Europe Wet Pet Food Market Outlook, 2030

The Europe wet pet food market has been witnessing considerable growth, propelled by a rise in pet ownership, increasing consumer consciousness regarding pet nutrition, and a strong inclination towards premium and natural pet food products. As pet humanization trends continue to influence consumer behavior, pet owners throughout Europe are emphasizing high-quality diets that improve their pets’ health and well-being. Wet pet food, recognized for its high moisture content, rich flavors, and nutritional advantages, has emerged as a favored option for numerous pet owners, especially those with senior pets, fussy eaters, or pets with specific dietary requirements. A major factor contributing to the growth of the wet pet food market in Europe is the region's robust pet-loving culture. Nations like the United Kingdom, Germany, France, and Italy boast some of the highest rates of pet ownership, with dogs and cats being the most prevalent companions. This expanding pet population has escalated the demand for high-quality pet food, including wet formulations that provide superior hydration, improved digestibility, and a tastier alternative to dry kibble. Furthermore, European consumers are becoming increasingly informed about pet nutrition and are actively searching for products with natural, organic, and grain-free components, which further elevates the demand for premium wet pet food. Another significant driver of market growth is the emerging trend of pet premiumization. European pet owners show a willingness to invest more in high-quality, nutrient-rich wet pet food that meets human-grade food standards.

According to the research report, ""Europe Wet Pet Food Market Outlook, 2030,"" published by Bonafide Research, the Europe Wet Pet Food Market was valued at more than USD 8.22 Billion in 2024. Numerous brands in Europe are responding to this demand by providing wet pet food featuring real meat, sustainable protein sources, and functional ingredients that support digestion, joint health, and coat well-being. The demand for ethically sourced and eco-friendly pet food products is on the rise, prompting manufacturers to embrace sustainable packaging and responsibly sourced ingredients. The European wet pet food market is also gaining advantages from innovations in pet food distribution channels. The growth of e-commerce platforms, pet specialty stores, and subscription-based delivery services has simplified access for consumers to high-quality wet pet food from both local and international brands. Online retailers such as Zooplus and Amazon have played an essential role in presenting a broad assortment of wet pet food products, frequently featuring personalized recommendations, discounts, and convenient auto-replenishment services. Meanwhile, traditional pet specialty stores continue to flourish by offering expert guidance, exclusive products, and tailored customer experiences. Europe wet pet food market is anticipated to persist in its upward path, propelled by continuous innovation in product formulations, heightened consumer awareness, and the growth of premium pet food options. As an increasing number of pet owners pursue customized nutrition solutions, the requirement for wet pet food that addresses particular health needs, life stages, and dietary preferences is projected to rise. Furthermore, the emphasis on sustainability will result in progress in packaging, ingredient sourcing, and eco-friendly production practices. With a robust pet-loving culture and an escalating emphasis on pet health and wellness, Europe continues to be an important market for wet pet food manufacturers and brands aiming to meet the changing demands of contemporary pet owners.

Market Drivers

• Urbanization and Small Living Spaces:The growth of urban living in Europe has resulted in a rise in compact apartments, where smaller dog breeds and cats tend to be more favored. Wet pet food is often chosen for these animals as it is simpler to digest, provides portion control, and minimizes food waste. Furthermore, numerous pet owners in urban settings value convenience, making ready-to-serve wet pet food an appealing option for their hectic lifestyles.
• Veterinary Recommendations and Health Benefits:Pet owners in Europe are increasingly depending on veterinarians for dietary advice, with many vets advocating for wet pet food for pets suffering from particular health issues, like kidney disease, urinary tract problems, and dental issues. The increased moisture content in wet pet food aids hydration, which is especially advantageous for older pets and those susceptible to urinary complications. As awareness of pet health expands, more consumers are choosing veterinarian-recommended wet pet food brands.

