The pet industry in Portugal

In Portugal, it’s not just the wine that’s thriving – pets are living their best lives, too! Dive into the growing pet market, where dogs might just have their own TV channel.

Pet population in Portugal

According to the European Pet Food Industry Federation’s (FEDIAF) last report, Portugal has a diverse pet population of 2.84 million dogs and 1.95 million cats. Another recent survey indicates that 57% of Portuguese households own multiple pets, highlighting a strong culture of pet companionship.

Size of the pet care market in Portugal

The Portuguese pet care market is showing growth, with an estimated €612.2 million ($667.2M) spent in 2023, a slight increase from 2021. Most spending (76%) is focused on pet food, with pet care and supplies accounting for 23.5%.

Euromonitor reports a 2.2% market growth from 2022 to 2023, largely due to a 2.5% increase in pet food sales. However, pet product growth slowed to 1.2%.

Retail growth is also strong, with supermarkets leading sales at 65.6%, followed by specialist stores (21%) and online channels (17.2%). Small and medium-sized businesses make up most of the 3,000 pet establishments, contributing €250 million ($272.5M) annually and employing about 10,000 people.

The market is projected to reach €1.3 billion ($1.4B) by 2029, growing at a 3.7% compound annual growth rate (CAGR), fueled by rising pet ownership, an increasing focus on pet health and growing demand for premium and specialized pet foods.

Despite challenges like high VAT rates and sustainability concerns, local producers are tapping into the demand for high-quality, natural pet foods.

A recent survey shows that 74% of Portuguese consumers prioritize quality when choosing pet food. Additionally, according to Statista, the pet food market is expected to generate €370 million ($380 million) in revenue by 2025, with a modest 2.53% CAGR from 2025 to 2029.

Retail landscape

As of 2023, Zooplus.pt leads the Portuguese online pet supplies market with $24.6 million (€23.5M) in revenue, followed by Tiendanimal.pt and Goldpet.pt.

Other notable pet retailers in Portugal are Petoutlet, Kiwoko, Pet City and Tiendanimal.

Pet trends in Portugal

An intriguing trend in Portugal is the rise of DOGTV, a channel specifically designed for dogs. It provides a mix of stimulation and relaxation for furry companions. The international service has many subscribers in Portugal.