Insights into the European Pet Supplies Market and the Crucial Role of Fulfillment Services

The pet supplies in Europe is booming and encompasses various segments, such as food, grooming products and accessories. With the growing trend towards the humanization of pets, owners are more interested than ever in acquiring the best products for their furry, feathered and finned companions.

Fulfillment services play a crucial role in meeting the high expectations of these emotionally driven consumers. Efficient logistics and reliable delivery ensure that essential items reach customers' doorsteps. This article delves into the journey of fulfillment services and the purchasing process behind pet products. 

Pet Products Are Highly Emotional Products for Online Shoppers

90 million households across Europe own at least one pet and according to market research, the global e-commerce industry for pet products is projected to reach $350 billion by 2027. Since pets are considered family members for 99% of people, purchasing pet products becomes more than just a transaction; it reflects a deep emotional connection rooted in love, care, and responsibility towards their pets. This emotional bond significantly influences their purchasing behavior and preferences in the pet products market.

For many shoppers, owning a pet comes with a set of responsibilities, primarily centered around obtaining the best products for pet care, including food, toys, and other essentials.

Five Key Considerations for Pet Owners When Buying Products Online

Online shopping allows pet owners to browse a wide variety of products from the comfort of their homes, with stores available 24/7 for maximum convenience. However, as the number of online retailers and budget-friendly marketplaces like Temu increases, competing can be challenging. Instead of lowering prices, focus on understanding what customers want when shopping online and aim to meet those needs with exceptional service. By delivering high-quality experiences and meeting customer expectations, you can distinguish your online business in a competitive market.

1. Sustainability in the pet industry

The pet care industry is increasingly focusing on sustainability, driven by consumer demand, particularly among younger generations, for eco-friendly and planet-conscious pet products.The trend encompasses more than just pet food, extending to cleaning items like shampoos, biodegradable waste bags, sustainable pet bedding, and even toys.

A new generation of pet owners is actively seeking brands that prioritize recyclable packaging, natural ingredients, and certifications that demonstrate responsible and ecological business practices. Moreover, there is a growing demand for sustainable delivery options, with pet owners showing increased interest in eco-friendly packaging and carbon-neutral delivery services.

2. A Reliable product description

Detailed descriptions, including dimensions and images, enable pet owners to visualize how the product will fit into their home and match their existing decor. Clear and precise information builds confidence in the purchase, reducing the uncertainty often associated with online shopping. This also helps minimize returns due to the product not meeting expectations or fitting improperly, saving time and resources for both the buyer and the seller. For 53% of Europeans, if the product description does not provide the necessary information, they prefer to shop elsewhere.

3.  Efficient delivery

Timely delivery ensures that pet owners receive essential items such as food, medication, and grooming supplies without delay, helping to maintain their pets' health and well-being. For remote pet owners or those seeking customized products, reliable delivery to remote locations and international shipping  are crucial. Efficient logistics networks and smooth customs clearance are necessary for products to arrive in good condition and on time.

In addition, it is very important to work with delivery companies that address the needs of buyers. Specific delivery methods in Europe such as scheduled delivery, PickUp points and Automatic Parcel Machines are very popular, as they offer flexibility and allow pet owners to choose the delivery time and location that best suits their schedules, making the process more convenient.

4. Customer reviews and ratings

Customer reviews and social media recommendations significantly influence purchasing decisions, making it imperative for retailers to deliver exceptional service consistently. Positive experiences lead to favorable reviews, which can further boost sales and enhance brand reputation. Social media now plays a significant role in reviews, with an estimated 71% of consumers more likely to purchase products and services based on social media recommendations. Additionally, promoting products on social media platforms has become key and decisive for Gen Z and Millennials when making purchasing decisions.

5. Boosting customer satisfaction with better inventory and accuracy

Enhanced Inventory Management ensures that your stock levels are optimized, reducing the likelihood of stockouts or overstock situations. By efficiently managing inventory, you can meet customer demand promptly without excess holding costs or missed sales opportunities. This proactive approach helps your e-commerce in maintaining a balanced inventory, avoiding disruptions in supply, and keeping operational costs in check.

Improved accuracy in order fulfillment minimizes errors and reduces the rate of returns or exchanges. When customers receive the correct items in a timely manner, their satisfaction increases, leading to higher trust and loyalty towards your brand. Accurate order processing also builds credibility and reduces the resources spent on handling returns, allowing you to focus on growing your business. Additionally, consistent accuracy in fulfilling orders enhances the overall customer experience, encouraging repeat business and positive reviews.

The Landscape of Pet Products in Europe

Globally, the pet care market reached $261 billion in 2022, covering various sectors including food, pet care, and toys (the three sectors we will focus on). According to a report by FEDIAF, pet owners in Europe spent $29.2 billion on products and services for their animals in 2022. Germany leads in both the number of pets and spending on pet products. However, it’s important to note that other European countries also demonstrate strong spending power when it comes to purchasing pet products.

Pet food and complementary accessories 

Within Europe, the pet food sector is expected to reach €24.58 billion by 2029. 

In Germany, the pet food market is projected to reach $5.86 billion in 2024, covering food for dogs, cats, and feed products for other less common house pets such as rodents and reptiles. For 69% of pet owners in Germany, purchasing more nutritious food for their pets is as important as choosing their own food. This trend is mirrored in other European countries, where ensuring the optimal health of the pet's immune system and metabolism is a priority. As a result, the demand for nutritious pet food is on the rise and although wet food remains the most popular choice, the sector also encompasses dry food and snacks. The European pet food market holds the second largest share globally and is expected to grow at a rate of 4.9%.

Another very important product in this sector are pet food bowls. They have become very popular in Europe as they are considered complementary accessories for serving food and water to pets. Additionally, the demand for aesthetically pleasing pet products that align with home décor has increased the market's popularity. Social media platforms like TikTok and Instagram have become perfect channels for promoting e-commerce brands. Bowls made from different materials such as metals, plastics, and ceramics, available in various shapes and sizes, were the main driving factors for the market reaching approximately USD 3.48 billion in 2023, and it is expected to reach USD 5.57 billion by 2028.

Pet care 

In 2023, the annual turnover of pet-related products and services in Europe was estimated at EUR 24.6 billion. This market encompasses pet accessories and grooming products. In the grooming category, whether the product is intended for pet owners or groomers, it is crucial to obtain the right product that performs efficiently. 

The European pet shampoo market, valued at $1.5 billion in 2023, is expected to continue growing through 2030. Pet owners are not just looking for any shampoo; they seek natural products that nourish their pets' skin and coat while offering additional health benefits. In 2023, the UK pet shampoo market represented 24.5% of the total European market revenue. This category also includes items such as combs, brushes, and creams designed for the skin of various animals.

Pet humanization products

The humanization of pets is shaping the buying and selling of pet products, leading to an increased demand for toys, strollers, backpacks, and clothes in this category.

The toy category encompasses a wide range of products, from edible toys to plastic ones. Chew toys continue to be the top sellers, and there is a growing demand for plastic toys made from eco-friendly and sustainable materials, including renewable resources, recycled plastics, and biodegradable alternatives.

The humanization of pets prioritizes their care and comfort, bringing pet clothing into focus. To ensure their comfort and protection, especially in adverse weather conditions, pet owners seek out clothing for their beloved companions.

In 2023, the global pet clothing market was estimated at USD 2.09 billion, with Europe contributing 34.7% of the revenue. This market is projected to grow at a CAGR of 4.1% from 2024 to 2030.

Conclusion: Meeting Pet Owners’ Demands with Exceptional Fulfillment Services