Country report Italy: Pet-loving nation
There are growing numbers of dogs and especially cats in the Mediterranean country, as established independent pet shops rely on their high levels of service to compete with chains, e-commerce and private label.
Pet consumers in Italy purchase products in all available channels. Although they still prefer bricks and mortar, online shopping has increased significantly.
Millennials and Gen Z tend to search for products on websites and read reviews from other pet owners before buying either online or at a physical location.
Traditional Italian pet shop
A sneak preview of a Nomisma survey to be presented during Zoomark in Bologna gives a profile of the average Italian independent pet shop: operating in the market for more than 10 years, small – not exceeding 400 sq m – and with 2-3 sales staff.
This category of retail outlets still persists, despite the growth of chains like Arcaplanet, supermarket-owned pet stores – a specifically Italian distribution scenario – the grocery channel and, of course, e-commerce.
Independent stores like these distinguish themselves through the meticulous service offered to pet parents.
Customers are never left alone in front of a shelf but are accompanied throughout the purchasing journey while being listened to, informed, encouraged and advised.
Only branded products are available, with virtually no space for private labels.
Private labels elsewhere
Unlike in the specialist pet channel, private label pet care products are gaining share in the mass market.
According to Circana data presented at Marca 2025 – the Italian trade fair dedicated to private labels – retailers’ branded products reached a turnover of €26 billion ($28B) in Italy in 2024.
This includes DMO (organized modern distribution, such as supermarkets, hypermarkets and organized retail chains) and discount, and is up 2.4% compared to 2023.
Italy has reduced the gap with the European average for the percentage of private label products in the total market, which increased by 0.5% in the past year and now stands at 35.8%. In 2024, private labels in Italy became sales leaders in numerous categories.
Over 90% of fresh produce such as meat, fruit and vegetables is private label. In the pet care category, this has now reached a 41.3% share of the market.
TEHA (The European House – Ambrosetti) presented this data at Marca as part of its analysis, ‘The leading role of modern distribution and private labels in the sustainable transition of the agri-food supply chain’.
Demand for sustainable packaging
In recent years, Italian pet parents have become increasingly concerned about the environmental impact of their pet-related purchases – whether that’s food, accessories or other items.
This shift is reflected in the rising demand for eco-friendly products, such as biodegradable pet waste bags, organic pet food and sustainably produced toys.
The growing awareness of sustainability among the population is part of the broader global trend and does not only apply to Italy’s pet market.
According to the Nomisma Observatory, one of the main drivers for more than 1 in 5 Italians when choosing food products in general is the use of packaging from renewable sources (23%), completely recyclable packaging (23%) or no over-packaging (21%).
Nomisma also highlights how the search for environmentally low-impact packaging becomes even more pronounced for healthy and sustainable products: 73% of Italian consumers consider it important or essential to have packaging with a high sustainability profile when purchasing healthy products. That rises to 76% when it comes to sustainable food.
In this context, the pet food and pet care markets are clearly aligning with the broader consumer demand for sustainability. As Italian pet owners become more conscious of their environmental footprint, they are increasingly seeking out products that reflect their values.
Sustainability is not just a passing trend, but an essential consideration for both manufacturers and consumers moving forward.
Italy’s new professional code for pet groomers
On 1 April, Italy implemented a new Attività Economiche (Classification of Economic Activity) or ATECO code – 96.99.12 – dedicated to the pet grooming sector and enhancing professional recognition and streamlining administrative processes.
ATECO is a system that categorizes various economic activities for statistical, fiscal and administrative purposes. The move aims to differentiate grooming services from other pet-related activities, such as pet shops and boarding establishments.
The introduction of the code is expected to provide several key benefits, such as offering pet groomers greater professional recognition by clearly defining their role within the broader pet care industry. It will also simplify bureaucratic processes by enabling more accurate tax and contribution classifications.
The code will allow for a more detailed assessment of the sector’s risk levels, which may influence occupational health protections in the future. Additionally, this move allows groomers to access targeted incentives, financing opportunities and data-driven policies designed to support their professional development.
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