Market Challenges

• Supply Chain Disruptions and Ingredient Costs:The European pet food sector has encountered supply chain disruptions owing to global economic instabilities, Brexit-related trade complications, and escalating raw material expenses. The surging costs of high-quality protein sources, such as chicken, fish, and lamb, have resulted in increased production expenses, which are frequently passed to consumers. Consequently, premium wet pet food has become less affordable for cost-conscious pet owners.
• Regulatory and Sustainability Compliance:Europe enforces some of the most rigorous regulations on pet food, mandating transparency in ingredient sourcing, nutritional labeling, and sustainable practices. Manufacturers encounter difficulties in complying with these advancing standards while keeping prices competitive. Moreover, sustainability issues related to packaging waste have compelled brands to invest in environmentally friendly materials, leading to greater operational costs and production complexities.

Market Trends

• Rise of Alternative Proteins and Plant-Based Wet Pet Food:In light of increasing concerns regarding sustainability and meat consumption, European pet food companies are exploring alternative proteins, including insect-based, plant-based, and lab-grown meat wet pet food offerings. These advancements cater to eco-conscious pet owners in search of ethical and sustainable diets for their pets while reducing the industry's carbon footprint.
• Customization and Personalized Pet Nutrition:Pet owners in Europe are progressively seeking personalized nutritional options tailored to their pets’ specific dietary requirements, allergies, and health issues. Subscription-based wet pet food services that provide customized meal plans based on a pet’s breed, age, and activity level are rising in popularity. This trend corresponds with the wider transition towards humanized pet care and data-driven nutrition strategies.

Cats are responsible for the quickest growth in the European wet pet food market because of their inclination toward moisture-rich diets that correspond with their innate carnivorous feeding habits, making wet food a vital option for feline health and nourishment.

A key factor for the swift rise in wet cat food sales throughout Europe is the growing number of cat owners, especially in urban settings. As more individuals reside in apartments and smaller living spaces, cats have emerged as the favored pet due to their reduced space requirements and self-sufficient behavior. Unlike dogs, which frequently necessitate outdoor areas and regular physical activity, cats are well-suited for indoor living, making them a sensible choice for those in cities. This increase in cat ownership has directly impacted the growing demand for premium wet cat food. Moreover, wet food is an essential component of a cat’s diet because of its high moisture level, which aids in preventing prevalent feline health problems such as urinary tract infections and kidney disease. Cats inherently possess a low thirst drive and depend on their food for hydration, rendering wet pet food a necessary dietary selection. European pet owners, who are becoming increasingly informed about feline nutrition, are choosing wet food instead of dry kibble to enhance their cats’ health and lifespan. The rising understanding of cat-specific dietary requirements has resulted in heightened expenditures on premium and functional wet cat food products that incorporate high-protein, grain-free, and tailored formulations. The premiumization trend in the European pet food sector has greatly impacted cat food purchases. Numerous cat owners are prepared to invest more in premium wet food choices that include natural ingredients, real meat, and health benefits such as digestive assistance and coat maintenance. This trend, along with the growing availability of gourmet and organic wet cat food selections, has further accelerated the swift growth of the wet pet food market for cats.

Ingredients derived from plants, including vegetables, grains, and lentils, are driving the quickest growth in the European wet pet food sector due to escalating consumer demand for sustainable, eco-friendly, and hypoallergenic pet food choices.

