Italy Pet Veterinary Diets - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026 - 2031)

According to Mordor Intelligence, the Italy pet veterinary diets market size is estimated to increase from USD 530 million in 2025 to USD 560 million in 2026 and reach USD 750 million by 2031, growing at a CAGR of 6% over 2026-2031.

This report is Segmented by Sub Product (Diabetes, Renal, Urinary Tract Disease, Digestive Sensitivity, Oral Care Diets, Derma Diets, Obesity Diets, and Others), by Pets (Cats, Dogs, and Other Pets), and by Distribution Channel (Convenience Stores, Online Channel, Specialty Stores, and More). The Market Forecasts are Provided in Terms of Value in USD and Volume in Metric Tons.

Italy Pet Veterinary Diets Market Trends and Insights

Veterinary Prescription Endorsement of Therapeutic Diets

Veterinary recommendations remain a key factor influencing purchasing decisions in the Italy pet veterinary diets market. According to the Assalco-Zoomark 2026 Report, 44.7% of Italian dog owners and 35.9% of cat owners rely on their veterinarians as their primary source for selecting pet food, underscoring the importance of veterinary-recommended therapeutic nutrition categories. For many chronic medical conditions, pet owners continue to use the recommended therapeutic diet for extended periods, supporting relatively stable repeat-purchase demand compared with conventional premium pet food categories. This dynamic reinforces the role of veterinary clinics and specialist practices, particularly in urban areas where chronic disease management and follow-up care are more developed. In May 2026, Monge & C. S.p.a. bolstered its presence in this channel with the introduction of VetSolution AN-HYDRO, supported by clinical trial research from the University of Teramo and digestibility scores reaching up to 99%, which strengthens clinician confidence in the product's therapeutic claims. Consequently, brands that maintain strong relationships with veterinarians are better positioned to sustain long-term demand in the Italy pet veterinary diets market compared to those relying solely on shelf visibility.

Chronic Pet Disease Burden in Aging Pets

The long-term growth of the Italy pet veterinary diets market is driven by the increasing prevalence of chronic diseases in aging pets. There is a rise in conditions such as diabetes, renal, urinary, and mobility-related disorders, which often necessitate nutritional support alongside clinical care. Chronic kidney disease is particularly significant in cats, affecting the majority of those aged 10 years or older, thereby sustaining demand for renal diets. The clinical benefits of phosphorus-restricted and metabolically tailored diets demonstrate extensive renal metabolic reprogramming in cats with spontaneous chronic kidney disease. This trend has commercial implications, as older pets increasingly transition from occasional specialty nutrition to routine therapeutic feeding. As this shift progresses, the Italy pet veterinary diets market is anticipated to continue attracting demand from pet owners managing conditions requiring prolonged treatment and high compliance.

Inflation-Led Down-Trading to General Maintenance Food

Inflation continues to be a significant constraint on the volume growth of the Italy pet veterinary diets market. Therapeutic diets cost more than standard pet food, creating financial pressure for households managing recurring monthly expenses for chronic pet conditions. Despite these challenges, Italy's broader pet food and pet care market grew to EUR 5.3 billion (USD 5.7 billion) by 2025. However, this growth has occurred during a period of sustained economic pressure, which has not impacted all households equally. In the Italy pet veterinary diets market, down-trading does not necessarily indicate a complete withdrawal. Some pet owners retain one essential product while eliminating supplementary or secondary therapeutic items from their regimen. This behavior reduces revenue per treated pet and slows the adoption of premium products. It also limits the pace at which advanced formulations can expand beyond higher-income households.

Other drivers and restraints analyzed in the detailed report include:

1. Premiumization of Condition-Specific Nutrition
2. E-Commerce Refill Convenience and Adherence
3. Limited Veterinary Access in Rural and Southern Italy

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Diabetes represents the largest individual therapeutic diet category with a market share of 19.2% in the Italy pet veterinary diets market in 2025. At VMX 2026, Royal Canin previewed a new therapeutic formulation for overweight diabetic cats, highlighting the link between diabetes management and safe weight reduction. Renal diets remain the second-largest sub-product category, as chronic kidney disease affects over 30% of cats aged 10 years or older. Dechra's January 2026 European launch of SPECIFIC Kidney Support Hydrolyzed reflects continued investment in this area. Other therapeutic diets, including those for urinary tract disease, obesity, dermatological conditions, oral care, and related indications, complete the product portfolio. These offerings reflect the Italy pet veterinary diets market's focus on long-term, indication-specific feeding rather than discretionary premium purchases.

Digestive sensitivity is the fastest-growing product in the Italy pet veterinary diets market, with the segment projected to grow at a 10.0% CAGR from 2026 to 2031. This growth reflects increased awareness of food-responsive digestive disorders and the introduction of clinically focused products that extend beyond general wellness claims. In February 2025, Virbac launched Veterinary HPM Digestive Support wet diets for both dogs and cats, using species-specific nutritional designs rather than a generalized approach.This development highlights the shift in digestive care within the Italy pet veterinary diets market toward microbiome-focused and clinically validated solutions.

Complete Report Scope:

• By Sub Product
  • Diabetes
  • Digestive Sensitivity
  • Oral Care Diets
  • Renal
  • Urinary Tract Disease
  • Obesity Diets
  • Derma Diets
  • Other Veterinary Diets
• By Pets
  • Cats
  • Dogs
  • Other Pets
• By Distribution Channel
  • Convenience Stores
  • Online Channel
  • Specialty Stores
  • Supermarkets/Hypermarkets
  • Other Channels

List of Companies Covered in this Report:

1. Nestle S.A. (Purina)
2. Mars, Incorporated
3. Colgate-Palmolive Company (Hill's Pet Nutrition, Inc.)
4. Farmina Pet Foods
5. Monge and C. s.p.a.
6. Affinity Petcare, S.A.
7. Dechra Pharmaceuticals PLC
8. Virbac
9. General Mills, Inc. (Blue Buffalo)
10. VAFO Praha s.r.o.
11. United Petfood
12. Alltech, Inc.
13. ADM

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support