Pet care: where your consumers spend more and expect more
The pandemic didn't create the pet care boom - it accelerated what was already coming. Across Europe, millions of people deepened their bond with their pets in ways that permanently changed how they shop, what they expect and how much they're willing to spend. Pets moved from the periphery of household budgets to the centre of daily routines, family decisions and wellness rituals.
The numbers reflect this. The European pet food market alone is now valued at €29.3 billion, growing at around 5% annually - driven by premiumisation, rising ownership rates and growing demand for functional health products. E-commerce accounts for 29% of European pet care retail, with the UK, Germany and France leading the way, and Turkey emerging as a market to watch.
And the growth spans well beyond pet food.How do you make functional products consumers actually enjoy?
Six categories, one growing universe:
Today's pet care market touches six interconnected product areas:
• Pet Food & Nutrition — from life stage nutrition and functional foods targeting gut health, immunity and joint support, to alternative proteins and clean-label formulations
• Pet Food & Nutrition — from life stage nutrition and functional foods targeting gut health, immunity and joint support, to alternative proteins and clean-label formulations
• Pet Personal Care — grooming, skin care, dental care and coat treatments increasingly inspired by human beauty standards
• Pet & Home Hygiene — pet-safe cleaners, odour neutralisers and multifunctional home care solutions built around indoor living with animals
• Pet Nutraceuticals — the fastest-growing functional segment, with strong demand for probiotics, omegas, calming actives and skin & coat supplements
• Pet lifestyle — enrichment, behavioural wellbeing, travel accessories and wearables
• Pet tech — smart feeders, health monitoring, AI-driven care and data-led management tools
If you formulate for human food, personal care, home care or nutraceuticals, much of what you already know applies directly here: the ingredient logic, the functionality, the regulatory framework. Pet care is, in many ways, where human health and wellness science is heading next.
If you formulate for human food, personal care, home care or nutraceuticals, much of what you already know applies directly here: the ingredient logic, the functionality, the regulatory framework. Pet care is, in many ways, where human health and wellness science is heading next.
Four forces shaping what your consumers need
Humanisation is the most powerful driver in the market. Pets now occupy a role previously held by children or close family — particularly in single-person households and smaller urban homes. This is translating directly into product expectations: spa-quality grooming, dermacosmetic-inspired skin care, sensory-rich textures and emotional wellbeing products that mirror what owners buy for themselves.
Holistic and preventive health is reshaping formulation priorities. Pet owners increasingly want to prevent problems rather than treat them - a logic familiar from the human wellness space. Gut health is the rising star, alongside immunity support, joint mobility, cognitive function and stress relief. For nutraceutical and food formulators in particular, the application logic sits close to human health categories you likely already work in.
Premiumisation is holding firm despite cost-of-living pressures. Owners consistently prioritise quality when they believe a product delivers real benefit. Sustainable and alternative proteins, breed- and age-specific nutrition, advanced textures and clean-label positioning are all gaining ground — as are upgraded personal care and home care formulations with genuine performance claims.
Convenience completes the picture. Busy owners want products that fit into their lives without friction: single-serve formats, multipurpose cleaners, one-step grooming, delivery-friendly packaging and subscription-ready formats. The e-commerce shift is accelerating demand for lighter, more practical solutions across every category.
Ready to explore the pet care opportunity?
You don't need to start from scratch. The formulation expertise you've built for human applications — whether in nutrition, skin care, hygiene or supplements — transfers further into pet care than you might expect. Ingredients, delivery formats, efficacy claims: much of the groundwork is already done.
If pet care is a category you're curious about or actively developing, speak to your Azelis account manager. We can help you explore which of your current formulations have pet care potential, identify relevant ingredients from our portfolio and connect you with our technical experts across the segments most relevant to your work.
Market data: Euromonitor, Mintel (2023–2026)
Please do not hesitate to contact us for further information and assistance.