Spain’s petcare market: more mature, more demanding and more open to the world

Europe: 306 million pets

In June 2026, the European Pet Food Industry Federation (FEDIAF) published its flagship annual report. Based on 2024 data and covering 41 of the 48 member countries of the Council of Europe, the report estimates that around 140 million European households live with at least one pet—49% of all households. Europe is home to around 306 million pets, and annual pet food sales amount to approximately €29.4 billion, with a volume of around 8.6 million tonnes.

FEDIAF itself cautions that these figures should not be directly compared with those from previous years, as the list of countries analysed has changed. Even so, they depict a continent where living with a pet is now the norm in one out of every two households.

Spain is above the average: 54% of households

In this context, Spain is above the European average. According to the 3rd Pet Parents Spain Barometer 2026, produced by AEDPAC and presented at Iberzoo Propet/Iberpet 2026, 54% of Spanish households live with pets, two percentage points more than the previous year. The study, based on a survey of 713 responsible owners and 879 animals, also reveals an increasingly diverse household landscape: 48.2% of households have dogs only, 24.5% have cats only, and 27.3% live with both. The number of households with reptiles, turtles and fish is also growing.

Official records confirm this trend. The first nationwide census of pets, presented by the Ministry of Social Rights, Consumer Affairs and Agenda 2030 in June 2026 and compiled from regional registers, counts 15.17 million identified animals:  7.56 million dogs, 5.62 million cats, and nearly 2 million animals of other species, such as rabbits, birds, reptiles and turtles. The figure has grown by 14.1% since 2021 and is almost twice the population of children under 18. Andalusia (3.26 million), Catalonia (1.98 million), Madrid (1.89 million) and the Valencian Community (1.53 million) account for more than half.

Another distinctive feature of the Spanish market is the importance of adoption. Seven out of ten dogs come from shelters or private individuals, or were picked up off the street, while six out of ten cats are acquired through non-commercial channels.  The direct purchase of dogs has fallen by nearly ten percentage points compared with 2025.

“Spanish owners prioritise quality: price matters, but it isn’t decisive.

A consumer who prioritises quality

Food accounts for 38.8% of monthly spending on pets, with average food costs of around €58 per month. When choosing food, owners rate its quality highest (8.6 out of 10), followed by their pet’s taste preference (8.2) and veterinary recommendations (8.1). Branded products account for 65.9% of purchases, compared with 25.6% for private-label products and 8.5% for personalised diets. One revealing finding: 64.3% of those who don’t buy private-label products wouldn’t switch to a cheaper option, even if they had to cut back on other spending.

At the same time, buyers are less loyal to a single brand: 52.7% buy from several brands (up from 48.9% in 2025), while the share loyal to just one brand has fallen from 43.6% to 38.2%.

Cats are driving Spain’s pet food market

This consumer base is creating a growing market. According to ANFAAC, whose member companies account for around 90% of the sector, sales of dog and cat food reached approximately €2.178 billion in 2025, up 6.1% on the previous year, with sales volume reaching 603,527 tonnes (+5.3%).

Cats are the driving force. Cat food sales reached €1.039 billion, up 12.2%, while dog food remained virtually stable (€1.139 billion, +1.1%). By category, wet cat food (+17.3% in value) and cat treats (+26.7%) stood out, while dry dog food declined (−2.1%). The rise of wet food and more premium formats is another reflection of humanisation: owners want variety, palatability and an eating experience for their pets that increasingly resembles their own.

Brick-and-mortar stores hold their ground, and vets remain the leading source of advice

Shopping habits are clearly omnichannel, but physical stores remain central: just 1% of consumers shop exclusively online, 14.1% shop only in-store, and 84.9% use both channels, although they spend more in-store. Supermarkets and hypermarkets account for 50.7% of in-person purchases, while specialist retail chains account for 27.6%.

The specialist retail channel continues to reorganise itself. According to Alimarket’s 2026 report on pet food retail, Grupo IskayPet (Kiwoko and Tiendanimal) retains its leading position, although its expansion has slowed. Guaw has been the fastest-growing operator in recent years and now has more than 50 stores. Grupo Ibérica (Crazypet and Miscota) is consolidating its integration, while new convenience formats designed for city centres are emerging.

When it comes to nutrition advice, veterinarians remain the leading source (56.8%), particularly among the over-55s (72.6%). When it comes to nutrition advice, veterinarians remain the leading source (56.8%), particularly among the over-55s (72.6%).

Veterinary practices: a €2 billion business undergoing consolidation

Animal health is the market’s other major pillar. According to DBK, veterinary practices in Spain generated €2.09 billion in revenue in 2025, up 6.7%, driven by a larger patient base and increasingly complex services. The sector comprises 11,256 centres and more than 31,000 employees, but remains highly fragmented: 94% of businesses have five employees or fewer, and the ten largest groups account for just 8% of the market. Clinic networks are gaining ground by acquiring independent practices. This consolidation is set to shape the sector’s development in the coming years.

A market on the international radar

International brands take note. In early October, GlobalPETS reported on how several companies are rethinking their international growth strategies. Danish alternative-protein pet food specialist Globe Buddy is prioritising Germany and Italy, while also assessing opportunities in the Netherlands, Sweden and Spain. South African company Montego, already present in 12 European markets, plans to enter seven more. Meanwhile, German brand VEGDOG has just launched in Italy, following its expansion into Austria and Switzerland.

Iberian retail is also on the move. In the September issue of PETS International, the CEO of Grupo IskayPet outlined the company’s goal of having services—veterinary care, grooming, insurance and subscriptions—account for more than 10% of its revenue by 2030. Meanwhile, Portugal’s ZU, acquired by Musti, is accelerating its expansion with larger stores and a broader range of services.

Sources

1. FEDIAF EuropeanPetFood, Facts & Figures Published in June 2026; figures relate to 2024. Source: europeanpetfood.org/about/statistics
2. AEDPAC, 3rd Pet Parents Spain Barometer 2026 and 1st Pet-Friendly Spain Barometer 2026. Summarised in: I. Solana, “Spain: Mature owners are shaping the next era of pet care”, GlobalPETS, 16/09/2026.
3. Dominguez, “Pet care brands rethink the routes to international growth”, GlobalPETS, 01/10/2026.
4. PETS International magazine, September 2026 (interviews with Grupo IskayPet and ZU).
5. Ministry of Social Rights, Consumer Affairs and Agenda 2030, “Government study estimates that there are more than 15 million pets in Spain”, press release, 5 June 2026.
6. ANFAAC, 2025 market data, as reported in “Dogs and cats narrow the gap in the pet food market, which grew by 6% in 2025”, *Alimarket*, 11 March 2026, and *PetfoodIndustry*, 10 April 2026.
7. Alimarket, *2026 Report on the Petfood Distribution Sector in Spain*, 16 June 2026.
8. DBK (Informa D&B), *Veterinary Clinics*, press release, May 2026.