Pet trends 2025
The pet sector continues to grow year after year. In both Belgium and across Europe, pets have become an important part of family life. New figures from the Belgian BEPEFA survey (conducted in April 2025) and the European Pet Food Association FEDIAF (2023 data, published in 2025) shed light on consumer behaviour, purchasing preferences, and overall market trends. This blog takes a closer look at these reports and highlights the key insights every professional in the pet industry should know.
Key insights from Pet Trends 2025:
- Cats (33%) and dogs (30%) are the most popular pets.
- 1 in 6 households welcomed a new pet over the past year.
- Adoption is on the rise: 32% of new pets came from shelters or were rescued.
- 7 in 10 pet parents say their pet is (very) important in their lives.
- Average monthly spending: €122 per pet (with younger pet parents spending more).
- 47% are willing to pay extra for eco-friendly pet food.
- Supermarkets and pet shops remain the most popular purchasing channels.
- Purchase drivers: life stage, taste, and price top the list.
- 16% are allowed to bring their pets to work, 12% actually do so.
- Top challenges: coping with pet loss and feelings of guilt when leaving pets alone.
- Younger people (<34) and French-speaking Belgians are more likely to own pets.
- 6 in 10 Belgians have at least one pet.
- With an average of 3 pets per household in Belgium.
European figures confirm the popularity of cats and dogs
According to FEDIAF's 2023 data, Europe is home to:
- 108 million cats
- 90 million dogs
- 48 million ornamental birds
- 25 million small pets
- 18 million aquaria
- 11 million terraria
Almost half (49%) of all European households own at least one pet. This represents a huge market, with a growing demand for food, accessories, healthcare and pet-related experiences. In Belgium alone, FEDIAF reports 2.05 million dogs and 3.08 million cats.
Pets in Belgian households: stable, but getting younger
The latest BEPEFA survey shows that 6 in 10 Belgian households now own at least one pet. This figure is significantly higher than four years ago and continues a trend first seen during the COVID period.
Interestingly, younger Belgians (-34 years old) and French-speaking respondents are more likely to own pets. Among younger people, the percentage is even 73%, compared with 39% for those aged 55 and over. This indicates a rejuvenation of the pet owner demographic, with implications for product development, marketing, and communication channels.
On average, there are 3.1 pets per household. Cats (33%) and dogs (30%) remain the clear favourites, though fish, birds, rabbits and other small animals continue to hold a steady niche.
New pets: young, French-speaking and adoption-oriented
A striking finding from the BEPEFA report is that 1 in 6 Belgian households welcomed a new pet in the past year. In 30% of the cases, this concerned young people under the age of 34, and 24% of these new adoptions took place in French-speaking households.
Although breeders remain the most common source of new pets (27%), adoption and rescue are gaining ground: 32% of new pets came from shelters, were rescued, or were taken in via international organisations. This shift reflects a broader societal trend towards more ethical consumption and a growing focus on animal welfare.
Pet food in transition: life stage and price matter most
Both Belgian and European data confirm that pet food choices are mainly driven by the animal's life stage (53%), how eagerly the pet eats the food (48%), and the price (47%).
Across, 58% of pet food production is intended for dogs, compared with 35% for cats. Interestingly, wet food dominates for cats (60%), whereas dry food is more popular among dogs (61%). Snacks account for 3% of total volume for cats and 9% for dogs.
Although sustainability is not yet the main driver of purchase decisions, 47% of Belgian pet parents say they are willing to pay extra for food with a lower ecological footprint. Younger pet parents are particularly sensitive to this (54%).
Brand loyalty and purchasing channels: the power of habit
The Belgian study shows that 43% of consumers choose a specific brand before even entering the shop. 1 in 3 compare different options in-store. Supermarkets and pet shops remain the most popular purchase channels, although cat owners tend to shop more in supermarkets, whereas dog owners also frequently visit pet shops and vets.
Online sales are growing steadily, but physical presence and visibility on the shelf remain crucial.
Budgets and spending: an average of €122 per month
Belgian pet owners spend an average of €122 per month on their pets. Younger people spend as much as €151. This includes food, healthcare, vet visits, and accessories.
Remarkably, despite ongoing inflation, 61% of the pet parents say they have no intention of cutting back on spending for their pets. Only a small group consider cheaper food, giving fewer snacks, or postponing vet visits.
The emotional value of pets
For 70% of Belgians, their pets are true family members. This is reflected in the care and spending devoted to them. At the same time, a third of the pet parents admit they feel guilty when leaving their pets alone. The emotional bond with pets remains a strong factor in spending and care behaviour.
What pet parents expect from their environment
For dog owners in particular, three clear priorities stand out:
- Responsible behaviour from other pet parents (e.g. cleaning up after their dogs)
- More off-leash areas, dog parks, ...
- Access to restaurants, cafés or shops
A sector in motion with opportunities for innovation
At Flamingo, this is clearly reflected in the Belgian and European figures: pets are now an integral part of everyday life. With a younger generation of owners, a growing openness to adoption, and a strong focus on welfare and sustainability, we see plenty of opportunities to continue innovating.
By responding to the emotions, lifestyles, and values of the modern pet parent, and by choosing transparent communication, ethical products, and relevant services, Flamingo builds a sustainable and successful future together with its customers.