According to September 2025 data, the Italian pet food market for dogs and cats is worth 4.2 billion euros. This is what emerged from the latest survey of the sector conducted by Circana, which was expanded on this occasion to include the specialized and online channels.

On the occasion of the event reserved for member companies of Assalco (National Association of Companies for the Food and Care of Companion Animals), held on October 21 in Milan, Circana presented an exclusive preview of the new analysis of the pet food and pet care market in Italy.

Thanks to the expansion of sales data collection in the specialized and online channels, a more up-to-date and accurate picture of the pet economy is now available. This confirms it as a solid and resilient sector within an increasingly complex macroeconomic context.

Dog and cat food, which is confirmed as the largest segment of the pet economy, was valued at 3.1 billion euros on an annual basis in December 2024. Following the expansion of the channels observed in the survey, the updated reading on an annual basis brings the segment’s value to 4.2 billion euros in September 2025.

The new market survey also resulted in an update to the analysis of food for other companion animals and pet care products, meaning accessories such as litter, hygiene and health products, chews, toys, and antiparasitics. These products are now also surveyed in the physical specialized channel (chains and independents) and online with significant results.

Giorgio Massoni, president of Assalco, commented: “Today, the pet economy is one of the most dynamic sectors of the packaged consumer goods market, with figures that make it an even more relevant component. It is a solid and resilient sector, capable of facing increasingly complexity thanks to constant investments in growth, market scouting, and innovation. One of the strengths of our sector is its ability to look to the future with a long-term vision. The new market snapshot therefore gives us the image of a larger, more relevant, and more innovative industry, which continues to represent a success story for our country.”

The ability to survey all channels—mass market, specialized, and online—allows operators to precisely identify trends and new business opportunities. Further details will be made available in the XIX edition of the Assalco – Zoomark Report, which will offer a deeper analysis of the market in 2026.