns regarding space (32%), temperament (30%), exercise requirements (21%), and overall lifestyle compatibility (21%).

Beyond spatial concerns, financial implications also play a crucial role. The cost of food is a major deterrent for 43% of potential adopters, while 36% are worried about veterinary expenses. Additionally, 36% find large dogs challenging to transport. While younger generations show a greater willingness to adopt large dogs, only 53% own homes, compared to 74% of older generations, with a quarter of younger adopters residing in apartments. Many younger adopters (47%) have also encountered pet-related restrictions, including deposit fees (18%), monthly pet fees (18%), size limitations (17%), and restrictions on the number of pets (15%).

To encourage large dog adoptions, Hill's suggests implementing initiatives that alleviate the financial burden of pet ownership. Key incentives identified include reduced adoption fees (34%), free or discounted training services (31%), and financial assistance for initial expenses (31%).

This research underscores the evolving landscape of pet ownership, where socioeconomic factors and generational preferences significantly influence adoption patterns. Addressing these challenges through supportive programs could be instrumental in ensuring more large dogs find loving homes.

The insights from this report are quite illuminating, offering a window into the complex decision-making process behind pet adoption. It's clear that while the affection for animals transcends generations, practical considerations like housing, finances, and lifestyle play an undeniable role in who adopts what kind of pet. For shelters and animal welfare organizations, this data is invaluable. It suggests a need to not only promote the loving nature of large dogs but also to actively work with landlords, local governments, and pet service providers to create a more accommodating environment for these magnificent animals. Furthermore, focusing on educational campaigns that highlight the manageable aspects of large dog ownership, alongside financial aid programs, could significantly bridge the gap between interest and actual adoption, ultimately benefiting both pets and people.

In 2025, the Italian pet care sector achieved a remarkable €5.3 billion in revenue, primarily propelled by the vigorous sales of pet food and the increasing influence of specialized retail and digital marketplaces. This substantial growth underscores a dynamic market where evolving consumer preferences and innovative distribution channels are reshaping the industry landscape.

A detailed analysis of the market in 2025, conducted by the Italian pet industry association Assalco, reveals significant trends. The Assalco Report, unveiled during Interzoo in Nuremberg, encompassed data collected over 52 weeks up to December 28, 2025. This edition featured enhanced methodologies and broader omnichannel coverage, incorporating e-commerce and specialized retail chains like Arcaplanet, alongside traditional grocery and specialized outlets. This updated approach allowed for a more comprehensive understanding of the market, including insights from over 4,500 independent pet stores.

Pet food emerged as the dominant category, constituting 79% of the total market value. This segment alone generated €4.2 billion in sales across all channels in 2025, marking a 2.7% increase year-over-year. The volume of sales reached 811,000 tons, an acceleration in growth attributed to the stabilization of prices after several years of inflation-driven increases. Within the pet food category, cat food held a commanding 56% market share, with wet cat food being the most significant sub-segment, contributing €1.5 billion in sales. Dog food, while smaller, still represented 44% of the market, with dry dog food leading its segment at over €1 billion in sales. Pet treats for both cats and dogs also experienced positive growth, increasing by 2.8% in value and 1.7% in volume to reach €409 million.

Retail channels played a pivotal role in this expansion. Specialized retail, encompassing independent pet shops, chains, and supermarket pet sections, generated €1.7 billion in revenue, a 3.6% increase from 2024, accounting for 40.9% of total sales. Independent pet shops grew by 2.9%, while chains and supermarket pet stores saw a 4.1% increase. In contrast, traditional grocery channels, including supermarkets and hypermarkets, observed slower growth as consumers increasingly opted for specialized retail and online platforms. E-commerce channels demonstrated significant growth, capturing 11.5% of sales and generating €483 million, a 0.5 percentage point increase year-over-year.

Beyond food, the pet care sector contributed approximately €1.1 billion to the market, representing 21% of the total. This includes accessories, hygiene products, and cat litter. Accessories and hygiene products collectively generated €654.9 million in 2025, showing a 1.9% year-over-year growth. Specialized retail dominated this segment with 62.4% of sales, followed by grocery (19.3%) and online channels (18.3%). Cat litter sales grew by 2% to €328.2 million, with grocery channels leading sales at 46.9%, followed by specialized retail at 40.4%, and online at 12.7%.

Consumer behavior highlights a strong reliance on commercially produced pet food. Nine out of ten dog-owning households utilized commercial dog food, with 68.2% using it as their primary or sole food source. Veterinarians served as the main reference point for dog owners (44.7%). Among cat owners, 95.7% used commercially produced cat food, with 77.5% considering it their pets’ main diet. A significant portion of cat owners (36.4%) made independent product choices, while 35.9% consulted veterinarians. The use of functional supplements and specialized diet products also saw widespread adoption among both dog and cat owners, demonstrating a growing focus on pet health and wellness.

The Italian pet market in 2025 showcased a robust performance, with cat food and specialized retail emerging as key growth drivers. The comprehensive report by Assalco underscores the market's resilience and adaptability, with significant shifts towards digital sales and a heightened emphasis on pet nutrition and specialized care products. This trajectory suggests continued expansion and innovation within the sector.