New findings from Circana, previously recognized as IRI and The NPD Group, point out that retailers boosted their stake in the 10.8 billion euros category by 18 percent (3.6 billion euros) throughout 2022 across the six major European markets, namely France, Italy, Germany, Spain, the UK, and the Netherlands. This growth accelerated to 25 percent in the last quarter of 2022, driven by pet owners opting for alternative brands over their preferred ones.

The pet food category in Europe now sees private labels holding a 34 percent share in value, particularly prominent in Germany and Spain due to a broader range offered in discount channels. Looking at the overall Fast Moving Consumer Goods (FMCG) landscape, private labels currently command 38 percent of value sales in Europe, totaling 229 billion euros.

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