Italy - Pet ProductsItaly - Pet Products

Overview
Unit: USD millions
 

Source: Istat Coeweb, ITA International Trade Administration

The Italian market for pet food and care products is strong and continues to grow in value and volume despite the economic crisis affecting the economy over the past few years. Italy, with a population of 60 million people, has a pet population of 60.2 million and more than three out of ten (38.8%) Italian families own at least one pet. These include 7 million dogs, 7.3 million cats, 30 million fish and 12.8 million birds. Other small mammals – such as rabbits, ferrets and rodents (hamsters, guinea pigs and degus) - number 1,830,000 and there are also 1,360,000 reptiles (turtles, snakes and lizards). 2018 in Italy was a record for fish, more than 30 million fish in 3 million small and large aquariums. A market that invests 8.3 million euros a year for animal feed and over 84.2 million for accessories, recorded a strong interest in pesticides (+5,9%) and cat litters (+6,2%).  The Italian market for cat and dog food grew slightly in 2018 with a combined turnover of $2.5 billion and a total volume of 565,136 tons sold.

According to Assalco-Zoomark 2019 Report, the Italian pet products market grew by 1.5% in 2018, reaching sales of over $2.45 million. The market continued to perform well in Italy in 2018, as pets are increasingly considered part of the family and this “humanization” trend continued growing across the country. This is also considered to be the key trend within pet care in Italy, particularly due to the positive growth of high value categories such as treats and mixers as well as premium food.  As such, pet care in Italy is expected to continue growing over the forecast period registering a positive performance in value and volume terms. In Europe, Italy has the largest number of birds (12.8 million), France has the biggest number of dogs (7,3 million dogs) and Germany records the largest number of cats (13.5 million).

In 2018, Italians spent approximately $1.2 billion on cat food (52.3% of the market) and $1.1 billion on dog food (47.7% of the market), as well as $213 million on snacks and treats, an increase of 5.4%. This dynamic growth is thanks to snacks for oral hygiene, with hygiene treatments reporting (15%) 0.6% growth. The accessories segment (products for hygiene, leashes, beds, toys, bowls, cages, birdcages, aquariums, turtle bowls and various utensils) had a decrease of -1.2% , however it kept a sales stability by volume: a significant growth can be found in the pesticide market showing a positive trend of +5.9% and in the cat litter market, which shows the most significant increase with a growth of the +6.2% and a turnover of $84.2 million. 

Italy is an interesting and lucrative market for U.S. pet care and food products as demand continues to increase. Leading factors for this growth include the increased importance of pets in Italian families and better marketing via large-scale outlets and specialized stores. Demand for healthcare products, branded clothing and beauty products, as well as natural or premium products is growing. Statistics indicates that Italian pet owners are more likely to treat their pets with greater care, for example by choosing special foods tailored to the pet’s specific nutritional requirements, resulting in higher demand for premium and super premium pet food.

Italian law is increasingly recognizing the role of pets in family structure, passing a series of legislation to protect both animals and pet owners. Italians must comply with a 1991 law requiring owners to register their pets with the Bureau of Vital Statistics for Pets. Law 198/2004 makes it a crime to abandon a dog or cat, and Law 120/2010 makes it obligatory to assist an animal in distress after a traffic accident. Law 201/2010 against the illegal trade in unregistered puppies, as well as the very recent law extending the ban against poisoned lures and baited traps. In 2013 reform of condominium regulations makes life easier for pet owners by establishing that it is no longer legal to prohibit the ownership of pets in apartments. Furthermore, in September 2015 Italy’s Parliament approved the prohibition of pet’s requisition in case of business failure. Italy stands out for its tolerant and welcoming attitude. According to a survey conducted by Hotel Tonight, a booking company, with 1 pet friendly structure out of two, Italy is well above the global and the European average. This hospitality trend is confirmed by the famous portal Booking.com, on which 57% of Italian locations accepts pets, compared with about 52% in Switzerland, Austria and Germany

Leading Sub-Sectors
Pet owners devote special attention to the health of their pets and increasingly demand specific types of pet food.  As a result, besides premium and super-premium food, different products according to breed, size and age and a wide variety of pet foods that meet very specific needs related to lifestyle (high-energy or light diets) and health condition (for diets that prevent allergies or address certain diseases) are increasingly popular in the Italian market. Italian demand for dog and cat food has become more “specialized.” A current trend involves natural and holistic pet food products, which guarantee either natural or biological ingredients without artificial food coloring or preservatives. Many consumers prefer snacks and treats that are preservative-free and contain healthy ingredients such as fruit and cereals.

The pet care market also continues to benefit from increased attention to the wellbeing of pets, which are increasingly considered as family members deserving high quality products by more than 81.8% of pet owners. In the market for pet care products, best prospects include health and anti-parasitic agents and leashes, hypoallergenic and biodegradable beauty products formulated with organic extracts, brushes, bones and dental chews. Pet hygiene products and anti-parasite remedies are particularly on the rise. Pet owners care about their pet’s health. Nine of 10 have a veterinarian they trust and 74% scrupulously follow his/her advice. Veterinarians are usually consulted only in emergencies: about 83,5% have their pets visited regularly, once a year or more often, and 44,6% bring their pet to the veterinarian more than twice a year.

