Pet News

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.

The pet care market is currently undergoing a transformation in how cat litter is perceived and produced. No longer is a simple 'bentonite' label sufficient; industry professionals are now recognizing the critical distinctions in material composition and performance. This shift emphasizes that not all bentonites are created equal, with significant variations impacting product effectiveness, customer satisfaction, and repeat business. For retailers and private label producers, these nuances are vital, directly influencing product efficiency and consumer loyalty.

Historically, lighter clays were often associated with cleanliness, but this visual indicator is now understood to be less important than the actual mineral makeup. The crucial factor is the material's mineral composition, specifically the concentration of montmorillonite, and its inherent density. High-quality sodium-based gray bentonite, often referred to as 'Wyoming-type,' is setting a new benchmark in the industry. With montmorillonite content often exceeding 80%, this material offers exceptional swelling and absorption capabilities, leading to more efficient and rapid clumping.

Laboratory testing confirms that these sodium clays can achieve absorption levels up to 400%. In practical, everyday use, this translates to reduced product consumption, extended usage periods, and fewer consumer complaints. For businesses, this means more consistent repeat purchases and reliable performance on store shelves. The enhanced performance is not merely a technical detail; it's a strategic financial advantage. High-absorption litters decrease overall usage, boosting the perceived value for the end-user and fostering long-term brand loyalty.

For private label brands, this presents a unique opportunity to distinguish themselves through superior performance, rather than just attractive packaging. In a market where many products appear similar, functionality becomes the primary driver of sustained sales. Supply chain stability has also become a critical consideration. Askana Tera addresses these challenges with its production facilities in Georgia, conveniently located near the Port of Poti. With access to over 10 million tons of premium raw materials and streamlined logistics to Europe, the company offers a combination of consistent quality and dependable delivery schedules.

Askana Tera supports its partners by providing comprehensive private label manufacturing services and ready-to-market branded products, including their AskanaBent range. This flexibility enables retailers to quickly enter or upgrade their product offerings while maintaining control over brand positioning, market entry speed, and profit margins. The company is actively collaborating with partners across Europe, assisting with both private label development and the distribution of their branded products. As the market evolves, Askana Tera is currently accepting production slot reservations for the latter half of 2026-2027. Early engagement allows for extensive customization, covering aspects from granulometry and performance parameters to packaging and branding. In a competitive landscape where product performance drives customer loyalty and a stable supply chain ensures business continuity, selecting the appropriate material is no longer optional; it is a fundamental strategic decision.

The pet care sector is witnessing a paradigm shift where the specific composition of cat litter, particularly sodium bentonite with its high montmorillonite content, is redefining industry standards. This specialized material offers substantial benefits through its superior absorption and clumping properties, which translate into tangible economic advantages for both consumers and manufacturers. This emphasis on performance over superficial characteristics underscores a growing market maturity, where informed choices about raw materials are leading to more effective, sustainable, and consumer-satisfying products.