The German market for pet supplies amounted to EUR 906 million in 2008 (3.9% growth over 2007), while the market for pet food in particular increased to EUR 2,594 million (4.6 % growth). This report examines the German pet food and supplies industry and market entry opportunities for U.S. firms.
Germany is the second largest pet food and supplies market in Europe (after the UK) and is expected to remain an attractive market for the near future. The Germans’ love for their animals is undiminished and German customers are willing to spend increasing amounts for the well being of their pets – particularly in times of economic difficulties. The total number of pets in German households amounted to 23.2 million in 2008 and the pet population is expected to remain steady in the near future.
Industry insiders estimate that the pet food and supplies market will also grow modestly in the near future. While market experts are currently careful in projecting future growth rates, there is a consensus that the pet food and supplies market often develops anti-cyclically . Luxury products as well as premium foods are becoming increasingly commonplace as people look for ways to provide their pets with the best products available on the market. Major trends in the German pet industry also include the shift towards “wellness products,” - interactive toys for cats and dogs .
These trends and the number of pets provide countless opportunities for U.S. pet industry firms willing to bring innovative and quality products to market. These U.S. companies should consider participating in the world’s largest pet industry trade show, Interzoo, which provides a platform that could greatly enhance their chances of penetrating international markets, and locating new distributors and customers. At INTERZOO 2010, the U.S. Department of Commerce will organize an American Product Center (APC) in the U.S. Pavilion with displays for sales literature and product samples. The goal of the APC is to provide new-to-market and new-to-export companies with a low-cost means to gain exposure and a foothold in the market. The U.S. Commerce Department will also prepare a booklet with company/product descriptions in both English and German for all APC participants. Bilingual personnel will staff the APC, registering visitors to the Center and export leads. For further information, please see page 8 of this report.
The German market for pet supplies amounted to EUR 906 million in 2008 (3.9% growth over 2007), while the market for pet food in particular increased to EUR 2,594 million (4.6 % growth). Germany is followed by France, Italy, Russia, Spain and the Netherlands.
The following charts provide information on the pet population in Europe as well as on spending for pet food and supplies in each individual market.
By Doris Groot