Pet News

Italian pet owners are increasingly embracing online platforms for their pet product purchases, marking a notable shift in consumer behavior. A study by Mediatic, encompassing 295 pet owners, indicates that a significant majority—nearly 70%—have made at least one online purchase for their pets within the last year. This trend underscores a broader movement towards digital retail, driven by various factors such as competitive pricing, enhanced convenience, and a wider array of product choices. While a substantial number of consumers are migrating online, a segment still values the personalized service and tactile experience offered by traditional brick-and-mortar stores.

The research, conducted by the media and analysis firm Mediatic, involved a survey of 295 individuals across Italy who own pets. The findings, up to July 2025, show that 69% of these respondents reported at least one online purchase of pet-related items during the preceding 12 months. This highlights a clear preference for digital channels. A more granular look at the data reveals that 37% procure over half of their pet supplies through online avenues, with an additional 19% dividing their purchases equally between online and offline. Only a smaller cohort, 15%, relies exclusively on online shopping for all their pet needs.

Comparing current trends to five years prior, a striking 62% of Italian pet owners indicated an increase in their online pet product acquisitions. In stark contrast, only 5% reported buying more frequently from physical stores, while 33% maintained consistent purchasing patterns. Age also plays a role in this digital adoption: 45% of pet owners under 30 purchase more than half of their pet products online, a figure that rises to 58% for those aged 30-50, before slightly declining to 48% among individuals over 50. This demonstrates a strong online presence across various age groups, particularly among the middle-aged demographic. Furthermore, the 2025 E-commerce in Italy report notes a 7% growth in online sales within the Italian pet sector last year, covering food, accessories, and other related goods.

When asked about the advantages of online shopping, 66% of pet owners cited price and promotional deals as the primary benefits. Convenience followed closely at 64%, with the flexibility of round-the-clock shopping being a factor for 61%. Other reasons contributing to the shift include a broader product selection (53%) and the avoidance of queues (15%). Dry pet food is the most popular online purchase category at 64%, followed by wet pet food (40%), and flea and tick control products (32%). Pet beds, carriers, travel products, and snacks each account for 27% of online sales. Other notable categories include litter (25%), leashes and collars (24%), grooming and hygiene products (21%), and pet toys (21%).

The Mediatic survey also explored preferred retail channels, revealing that 43% of Italian pet owners limit their online shopping to a maximum of three e-commerce platforms. Another 41% primarily stick to a single website, while 16% explore more than three. Zooplus emerged as the most favored online retailer, capturing 36% of preferences, followed by Amazon at 30%. Interestingly, Amazon's preference share has dropped by 9 percentage points since 2021, suggesting a growing inclination towards specialized pet food and care platforms. For those who haven't purchased online in over a year, specialized Italian retail chains like Arcaplanet and Isola dei Tesori (47%), small independent shops (25%), and grocery or mass-market stores (23%) remain the preferred options. Among the 31% who exclusively shop in-store, the main motivations are personalized support and direct advice (53%), the ability to inspect products physically (18%), and the avoidance of potential delivery delays or return complications (16%).

Overall, the data from Mediatic’s survey paints a clear picture of a dynamic and evolving pet retail landscape in Italy. The increasing penetration of e-commerce, driven by compelling benefits such as competitive pricing and convenience, is reshaping how pet owners acquire their supplies. While online platforms are gaining significant traction, traditional stores continue to hold value for a segment of consumers who prioritize personalized interactions and the tangible experience of shopping. This dual trend indicates a mature market where both digital innovation and conventional retail services coexist to meet diverse consumer needs.

A recent comprehensive study highlights a concerning trend: many pet owners in North America are struggling to access essential veterinary services for their animal companions. Research conducted by PetSmart Charities and Gallup indicates that less than half of pet parents in both the United States and Canada, specifically 41% in each nation, have brought their pets for a veterinary check-up within the last year.

This widespread avoidance of professional pet healthcare is predominantly attributed to financial constraints, geographical distance from veterinary clinics, and a general scarcity of available options. A staggering 52% of US pet owners and 50% of Canadian pet owners have either foregone recommended treatments or entirely skipped necessary veterinary appointments, even when their pets' health was at risk. Younger pet owners, aged 18 to 29, show the highest rates of declining care (59%). In the US, this issue is particularly prevalent among households earning under $60,000 annually (55%), as well as within Black (58%) and Hispanic (57%) communities. Furthermore, the study points out that 71% of US pet parents and 67% of Canadian pet parents who skip vet visits cite affordability as the main hurdle, with average check-up costs ranging significantly. Despite these challenges, a large majority of those who do manage to get veterinary care, 83% in the US and 80% in Canada, believe the expense is justified by the quality of service.

The consequences of this lack of access to veterinary care are dire, with pets suffering unchanged or worsening conditions, and in some cases, even death. Many pet owners express interest in alternative care models, such as community clinics, home visits, and telemedicine, especially in regions where geographic barriers are prominent. Unfortunately, a significant portion of pet parents in both countries (73% in the US and nearly 80% in Canada) report not being offered more affordable options or payment plans. This suggests a systemic issue where financial and accessibility challenges prevent many from providing their pets with the care they need, emphasizing a critical need for solutions that make veterinary services more attainable for all pet owners.

Ensuring the well-being of our animal companions is a shared responsibility, and the findings of this study underscore an urgent call to action. Addressing the barriers of cost and access to veterinary care is not merely a matter of convenience but a fundamental aspect of animal welfare. By fostering innovative solutions, such as more affordable care options, flexible payment plans, and expanding access to veterinary professionals through various models, we can strive towards a future where every pet receives the necessary medical attention. This collective effort will not only enhance the health and longevity of pets but also strengthen the invaluable bond they share with their human families, promoting a more compassionate and responsible society.