The world of dogs, cats and small animals has not only enchanted millions of pet lovers, it also has become a remarkable economic driver in e-commerce - worldwide as well as in Germany. This is also reflected in demand:
The search for high-quality pet food, snacks, toys, beds, transport boxes and other accessories is now greater than ever before.
The target group
Especially cat lovers: the cat is Germany's number one pet.
The 60+ age group continues to be the largest group of pet owners.
Pets are particularly popular with families. Of all families with children, 67 percent have an animal roommate.
Germans value life with animal roommates: dogs, cats & co. live in every second household.
Trend toward luxury and higher-priced products: Pets are being taken to the hairdresser and pedicurist, and to the pet nutritionist.
Organic food and low to gluten-free, anti-allergenic, vegetarian and vegan diets enter the market.
The market for pet food and pet supplies has grown strongly in recent years. Our pet supplies and pet food network now includes over 470,000 listings and more than 600 shops.
The increasing number of pet owners and, at the same time, the growing interest in pet supplies is leading to increasingly intense competition. Targeted marketing strategies are now crucial.
The pet supplies & pet food category consists of a total of 10 product groups. The following 5 take the largest share:
In addition, the demand for bird feed is also increasing more and more. In 2022, €158 million alone was spent on wild bird feed.*
Overall, the following goals could be achieved for our advertisers in 2022 for the pet supplies & pet food industry:
The average shopping cart for dog food is €55
Willingness to buy dog accessories is highest in December and March
Almost half of dog supplies are purchased directly via Google
Based on the Purchase Rate, the seasonality of the industry can also be deduced - the Purchase Rate in the pet food & pet supplies range is high and very consistent throughout the year. In december and march they register two small peaks each, which is due to the holidays, Christmas & Easter.
The well-being of the animal is the top priority for all pet owners: The willingness to buy medicines & Co. is partly even at a purchase rate above 7%. In particular in the months february, march & april the demand rises.