Pet food Made in Italy: market record and nutritional innovation

Economic analysis: numbers and projections of the Italian sector

In 2024, the sector reached a  record turnover of 3.1 billion euros (+3.7% compared to 2023), confirming the sector's resilience despite economic uncertainties. This result consolidates a steady growth trend, with an  average annual growth rate of 9.8% from 2021 to 2024. The data refers to  retail sales of pet food in the domestic market (retail and e-commerce), recorded by Assalco-Zoomark on a sell-out basis and limited to the pet food category only.

From an international perspective, the Italian market is estimated by Mordor Intelligence to be worth  4.92 billion euros in 2025 (5.32 billion USD), with forecasts increasing to 5.14 billion in 2026 (5.56 billion USD) and 6.45 billion by 2031 (6.97 billion USD), with a compound annual growth rate (Compound Annual Growth Rate) of 4,59% in the period 2026–2031 (original values in USD converted at the 2024 average exchange rate of 1 USD = 0.925 EUR, source Bank of Italy/ECB).

The Mordor Intelligence estimate adopts a  wider scopeas it includes the export of Italian products abroad, pharmaceutical and nutraceutical products for animals and adjacent categories, and is elaborated through ‘forward-looking’ econometric models. The figures expressed in the Assalco-Zoomark and Mordor Intelligence reports therefore reflect distinct survey methodologies and are not directly comparable, although both deserve attention.

Social evolution: from pet ownership to humanization

TheItaly remains one of the European countries with the highest density of pets. According to the multidimensional survey  ISTAT 2024 (published in December 2025),  over 10 million families – equal to  37.7% of the total – host at least one pet, with an increase of 1.5 percentage points compared to 2015. The animals present in Italian homes are estimated at about  25.5 millionincluding notable dogs (22.1% of families) and cats (17.4%, up from 16.4% in 2015). However, the Assalco-Zoomark 2025 Report estimates a total number of about  65 million petsincluding fish, birds and other small mammals, with almost  11.9 million cats (+1.7 million compared to 2022–2023, one of the highest feline growth rates in Europe) and  9 million dogs.

The ISTAT data on pet ownership – 37.7% of families – compares with the  40.5% of respondents found in the Eurispes Italy 2025 Report (different sampling methodology), confirming in both cases a spread much higher than the European FEDIAF average of 25-26% and a particularly strong bond between Italians and pets.

This widespread culture of ‘pet ownership’ fosters a robust and expanding market. Strengthening it is an increasingly evident structural phenomenon: the  73% of owners have declared having increased their spending for animal feeding in 2024, in line with the trend known as ‘pet humanization’ that fully considers the animal as a family member: this vision is shared by  96% of Italians who own a dog or a cat (First Report on the habits of Italian families with pets, Santévet, 2025), and the  42% explicitly defines it with the term ‘furry child’. Remote work models, consolidated during the pandemic, have further strengthened these emotional bonds.

On the overall spending front, the  Italian pet economy — including food, veterinary drugs, accessories, grooming, and services — reached in 2024  6.747 billion euros, with an increase of 76% over a decade, a rate well above the average increase in household consumption (+9.4% in the same period, source Confartigianato). The average spending per pet-owning family stands around  1,050 euros annually, with peaks over 1,100 euros in Northern Italy (Coop-Nomisma Study Office). Lombardy (1.396 billion euros, 20.7% of the total), Lazio (882 million) and Veneto (652 million) lead the regional spending ranking.

Nutritional trends: the challenge between segments and the rise of functional products

I products for cats dominate the market with 56.3% of the total value (1.758 billion euros, +5% in 2024), driven by wet food (+5.3%), while  products for dogs represent 43.7% (1.367 billion euros, +2.1%), with greater growth in the dry segment (+2.3%).

Mordor Intelligence data (2026) confirm this duality and project an interesting dynamic for the future: although cats are currently the  largest market segment, dogs are the  dogs the fastest growing segment, with a projected CAGR of 5,41% between 2026 and 2031. This is because dog owners tend to spend more per head, and the diversity of breeds justifies granular formulations—from kibble density to omega-3 levels—that result in higher unit prices.

