How to Enter the European Pet Care Market?

The European pet care market, now valued at over USD 77 billion, continues to expand steadily, offering strong growth potential for U.S. and Canadian brands. Rising demand for premium, sustainable, and health‑focused pet products has made Europe one of the most attractive regions for market expansion in 2026.

This guide outlines the current market size, key growth trends, and practical entry strategies for North American companies considering expansion into Europe’s pet and veterinary sectors.

According to Market Data Forecast, the European pet care industry reached an estimated value of USD 77.5 billion in 2024 and is projected to exceed USD 81 billion by the end of 2025, with steady growth expected through 2033.

The Federation of European Pet Food Manufacturers (FEDIAF) reports that 139 million European households, nearly half of all households, own at least one pet.

 

What this means for North American brands

This is not an emerging or volatile market. Europe offers scale, stability, and predictable demand, making it particularly attractive for long‑term expansion strategies rather than short‑term experimentation.

Europe is one of the world’s most mature pet care markets, combining strong consumer purchasing power, high regulatory standards, and an openness to premium imported brands.

Key advantages for North American companies

• High annual spend: European pet owners spend an average of €320 per pet per year on food, healthcare, and accessories.
• Demand for premium & natural products: U.S. and Canadian brands are well-positioned in organic, grain‑free, functional, and wellness‑focused categories.
• Structured market entry: Companies can enter Europe without setting up a legal entity by leveraging Sales Outsourcing and Employer of Record (EOR) models.
• Retail and distribution access: Established European retail chains and distributors actively seek differentiated, high‑quality international brands.

 

Decision‑maker takeaway

Europe rewards brands that enter with clear positioning and local execution, rather than relying on ad‑hoc distributor relationships.

Five key markets account for over 70% of total European pet care spending:

• Germany – Europe’s largest pet market with strong demand for dry food, functional nutrition, and veterinary products
• France – Growing interest in organic pet food and high‑end accessories
• United Kingdom – Fast adoption of digital, subscription‑based pet services and insurance
• Italy – Rising spending on veterinary services and professional pet care
• Spain – Expanding mid‑price segment, especially for cats and small dogs

 

What does this mean for the expansion strategy?

Most North American brands enter Europe through one or two core markets first, then scale regionally once product‑market fit and distribution are proven.

• UK launches lab‑grown meat dog treats: In early 2025, Pets at Home introduced cultivated‑meat pet treats, signaling rapid innovation in sustainable nutrition.
• Veterinary sector reforms in the UK: Proposed regulatory changes aim to increase pricing transparency in the £6.3 billion veterinary market.
• Stricter welfare regulations in Ireland: New breeding and traceability rules reinforce Europe’s focus on ethical sourcing and compliance.

 

Why this matters

Regulatory awareness and adaptability are critical for successful European market entry, especially in food, supplements, and veterinary products.

Supply‑chain stability remains a key factor. Ongoing geopolitical pressures and raw‑material shortages continue to affect European sourcing.

For North American producers, this presents an opportunity to:

• position products as reliable, high‑quality alternatives, and
• support European partners facing local supply constraints.

 

Local market knowledge is essential when navigating:

• import compliance
• distribution agreements
• labeling and veterinary requirements across multiple EU states

Expanding into Europe involves navigating labor laws, regulatory compliance, hiring, and sales execution, often simultaneously.

Through Sales Outsourcing and Employer of Record (EOR) solutions, EuroDev helps brands:

• build a compliant European presence without setting up a legal entity
• identify and approach the right retailers and distributors
• hire and manage local European sales teams
• navigate EU labeling, product, and veterinary regulations
• develop a tailored, country‑by‑country go‑to‑market strategy

 

👉 Many pet brands start with a focused pilot market and scale once demand is validated.

EuroDev has supported multiple North American companies in the pet and veterinary industries, covering consumer pet products, veterinary equipment, and specialized retail solutions.

Selected Pet & Veterinary Expansion Projects

Pet Consumer Products – Pawz Boots (USA)
Pawz Boots, a U.S.-based pet footwear brand, partnered with EuroDev to enter the European market and establish retail presence across multiple countries. EuroDev supported the company with market entry strategy, distributor outreach, and local sales development, enabling Pawz Boots to successfully introduce its products to European retailers and pet specialty stores.

🔗 Read the full case study.

Veterinary Equipment Manufacturer – North America
A North American veterinary equipment supplier engaged EuroDev to expand sales operations in Europe without setting up a local legal entity. Through a Sales Outsourcing and Employer of Record (EOR) model, EuroDev helped the company build a compliant European sales presence and engage with distributors and veterinary clinics across multiple countries.

Pet Product Brand – Retail Expansion into Europe
EuroDev also supported a U.S.-based pet product company with its European retail expansion by managing local sales representation, distributor outreach, and market‑specific execution. This approach allowed the brand to test and scale European markets while minimizing operational and regulatory risk.

Why this matters for North American brands

These projects show that pet and veterinary companies can:

• enter Europe without establishing a local legal entity
• access retailers, distributors, and veterinary partners faster
• remain compliant with EU labor and product regulations
• scale gradually with controlled risk and predictable costs