"Strong emotional attachment and a growing desire for pet longevity will promote a shift towards proactive health prevention. Brands can unlock growth by framing supplements as the foundation of everyday pet care."
Dr. Jennifer Hendricks, Principal Analyst - Consumer Lifestyles, Germany
74% of German pet owners consider themselves ‘parents’ to their pet(s), reinforcing the shift towards pet humanisation and raising expectations for brands to deliver both emotional resonance and functional performance. This mindset enables greater willingness to invest, particularly in products that visibly support long-term health and wellbeing.
Despite cost-of-living pressures, the German pet market proved resilient in 2025, reaching €6.99bn in total sales. However, spending is becoming increasingly polarised: essential categories such as pet food and health are protected, while discretionary categories such as accessories suffer.
Looking ahead, preventive health and wellness represent the largest growth opportunities: 55% of pet owners already have a health insurance for their pets and 60% believe pet supplements play an important role in safeguarding pet health. However, persistent inflation – combined with high vet costs and a 36% rise in cat and dog food prices since 2020 – is intensifying price sensitivity and accelerating downtrading to private label.
To compete effectively, brands must balance affordability with value by offering proof-backed benefits, reinforcing everyday relevance and embedding loyalty early in the pet ownership lifecycle.
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