Pets: Why the Niche Is Growing and the 5 Products That Are Selling Best in Europe

João Victor Ramos · 2026-10-07

The pet market in Europe is constantly growing, driven by the increasing humanization of pets and owners’ willingness to invest in their health and well-being. Here are the 5 products that stand out most in this niche.

Joint supplements

Joint supplements are trending due to growing concern about pets’ joint health, especially in large and older breeds. Products like glucosamine and chondroitin are the most sought-after. The average order value ranges from €20 to €50, depending on the formula and quantity. The target audience is dog and cat owners, especially those looking to prevent or treat joint problems.

Anxiety

With modern life, many pets struggle with anxiety. Products like calming sprays and CBD-based supplements have been gaining traction. The average order value is €15 to €40. The audience consists of dog owners who work outside the home and care about their pets’ emotional well-being, as well as owners of pets that show anxious behaviors.

Hygiene

Hygiene is another growing area, with products like specialty shampoos, wet wipes, and ear-cleaning sprays. The average order value ranges from €10 to €30. The audience is quite broad, including owners of all kinds of animals who want to keep their pets healthy and clean.

Average order value and audience

The average order value for pet products in Europe varies quite a bit, but health and wellness products generally range from €15 to €50. The audience is mostly made up of young adults and families who are willing to spend more on products that promise to improve their pets’ quality of life. There’s also a strong presence of digital influencers promoting these products on social media, increasing their visibility and demand.

Market analysis

To better understand trends and identify products that are taking off, it’s worth using tools like FreeSpy, which lets you analyze ads in the Meta Ads Library and track what’s working for other players in the market. This can help you discover new opportunities and adjust your paid ads strategy.

In short, the pet niche in Europe is on the rise, with a special focus on health and wellness. Keeping an eye on these trends and audience behavior could be the key to success in this market.

How many products in the pet niche are you currently promoting, and what’s their average order value?