Italy's Pet Market Flourishes: Cat Food and Specialty Retail Lead a €5.3 Billion Industry
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.