By product type, the pet food sector properly said maintains the majority share with  67.48% of the market in 2025, but it is the segment of  nutraceuticals and supplements to register the highest growth rate overall, with a Compound Annual Growth Rate of the10,81% expected until 2031:

• functional chews, probiotic powders, omega-3 capsules, and supplements for joint mobility are transforming pet nutrition from a routine practice to a true preventive health strategy, supported by increasingly systematic veterinary approval;

• Hill’s Pet Nutrition, for example, recorded a 23% increase in products dispensed in clinics in 2024, demonstrating the growing role of the professional channel in owners' purchasing decisions.

Industrial know-how: the strength of the integrated Italian supply chain

The success of Italian pet food reflects the expertise of national companies, many of which boast  advanced technologies for the processing of raw materials, some of the strictest safety standards in the world, and consolidated experience in  enhancement of co-products derived from the Made in Italy food chain. The enhancement of animal by-products (e.g., art. 10 of Regulation EC 1069/2009) represents a virtuous example of circular economy. By transforming noble parts not intended for human consumption into high-biological-value pet food, the Italian industry reduces food waste and the carbon footprint of the entire agri-food supply chain.

This virtuous link with the food industry makes Italian pet food a competitive product not only in the domestic market but also forexport to the most demanding international markets, where quality and traceability are essential requirements. Italian exports of pet products reached  827 million euros in the twelve months ending October 2025 (Confartigianato). The  Northern Italy – and in particular the Lombardy-Veneto-Emilia-Romagna quadrant – confirms itself as the reference production and distribution hub, with the strongest concentration of plants, investments, and adoption of premium products.

Confirmation of confidence in the national production potential, Nestlé Purina announced in April 2024 an investment of 472 million euros for a new wet cat food plant in Valdaro (Mantua) (180,000 sqm, 300 jobs, 50 million €/year impact on the supply chain): authorizations 2024–2025 (Integrated Environmental Authorization in Lombardy Region; EU clearance for 60 million state aid until June 30, 2029), construction sites in 2025 and production from 2027; the plant of Portogruaro for flexible single-dose pouches.

Distribution strategies: the large-scale retail trade and the acceleration of digital retail

I supermarkets and hypermarkets maintain the highest distribution share, at  44.17% of the market in 2025, thanks to extensive coverage, price competitiveness and the expansion of areas dedicated to premium pet food. In this context, the expansion of  private label products – with prices 20-30% lower than national brands – is broadening the buyer base without compromising nutritional quality, as demonstrated by recent range expansions by Coop Italia, Esselunga and Carrefour.

The  e-commerce channel is however the one with the greatest growth potential, with revenues of  451 million euros in 2024 (+8.2%) and a Compound Annual Growth Rate expected of  6,52% until 2031, the highest among all channels. Digital platforms offer superior assortments, subscription models with automatic delivery and personalized feeding plans based on the individual animal's profile. 'Direct-to-consumer' startups leverage reduced overheads and social media spread to target younger and more tech-savvy segments, while the growing 'click-and-collect' integration progressively bridges the physical and digital worlds.

In fact, while large-scale retail trade dominates the mass market, e-commerce is creating a polarization: younger consumers (Gen Z and Millennials) seek not only price but also digital traceability and online advice, pushing Italian companies to invest in omnichannel strategies increasingly interactive.

Premiumization and sustainability: the new value drivers

The  premiumization remains the main driver of value creation, with product claims increasingly focusing on organic certifications, grain-free or limited ingredient formulations, and measurable health outcomes (e.g., joint mobility, cognitive support, gut wellness). Brands that combine scientific validation and authentic storytelling show the greatest impact, especially among millennials and mature-aged owners. The alternative proteins – starting with insect proteins, approved by the EU as ingredients for pet food – open an additional front of differentiation, set to fully develop in the medium to long term.

