Europe is one of the largest and fastest-growing pet food markets in the world. As of 2023, the European pet food market reached approximately EUR 29.3 billion, representing 9% year-on-year growth. Annual production volume amounts to roughly 9.1 million tons, with more than 400 manufacturers operating over 500 production sites across the continent, from Albania to the United Kingdom.
Pet ownership is also widespread. Across Europe, approximately 139 million households—around 49% of all households—own pets, with a total pet population of approximately 299 million animals. Cats are kept in about 26% of households, while dogs are present in 25%, making cats slightly more common overall.
A key factor supporting this large and stable market is the strict regulatory framework of the European Union (EU). The EU has established unified and rigorous regulations governing pet food safety, hygiene, and labeling, which all manufacturers must comply with.
In addition, the FEDIAF (European Pet Food Industry Federation) nutritional guidelines serve as an industry standard, ensuring consistent quality and nutritional balance. Together, these frameworks underpin the strong reputation of European-made pet food for safety and reliability.
This article is designed to help Japanese pet food brand owners who are considering OEM manufacturing in Europe. It provides a country-by-country overview—focusing on industrial foundations, raw material availability, manufacturing strengths, logistics infrastructure, geographic considerations, pet ownership trends, production site distribution, and cultural attitudes toward pets—covering key markets such as Germany, Italy, Poland, Spain, France, and the United Kingdom.
Key Country Profiles: Characteristics and Strengths
Germany
Germany has the largest pet food market in Europe and a high demand for premium and specialized products tailored to specific functions and values.
Pet food manufacturers are concentrated in the northwestern regions—including North Rhine-Westphalia, Lower Saxony, and Bremen—areas historically strong in livestock farming and feed production. These regions benefit from abundant agricultural resources and a long tradition of food processing.
Germany’s strengths lie in its advanced engineering expertise and strict regulatory compliance culture, which translate into precise formulation control, efficient production processes, and robust quality management systems. As a result, Germany is widely regarded as a highly reliable base for pet food OEM manufacturing.
Italy
Italy plays a key role as a southern European manufacturing hub, with many pet food producers located in the northern and central regions, such as Piedmont, Emilia-Romagna, Veneto, and Liguria. These areas are also major centers of the human food industry, and pet food manufacturing has evolved as a natural extension of that ecosystem.
Italian manufacturers leverage the country’s renowned culinary heritage, applying it to pet food through the use of locally sourced fresh ingredients and sophisticated recipe design that considers taste, aroma, and texture.
As a result, “Made in Italy” pet food is highly regarded for its flavor profile and ingredient quality, making Italy an attractive OEM option for premium-positioned brands, including those targeting the Japanese market.
Poland
Poland has rapidly emerged as one of Europe’s most important pet food production hubs, attracting attention for its cost competitiveness and high production capacity. Compared with Western Europe, labor costs are lower, and significant investments in industrial infrastructure have encouraged the establishment of many foreign-owned factories.
Domestic demand is also strong. Poland has one of the highest dog ownership rates in Europe (22.9%), and in 2022, the country’s pet food exports reached approximately EUR 1.6 billion, ranking fifth globally.
These factors make Poland a highly attractive candidate for OEM manufacturing aimed at the broader European market.
Spain
Spain is one of Southern Europe’s leading pet food markets, with a dog ownership rate of 19.7%, among the highest in the region. Many factories are located in agriculturally and livestock-rich inland and eastern regions, enabling efficient use of locally sourced grains and animal by-products.
This local availability supports cost-effective product development. While interest in premium pet food is growing, demand is still centered largely on mid-priced and affordable products, unlike the more premium-driven markets of Germany or the UK.
France
France is known for its strict food regulations and strong quality orientation, characteristics that extend naturally to the pet food sector. Production facilities are often located near major agricultural and food-producing regions, allowing manufacturers to apply traditional food industry expertise to pet food manufacturing.
France also stands out for its large cat population, with approximately 14.9 million cats nationwide. The cat ownership rate of 21.8% per household is among the highest in Europe, resulting in a particularly strong and demanding market for cat food, where palatability and safety standards are especially high.
United Kingdom
Despite leaving the EU, the UK remains one of Europe’s largest pet food markets, supported by a long-established domestic manufacturing base. Pet food factories are distributed across England, reflecting the country’s strong private-label production capabilities for major retailers.
In the UK, pets are widely regarded as family members, driving strong demand for natural, premium, and freshness-oriented products. This consumer mindset continues to shape innovation and product differentiation in the market.
Logistics Infrastructure and Geographic Considerations
When selecting an OEM partner in Europe, Japanese companies must carefully consider logistics infrastructure, geographic conditions, transportation distance, and geopolitical risks.
Within the EU, customs and quarantine procedures are unified, allowing seamless movement of goods without internal customs clearance. Europe benefits from highly developed logistics networks centered around major ports such as Rotterdam and Hamburg, with efficient rail and trucking connections enabling rapid transport from inland factories to ports.
However, Europe is geographically distant from Japan. Container shipping via the Suez Canal typically requires 60–70 days, and this route is vulnerable to Middle Eastern geopolitical tensions, piracy risks, and potential canal disruptions. In recent years, multiple incidents have caused shipping delays and logistical instability.
For OEM supply models that prioritize stability, it is essential to plan for lead-time buffers, inventory strategies, and risk diversification, including alternative shipping routes where feasible.
It should also be noted that the UK is no longer part of the EU, meaning customs procedures apply when transporting goods between the UK and EU member states, adding an extra layer of operational complexity for UK-based OEM sourcing.
Overall, while Europe’s internal infrastructure is highly advanced, distance from Japan and route stability must be carefully factored into OEM partner selection.
Distribution and Characteristics of Manufacturing Hubs
European pet food manufacturing sites tend to be regionally clustered. Western and Central Europe—including the UK, Germany, Italy, France, Spain, and Belgium—hosts a high concentration of manufacturers.
These countries benefit from strong agricultural bases, mature food processing industries, and deeply rooted cultures of pet companionship, fostering a diverse and sophisticated pet food industry.
In contrast, Central and Eastern Europe, led by Poland and followed by countries such as Hungary and the Czech Republic, has seen rapid growth in modern, export-oriented factories. Lower labor costs and expanding demand have contributed to the formation of new production clusters in these regions.
Overall, Europe’s pet food manufacturing footprint aligns closely with agricultural resource availability and proximity to major consumer markets, supporting both reliability and scalability.
Food Culture and Attitudes Toward Pets
Differences in food culture and attitudes toward pets across Europe significantly influence pet food preferences. In recent years, a shared trend has emerged across the continent: pets are increasingly viewed as members of the family, driving demand for higher quality and more diverse formulations.
In the UK, this “pet humanization” trend is particularly strong, fueling rapid growth in natural and functional premium products. In countries such as Germany and France, where food safety awareness is deeply ingrained, pet food is expected to meet standards comparable to those of human food.
Even in Eastern Europe, pet care awareness is rising. In Poland, premium products now account for approximately 20% of the market, reflecting evolving consumer expectations.
Understanding these cultural nuances is essential when supplying OEM products tailored to specific markets. Safety and nutritional validation are critical in quality-driven markets, while flavor, ingredient selection, and tradition play a larger role in others. Flexibility and cultural awareness are key to successful OEM collaboration.