Spanish pet owners spend €34 less per year on pet food than Swiss consumers, one of Europe’s most mature pet markets. However, rather than reflecting lower commitment towards pets, this gap reveals a market characterised by strong loyalty, established purchasing habits, and increasingly informed consumers.

This is one of the key findings of the study IC Customer Insight – Pets 2026 by Interconnection Consulting, based on more than 2,500 interviews with pet owners across Europe, including 504 respondents from Spain. The research highlights a market with distinct characteristics and considerable untapped growth opportunities, particularly outside the food category.

While average annual spending on pet food in Spain is also €9.6 below Germany and €5.6 below Italy, the study concludes that lower spending does not imply lower consumer involvement. More than 60% of consumers purchase pet food products at least every two weeks, reflecting high levels of loyalty and highly stable purchasing routines.

The report also highlights an increasingly informed market. Around 88.1% of consumers consider product composition a key purchasing factor, while 67.5% actively search for information before buying — the highest rate identified in the study.

However, the situation changes considerably outside the food segment. Fewer than 30% of pet owners are able to spontaneously name a pet toy brand, reflecting an accessories market that remains underdeveloped in terms of brand positioning and consumer awareness.

Spain also stands out due to the importance of veterinary clinics as a purchasing channel. With a market presence of 16.8%, veterinarians are not only healthcare advisors but also influential sales channels with significant impact on consumer purchasing decisions.

“The Spanish market is far more mature than spending levels alone would suggest. Loyalty in pet food is already well established, but categories such as accessories and toys remain widely open from a brand positioning perspective. This creates a significant opportunity for manufacturers capable of building awareness and differentiation,” says Aritz Blanco, author of the study at Interconnection Consulting.

Floors are changing across Europe. According to the study “IC Customer Insight – Floor Coverings in Germany, Poland, Spain 2025” by Interconnection Consulting — based on 1,455 interviews with homeowners aged 18+ across the three countries, covering material preferences, brand awareness, and buyer behavior — demand for Luxury Vinyl Tiles (LVT) is on the rise. In Poland, 20.4% of non-satisfied homeowners are considering switching to LVT, while adoption in Germany already stands at 11.1%. Spain lags behind with 3.5%, but 12.6% plan to adopt it — highlighting a clear gap between current use and future demand.

This shift is putting pressure on traditional materials such as parquet. While wood flooring remains popular in Poland and Spain, Germany shows a more advanced transition: 65.9% of LVT owners say they would not switch back, signaling strong consumer satisfaction and pointing to broader European trends.

In contrast, ceramics remain dominant in wet areas. Tiles account for over 75% of bathrooms and kitchens across all three markets, confirming their continued relevance where moisture resistance is critical.

Meanwhile, textile and carpet flooring are falling out of favor. Nearly half of surveyed homeowners — 45.9% across the three countries — are considering replacing them with an alternative floor covering. Spain leads this trend, with close to 50% of respondents willing to make the switch.

Distribution dynamics are also evolving. Manufacturers are losing direct influence, ranking only third or fourth as a purchase channel, with their direct sales declaration share declining by 6.4 percentage points in Poland and 2.2 points in Germany in comparison to last year’s edition.

Retailers and specialist dealers increasingly shape decisions: in Germany, DIY chains account for 53.7% of purchases, while in Poland and Spain specialist stores lead with 47.2% and 37.8%, respectively. Notably, in Spain nearly 30% of purchases are made via installers or interior designers.

A major industry challenge is low brand visibility. Only 27.4% of homeowners can name the brand of their flooring, with figures as low as 19.7% in Germany. Instead, consumers recall retailers rather than manufacturers.

At the same time, digital research is becoming essential. Across the three countries, 65.5% of consumers research flooring online before making a purchase, indicating a clear shift toward digital decision-making.

“We are clearly seeing a market in transition. Consumer preferences are evolving faster than the installed base, while low brand awareness and the rise of digital research require companies to rethink how they engage with end customers,” said Aritz Blanco, author of the study.

Overall, the data points to a market where demand is shifting, consumers are increasingly informed, and brands must adapt quickly to remain relevant.