Where Consumers Shop for Pet Care

March 2025

The global pet care market was valued at USD207 billion in 2024. Around 26% of sales came from pet shops and superstores, while 30% were accounted for by e-commerce. Although retail offline remains the larger channel, its contribution is declining rapidly. Increased sophistication in pet ownership, shifts in shopping behaviours, affordability concerns and greater access to specialised retail channels are reshaping the pet care retail landscape.

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Key Findings

Private label pet care gains across developed regions

Persistent pricing pressures are making pet ownership increasingly expensive. While the premium segment enjoys relative price inelasticity, middle- and low-income consumers have been opting for more affordable alternatives. Growing consumer demand has been met by private label product launches and portfolio expansions. This development has benefited the performance of private label brands.

Changes in shopper habits and retail infrastructure drive channel shifts

Legacy channels like grocery retailers are being challenged by changing shopping behaviour. As pet ownership becomes more nuanced, with a focus on holistic wellbeing, the desire for specialised products requires a shift towards specialised channels. Strong and expansive e-commerce infrastructure supports the high sales contribution from this channel.

Expanding visibility and access

Online-only pet care brands are expanding their reach and entering bricks-and-mortar stores. Collaboration with retailers is enabling brands that were once direct-to-consumer-only to expand their reach and visibility to a broader audience through additional offline channels.

Technology shows the way forward

Technology and Generative AI are playing an increasingly significant role in shaping the future of pet care retail. From enhancing the customer experience to optimising operations, tech tools are increasingly being deployed to deliver efficient solutions.

Scope
Key findings (1)
Industry remains strong despite tumultuous performance
Holistic wellbeing and the growing popularity of cats fuels growth across categories
Growth opportunities stronger in emerging markets
Pet care retail landscape continues to expand; e-commerce a clear winner
Retail offline retains dominance; APAC sees highest share of distribution from e-commerce
Shifts in retail infrastructure and shopper habits drive pet care retail e-commerce growth
Pet specialists the single biggest retail offline channel
Grocery retail retains lead despite losing share to e-commerce
Case study: Target launches The Cuddle Collab – a limited-edition pet collection
Pet shops and superstores lead rapid growth in pet care retail offline
Leaders lag as they face headwinds on multiple fronts
Case study: Petbarn x Microsoft launch generative pet AI solution
Private label gains through pricing and portfolio expansion
Developed regions continue to dominate private label consumption
Continued availability and affordability enable private label growth
Case study: Zooplus launches new cat litter range with Febreze
Pet care retail e-commerce snapshot in 2024
E-commerce leads the way in non-store retailing
Digitalisation democratises distribution
Route to consumer: What is driving digital?
Direct-to-consumer brands benefit from trust, and are embracing other distribution channels
Case study: Ollie expands from direct-to-consumer-only to offline, and gains share
Diverse distribution highways
Channels of the future: Quick commerce
Key findings (2)

Pet Care

This is the aggregation of pet food and pet products.

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