However, there are pressure elements. The ‘down-trading‘ related to inflation has pushed  34% owners to switch brands in 2024 to preserve feeding routines with reduced budgets (ISTAT), with a slowdown in volumes in super-premium segments. The  demographic decline in Italy – with a fertility rate falling to 1.18 children per woman in 2024 (new historic low, source ISTAT, March 31, 2025) – limits the influx of new families with pets, shifting the strategic focus from acquiring new customers to maximizing value per animal over its lifetime. Supply factors such as omega-3 shortages related to fishing quotas in the Adriatic Sea and competition from pharmacies specialized in veterinary diets complete the picture of critical issues to monitor.

Italian excellence is also measured by the strict enforcement of the regulation (EC) No. 767/2009, which governs the placing on the market and use of feed. Transparency on claims (e.g., ‘grain-free’ or ‘single protein’) entails an obligation of truthfulness that protects consumers from misleading practices, a pillar on which Italian companies have built their international reputation.

Italian excellences: the champions of Made in Italy worldwide

The Italian market is characterized by high competitive fragmentation. The main international players – Nestlé Purina, Mars (Royal Canin, Whiskas), Hill’s Pet Nutrition, Affinity Petcare and VAFO Praha – coexist with a network of regional specialists and suppliers of ‘private label’ who exploit agile production and partnerships with retail. The suppliers of innovative ingredients such as DSM-Firmenich, Alltech, Kemin and Evonik in turn play an increasing role as strategic allies in the development of probiotic, nutraceutical and functional solutions. The potential for M&A operations remains high, with multinationals looking for niche brands with authentic origin stories or strong rooting in the veterinary channel.

What distinguishes the Italian market in the international context is the solidity of a local production chain capable of expressing competitive players on a global scale. Below are the main producers  Made in Italy, in order of turnover:

• Monge (Cuneo) ranks first with approximately  498 million euros in turnover in 2024, confirming itself as the leading Italian company in the sector worldwide (26th place in the global Petfood Industry 2025 ranking). Its multi-brand portfolio includes Gemon, Special Dog, Lechat and Simba, covering a range from mass market to superpremium;

• followed by  Farmina Pet Foods with approximately  407 million euros, ranked 28th in the global ranking, known for the high-protein N&D lines with ancestral grains;

• in third place is  Morando with approximately  221 million euros, also a Piedmontese reality that in 2024 made a significant leap forward in the world ranking (from 52nd to 40th place), testimony of a particularly sustained growth trajectory;

• fourth by turnover is  Almo Nature (Genoa), with a consolidated turnover of about 124 million euros (+7.6% compared to 115 million euros in 2023): founded in 2000, it was the first company in the world to introduce pet food for dogs and cats made entirely from additive-free ingredients; since 2019 it has been wholly owned by Fondazione Capellino, with 100% of profits allocated to biodiversity protection projects. An international benchmark for natural nutrition and a case study in the global debate on corporate sustainability;

• complete the picture  Dorado (about  67 million euros, 74th place globally) and SANYpet (about  26.6 million euros, with growth of +19% in 2023, 101st place worldwide). The presence of these operators in the world rankings – with three Italian companies in the top 40 – testifies to the ability of Italian know-how to compete internationally even in this sector.

Prospects for international trade and the role of GIFT

Made in Italy pet food responds to a growing market demand with a productive culture that places animal health at the center of the industrial strategy. The ability to manage premium segments and invest in functional research positions Italian companies as strategic partners for global buyers. In this context, supply chain integrity and informational transparency remain the true competitive advantages to conquer future markets.

GIFT – Great Italian Food Trade supports the meeting between global demand and Italian supply, providing international buyers with its expertise to identify reliable suppliers, enhance the excellences of Made in Italy and facilitate commercial relationships based on quality, transparency and regulatory compliance.

