Africa snapshot: ownership rates, feeding habits and market trends

Nearly 3 in 10 Africans aged 18 and over own pets (29%), according to a report by Sagaci Research, a Kenya-based data and insights company. Madagascar records the highest ownership rate (over 40%), followed by Angola (39%), South Africa (38%), Kenya (38%) and Algeria (35%).

Dogs and cats dominate African households, with 54% of pet owners keeping dogs and 47% owning cats. By comparison, 12% of respondents have chickens, 6% keep goats, another 6% own birds and just 4% raise rabbits.

The survey was conducted online in November 2025. It involved 11,520 respondents, of whom 3,286 identified as pet owners. The sample was drawn from 30 African countries, including Nigeria, Ethiopia, Egypt, the Democratic Republic of the Congo and Tanzania – the 5 largest nations on the continent.

Pet food

When it comes to nutrition, 48% of pet owners feed their animals table scraps, and only 41% purchase commercial pet food, reflecting cost pressures on household budgets. Of those, 64% opt for kibble.

Among owners who buy pet food, 28% purchase it weekly and 16% do so every 2 weeks. More than 2 out of 10 (34%) buy it monthly.

Local markets are the preferred retail channel for pet food, with 38% of African pet owners making their purchases there. This is followed by pet stores or veterinary clinics (27%) and supermarkets (24%). Online purchasing remains marginal, with only 3% of respondents buying pet food via digital channels.

In May 2024, Amazon launched in South Africa, offering 20 product categories, including pet supplies and accessories. Its biggest challenge was competing with consumers’ preference for physical in-store shopping.

Brand loyalty

Local brands dominate pet food preferences in Africa, according to the Sagaci Research survey.

Over the 12 months ending November 2025, the leading brands were Marltons and Pamper. Marltons is a South African producer of pet food, treats, accessories and other supplies for dogs, cats, small animals, birds and fish. Pamper, meanwhile, is South Africa’s leading wet cat food brand owned by manufacturer Bob Martin & Co.

The top 10 also includes Nestlé Purina, Montego Pet Nutrition, Husky, Bob Martin & Co, Bobtail, Beeno, Mars Petcare’s Pedigree and Migliorgatto.

Insurance adoption

Although pet health insurance is not widespread yet in Africa, it is considered by a quarter of owners.

Across the continent, pet insurance remains far from mainstream, with just 15% of pet parents currently holding a policy. A further 25% say they plan to take one out but have not done so yet.

The largest group by far – 61% – say they have never even considered the option, highlighting how limited awareness and adoption still are in many markets.