Germany remains one of the most influential pet markets in Europe, and the latest 2025 industry data reveals a market that is becoming more mature, more specialized, and increasingly driven by premium consumption.
According to the latest figures released by the German Pet Trade & Industry Association (ZZF) and the Pet Supplies Industry Association (IVH), Germany’s pet market maintained stable overall revenue despite a slight decline in pet ownership numbers. For global pet product manufacturers, OEM suppliers, retailers, and distributors, this shift signals an important transformation in Europe’s pet industry.
Key Takeaways
- Germany’s pet market reached €6.99 billion in 2025
- Pet ownership slightly declined, but consumer spending remained resilient
- Online pet product sales continue to grow rapidly
- Premium pet products and specialized categories are expanding
- Cat litter remains the largest accessory category
- European retailers are increasingly seeking OEM and ODM pet product partners
- Large-scale buyers are focusing more on differentiated products and private label development
Germany's Pet Ownership Enters a Mature Stage
In 2025, Germany recorded approximately 33.4 million pets excluding fish and reptiles, slightly down from 33.9 million in 2024. Pet-owning households also decreased from 44% to 43%.
While the overall number of pets has stabilized after the pandemic-era boom, this does not indicate a shrinking market. Instead, the German pet industry is entering a more mature stage where consumers are purchasing fewer but higher-value products.
This trend is particularly important for pet product manufacturers and exporters. Mature pet markets often generate stronger demand for:
- Functional pet products
- Premium materials
- Sustainable packaging
- Customized product designs
- Branded and private label collections
For large retailers and supermarket buyers, product differentiation is becoming more important than simply competing on price.
Cats and Dogs Still Dominate the German Pet Market
Cats remain the most popular pets in Germany, with approximately 15.7 million cats living in one-quarter of German households. Dogs remain the second-largest category with around 10 million dogs.
Although both categories experienced slight declines compared with 2024, they continue to dominate overall pet spending.
Cat food remains the largest pet food category in Germany, generating approximately €2.3 billion in annual sales. Wet cat food alone accounts for a major share of this segment. Dog food sales reached €1.7 billion, with snacks and treats contributing significantly to growth.
For OEM pet product manufacturers, these figures highlight continued opportunities in:
- Pet beds
- Cooling mats
- Feeding accessories
- Pet travel products
- Interactive toys
- Premium grooming supplies
As consumers continue prioritizing pet comfort and wellness, retailers are increasingly sourcing higher-quality products with improved functionality and design.
Online Sales Continue to Reshape the European Pet Industry
One of the biggest trends in Germany’s pet market is the rapid growth of e-commerce.
In 2025, online pet product sales reached approximately €1.5 billion, representing continued growth compared with previous years. Since 2022, online channels have expanded by roughly 26%.
This shift is changing the sourcing strategies of European retailers and distributors.
Instead of purchasing standardized products with limited differentiation, more buyers are now looking for:
- OEM pet products
- ODM product development
- Exclusive collections
- Faster production cycles
- Flexible packaging solutions
- Lower MOQ manufacturing support
For exporters and manufacturers, this creates strong opportunities to collaborate directly with retailers developing their own private label brands
As a professional pet product manufacturer, companies that can support customization, stable production quality, and international compliance standards are becoming increasingly competitive in the European market.
Specialized Pet Categories Are Becoming New Growth Engines
Another major trend in Germany’s pet industry is the rise of specialized and premium pet product categories.
While traditional food categories remain dominant, retailers are actively expanding into higher-margin product segments.
Pet Cooling Products
As European summers become hotter, demand for cooling pet mats and breathable pet beds continues to grow rapidly.
Large retailers are increasingly sourcing seasonal pet products that combine functionality with modern design. Cooling products are especially attractive for supermarkets and chain stores because they generate strong seasonal demand and impulse purchases.
Pet Travel and Outdoor Products
Travel-related pet accessories are also gaining popularity across Europe.
Products such as:
- Portable pet beds
- Travel carriers
- Car seat protectors
- Outdoor cooling mats
- Foldable feeding systems
are becoming important categories for retailers targeting younger pet owners and active lifestyles.
Premium Grooming and Wellness Products
Consumers are spending more on pet wellness than ever before.
High-end grooming products, spa-inspired accessories, and comfort-focused pet items are growing across specialty retail channels. This trend reflects the broader humanization of pets throughout Europe.
Small Animal and Exotic Pet Products
Although cats and dogs remain dominant, smaller pets including rabbits, hamsters, and guinea pigs showed stable growth in 2025.
This creates opportunities for specialized accessories and niche retail products that are often overlooked by mainstream suppliers.
What This Means for European Retailers and Importers
The German pet market is no longer driven primarily by pet ownership growth. Instead, it is increasingly driven by value growth.
For importers, distributors, and chain retailers, this means future success will depend on:
- Unique product development
- Faster trend adaptation
- Private label expansion
- Reliable OEM partnerships
- Stable supply chain management
Retailers are under growing pressure to differentiate themselves from online competition while also maintaining healthy margins.
As a result, more buyers are working directly with experienced OEM and ODM suppliers capable of supporting customized development and scalable manufacturing.
At OEM pet products manufacturing solution, manufacturers that understand international retail trends and compliance requirements are becoming valuable long-term partners for European businesses.
Why OEM and ODM Manufacturing Continue to Grow
Private label development has become one of the strongest trends in Europe’s retail sector.
Large supermarket groups, pet chains, and distributors are increasingly launching exclusive product lines in order to:
- Improve margins
- Strengthen brand identity
- Reduce direct price competition
- Increase customer loyalty
This trend creates significant opportunities for Chinese manufacturers with strong product development capabilities.
Reliable suppliers are no longer evaluated solely on pricing. Buyers are also prioritizing:
- Product innovation
- Packaging design
- Compliance standards
- Supply chain stability
- Production flexibility
- Experience with global retail customer
For global buyers seeking long-term manufacturing partnerships, choosing an experienced supplier with integrated OEM and ODM capabilities has become increasingly important.
Learn more about our company and manufacturing experience and how we support international retailers, distributors, and private label projects worldwide.
Conclusion
Germany’s pet market in 2025 reflects a broader transformation happening across Europe’s pet industry.
Although overall pet ownership has stabilized, consumer spending remains strong, particularly in premium and specialized product categories. Online retail growth, private label expansion, and demand for differentiated products are reshaping how retailers source pet supplies.
Companies that can combine manufacturing efficiency with product innovation and flexible OEM support will be best positioned to grow alongside Europe’s evolving pet retail market.
FAQ About Germany’s Pet Market
Is Germany still a strong market for pet products?
Yes. Germany remains one of Europe’s largest and most stable pet markets, with annual sales reaching approximately €6.99 billion in 2025.
What are the fastest-growing pet product categories in Germany?
Cooling products, pet travel accessories, premium grooming supplies, and specialized pet accessories are among the fastest-growing categories.
Why are European retailers looking for OEM pet product suppliers?
Retailers are increasingly developing private label collections to improve margins, differentiate products, and strengthen customer loyalty.
What do European buyers look for in a pet product manufacturer?
Large buyers typically prioritize product quality, OEM/ODM capabilities, compliance standards, production stability, and supply chain reliability.
Are private label pet products growing in Europe?
Yes. Private label and customized pet products continue to expand across supermarkets, chain stores, and specialty pet retailers throughout Europe.
