Stay ahead of the curve and future-proof your business with Mintel’s Germany Pet Food Market Report 2023. Our full report is packed with consumer-led market intelligence, pet food trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the pet food market in Germany including Germany pet food market size, Germany pet food market share, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed pet food Germany market outlook, including market drivers and expert insights.
- The impact of inflation and climate change on the pet food market in Germany and specifically on product innovation.
- Types of pet food bought and changes in purchasing behaviour to save money.
- Consumer interest in environmentally friendly pet food and meal kits to tackle pet obesity.
- Product launches in pet food Germany, for example products treating pets’ gut issues and mental health.
- How your business can tap into opportunities to increase your Germany pet food market share.
An Overview of the Pet Food Market in Germany
Mintel’s market research shows that over half of Germans own a pet, and ownership has remained largely unchanged since the beginning of the pandemic. However, high ingredient costs, soaring energy prices and the impact of inflation have driven up retail value sales.
While volume sales benefited from more time spent with pets, German consumers have been forced to economise on their pets and trade down to cheaper options, which opened up the market to private labels.
Pet Food Germany: What Consumers Want and Why
- The Impact of Inflation on Pet Food Manufacturers Germany: With many pet owners reluctant to significantly alter their pets’ diet, higher prices will be accepted by 40% of pet owners. However, especially younger Germans will trade down to save money, as they show less brand loyalty.
- Pet Food Germany & Consumer Behaviour: Because German pet owners tend to humanise their pets, they will seek out food with gut health benefits, inspired by their own interest in gut health.
- The Germany Pet Food Market & Sustainability: Climate change will increase the need for pet food manufacturers Germany to ensure a more sustainable production of pet food. 43% of German consumers believe eating less meat is better for the environment, and as the manufacturing of dog and cat food accounts for millions of tons of carbon dioxide every year, pet owners are looking towards flexitarian pet food options to help reduce this carbon footprint, with ingredients such as seaweed, insects, and lab meat.
Pet Food Germany Market Forecast
- Single households are expected to increase and pets as companions for singles will help to support volume sales. As pet parents only want the best for their pets, premiumisation offers opportunities to drive sales.
- Because more than three-quarters of Germans live in cities, where dogs in particular may suffer from insufficient outdoor space, urbanisation provides an opportunity to target anxious pets.
To learn how to connect with your audience, purchase our Germany Pet Food Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Dinnerly, Applaws, Dog’s Love, Catit, Mars Incorporated, Nestlé, Vitakraft, Sheba, Lucky Cat, Butternut Box, Voilà, Hello Fresh, DM (Exquisit, Dein Bestes), Lidl (Orlando Gourmet), Edeka, Orlando Vitalsnack, Rossmann (Winston), Supreme Source, Bovaer, Yarrah Bio, and many more.
Products: Pet food (cat, dog, fish, caged birds, small mammals, reptiles, amphibians, horses, ponies, and other animals), dry food, wet food (canned, in pouch), snacks and treats (biscuits, chews), supplements (vitamins, minerals), and more.
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Expert Insights on Pet Food Germany
This report, written by Khalid Peerbaccus, Senior Analyst, delivers in-depth commentary and analysis to highlight pet food Germany trends and add expert context to the numbers.
Our market research shows that climate change necessitates more innovation around flexitarian options from pet food manufacturers Germany using, for example, insects and seaweed. Moreover, calming ingredients could remedy pet anxiety.
Khaleed Peerbaccus
Senior Analyst – Food & Drink
Collapse All
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Graph 1: types of pet owned, 2019, 2021 and 2023
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 2: company retail value and volume shares of pet food, 2022
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MARKET DRIVERS
- The German economy
- Graph 3: key economic data, in real terms, 2019-25
- Graph 4: financial confidence index, 2022-23
- Graph 5: types of pet owned, 2019, 2021 and 2023
- Graph 6: ownership of pet(s), by financial situation, 2023
- Graph 7: households and projected household, by type of household, 2000-40
- Graph 8: urban population, 1996-2021
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WHAT CONSUMERS WANT AND WHY
- Type of pet owned
- Graph 9: types of pets owned, 2023
- Graph 10: number of cats/dogs owned, 2023
- Types of pet food given to pets
- Graph 11: types of dog and cat food bought, 2023¹
- Graph 12: buying and making pet food, 2023
- Graph 13: typically purchased food for cat(s) and dog(s), 2023
- Changes in purchase priorities to save money
- Graph 14: ways the consumer has tried to reduce/limit spending on pet food in the last 12 months, 2023
- Behaviours related to pet food
- Graph 15: interest in pet food concepts, 2023
- Graph 16: interest in using technology to help manage a pet's weight, by age, 2023
- Attitudes related to pet food
- Graph 17: attitudes toward pet food concepts, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Graph 18: cat/dog food launches, by sub-category, 2019-23
- Graph 19: cat/dog food launches, by cat vs dog, 2023
- Graph 20: cat/dog food launches, by brands and private label, 2023
- Graph 21: dog/cat food launches, by functional health claims, 2019-23
- Graph 22: dog/cat food launches, by no added sugar, sugar-free, low/no/reduced-fat claims, 2019, 2022 and 2023
- Graph 23: cat/dog food launches, by average fat content, 2018-23
- Graph 24: cat/dog food launches, by top selected ethical claims, Jan-Oct 2023
- Graph 25: cat/dog food launches, by grain-free claim, 2019-23
- Graph 26: cat/dog food launches, by protein* sources, 2019 and 2023
- Graph 27: cat/dog food launches, by economy vs premium claim, 2019-23
- Advertising and marketing activity
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MARKET SHARE
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MARKET SIZE, segmentation AND FORECAST
- Pet food retail sales by segment, cat vs dog, 2021-22
- Pet food retail sales by segment, wet vs dry, 2021-22
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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