Dario Dongo

Photo by Samantha Hare on Unsplash

References

• Almo Nature Benefit S.p.A. (2025).  Full Reporting – Consolidated turnover 2024. https://www.almonature.com/en/full-reporting

• Assalco-Zoomark (2025).  Assalco-Zoomark Report 2025. 18th edition. Data reported in: Pet B2B, May 5, 2025.  https://www.petb2b.it/vendite-pet-food-2024-cresce-online-rallenta-gdo/

• Bank of Italy / ECB (2025).  Average annual exchange rates 2024: 1 EUR = 1.0813 USD. https://tassidicambio.bancaditalia.it

• Confartigianato (2025).  Pet economy: expenditure at 6.7 billion, +76% in 10 years. 3,440 artisans in animal services. The SME Journal, February 17, 2026.  https://www.giornaledellepmi.it/corre-la-pet-economy-spesa-a-67-miliardi-76-in-10-anni-3-440-artigiani-nei-servizi-per-animali/

• Modern Distribution (2025).  Nestlé-Purina Mantova: Italy invests 60 million. May 23, 2025.  https://distribuzionemoderna.info/notizia-del-giorno/nestle-purina-mantova-litalia-investe-60-milioni

• ISTAT (2025).  Pets in Italy – Year 2024. Stat Today, December 18, 2025.  https://www.istat.it/wp-content/uploads/2025/12/Stat-today_Gli-animali-domestici-in-Italia_Anno-2024-.pdf

• ISTAT (2025).  Demographic indicators – Year 2024. Press release, March 31, 2025.  https://www.istat.it/comunicato-stampa/indicatori-demografici-anno-2024/

• Eurispes (2025).  Pets, full members of Italian families – Italy Report 2025. September 8, 2025.  https://www.leurispes.it/animali-domestici-membri-a-pieno-titolo-delle-famiglie-italiane/

• FEDIAF – European Pet Food Industry Federation (2025).  Facts & Figures 2025 – European Pet Population and Market Data 2023. https://europeanpetfood.org/about/statistics/

• GlobalPETS (2025).  Data snapshot: changes in pet ownership across Europe. September 12, 2025.  https://globalpetindustry.com/article/data-snapshot-changes-in-pet-ownership-across-europe/

• MIMIT – Ministry of Enterprises and Made in Italy (2024).  Nestlé targets Italy for its new pet food factory. Press release, April 10, 2024.  https://www.mimit.gov.it/it/notizie-stampa/mimit-nestle-punta-allitalia-per-la-sua-nuova-fabbrica-di-pet-food

• Mordor Intelligence (2026).  Italy Pet Food Market – Size, Share & Industry Analysis, 2026–2031. Updated to January 2026.  https://www.mordorintelligence.com/industry-reports/italy-pet-food-market

• Pet B2B (2025).  Global pet food ranking 2025: Purina leads the podium, Made in Italy strongly growing. July 25, 2025.  https://www.petb2b.it/classifica-produttori-pet-food-2025/

• Pet Trend (2025).  The 8 leading companies in pet food in Italy. October 1, 2025.  https://www.pettrend.it/le-8-aziende-leader-nel-pet-food-in-italia/

• Regulation (EC) No 767/2009 of the European Parliament and of the Council of 13 July 2009 on the placing on the market and use of feed. Consolidated text: 26/12/2018 http://data.europa.eu/eli/reg/2009/767/2018-12-26

• Regulation (EC) No 1069/2009 of the European Parliament and of the Council of 21 October 2009 laying down health rules as regards animal by-products and derived products not intended for human consumption. Consolidated text: http://data.europa.eu/eli/reg/2009/1069/2019-12-14

• Santévet – InsurZine (2025).  96% of Italians consider their pet as a family member. May 13, 2025.  https://www.insurzine.com/2025/05/13/il-96-degli-italiani-considera-il-proprio-animale-domestico-come-un-membro-della-famiglia

• Coop Research Office – Nomisma (2024).  Italian’s Pet Therapy. Italiani.coop, February 6, 2024.  https://italiani.coop/italian-pet-therapy//