TGM Research Unveils Pet Care Insights Turkey 2026: Cat-Led Ownership, Digital Buying, and the Rise of Self-Managed Pet Health

“What stands out in Turkey is how pet care decisions are increasingly guided by familiarity and trust rather than experimentation. From adoption paths to product choices, pet owners tend to prioritize solutions that feel reliable and easy to sustain over time,”

Key Highlights From The Turkey Pet Care Report

• Among multiple pet owners, 78% own cats, compared to 31% owning dogs, influencing both care routines and product preferences.
• Pet ownership often begins informally, strengthening emotional bonds and long-term commitment: 32% of cat owners accidentally found their pet, while 28% received their cat from family or friends.

• Around 38% show interest in skin and coat supplements, reflecting growing focus on long-term pet health.
• 37% currently use or are interested in supplements such as vitamins, probiotics, or joint support.

• In 2026, online channels now account for 49% of pet food and pet supply purchases, exceeding supermarkets and independent pet stores.

• In the next five years, pet owners expect smart feeders and water fountains to become the most common pet care technologies.
• This is followed by growing expectations for GPS trackers and health-monitoring tools, signaling rising demand for greater control, continuity, and visibility in daily care.

Why This Matters for Brands

• Trust and familiarity play a central role in decision-making, especially in a market shaped by emotionally driven ownership and informal adoption pathways.
• The growing role of digital channels in everyday purchasing highlights the need for strong and accessible online distribution for pet food and essential supplies.
• Increasing engagement with preventive health solutions creates opportunities for brands to support long-term wellbeing through supplements and ongoing care products.
• Rising interest in smart, self-managed pet care technologies points to future demand for solutions that support feeding, tracking, and health monitoring as owners seek more control and consistency in pet care routines.