Paws auf Deutschland: Insights into the German Pet Market

The German pet industry association, Central Association of Specialist Zoological Enterprises in Germany (ZZF), shared its latest pet market report in April, highlighting pet ownership trends and statistics for 2024, product performance and retail insights, and future opportunities. 

With nearly 34 million pets inhabiting the country—and cats reigning supreme—the German pet industry is a robust playground for innovation and impact. Let’s dig deeper into a few trends shaping this market and explore how savvy brands can capitalize on key opportunities throughout.  

In This Economy? 

I recently had a conversation with several colleagues, in which one asked another if they could describe their perspective of the current global economy without using the word “uncertainty.” This, as it turned out, was quite difficult. After several years of pet food inflation and the new prospect of tariffs driving everyday product prices ever higher, “uncertainty” may be the perfect word to describe current consumer spending habits.  

However, in 2024, the German pet parent prevailed amid this uncertainty, driving Deutsch the pet industry to approximately €7 billion in sales, or nearly $8.0 billion USD. (Note: Euro to USD conversions are based on April 29, 2025 currency exchange rates.) 

Pet food accounted for €4.3 billion ($4.97 billion USD), or roughly 62% of total industry sales in 2024, representing 1.3% year-over-year growth. But not all segments of the pet care category were as lucky. Remember that uncertainty? Well, it contributed to a slowdown for pet supplies and accessories last year, according to Norbert Holthenrich, President of ZZF. 

 "Pet owners care about the well-being of their pets, so they invested in their nutrition, health, and care,” Holthenrich stated. “However, due to the strained financial situation, some postponed larger investments in things like dog accessories, small animal enclosures, or aquarium equipment.” 

What Meow? 

Despite dogs historically dominating the commercial pet care industry, feline friends are now driving more pet food sales in Germany. Cats now outnumber dogs, after all, with 15.9 million of them inhabiting the country compared to 10.5 million dogs. Additionally, 38% of cat-owning households in Germany own more than one cat, according to ZZF.   

This indicates a shift in pet ownership that is bound to push the pet care market  in favor of felines, and if pet food and treat sales in 2024 are any indication, this shift is already well underway. (Spoiler alert—this isn’t just happening in Germany, but in the United States, as well! 

In 2024, cat food sales were up 3.5% compared to the prior year in Germany, reaching €2.3 billion ($2.62 billion USD) and representing the most significant year-over-year growth of any pet food category in the country that year. Sales of dry cat food, wet cat food, and cat treats were all up, compared to slight declines seen across the dog food and treat category. 

Chasing Channels 

Brands are increasingly breaking traditional retail barriers in light of consumer preferences to shop online or through multiple channels, an approach commonly referred to as “omnichannel.”   

In Germany, grocery stores, drugstores, and discount outlets are the primary sales channels for pet food in terms of dollar sales, according to ZZF. Sales for this channel reached €2.8 billion ($3.2 billion USD) in 2023, representing 65% of total pet food sales. However, specialty pet retailers are the primary sales channel for pet supplies and accessories, driving €858 million ($977 million USD) in sales in 2024.    

Strong brick-and-mortar retail sales are holding up against the growth of e-commerce, but online growth persists. In 2024, online pet care sales totaled €1.5 billion ($1.7 billion USD), up nearly 15% year-over-year.

So What? 

Understanding the German pet market is the first step toward competing within it. Brands looking to capitalize on pet spending in one of Europe’s strongest economies should take retail segmentation to heart, explore cat-centric products that cater to growing market demand, and engage with experts to navigate economic uncertainty. 

Speaking of experts, BSM Partners brings more than 400 years of cumulative technical experience, offering services from product innovation to veterinary consulting. From navigating complex regulatory landscapes across Europe and the United States to ensuring compliance and market readiness, our team can help brands capitalize on nascent market opportunities in ways that truly resonate with modern pet parents.  

The establishment of BSM Partners' European office in Nantes, France, signifies a commitment to supporting European clients with localized expertise that translates to global impact. Under the guidance of Émilie Mesnier, Vice President for European Operations, the firm is poised to address the unique challenges and opportunities across the region’s pet sector.  

In other words, from concept to consumer, BSM Partners is the only partner you need—in any market. Let us be your tour guide on a journey to success in the German pet food market and beyond.  

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About the Author

Jordan Tyler is the Director of Media at BSM Partners. She has more than five years of experience reporting on trends, best practices and developments in the North American pet nutrition industry. Jordan resides in Bentonville, Arkansas, with her husband and their four furry family members.