A recent study, “Haustier-Studie 2024/2025” by Takefive-media, has revealed significant changes in the habits and priorities of European pet owners, particularly in Germany.
Conducted with nearly 2,000 participants between June and August 2024, the research highlights the strong emotional connection between people and their pets—96% of respondents said their pets have a positive impact on their mental and physical health, and 83% consider their animals to be unique individuals.
Sustainability is increasingly important: 48% of pet owners are willing to pay more for sustainable products, and 40% now prioritize sustainability when choosing pet food. However, price remains a decisive factor for 44% of those surveyed.
The study also points to a growing acceptance of alternative proteins, such as insect-based pet foods—about half of the respondents would consider these options if they are competitively priced, and 11% already use them.
Health and technology are also influencing pet ownership. Only 72% of respondents consider their pets healthy, a decrease from 80% in 2020, leading 40% to save extra money for veterinary care. Digitalization is on the rise, with 47% of pet owners interested in using health apps for their pets, and nearly a quarter of those without pet insurance preferring to research digitally.
These results highlight a shift toward more conscious, health-focused, and tech-savvy pet ownership in Europe, with sustainability and affordability as key drivers of consumer choices.
