Germany’s pet population slips in 2025 as market stays steady: full analysis

Germany’s companion animal population dipped slightly in 2025, but the country’s pet economy largely held its ground. Fresh figures from ZZF and IVH show 33.4 million dogs, cats, small mammals, and pet birds living in German households in 2025, down from 33.9 million in 2024, while the overall pet care market came in at €6.99 billion, essentially flat year over year. Household penetration also eased, with 43% of households reporting at least one pet, compared with 44% in 2024. (zzf.de)

The shift continues a mild cooling from the elevated pet-keeping levels seen in recent years, rather than signaling a sharp reversal. ZZF’s historical market pages show Germany at 33.9 million pets in 2024 and 44% household penetration, so 2025’s numbers represent a modest step down, not a collapse. At the same time, industry messaging emphasized durability: spending remains above the levels reported in 2021 and 2022, even with economic uncertainty still weighing on households. (zzf.de)

Under the surface, the market picture is mixed. Prepared pet food remained the anchor, totaling €4.272 billion in 2025, up 0.3%. Accessories fell to €1.063 billion, down 4.6%, while online sales rose 0.6% to €1.521 billion. The ZZF/IVH data sheet also shows that food retail remained the largest brick-and-mortar channel for pet food at €2.82 billion, ahead of specialized trade at €1.452 billion. In population terms, cats stayed Germany’s leading companion animal at 15.7 million, followed by 10 million dogs, 4.4 million small animals, and 3.3 million pet birds. Families with children remained especially likely to have pets, with 67% reporting at least one animal in the home. (zzf.de)

The original figures come from two linked sources: a representative Skopos survey of 5,000 households for population estimates, and market data supplied by IVH and ZZF member companies for sales. That matters because it separates household pet counts from retail turnover, helping explain how the market can stay steady even when animal numbers slip. In practical terms, fewer pets overall doesn’t necessarily mean less spending if pet parents continue prioritizing food, health, and routine care for the animals they do have. (zzf.de)

Direct outside expert commentary on the 2025 release was limited, but the industry reaction was clear in emphasis. ZZF and IVH highlighted the emotional role of pets in German households and pointed to continued strength in essential spending, while trade coverage also underscored the growing role of e-commerce. One German trade report tied the 2025 figures to ongoing pressure on specialty retailers, reinforcing the idea that channel mix is shifting even when total demand stays relatively firm. That’s an industry inference based on the market breakdown, rather than a formal forecast. (presseportal.de)

Why it matters: For veterinary professionals, this is less a story about contraction than about normalization. A flatter pet population could mean slower growth in first-opinion caseloads tied to new pet acquisition, especially in younger cohorts or in practices that benefited from the post-pandemic adoption wave. But stable spending on pet food, continued online engagement, and the persistence of large cat and dog populations suggest that demand for medical care, diagnostics, dentistry, nutrition support, and chronic disease management may remain comparatively resilient. Cats in particular continue to dominate Germany’s pet base, which may have implications for feline-focused preventive care and clinic workflows. (zzf.de)

There’s also a broader business signal here. When discretionary accessories weaken but essentials hold, clinics may see pet parents becoming more selective, not necessarily less committed. That can translate into greater price sensitivity around elective services, but continued willingness to spend on core health needs. For practices, the numbers support a strategy centered on preventive value, clear communication, and service models that meet pet parents where they increasingly shop and seek information, including online. This is an inference drawn from the retail and population data, rather than a claim made explicitly by ZZF or IVH. (zzf.de)

What to watch: The key question for 2026 is whether Germany’s pet population stabilizes after this modest decline, or whether the market continues shifting toward fewer animals, higher per-pet spending, and a more digital purchasing journey for pet parents. (globalpetindustry.com)