Marketing to Pet Owners in Germany Market Report 2022
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Pet owners view their pet as a best friend, and this provides opportunities for products and services that enhance the health and wellbeing of both pets and owners. Heidi…

Marketing to Pet Owners in Germany Market Report 2022

£ 2,195 (Excl.Tax)


The Marketing to Pet Owners in Germany Market Report 2022 identifies consumers’ attitudes towards their pets’ health and fitness, the impact of COVID-19 on pet ownership, and the impact of the economy on pet owners. This report covers the German pet industry market size, market forecast, market segmentation and industry trends for the German pet market.

Current Market Landscape

COVID-19 has increased the number of pet owners in Germany with the largest increase in cat ownership. This was largely because they gained some additional time to care for a new/additional pet due to lockdown, but also as a way to gain some physical contact and a comforting presence during a stressful period.

A significant number of pet owners acquired their pet from a pet store. Encouraging repeat visits to stores has great potential to encourage impulse purchasing of treats and toys, as well as providing exposure to new product introductions.

German Pet Industry Market Share and Key Industry Trends

With continued hybrid-working and working from home, more people are able to get a pet. Flexible working could drive more demand for services such as dog walking during days when owners are in the office creating gap on the German pet market to be filled by brands.

Moreover, rising pet obesity offers potential for wearable technology that tracks a pet’s health and fitness. Fitness apps could even be aimed at pet owners specifically, by pairing data from both owner and pet’s trackers in one app. There is also potential for cross-category promotions between exercise brands and pet retailers.

  • 22% of German pet owners acquired a pet during COVID-19.
  • 57% of German pet food buyers are interested in food with ingredients that support gut health.
  • 44% of German pet owners have given gifts to their pet for special occasions.
  • 43% of dual-parent families have a dog.

Future Trends in the German Pet Market

While the number of pet owners has increased over the lockdowns, the number of larger family households – who are the most likely to own pets – is forecast to decline over the long term, with many German Millennials choosing to delay having children. This delayed parenthood is leading some younger childless singles/couples to get a pet instead, thus keeping up the numbers of German pet owners.

One of pet owners’ big emerging concerns are ethical products for their pets which influence their purchase decisions across sectors, from vegan products, food & drink products that have higher welfare standards, cruelty-free beauty or household products to campaigns that donate to animal-based charities. Going forward, it will be very beneficial for brands in the German pet industry to tap into this sector.

Moreover, the growing reach of ‘petfluencers’ gives brands an opportunity to appeal to pet owners using ambassadors with a genuine tone of voice.

Read on to discover more details or take a look at all of our Pet Industry Market Research.

Quickly Understand

  • The impact of COVID-19 on pet owners and acquisition of new pets.
  • The key reasons why people acquire pets, including wellbeing benefits such as companionship and stress reduction.
  • Key attitudes and behaviours towards pet ownership including interaction with other pet owners and use of social media.
  • Use of pet-related services such as grooming, health insurance and opportunities for pet wellness.
  • Participation in pet-related activities including travelling with pets and social/celebratory events.

Covered in this Report

Products: Dog walking services, pet food, pet treats, pet toys, wearable technology (fitness trackers), health and fitness apps, smart pet-feeders (auto-dispense feeders), cameras, water stations, cleaning products (cat litter trays), and more.

Brands: Good Petfood, Strava, Runtastic, SilberPfoten, Munich Animal Welfare Association, Interquell, TONY, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Heidi Lanschützer, a leading analyst in the Food & Drink, and BPC sector, delivers in-depth commentary and analysis to highlight current trends in the pet care market in Germany and adds expert context to the numbers.

Pet owners view their pet as a best friend, and this provides opportunities for products and services that enhance the health and wellbeing of both pets and owners.

Heidi Lanschuetzer
Heidi Lanschützer
Food & Drink, and BPC Director

Table of Contents


    • Key issues covered in this report
    • Market context
    • Graph 1: types of pets owned, 2021
    • Graph 2: reasons for acquiring a pet, 2021
    • Graph 3: employment location, 2021-22
    • Graph 4: number of households, by size, 2020-40
    • Opportunities

    • Graph 5: key economic data, in real terms, 2019-23
    • Graph 6: price rise and stock shortage issues faced in the last two months, by parents with children under 18, 2022
    • Graph 7: employment location, 2021-22
    • Graph 8: number of households, by size, 2020-40

    • Pet ownership and acquisition
    • Graph 9: types of pets owned, 2021
    • Graph 10: types of pets owned, 2019 and 2021
    • Graph 11: number of pets owned, by presence of children in household, 2021
    • Graph 12: employment location of pet owners, 2021
    • Graph 13: source of pet acquisition, 2021
    • Reasons for acquiring a pet
    • Graph 14: reasons for acquiring a pet, 2021
    • Attitudes and behaviours towards pet ownership
    • Graph 15: attitudes and behaviours towards pet ownership, 2021
    • Graph 16: consumers who would like to spend more time with their pet or like to exchange advice with other pet owners, by age, 2021
    • Graph 17: pet-related social media behaviours, by age, 2021
    • Graph 18: attitudes towards pet-related technology, by gender and age, 2021
    • Usage of pet-related services
    • Graph 19: use of pet-related services, 2021
    • Graph 20: pet food NPD with select BFY claims, 2018-21
    • Participation in pet-related activities
    • Graph 21: participation in pet-related activities, 2021
    • Graph 22: given gifts to pets for special occasions, by type of pet owned, 2021
    • Graph 23: taking short- and long-distance trips with pets, by dog and cat owners, 2021
    • Graph 24: purchased smart household products for pets, by age, 2021
  4. Appendix

    • Appendix – 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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Germany Sample Report Cover

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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