Country report: Spain – Pet prioritization drives innovation
A shift in perception has expanded the Spanish pet care market and heightened the demand for high-quality products and services focused on well-being.
The pet care industry Spain has witnessed significant growth in recent years. This is partly due to an evolving landscape where consumers increasingly feel a profound connection and commitment to their pets – something which companies are striving to respond to.
Members of the family
According to the Barometer of the New Habits of Pet Parents in Spain, 8 out of 10 individuals responsible for a pet consider their furry companions to be additional family members.
When asked about the need to reduce the cost of their family’s shopping basket, 61% of respondents expressed a willingness to sacrifice their own brand preferences over those of their pets.
According to the results, the average monthly expenditure on pet food in Spain is €62.7 ($67.8) for dog owners and €55.1 ($59.5) for cat owners.
The survey, carried out in February 2024 in collaboration with consultancy firm Hamilton Global, found that 78% of respondents had always had a pet at home. A further 22% had recently welcomed their first ever pet.
Fresh wave of young start-ups
A new generation of innovative and adaptable pet-care start-ups are emerging to capitalize on this evolving consumer landscape.
The leaders of these enterprises represent a wave of young, accomplished and highly skilled entrepreneurs.
One notable example is Talía Bonmatí of Dindog Tech, who successfully engineered an innovative pet harness embedded with sensors to improve animal healthcare. Another standout new venture is Kibus Petcare, spearheaded by Albert Icart.
This innovative company markets a kitchen robot specifically designed to prepare food for dogs, all controlled through a user-friendly app.
Platforms for pet care
A number of interesting tech platforms have been launched in Spain. For instance, Álvaro Gutiérrez of Barkibu has pioneered a veterinary telemedicine services platform offering consultations through video conferencing, live chat or by phone. Another noteworthy project is Snau, a platform facilitating connections between pet owners and trainers, daycare centers and groomers.
Meanwhile, Gudog offers a convenient platform for engaging dog sitters, and Doggies in Town presents an app that serves as a guide to ‘dog-friendly’ spaces and activities.
Customization and personalization
Various services cater to the rising trend among owners of pampering their pets. Patasbox offers subscription boxes tailored for cats and dogs, while Gonzalo Noy from Dogfy Diet specializes in crafting personalized diets and ensuring convenient home deliveries.
In another take on the personalization trend, PetGuest, based in Barcelona, crafts customized welcome kits and amenities for pets staying at pet-friendly hotels and establishments.
Spanning the human and pet realms
Meanwhile, a growing number of companies previously only serving human consumers have recognized opportunities within the pet sector.
Leveraging their knowledge and expertise, optimizing their infrastructure and resources, and capitalizing on existing equipment and talent, companies from various sectors – including licensing, insurance, childcare, interior design, landscaping and more – have launched spin-offs to explore the vast potential in the pet industry.
The exchange of knowledge and experience between the realms of humans and pets creates synergies, enriching each step of the process and fostering innovation. From a broad perspective, the cross- fertilization of ideas from different markets and industries can contribute undeniable value to the pet care sector.
You can find a 2024 overview of the Spanish pet industry, including the latest data and trends, here.
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