In 2018, the accessories segment (toys, leashes, beds, bowls and dishes, cages, aviaries, aquariums, tortoise homes, and various tools) decreased by -1.2% value with a turnover of $84.205 million. Best sellers among accessories to penetrate the Italian market include mainly cat litters (+6.2%) and pesticides (+5.9%). The market for luxury pet products has also grown, particularly due to sales of clothes, jackets and raincoats, cushions, hairclips and collars, carriers and fashionable hats typically sold in specialized pet boutique shops. For the Italian pet luxury market is crucial that products are innovative, original and fashion designed.

Italy is also the first country in Europe testing a “joint” pet-owner bank account, with a damage insurance, subsidized loans and discounts in shops and clinics for affiliated animals. It is the "Amici Fedeli" program, launched by the Banca di Piacenza in 2018. The current account provides discounts and promotions at shops and affiliated clinics, subsidized loans of up to 5,000 Euros and an RC policy for any damage caused by the animal. The owners are given a booklet with various tips for those who have animals. The free subscription for a year to the "Amici Veri" animalist association is also offered.

Exporting Pet Food and Feed to Italy and the EU
Pet food is highly regulated in the European Union to conform to the highest standards of hygiene, safety and quality. In the EU, pet food is subject to feed marketing legislation and veterinary legislation. The EU’s feed marketing legislation covers food for pets as well as feed for food-producing animals. Pet food products containing an animal origin ingredient must be sourced from approved establishments and have to be accompanied by a veterinary certificate.

All exports of U.S. pet food to the EU must comply with EU requirements including rules on labeling, hygiene, animal health, certification and the use of additives.  European Parliament and Council Regulation 767/2009 sets rules for the labeling and marketing of feed and pet food, covering feed materials, compound feed and medicated or dietetic feed for both food and non-food producing animals.  Feed and pet food not complying with Regulation 767/2009 and with the provisions on feed additives laid down in Regulation 1831/2003 are not allowed on the EU market. Conditions for mixing veterinary medicine into feed are set out in Directive 90/167/EEC.  In September 2014, the European Commission presented a proposal to replace the outdated Directive 90/167/EEC on medicated feed. The scope of the proposal explicitly includes medicated feed for pets. EU border inspection officials will verify the labels on imported pet food for compliance with EU requirements. Annex 4 to the “Code of Good Labeling Practice for Pet Food,” drafted by the European Pet Food Industry (FEDIAF) establishes a “check-list” that pet food manufacturers can use to verify compliance with EU labeling rules.

Commission Regulation 68/2013 establishes a catalogue of feed materials. It enables operators to use more precise names and expressions for the feed they place on the market. The annex to the Catalogue contains three parts: A) general provision, B) glossary of processes and C) list of feed materials. The use of the Catalog is voluntary but where it is used all relevant provisions must be complied with.  Commission Recommendation 2011/25/EU established guidelines for the distinction between feed materials, feed additives, biocidal products and veterinary medicinal products.

Data Source:
U.S. Department of Agriculture FAS (Foreign Agricultural Service), U.S. Embassy Rome.
Istat Coeweb and ITA International Trade Administration

Opportunities

Trade Show:
Zoomark International 2021: May 2021 Bologna Fiere, Italy
The Zoomark trade fair is the largest pet product show in Italy and the second most important pet products show in Europe.  Zoomark alternates yearly with the largest show Interzoo in Nuremberg, Germany, which is certified by the U.S. Department of Commerce.  The 2019 edition attracted 757 exhibitors including foreign exhibitors from 45 different countries and over 28,000 qualified buyers, over 40% of whom came from abroad, a proportion 23% higher than the previous edition in 2017.  In 2019, nearly all exhibitors saw immediate sales and/or agreements. The U.S. Commercial Service in Milan has been organizing a U.S. Pavilion at Zoomark since 1997, in cooperation with the American Pet Products Association (APPA) and the U.S. Department of Agriculture’s Foreign Agricultural Service Office in Rome.  Since 2015, B-For International (b-for.com/zoomark) has managed the U.S. Pavilion.  CS staff based in Milan can provide both exhibitors and other U.S. visitors a range of export-promotion services aimed at assisting your entry to or increase of your presence in the Italian and international markets. 
U.S. Pavilion organizer at Zoomark:

B-For International
Anna Shaw - Zoomark International USA Representative
Email: ashaw@b-for.com
Phone: +1(540)373-9935
b-for.com/zoomark

Web Resources
The major U.S. Trade Associations in the pet sector are:
American Pet Products Association (APPA): www.americanpetproducts.org
World Pet Association (WPA): http://www.worldpetassociation.org/
Pet Food Institute: https://www.petfoodinstitute.org/
The major Italian Associations in the pet sector are:
Scivac: https://cms.scivac.it/en
Assalco: http://www.assalco.it/

U.S. Department of Agriculture’s Foreign Agricultural Service (USDA) office at the American Embassy in Rome, Italy:
Ornella Bettina, Agricultural Specialist
AgRome@fas.usda.gov;
https://it.usembassy.gov/embassy-consulates/rome/sections-offices/foreign-agricultural-service/

U.S. Commercial Service Contacts:
Valentina Massari, Commercial Assistant
U.S. Commercial Service, U.S. Consulate Milan
Tel: +39 026268 8507
E-mail: valentina.massari@trade.gov
http://export.gov/italy