From niche to growth market

‘The data shows a strong upward trend: the Dutch pet food market (including treats) is currently estimated at £1.87 billion in 2025. Driven by the dog segment, which is outperforming the overall market with a growth rate of 6.8%, the overall market is forecast to grow by 5.3% per year, reaching a value of US$2.41 billion by 2030,‘ explain Vermeulen, Sales Executive at Montego Pet Nutrition, and Tijssen, Sales Director at Tijssen Animal Essentials.

Dutch pet owners are increasingly buying food as part of their pets' health and wellness routine, and retailers who are rethinking their product range are benefiting from this. Why can a comprehensive shelf strategy outperform the competition? It's simple: combining functional wellness snacks with indulgent, frequently purchased items and presenting them clearly appeals to both customer segments.

For too long, the pet snack aisle has been seen as an area for impulse purchases: colourful and convenient, but often overlooked. However, in today's rapidly evolving pet market, this section is becoming a key driver of growth and an important way for retailers to stand out from the competition.

Pet owners are always looking for new ways to care for, train and bond with their pets. Treats have evolved from occasional indulgences to become an integral part of modern pet ownership, offering a combination of function, nutrition and emotional bonding.

‚Dutch trends are a microcosm of the larger European and global markets. Although the scale differs, the behaviour is consistent: the market is growing rapidly, driven by the 'humanisation' of pets, the premiumisation of ingredients, and a particular focus on dog treats. However, we are also seeing particularly strong momentum in cat treats, where demand is growing rapidly due to innovations, greater variety and functional formats. In fact, the global and European markets are forecast to grow at an even faster rate than the Dutch market,‘ explain the senior sales managers.