TL;DR
Get pet supplies delivered free with Prime
- Fast, free delivery on millions of items
- Prime Video, Amazon Music and more included
- Member-only deals all year
Italian pet supplement sales rose 21% year over year to €76 million in the 12 months to July 2026, according to Circana data reported by GlobalPETS. Pet shop chains recorded the fastest pet food value growth among retail channels, while supermarkets, hypermarkets and discounters declined. Circana forecasts further growth for supplements in 2026, but the report does not give a forecast value for the segment.
Pet supplement sales in Italy rose 21% year over year to €76 million in the 12 months ending July 2026, while pet shop chains recorded the strongest growth in pet food value sales among retail channels, according to Circana data reported by GlobalPETS. The figures point to expanding demand for specialist products and retail channels even as growth in the wider market has slowed.
Circana put the Italian pet market, including food and other care products, at €5.4 billion in the year to July 2026, up 3.8% year over year. Pet food sales reached €4.3 billion, an increase of 3.5%, while pet care excluding food grew 5% to €1.156 billion. The data covers sales across grocery retailers, drugstores, pet shops and online channels.
For pet food, pet shop chains grew 9% in value and 7.4% in volume. Online sales increased 8.5% in value; drugstores rose 5.8%, and traditional pet shops grew 4.5%. By contrast, supermarkets, hypermarkets and discount stores together recorded a 0.9% value decline and a 3% volume decline. These figures describe channel growth, not the share of sales each channel captured.
Within pet care, Circana data show demand growth in products aimed at specific health needs. Dietetic pet food volume rose 7.5% across omnichannel retail and represented 12.8% of total value sales; in specialist channels it grew 7.3% and represented 24.6% of value sales. Monoprotein products increased 15% in volume and grain-free products 11%, according to the report.
Specialist Channels Outpace Grocery
The channel results suggest that growth is shifting toward specialist retailers and online shopping, rather than being evenly spread across the market. Pet shop chains’ 9% value growth contrasts with the decline across supermarkets, hypermarkets and discounters. For shoppers, that may mean a larger role for stores and services focused on pet nutrition and health; the figures alone do not establish why customers chose those channels.
The supplement increase also marks a measurable expansion in a category linked to targeted needs such as skin and digestive health, mobility, stress and senior-pet care. Circana forecasts 17% growth for pet supplements in 2026, the highest rate among the health categories described in the report. The forecast signals expected momentum, not a confirmed result for the full year.
Meanwhile, slower overall growth makes the mix of products and sales channels more relevant to retailers and suppliers. Total pet care sales rose 12.1% in 2023, 5.4% in 2024 and 2.6% in 2025, according to the reported figures. The latest 3.8% year-over-year reading uses a different period, so it should not be treated as a direct full-year comparison.
Products Worth Considering
Shark ZU102 Rotator Pet Upright Vacuum with PowerFins HairPro & Odor Neutralizer Technology, Charcoal
Shark StainStriker Portable Carpet and Upholstery Cleaner, PX202BRN
iRobot Roomba Plus 415 Robot Vacuum & Mop Combo
As an affiliate, we earn on qualifying purchases.
Growth Slowed After 2023
The report places the latest data against a period of cooling annual growth. Italy’s overall pet market value increased from €4.9 billion in 2023 to €5.3 billion in 2025, while its annual growth rate eased from 12.1% to 2.6%. Circana also recorded €3.158 billion in total pet care sales, including food, for the first seven months of 2026, up 4.2% year over year.
Pet food sales value rose from €3.5 billion in 2022 to €4.2 billion in 2025, but annual value growth slowed to 2.7% in 2025. For January to July 2026, pet food sales reached €2.5 billion, up 3.6%, while volume increased just 0.1% to 469 million kilograms. The figures indicate that recent value gains have not been matched by comparable volume growth.
Pet food represented 42.2% of sales in large-scale retail and discount stores, 24.3% in pet shop chains and retailers, 18.2% in traditional pet shops, 12.1% online and 3.2% in drugstores, according to Circana. Private-label products accounted for 24.7% of total pet care sales, down 0.7 percentage points; their share of pet care excluding food was 29.4%, down 0.2 points.
Forecasts Are Not Full-Year Results
The source report does not provide a breakdown of supplement sales by species, product type, retailer or customer group, so the data cannot show which products or buyers drove the 21% increase. It also does not establish whether the growth reflects higher prices, more units sold, or both. The €76 million figure is value sales, and no volume measure for supplements is given.
Circana’s 17% supplement outlook is a 2026 forecast; the report does not state the forecast’s precise comparison period or provide the assumptions behind it. The article also describes consumer interest in functional nutrition and fresh or tailored products, but does not quantify how much those preferences contributed to sales. Full-year 2026 results and a more detailed category breakdown remain unavailable in the cited material.
Full-Year Data Will Test Forecast
The next useful checkpoint is Circana’s reporting on full-year 2026 sales, which can show whether the forecast growth in supplements and other pet care categories was achieved. Further channel-level results would clarify whether specialist retailers and online sales continued to outperform grocery and discount outlets beyond the 12-month period ending in July.
For now, the reported data establish a 21% rise in supplement value sales and faster pet food value growth at pet shop chains. They do not establish the cause of those trends or confirm how the market performed after July 2026.
Key Questions
How much did pet supplement sales grow in Italy?
Circana data reported by GlobalPETS show that value sales rose 21% year over year to €76 million in the 12 months ending July 2026. The report does not provide supplement sales volume.
Which retail channel had the fastest pet food value growth?
Pet shop chains led, with value sales up 9% in the period covered. Online sales grew 8.5%, while supermarkets, hypermarkets and discount stores together fell 0.9%.
What was the size of Italy’s pet market?
The market reached €5.4 billion in the 12 months ending July 2026, up 3.8% year over year, according to Circana. That total includes pet food and other pet care products.
Is the 17% supplement growth figure a confirmed result?
No. It is Circana’s forecast for 2026, as reported by GlobalPETS. The confirmed 21% increase refers to value sales in the 12 months ending July 2026.
Source: globalpetindustry.com
