Zoomark highlights growth and supply pressures in Italy’s pet industry

ITALY – Italy’s pet industry is growing amid rising pressure to improve supply-chain resilience, production efficiency, and regulatory compliance, industry leaders heard at the latest Zoomark Days Industry Insights in Milan on 30 September.

More than 100 representatives from across the Italian pet market attended the event, organised by Zoomark in collaboration with trade magazine PetB2B. 

Discussions focused on market growth, raw material sourcing, packaging regulations, digitalisation and changing consumer expectations.

Market data presented by Paolo Garro of Circana showed pet food value sales rising 3.8%, while pet care grew 5%, with premiumisation and demand for functional products identified as key growth drivers.

However, supply-chain disruption remains a major challenge for manufacturers.

Giorgio Massoni of Forza10 – Nasta Petfood and Guglielmo Ruggeri of IMG highlighted how international events over the past five years, combined with the effects of climate change, are increasingly affecting production and raw-material sourcing.

The pressure is extending to packaging, with companies preparing for tighter European requirements under the Packaging and Packaging Waste Regulation (PPWR). 

Alberto Palaveri of Assografici, the Italian National Association of the Printing Industry, stressed the need for greater collaboration between the pet industry and packaging suppliers as companies adapt to the changing regulatory landscape.

Product safety was another focus, with Paola Cane of Mia Solutions outlining implications of the General Product Safety Regulation (GPSR) for manufacturers, importers and distributors of pet accessories. 

The regulation strengthens responsibilities around product safety and recalls, including protections for people who may handle products in addition to the animal using them.

Efficiency and market positioning were highlighted as critical to protecting profitability. Alberto Vigada of PwC Strategy Italia urged manufacturers to improve industrial efficiency and plant utilisation while targeting higher-value segments such as super-premium, functional and veterinary diets.

He also encouraged companies to assess overseas markets and develop strategic partnerships with retailers and private-label operators, while continuing to strengthen direct sales and e-commerce channels.

Digitalisation was identified as another area where the industry has room to improve. Luigi D’Alessandro of Omnipet by Guttadauro Network said only 14 out of 100 Italian companies have reached digital maturity.

 He pointed to opportunities for digital tools and artificial intelligence to improve production capacity, warehouse management, ordering and logistics.

The event also examined changes across pet retail. Research presented by Riccardo Chechi of QBerg, based on mystery shopping at 50 independent and specialist pet retail outlets, gave Italian shop assistants an average score of 7 out of 10.

Speakers at the PetB2B Forum, held during the afternoon, discussed the future of production, distribution and pet retail. 

Panellists highlighted the continued importance of specialist pet stores while noting that retailers will need to adapt to price-sensitive consumers, social media and e-commerce by offering services and experiences that online channels cannot easily replicate.

Zoomark said the Industry Insights programme is intended to strengthen dialogue among pet industry professionals and connect the sector with companies from other industries. 

The next Zoomark Days events will focus on retail and grooming, with Retail Labs scheduled for Salerno on 19 October 2026 and Bari on 9 November 2026.

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