Germany Marketing to Pet Owners Market Report 2023
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German pet owners consider themselves pet parents. Brands that support them in creating memorable pet experiences (eg joint workations) will resonate. Dr. Jennifer Hendricks, Consumer Lifestyles Research Analyst, Germany…

Germany Marketing to Pet Owners Market Report 2023

£ 2,195 (Excl.Tax)


Discover the latest pet industry marketing trends and how they are impacting the German pet industry! Mintel’s German Pet Market Analysis 2023 is packed with valuable insights on pet care in Germany, German pet market growth, forecast and segmentation. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!

German Pet Industry: Current Market Landscape

Numbers of pet ownership in Germany rank in second place in overall ownership rates, making Germany one of the most promising markets for pet supply brands in Europe.

However, inflation-induced prices are also affecting German pet owners, as prices for pet food and veterinary services have increased significantly over the last few months. Nevertheless, Mintel’s German pet market analysis shows that the German pet industry overall remains resistant in spite of price rises. However, the premium pet food and non-essential pet products and services segments, e.g. toys are at risk of seeing a decline in German pet market growth as some pet owners are looking for cheaper pet food and are cutting back on discretionary spending.

Pet Ownership in Germany: What Consumers Want and Why

According to our experts’ German pet market analysis the vast majority of pet owners consider being a pet parent an important part of their identity, and they value their pets as members of the family.

Considering these sentiments, our report on pet ownership in Germany shows that many are willing to spend money on their pets despite the ongoing cost-of-living crisis, thus fueling German pet market growth during difficult economic times. In fact, almost half of German pet owners have not made and are not considering making changes with regards to their pet due to inflation. This indicates a good overall resistance of the German pet market and opens up opportunities for marketing to pet owners in Germany.

  • Pet Ownership in Germany – Consumer Behaviour: The majority of Germans habour strong sentiments concerning their pets, in fact, 73% of pet owners strongly or somewhat agree that being a pet parent is an important part of their identity.
  • German Pet Market Challenges: Pets represent a significant cost factor, and this might lead to decisions not to replace deceased animals. Beyond that, many pets are currently in danger of ending up in shelters due to the cost-of-living crisis and consumers no longer being able to stem the costs of taking care of a pet.
  • Pet Marketing Opportunities: The COVID-19 pandemic has introduced more flexible working patterns and they are here to stay, providing more Germans with the opportunity for pet, and especially future dog ownership. For 22% of Germans, the pandemic provided an opportunity to acquire a pet, and data from 2019-21 shows a notable rise in cat ownership.

German Pet Market Opportunities

The fact that pet ownership in Germany sports such high numbers provides chances for brands across various sectors to cater to German pet owners, e.g. with pet-friendly travel options to target activity-focused pet owners. However, the ability to own a pet is heavily dependent on one’s lifestyle. A number of Germans who report not owning a pet, said that this is due to them being away from home too much, while others say their residence is not fit for pets. This opens up opportunities in pet marketing for leisure brands to attract animal lovers who do not own a pet by providing them access to animals.

Despite the high regard Germans have for their pets, squeezed household budgets may dampen German pet market growth. Pet supply brands need to provide good value for money to be able to continue to provide competitive marketing to pet owners in Germany, e.g. by claiming greater product durability, or with multifunctional pet food promoting pet health.

To discover more about the German Pet Market, read our Germany Pet Food Market Report 2021 or take a look at our extensive Pet Market Research.

Quickly Understand Pet Ownership in Germany

  • What types of pets do people own and what are the reasons for pet ownership?
  • Barriers against pet ownership and plans to get a pet in the next five years.
  • Purchase of pet-related products/services in the last 12 months.
  • Changes in pet-related spending due to the rising cost of living.
  • Attitudes towards pet ownership in Germany.
  • Pet owner typologies.

Covered in this Report

Brands: The Farmer’s Dog, ManyPets, Gucci, Christian Louboutin, Uncommon, Katers Köök, Neko-Yokujo, Cat Depot,

Expert Insights into the German Pet Market

This report, written by Dr. Jennifer Hendricks, Research Analyst, delivers in-depth commentary and analysis to highlight current German pet industry trends, and adds expert context to the numbers.

German pet owners consider themselves pet parents. Brands that support them in creating memorable pet experiences, e.g. joint workations will resonate with German pet owners.

Dr. Jennifer Hendricks, Research Analyst
Dr. Jennifer Hendricks
Research Analyst – Consumer Lifestyle, Germany

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Opportunities

    • German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Human-pet relationship
    • eCommerce
    • Sustainability

    • Pet ownership and plans to get a pet
    • Graph 2: types of pets owned, 2023
    • Graph 3: pet ownership, by lifestage, 2021 and 2023
    • Graph 4: plans to get a pet in the next five years, by generation, 2023
    • Reasons for/barriers to pet ownership
    • Graph 5: reasons for getting a pet, 2023
    • Graph 6: reasons for not getting a pet, 2022
    • Use of pet-related products and services
    • Graph 7: number of types of pet products and services pet owners have spent money on in the last 12 months, by generation, 2023
    • Changes in spending patterns due to the cost-of-living crisis
    • Graph 8: changing spending patterns due to the rising cost of living, 2023
    • Attitudes towards pet ownership
    • Graph 9: attitudes towards pet ownership (NET), 2023
    • Graph 10: consumers who bought a product advertised by social media personalities they follow/frequently view content from, in a sponsored ad (excluding products designed by/in cooperation with them), by pet ownership and age, 2023
    • Pet owner typologies
    • Graph 11: pet owner groups, by age, 2023
    • Graph 12: pet owner groups, by age, 2023
    • Graph 13: pet owner groups, by age, 2023
    • Graph 14: pet owner groups, by age, 2023
    • Graph 15: pet owner groups, by age, 2023

    • Advertising and marketing activity

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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