Competitive Landscape
Mars and Private Label Maintain Strong Influence Amid Fragmenting Competition
Dog food in Germany remains moderately concentrated but shows signs of increasing fragmentation due to the rising influence of private label products and smaller direct-to-consumer players. Leading company Mars GmbH continues to command a significant share, holding a 23% retail value share in 2025.
Emerging Direct-To-Consumer Brands Leverage Promotions and Niche Partnerships for Growth
Emerging companies such as Fresco Foods GmbH have successfully carved out a position by adopting focused promotional strategies and forging partnerships that resonate with German consumers. Fresco’s strong promotional presence in traditional retailers, notably through campaigns in Aldi Süd in 2025, has raised brand awareness beyond online channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Dog Food industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dog Food industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dog Food in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dog Food in Germany?
- Which are the leading brands in Dog Food in Germany?
- How are products distributed in Dog Food in Germany?
- How is the rise of e-commerce impacting the retail environment and consumer engagement?
- How are fashions and values in human food echoed in food for pets?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
Dog Food in Germany - Category analysis
Key Data Insights
Premiumisation and Economic Pressures Shape Consumption
Premiumisation and Economic Pressures Shape Consumption
Dry Dog Food Leads Volumes, While Fresh Wet Formats Gain Rapid Traction
Pet Health and Wellness Comes to the Fore, Driving Premium Growth and Channel Shifts
Premiumisation to Drive Value Growth Amid Volume Plateau
Dry Dog Food to Retain Its Lead, While Treats and Mixers Will Lead Growth Momentum
Direct-To-Consumer Innovation and Health Focus to Reshape Distribution and Product Development
Mars and Private Label Maintain Strong Influence Amid Fragmenting Competition
Emerging Direct-To-Consumer Brands Leverage Promotions and Niche Partnerships for Growth
Pet Shops and Superstores Leads Distribution While Retail E-Commerce Gains Rapid Momentum
Innovative Retail Models and Collaborations Reshape Consumer Access and Loyalty
Natural Formulations and Targeted Health Benefits Drive Development
Proprietary Cooking Methods and Plant-Based Ingredients Lead Recent Launches
Premiumisation and Hybrid Distribution Models Enhance Commercial Value
Pet Care in Germany - Industry Overview
German "Pet Parents" Drive Premium Spending Amid Economic Pressures
Key Data Insights
German "Pet Parents" Drive Premium Spending Amid Economic Pressures
Cat Food Leads Value Sales as Urban Pet Preferences Shift in 2026
Stelling’S Tierlando Taps Premium Lifestyle Demand with Orthopaedic Beds
Consumers Set to Drive Growth through Premiumisation and Health Focus
Cat Food to Remain the Largest by Value, While Dog Food Will Lead Retail Volumes
Retail E-Commerce and Private Label Polarisation to Reshape Retail and Product Strategies
Fressnapf and Mars Navigate Pricing and Premium Competition to Retain Leadership
Vegdog Carves Out a Niche with Vegan Dog Food Innovation
Pet Shops and Superstores Leads Distribution While Grocery Retailers Remains Important but Declining
Importance of Retail E-Commerce, with Growth for D2c Models
Pet Humanisation and Preventative Health Shape New Product Development
Brands Introduce Functional Snacks and Health-Related Accessories
Direct-To-Consumer Models Alter Retail Dynamics
Country Reports Disclaimer
The following categories and subcategories are included:
Dog Food
- Dog Treats and Mixers
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- Economy Dry Dog Food
- Mid-Priced Dry Dog Food
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- Premium Therapeutic Dry Dog Food
- Premium Non-Therapeutic Dry Dog Food
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- Economy Wet Dog Food
- Mid-Priced Wet Dog Food
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- Premium Therapeutic Wet Dog Food
- Premium Non-Therapeutic Wet Dog Food
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Dog Food research and analysis database.
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