A key factor contributing to the swift growth of plant-based wet pet food in Europe is the region's strong commitment to sustainability and ethical consumption. European consumers are increasingly aware of the environmental repercussions of conventional meat-based pet food, prompting a transition toward plant-derived components that offer a reduced carbon footprint. Numerous pet owners adhering to vegetarian or flexitarian diets are also searching for plant-inclusive or entirely plant-based options for their pets, increasing the demand for wet pet food formulations that integrate lentils, chickpeas, peas, and whole grains as alternative protein sources. Moreover, plant-based ingredients are gaining popularity because of their perceived health advantages, particularly for pets with food allergies or sensitivities. Many dogs and cats suffer from digestive problems, skin allergies, or intolerances to particular animal proteins such as beef or chicken. Wet pet food products that showcase plant-based proteins, fiber-rich vegetables, and grains offer easily digestible alternatives that enhance gut health and well-being. European pet food brands have reacted to this trend by launching hypoallergenic and grain-inclusive wet food options that serve pets with specific dietary requirements. The premiumization of pet food in Europe has further spurred the growth of plant-derived wet food formulations. Upscale pet food brands are crafting innovative recipes that blend plant-based ingredients with functional additives like omega fatty acids, probiotics, and antioxidants to bolster immune health, digestion, and skin health. As consumer awareness increases and product variety expands, the demand for plant-based wet pet food keeps rising, establishing it as the fastest-growing source in the European market.

Super premium and organic wet pet food is witnessing the fastest growth in Europe due to rising consumer demand for high-quality, ethically sourced, and nutritionally superior pet food that aligns with human-grade dietary standards.

One of the primary factors propelling the increase in super premium and organic wet pet food sales is the growing trend of pet humanization. European pet owners are viewing their pets as family members, resulting in a greater willingness to invest in high-quality, natural, and organic pet food. These consumers place a high priority on transparency in ingredient sourcing, seeking products that are free from artificial preservatives, fillers, and by-products. Organic wet pet food, produced with non-GMO ingredients and devoid of synthetic additives, has gained popularity as pet owners seek clean, wholesome nutrition that reflects their own dietary choices. Moreover, awareness of pet health and wellness is currently at an all-time high in Europe, driving demand for nutrient-dense wet pet food formulas that provide functional benefits. Super premium products often contain ethically sourced proteins, organic vegetables, and superfoods such as chia seeds, blueberries, and turmeric, which aid in immunity, digestion, and coat health. With increasing concerns about allergies, digestive sensitivities, and obesity in pets, many European consumers are opting for organic and super premium wet food to ensure their pets receive optimal nutrition without harmful additives. Sustainability is another crucial element contributing to the growth of this segment. European consumers are particularly aware of eco-friendly pet food packaging, humane animal welfare practices, and sustainable sourcing. Numerous super premium and organic pet food brands in Europe highlight ethical meat sourcing, recyclable packaging, and environmentally responsible production processes. As more pet owners align their purchasing choices with their ethical and environmental values, the demand for super premium and organic wet pet food continues to grow, solidifying its status as the fastest-growing price range in the European market.

Eco-friendly biodegradable packaging and refill packs represent the fastest-growing packaging categories within the European wet pet food market, driven by rising consumer demand for sustainable, low-waste solutions that lessen environmental impact.

A significant factor propelling this transformation is Europe's strong focus on sustainability and environmental stewardship. Numerous European governments have established strict regulations and policies aimed at diminishing plastic waste, prompting both consumers and businesses to adopt eco-friendly alternatives. Pet owners, especially millennials and Gen Z consumers, are increasingly aware of their carbon footprint and actively pursue pet food brands that provide biodegradable, compostable, or recyclable packaging. This interest has resulted in a surge of innovative packaging solutions, such as plant-based biodegradable trays, refill pouches, and reusable containers, which contribute to reducing single-use plastic waste. Furthermore, the swift growth of sustainable packaging within the wet pet food sector is also attributed to the rising number of eco-conscious pet food brands introducing refillable options. Refill packs enable pet owners to buy wet food in bulk and pour it into reusable containers, effectively minimizing packaging waste while preserving product freshness. This model corresponds with the expanding zero-waste movement in Europe, where consumers favor refill stations and circular economy initiatives that reduce unnecessary waste. Major retailers and specialized pet stores are facilitating this transition by offering refill programs and bulk purchasing alternatives for wet pet food. Moreover, premium and organic pet food brands in Europe are at the forefront of embracing sustainable packaging, reinforcing the notion that high-quality pet food ought to be accompanied by environmentally friendly packaging solutions. As sustainability remains a priority for European consumers, the demand for biodegradable and refillable packaging options is expected to increase rapidly, establishing ""Others"" as the fastest-growing packaging category in the wet pet food market.

