All on the up

The Industrial Association of Pet Care Producers (Industrieverband Heimtierbedarf, IVH) and the German Pet Trade & Industry Association (Zentralverband Zoologischer Fachbetriebe, ZZF) have now collated and published the sales figures for last year. According to the data, high-street speciality stores and supermarkets recorded sales of 4.513 bn euros in 2020, an increase of 4.3 per cent over the previous year. At 3.46 bn euros, sales of pet convenience food surpassed those of the previous year by as much as 4.6 per cent. The pet requisites and accessories segment also grew, with sales up by 3.5 per cent to 1.053 bn euros. Sales via online retailers added a further 822 mio euros, while wild bird food brought in 128 mio euros. The sales total for the German pet sector thus amounted to around 5.463 bn euros.
Although speciality retailers were able to extend their market share slightly with regard to pet food, the supermarkets (including drugstores and discount stores) remained in pole position as the main sales channel for pet convenience food. Their overall share of sales was 61 per cent, worth 2.12 bn euros. Pet stores, on the other hand, increased their sales of pet requisites and accessories to 835 mio euros, accounting for 79 per cent of the total and thus remaining the principal distribution channel in this segment.

The overall market for dog food grew in 2020, with sales by bricks-and-mortar outlets rising by 4 per cent to 1.567 bn euros. Treats in particular proved a growth driver here, increasing sales by 6 per cent to 602 mio euros. Sales also exhibited a solid trend in the segments of moist food (502 mio euros, plus 3.1 per cent) and dry food (463 mio euros, plus 2.4 per cent).
Once again, the market for cat food was the biggest food segment with total sales of 1.68 bn euros, an increase of 5.3 per cent compared with the previous year. The biggest growth driver were treats (including cat milk), with sales growing by 9.4 per cent to 268 mio euros. Moist food (1.105 bn euros, plus 5.0 per cent) and dry food (307 mio euros, plus 2.7 per cent) also recorded significant growth.
The markets for small animal food, fish food and cage bird food all exhibited a very satisfactory trend in 2020. Food for small animals was the third most popular food after cat and dog food; after increasing sales in the preceding year, it grew again in the classic distribution channels (91 mio euros, up 4.6 per cent). Likewise positive was the market…