The Europe wet pet food market was valued at US$ 5,789.9 million in 2018 and is projected to reach US$ 9,684.1 million by 2027, growing at a CAGR of 5.9% during the forecast period from 2019 to 2027.
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Wet pet food, which typically contains 75% to 85% moisture along with a blend of dry ingredients, is gaining popularity among pet owners. It is known to support energy levels, promote muscle development, and enhance overall growth in pets. Rich in essential nutrients such as proteins, vitamins, and minerals, wet pet food helps maintain hydration and overall health. It is particularly beneficial for pets with chewing difficulties due to dental issues or jaw misalignment, making it an ideal choice for aging or medically challenged animals.
The growing preference for wet pet food is being driven by a rising trend toward the premiumization of pet food products and an increasing focus by pet owners on health and wellness. While demand is closely linked to the specific health needs of pets and individual owner preferences, the overall market is experiencing strong growth fueled by heightened awareness and care for pet nutrition.
Europe Wet Pet Food Strategic Insights
Strategic insights for the Europe Wet Pet Food provides data-driven analysis of the industry landscape, including current trends, key players, and regional nuances. These insights offer actionable recommendations, enabling readers to differentiate themselves from competitors by identifying untapped segments or developing unique value propositions. Leveraging data analytics, these insights help industry players anticipate the market shifts, whether investors, manufacturers, or other stakeholders. A future-oriented perspective is essential, helping stakeholders anticipate market shifts and position themselves for long-term success in this dynamic region. Ultimately, effective strategic insights empower readers to make informed decisions that drive profitability and achieve their business objectives within the market.
key company profiles
De Haan Petfood
FirstMate Pet Foods
Little BigPaw
Mars, Incorporated
Monge SPA
Petguard Holdings, Llc
Hill’s Pet Nutrition, Inc.
Nestlé Purina Petcare
Butcher’s Pet Care
Europe Wet Pet Food Market – Regional Insights
The geographic scope of the Europe wet pet food market encompasses diverse countries with unique consumer behaviors, regulatory frameworks, and economic conditions. Understanding these regional nuances—such as preferences for natural ingredients in Northern Europe, rising pet humanization trends in Western Europe, and the growing demand for premium products in Central and Eastern Europe—is vital for companies aiming to tailor their strategies effectively.
Businesses can expand their market presence by identifying underserved regions or customizing product offerings to meet specific local demands, such as breed-specific nutrition or organic certification. A focused regional strategy enables companies to allocate resources efficiently, execute targeted marketing campaigns, and enhance competitiveness. This localized approach is key to capturing market share and sustaining growth across varied European landscapes.
Market Insights
Rising Demand for Premium Pet Food Products Driving Market Growth in Europe
Increasing awareness among pet owners regarding pet health and nutrition is significantly contributing to the growth of the Europe wet pet food market. Wet pet food, comprising 75% to 85% water content, is rich in animal and plant derivatives such as chicken, beef, lamb, meat and vegetable broths, and eggs. It offers superior hydration and contains high levels of proteins, fats, minerals, added flavors, and preservatives, making it both nutritious and palatable for pets.
The nutritional benefits of wet pet food include enhanced energy levels, muscle development, lean mass gain, improved metabolic stamina, and support for daily bodily functions such as repairing bones and teeth and strengthening immunity. The increasing shift from pet “ownership” to pet “parenting” underscores the growing emotional bond between pets and their caregivers, further fueling demand for high-quality pet food. As awareness rises about the importance of a balanced diet for pets’ overall well-being, consumers are increasingly opting for premium wet pet food products.
Product Insights
Dog Food Segment Leads the Market; Cat Food to Witness Fastest Growth
The Europe wet pet food market is segmented into dog food, cat food, and others. Dog food holds the largest market share, while cat food is expected to grow at the highest CAGR. Dogs are among the most popular pets in Europe and require a well-balanced diet throughout their life stages. Wet dog food offers an ideal blend of essential nutrients—carbohydrates, proteins, fats, vitamins, minerals, and water—helping to maintain healthy weight, boost immunity, and support muscle and bone health. Its nutritional profile and ease of consumption make wet food a preferred choice among dog owners.
Packaging Type Insights
Canned Segment Dominates; Pouches Gain Traction
Based on packaging type, the market is categorized into canned, pouches, and others. Canned packaging leads the market due to its ability to preserve food freshness, prevent contamination, and provide long shelf life through airtight sealing. Wet pet food, which typically contains 70–80% moisture, is best suited for such packaging. Cans made from materials like aluminum, steel, PET, HDPE, and PVC offer durability and ease of transportation, especially for moisture-rich, meat-based formulations. The demand for packaging that is attractive, informative, and protective is rising in response to increased health concerns among pet owners.
Distribution Channel Insights
Supermarkets & Hypermarkets Lead; Online Channel Shows Strong Growth
The Europe wet pet food market is segmented by distribution channel into supermarkets & hypermarkets, specialized pet shops, online, and others. Supermarkets and hypermarkets dominate the distribution landscape, offering a wide range of pet products—food, toys, accessories, and healthcare items—under one roof. These retail formats feature well-organized displays, attractive assortments, and competitive pricing, making them a popular choice among consumers. Meanwhile, the online segment is growing rapidly due to the convenience of home delivery, wider product variety, and increasing adoption of e-commerce platforms for pet care needs.
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Author’s Bio
Akshay
Senior Market Research Expert at Business Market Insights