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.

02/06/2026

Copyright: Interconnection, Publication free of charge for coverage regarding the study and InterConnection Consulting.