Italians spend 1.3 billion on Fido's bowl

Between kibble, snacks and food, Italians spend more than 1.3 billion euros every year on their dogs' bowls, or 43.7% of the entire turnover generated by pet food. On World Dog Day, which is celebrated today, the numbers come from Assalco, the association that brings together the main pet food companies.

According to its latest report, there will be an estimated 9 million dogs in Italy by 2024, with a sharp increase in small dogs. Among dog owners, the majority (59%) own just one, but 21% have two, three another 9% and at least four 11%. Furthermore, 73% of the sample have lived with pets for more than five years.

As far as food products are concerned, dry food is still the main segment spent by Italians, with 51.1% of the total value; wet food follows, accounting for 32.5% of the segment's turnover. The snack segment is increasing, now worth 16.3% of the market, although the strongest growth is in natural and grain-free food products, with a growing focus on complementary foods in the form of tablets, powders and pastes aimed at providing specific functional supplements to support the wellbeing of pets. Finally, positive signals are coming from certified green and sustainable foods.

Improved formulations in food, per food manufacturers also claim, have contributed to the increased longevity of pets over the years: according to a survey conducted by the Japan Pet Food Association (Jpfa), the average lifespan of owned dogs has increased by almost a year in the last decade, from 13.87 years in 2010 to 14.62 years in 2023.

"World Dog Day is an opportunity to celebrate not only the affection that binds us to our pets, but also the growing commitment of Italian families towards their wellbeing," argues Giorgio Massoni, president of Assalco. "Data confirms a greater attention to nutrition and the conscious choice of products, to the benefit of our pets' health and happiness.