Competitive Landscape
Vitakraft Strengthens Its Lead Amid an Established Reputation
The other pet food landscape in Germany remains moderately concentrated, with Vitakraft Pet Care GmbH & Co KG leading with a substantial retail value share of 35% in 2025, up from 31% in 2021. This growth reflects the brand's strategic expansion and resilience despite overall shrinking volumes.
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Overview:
Understand the latest market trends and future growth opportunities for the Other Pet 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 Other Pet 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 Other Pet 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 Other Pet Food in Germany?
- Which are the leading brands in Other Pet Food in Germany?
- How are products distributed in Other Pet 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?
Other Pet Food in Germany - Category analysis
Key Data Insights
Value Growth and Volume Decline Amid Economic Pressures
Value Growth and Volume Decline Amid Economic Pressures
Bird Food Leads Volumes While Small Mammal/Reptile Food Shows a Stabilising Trend
Burgess Advances Premium Offerings to Capture Value Growth
Premiumisation and Specialised Nutrition to Drive Value Amid Continued Volume Declines
Bird Food to Remain the Largest Category Despite Decline; Small Mammal/Reptile Food to Lead Growth
Brands Likely to Adapt with Premium Innovation but Face Rising Private Label Competition
Vitakraft Strengthens Its Lead Amid an Established Reputation
Pet Shops and Superstores Maintains Its Lead While Retail E-Commerce Surges
Premiumisation and Functional Ingredients Shape New Product Development
Brands Introduce Species-Specific and Health-Oriented Formulations
Private Label Expansion and E-Commerce Alter the Competitive Dynamics
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:
Other Pet Food
- Bird Food
- Fish Food
- Small Mammal/Reptile Food
Other Pet Food
This is the aggregation of bird, fish and small mammal/reptile foods.
See all of our definitionsWhy 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 Other Pet Food research and analysis database.
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