Italian pet food market reaches € 2.26 billion in sales

These numbers have been announced by Assalco, the National Association for Pet Food and Pet Care Businesses, as part of their 14th edition of the Assalco – Zoomark Report that will be presented at Zoomark International (November 10-12, 2021). 

The leading market

While Italy now has more than 60 million pets of all types, cat food and dog food continue to be the most significant categories in the Italian pet food market.

Cat food represents 53.2% of the total value of the market in grocery stores, traditional pet shops and pet shop chains, for a value a little over 1,200 million euros (+5.9% compared with 2019).

Dog food represents the remaining 46.8% of the market with a value of around 1,057 million euros, a figure that is also growing (+2.3%) compared to 2019. 

Other pets

The market for pet food for small animals in 2020 saw revenues of a little over 12 million euros at hypermarkets, supermarkets and minimarts. Products for birds and rodents dominate the market:

• Food for ornamental birds represent 42.1% of the market value and 50.5% of volume
• Food for rodents makes up 30% of the value and 38.9% of volume

Pet care

The data also shows growth in sales of accessories for day-to-day pet care, including products for hygiene, play, leads, pet beds, bowls, cages, aquaria and various related items.

In 2020, this market reached a value of 72.8 million euros and a 2.3% increase in value and 6.7% in volume compared to 2019.

The segment of hygiene products (mats, wet wipes, shampoos, brushes, deodorants and other beauty products) confirms its importance with a value of almost 33 million euros, up by 14.7% compared with the previous year.

Also the segment for pet toys has reached significant dimensions, with an overall business volume close to 6 million euros (+1.7% compared with 2019). 

Cat litter

Cat litter trays, a segment analysed separately, in 2020 recorded sales of more than 76 million euros, an increase in value of 3.1% compared with the previous year. 

“2020 confirmed the positive progress of the Italian pet food and pet care markets,” stressed Gianmarco Ferrari, President of Assalco. “During such a dramatic time as the Covid pandemic, the role of pets in households has become even more important, as has been confirmed by Italians’ heightened attention to pet foods and pet care products that are essential to their pets’ wellbeing. As pet food and the veterinary services are essential services for pet owners, we are renewing our call for a rethink on the possibility to lighten the tax burden on pet-owning households.” Added Ferrari.

“Today in our country pet food and veterinary services are subject to VAT of 22%, the same as luxury goods. In other countries, like Germany, which considers the social role of pets, this VAT level is 7%, less than a third of the figure in Italy. We are urging, therefore, that pet food and veterinary services be repositioned within the special 10% bracket.” 

Zoomark

The rest of the results of the study will be shared during Zoomark International in Bologna on 10-12 November 2021. More info here.