# Multi-Pet Households Drive Online Pet Spending

> 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

**Period:** Jan 2025 – Jun 2026  
**Market:** DE  
**Data status:** final  
**Data as of:** 2026-09-11T20:32:50.907526+00:00  
**Sample size:** n = 6,092  
**Source:** [https://www.datapods.app/en/insights/consumption/product-categories/multi-pet-owners-dominate-online-pet-spend-germany](https://www.datapods.app/en/insights/consumption/product-categories/multi-pet-owners-dominate-online-pet-spend-germany)

## Segments

- **Years:** 2025–2026
- **Platform:** purchases
- **Product categories:** ap-2-2, ap-2-3

## Summary

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](slug:pet-category-basket-size-by-retailer-germany).

## Chart

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.

## 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.

## Citation

Datapods (2026-09-11). *Multi-Pet Households Drive Online Pet Spending*. Datapods Insights. https://www.datapods.app/en/insights/consumption/product-categories/multi-pet-owners-dominate-online-pet-spend-germany

## About Datapods

Datapods is a behavioral consumer-data platform. The Insights library publishes free, citable statistics derived from a panel of 25,000+ opted-in participants in Germany: observed real behavior (transactions, browsing, media), not surveys. All data is processed within the EU and is GDPR-compliant.

For brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands, see [https://www.datapods.app/en](https://www.datapods.app/en).