The online distribution channel ranks as the fastest-expanding in the European wet pet food market because of the rising adoption of e-commerce, subscription models, and the ease of home delivery for pet owners.

One of the main factors behind the swift growth of online pet food sales in Europe is the notable shift in consumer shopping habits towards digital platforms. With the emergence of e-commerce leaders like Amazon, Zooplus, and specialized pet food websites, pet owners can easily access a wide range of wet pet food products, often at competitive prices. The ease of online shopping, combined with the capability to compare brands, read reviews, and find exclusive deals, has made digital avenues the preferred selection for numerous pet owners. Subscription-based services have also played a role in the speeding up of online sales. Many European pet owners are choosing auto-replenishment services that guarantee their pets will never run out of food. Subscription services provide tailored recommendations, adaptable delivery schedules, and cost efficiencies, making them a desirable choice for busy pet owners seeking high-quality wet pet food delivered to their home. This model has proven especially beneficial for premium and organic pet food brands, which utilize direct-to-consumer sales to foster customer loyalty and engagement. Furthermore, the COVID-19 pandemic amplified online pet food sales as lockdowns and limitations hindered in-store shopping. Even after the pandemic, many consumers have persisted in purchasing wet pet food online due to its convenience, vast product selection, and home delivery services. As digital transformation progresses, more pet food brands are channeling investments into e-commerce strategies, mobile applications, and online-exclusive product lines. With the rise in internet accessibility, secure payment methods, and an increasing consumer inclination for hassle-free shopping, the online channel is anticipated to uphold its status as the fastest-growing distribution channel in the European wet pet food market.

Germany is at the forefront of the European wet pet food market because of its high rates of pet ownership, strong interest in premium pet nutrition, and the existence of well-established pet food manufacturers.

One of the primary factors that allow Germany to excel in the European wet pet food market is its extensive and increasing pet population. With millions of households owning pets, especially cats and dogs, Germany boasts one of the highest pet ownership statistics in Europe. Cats, which have a pronounced inclination for wet food due to their hydration requirements, are especially favored in German homes, generating considerable demand for wet pet food products. As trends in pet humanization escalate, German consumers are regarding their pets as family members and emphasizing high-quality, nutritionally balanced diets. Moreover, Germany has a sophisticated pet food industry with various leading pet food companies based in the nation. Enterprises like Fressnapf, Josera, and Animonda have solidified their market positions, presenting an extensive assortment of wet pet food alternatives, such as organic, grain-free, and high-protein formulations. These brands address the rising demand for premium and health-oriented pet food, ensuring a consistent availability of innovative wet food products in the market. Germany’s stringent pet food regulations also guarantee high-quality criteria, making German-produced wet pet food highly reputable both at home and abroad. Sustainability is another essential element that adds to Germany’s prominence in the wet pet food domain. German consumers exhibit strong environmental awareness and lean towards sustainable packaging, ethically sourced ingredients, and eco-friendly pet food manufacturing practices. Numerous German brands are pioneers in providing biodegradable packaging, insect-based protein options, and organic-certified wet pet food. With a robust economy, high consumer investment in pet care, and ongoing advancements in pet nutrition, Germany continues to be the leading player in the European wet pet food market.

Considered in this report
• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report
• Wet Pet Food Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Pet Type
• Dogs
• Cats
• Others (Ferrets, Rabbits, Reptiles, etc.)

By Price Range
• Economy
• Premium
• Super Premium & Organic

By Distribution Channel
• Pet Specialty Stores
• Supermarkets/Hypermarkets
• Convenience Stores
• Online
• Others (e.g., Veterinary Clinics, Direct-to-Consumer Subscription Services)

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to agriculture industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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