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!
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.
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.
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.
Brands: The Farmer’s Dog, ManyPets, Gucci, Christian Louboutin, Uncommon, Katers Köök, Neko-Yokujo, Cat Depot,
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 – Consumer Lifestyle, Germany
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