DatapodsInsights

Multi-Pet Households Drive Online Pet Spending

Results as of

Review Jan 2025 – Jun 2026: Buyers with both cat and dog signals are 25.8% of online pet shoppers but generate 64% of category spend disproportionate 2.5× revenue weight

Multi-Pet Households Drive Online Pet SpendingPie or bar chart showing the share of total online pet-category revenue in Germany attributed to four buyer segments — dog-and-cat, cat-only, dog-only, and no-species-signal — for January 2025 to June 2026. The dog-and-cat segment accounts for 64% of spend despite representing 25.8% of buyers.Pie or bar chart showing the share of total online pet-category revenue in Germany attributed to four buyer segments — dog-and-cat, cat-only, dog-only, and no-species-signal — for January 2025 to June 2026. The dog-and-cat segment accounts for 64% of spend despite representing 25.8% of buyers.
Pie or bar chart showing the share of total online pet-category revenue in Germany attributed to four buyer segments — dog-and-cat, cat-only, dog-only, and no-species-signal — for January 2025 to June 2026. The dog-and-cat segment accounts for 64% of spend despite representing 25.8% of buyers.
Info
Sample size
n = 6,092
Data date
Jan 2025 – Jun 2026
Segment
All segments
Platform
Purchases
Market
Germany

Analysis

Households keeping both cats and dogs are a minority in Germany's online pet market — but they punch far above their weight, accounting for nearly two-thirds of all tracked online pet spend despite representing barely one in four buyers.

Why multi-pet owners are the category's power shoppers

German pet ownership data for 2025 puts cats in roughly 15.7 million households and dogs in 10 million — with a meaningful overlap of multi-pet families. Owners managing two species face double the consumable needs: food, litter, accessories, and supplements for each animal. That compounding basket effect is visible in the spend split: cat-only buyers and dog-only buyers each generate far smaller revenue shares than their buyer counts would suggest, while combined-species households concentrate purchasing. Germany's online pet food and supplies market reached approximately €1.5 billion in 2025, with e-commerce growing counter-cyclically even as consumer sentiment was subdued. For brands and retailers, winning the multi-pet segment — through species-spanning bundles, subscription convenience, or loyalty schemes that reward cross-category shopping — is effectively the key to online category leadership. See also how basket sizes vary by retailer in the pet category basket size comparison.

This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.

Methodology

Based on online purchase records of German adults who bought at least one pet-category product between January 2025 and June 2026. Buyers were grouped by species signal: those with both dog- and cat-related purchases, cat-only buyers, dog-only buyers, and those with no species-specific signal (e.g. generic accessories). The chart shows each group's share of total tracked online pet-category revenue across the 18-month window.

These insights are based on the Datapods Panel. Our data comes exclusively from users who are compensated for their anonymity. Become part of the panel & earn from your data