The pet industry in Norway

Norway’s pet industry is thriving, with popular breeds like the border collie driving demand. In 2023, pet services – especially grooming – generated the highest revenue, fueling industry growth.

The pet population in Norway

In Norway, cats and dogs are among the most popular pets, with the former being the most common choice. As of 2023, the country’s cat population was estimated at around 720,000, with roughly one-third of households owning one – a trend that has remained stable since 2010, according to Statista.

The cat population peaked in 2021 and 2022 at 783,000. In comparison, around 17% of households owned at least one dog during this period. By the end of 2023, the number of dogs had grown to approximately 500,000, marking a slight increase from the previous year, alongside over 26,000 new dog registrations.

Among these new registrations, the border collie was the most popular breed. Norway maintains strict regulations on importing and owning live animals, including a ban on certain breeds deemed potentially aggressive, such as pit bull terriers and American Staffordshire terriers, as well as crossbreeds or trained attack dogs.

Norwegian pet industry growth

According to Grand View Research, the pet services market in Norway generated $88.2 million (€81.6M) in revenue in 2023 and is projected to reach $143.1 million (€132.3M) by 2030. From 2024 to 2030, the market will grow at a compound annual growth rate (CAGR) of 7.2%.

According to StrategyHelix’s latest report, the demand for durable, functional accessories and high-quality grooming tools is rising, reflecting Norway’s health-oriented values. Grooming was the largest revenue-generating segment in 2023, and pet sitting is expected to be the fastest-growing service during the forecast period.

According to ReportLinker, the Norwegian pet food market is projected to grow from $46.3  million (€45M) in 2023 to $55.6 million (€54M) by 2028, with an average annual growth rate of 2.9%, following a historical growth rate of 6.7% since 2013.

In 2023, Norway ranked 19th globally in pet food sales, behind Romania, while France, the UK and Spain occupied higher positions.

Norwegian import and export data

Specific data on the export value of domestically produced pet products from Norway are limited. However, in 2021, the country exported approximately 20 million kilograms of pet food, and projections indicate this could reach 23 million kilograms by 2028, reflecting an average annual growth rate of 1.9%.

In 2021, Norway imported approximately 48.3 million kilograms of dog and cat food, amounting to $168.3 million (€155.7M). The primary countries supplying these imports were Germany ($30.8M/€28.5M), Denmark ($24.2M/€22.4M), Poland ($22.7M/€21M), France ($18.8M/€17.4M) and the Netherlands ($16.3M/€15.1M).

Over the past few years, Norway’s pet food exports have experienced an average annual growth rate of 2%. On the other hand, the demand for imported pet food in Norway has risen by 0.3% annually over the same period. Looking ahead, pet food imports are projected to reach 47 million kilograms by 2028, up from 46 million kilograms in 2023, growing at an average annual rate of 0.2%.

The Norwegian pet retail landscape

Musti Group rapidly expanded from 15–16 stores in 2018 to over 80 locations in Norway, with plans to grow further through new openings and enhanced existing stores.

Norway accounts for 43.7% of the company’s total sales and 15–17% of its market share. This focus is supported by investments, such as a 40% stake in Petrus Veterinærer, which strengthens service offerings.

Other notable players in Norway’s retail landscape are Zooplus, Vetzoo, Dyrekassen and PetXL.

Recently, ZOO.se launched its online operations in Finland and Norway, marking a significant step in its Nordic expansion.