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Phuong Doan

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Key Insights from TGM E-commerce Insights 2026

Pet Care E-commerce 2026: How Pet Humanization is Driving Online Demand in Europe

June 14, 2026 7:51 AM GTM + 7

(Updated June 17, 2026)

Pet ownership is influencing shopping habits in Europe. Learn how pet humanization increases online demand for pet supplies, health products, and specialized pet care categories in 2026.

Europe’s e-commerce market continues to expand across a wide range of product categories. Besides popular items from fashion, electronics, to beauty, pet supplies are also among the growing segments.

Stronger emotional bonds between owners and pets are one reason why pet supplies are in high demand. Food, healthcare products, and accessories are now easier to purchase through online channels.

Finding out the factors behind this growth can help retailers, marketplaces, and pet brands identify new e-commerce opportunities in Europe.

Key Highlights

Pet ownership continues to grow across Europe, especially among consumers aged 18–44.
Pet supplies rank among the top eight online shopping categories in European e-commerce.
Frequent purchasing cycles make pet care a strong category for online retail growth.
Mobile optimization, personalized offerings, strategic promotions, and flexible payment methods can help businesses meet changing consumer expectations.
Brands that align with the emotional connection between owners and pets are better positioned to succeed in Europe’s growing pet care e-commerce market.

The Rise of Pet Ownership and the Shift Toward “Pet Humanization” in Europe

Pet Care E-commerce 2026: How Pet Humanization Is Driving Online Demand in Europe

Pet ownership is now part of everyday life for many European households. According to our latest Pet Care Report Europe, 66% of households across Europe own pets. (N=13019).

Growth is particularly strong among consumers aged 18 to 44. Many households also own multiple pets. Younger generations often view pets as companions and family members rather than simply animals.

The growing influence of pet humanization is changing consumer behavior. Owners pay closer attention to nutrition, health, comfort, and emotional wellbeing. Purchasing decisions increasingly focus on quality and long-term value.

Many pet owners are willing to spend more on products that support a healthier lifestyle for their pets. Premium food, wellness products, and specialized care solutions are becoming more common purchases.

As pet ownership expands, demand for pet products naturally follows. More pets create more recurring purchases. Food, treats, healthcare products, accessories, and grooming supplies are all needed on an ongoing basis. Hence, the change in demand creates strong opportunities for online retailers and pet care brands.

The Demand for Pet Supplies in Europe’s E-commerce Market

The growth of pet ownership is closely linked to the growth of online shopping. Consumers increasingly turn to digital channels for convenience, product variety, and competitive pricing.

Besides categories such as Fashion, Electronics and Beauty, pet supplies have secured a strong position in Europe’s online shopping basket.

According to the TGM E-commerce Report 2026, pet supplies rank among the top eight most purchased e-commerce categories across European markets (N=7077). The category now competes with many established online retail segments.

The ranking of pet products also reflects the frequent purchase cycles, which make pet care especially suitable for e-commerce. Owners need to refill food, treats monthly, or restock hygiene products, and healthcare items throughout the year.

TGM's research on European online shopping categories shows that pet supplies continue to maintain a strong presence in online purchasing habits. Many consumers who once bought pet products in physical stores now shop online. Home delivery, competitive prices, and easy product comparisons make online shopping more attractive.

Increasing Spending on Pet Health, Wellness, and Specialized Products

Consumer spending is moving beyond basic pet supplies. Health, wellness, and specialized products are receiving greater attention from pet owners. Our research about Europe Pet Care Trends 2024: Insights for Businesses and Brands pointed out that veterinary recommendations and health concerns play an important role in purchasing decisions. Owners actively seek products that support long-term wellbeing. Several product segments are benefiting from this trend:

Pet Health Products: Stand out with supplements, dental care products, preventive treatments, and specialized nutrition solutions
Pet Wellness and Grooming: Products help owners maintain hygiene and comfort at home. Demand also extends to solutions that improve wellness and support overall pet care routines.
Pet Technology: Smart feeders, GPS trackers, activity monitors, and connected devices are getting more common among digitally engaged consumers.
Pet Accessories: Owners started to purchase premium accessories that improve convenience, and lifestyle experiences for their pets.

Product demand also varies across categories, with accessories, grooming services, and pet care solutions attracting different levels of consumer interest in each market. Similar patterns can be observed in our analysis of pet services and accessories in Turkey.

How Should Businesses Adapt to the Growing Pet Care E-commerce Market?

Pet care brands and retailers need strategies that align with changing consumer expectations.

Optimize for Mobile Shopping: Looking at The Scroll: How Consumers Discover & Browse, it is clear that many consumers shop on smartphones. Mobile-friendly pages, clear product descriptions, fast-loading pages, and simple navigation can help improve conversion rates on this devices.
Offer Diverse Payment Methods: Flexible payment options help reduce friction during checkout. Consumer preferences often vary by country and market. Understanding payment choices can help businesses create a smoother shopping experience and improve conversion performance.
Personalize Products and Recommendation: Pet owners increasingly look for products tailored to their pets' age, breed, size, and health needs. Personalization can also support stronger customer relationships. Consumer behavior linked to treat culture shows how emotional purchasing continues to influence shopping decisions across markets.
Rethink promotional strategies, prioritizing incentives that deliver clear and immediate value.

Understanding what drives purchasing decisions often requires more than sales data alone. Many businesses use e-commerce market research use cases to identify customer needs, optimize product offerings, and improve the online shopping experience.