Sink or swim? Europe’s aquatic pet market

The aquatic pet market encompasses ornamental fish, aquatic turtles, reptiles and the entire ecosystem of related products such as aquariums, filters, feed and aquatic plants. What’s going on in this small but important sector of the broader European pet industry?

World leader in ornamental fish

According to a forecast presented by Grand View Research, the European aquatic pet market will reach a value of €3.57 billion ($4.27B) by 2030. This represents a compound annual growth rate (CAGR) of 7.9% from 2024, when it was valued at €2.26 billion ($2.70B).

With 17.64 million home aquariums spread across the continent, Europe is the world leader in the ornamental fish sector, accounting for around 39.8% of the global market share in this specialized segment.

The UK is the country with the most aquariums (an estimated 7.3 million units) according to the European Pet Food Industry Federation (FEDIAF). It is followed by Germany (2.2 million) and Italy (1.5 million).

Recent market fluctuations

Since 2020, the market has experienced a period of growth, followed by a phase of decline. “There was a big increase during Covid and that’s quite understandable with people spending more time in their homes,” explains Tamás Danyikó, Director of Operations at Green Aqua, a Hungarian company specialized in aquascaping.

“After Covid ended in late 2022, new aquarium sales dropped slightly in 2023 then started to increase again slowly in 2024 and 2025,” he adds.

Similarly, TATRAPET, a Slovak company that produces and supplies aquatic and general pet products, saw a significant increase in sales “of several dozen percent” across its entire range of aquarium products in 2020 and 2021. This was followed by a gradual decrease in sales, but not in all categories.

“Freshwater aquarium fish food in classic packaging, i.e. in plastic containers, maintained its sales stability until 2025. Our terrarium segment even grew. We recorded the biggest sales declines in aquarium roots and accessories,” says Ľubomír Čupka, founder and owner of TATRAPET.

Customer landscape

The aquatic pet market appeals to various customer types. At Slovakian pet store chain COBBYS PET, they categorize customers into three different segments, according to CEO Ladislav Kobolka.

Firstly, there are the ‘newcomers’: young people or parents buying an aquarium for a child. This group is shrinking, he says. “Then there are the hobbyists: our loyal, core customer base. They have maintained tanks for years and provide steady turnover through the purchase of feed, water treatments and replacement filters,” adds Kobolka.

The third kind of customer for COBBYS PET is the high-end professional: a growing phenomenon of high-net-worth individuals and corporations. “These clients seek ‘image aquariums’ for waiting rooms, boardrooms or luxury homes. For them, a bespoke, tailor-made solution is a status symbol, and price is rarely the deciding factor,” states the CEO.

Technical innovations driving change

Over the past few years, various technological advances have significantly enhanced the user experience and attracted new hobbyists to the market.

Market Research Future highlights the rise of smart aquarium systems featuring Internet of Things (IoT) sensors for water-quality monitoring, energy-efficient LED lighting and automated feeding mechanisms. These innovations not only improve maintenance but also extend the life of aquarium setups.

Green Aqua’s Danyikó emphasizes the market relevance of these advances. “The biggest growth is in technical equipment with a new generation of LED lights being released alongside quickly developing automation solutions and Wi-Fi/Bluetooth-connected smart devices like filters, heaters etc.”

Sustainability-conscious consumers

Transparency, animal welfare and overall sustainability have become primary decision drivers for today’s European consumers. They increasingly favor captive-bred fish over wild-caught specimens.

This shift in consumer awareness is supported by various industry initiatives. For example, the Code of Conduct issued by the UK’s Ornamental Aquatic Trade Association (OATA) promotes responsible sourcing, breeding and trading practices.

Pricing challenges

Accelerated by the Covid pandemic, e-commerce has gained substantial traction and is reshaping retail dynamics. With online sales channels offering convenience, a broader product selection and competitive pricing, this is creating challenges as well as opportunities for some aquatic players.

“The biggest challenge is staying competitive in pricing. We see opportunities in providing exceptional service and education, and keeping up with the novelties,” comments Danyikó.

TATRAPET’s Čupka also highlights the problem of keeping prices affordable and sees many retailers downsizing their aquatics range and replacing it with dog and cat products due to the specificity of the market. “Perhaps the main challenge in this segment will be the decisions of those who are already hesitating [about] whether to continue or reduce,” he says.

“Aquaristics is a beautiful hobby and brings together a large number of enthusiasts. It has not experienced such a boom as the dog and cat segment. However, it maintains its position,” he continues.

Čupka concludes that his company’s strategy is to keep the interest of aquatic pet owners by keeping pace with their needs: “TATRAPET historically started with the aquarium segment and we will certainly continue this tradition. A big challenge for us is to continue to bring these enthusiasts a range of products that will make them happy in the coming years.”

Factoring in necessary costs

Robert Jan van den Enden is chair of Aquatic Wholesale Group in the Netherlands, a group of companies specializing in designing and manufacturing products for aquariums, ponds and reptiles. He believes that customer awareness and appreciation for the costs involved in breeding and supplying aquatic pets can go some way towards solving the pricing challenge.

“A cup of coffee or ice cream is often much more expensive than a beautiful fish for an aquarium,” he says.

Additionally, he emphasizes the importance of businesses expanding their networks to leverage their size and economies of scale. “Professionalization of the live-animal supply chain means we can charge the costs of compliance, sustainability and responsible trading into the retail price of livestock.”

The broader product selection available online has led Allevamento Pesci Rossi Carpe Koi, a goldfish and koi carp breeding farm in Italy, to differentiate its varieties by seeking new, unique and rarer ones.

“After starting with breeding comet, sarasa, shubunkin and fantail goldfish, we gradually expanded over time to new varieties like watonai, Bristol shubunkin, tamasaba and ryukin,” says Mario Brandazzi, founder of the farm and its parent company Vivaibambù.

“Unfortunately, energy costs have increased exponentially, inevitably reducing profit margins. Adjustments to new regulations, such as the ban on keeping goldfish in a bowl, have greatly limited sales,” he adds. “But as a matter of common sense, we have always preferred to lose a sale rather than see one of our goldfish end up in a glass bowl.”

Bringing in new customers

Looking ahead, several key trends look set to shape the European aquatic pet market. For example, the integration of AI for health monitoring, predictive maintenance and personalized nutrition plans will transform aquatic pet care, making it particularly appealing to younger demographics.

Van den Enden believes these advancements are creating opportunities for market growth. “New techniques, well-designed aquariums and online information make fishkeeping and maintenance easier, pulling more consumers into the hobby,” he states.

Younger consumers who prioritize ethical consumption are primarily driving the growing demand for ecofriendly products. This trend extends across all product categories, from aquarium equipment to specialized feeds.

Creative thinking for the future

In response, the industry is increasingly embracing circular models, with innovations in low-carbon feed formulations and closed-loop aquaculture systems reducing environmental impact while improving efficiency. Captive-breeding techniques are also being improved, producing healthier, stronger aquatic pets that are easier to keep sustainably.

Industry players should also think creatively to find growth opportunities, says van den Enden. He suggests aquascaping and planted tanks as ways to attract a new customer segment: “There are millions of plant lovers in the EU; growing aquatic plants inside the house is a great way to bring nature into the living room.”