Dog and cat food is the largest part of the Italian pet market, valued at €4.2 billion in September 2025, up 3.7% from the previous year. In addition, €1 billion is allocated for pet care, which encompasses litter, hygiene and health products, chews, toys, and pest control products, as well as sustenance for other pets (birds, small mammals, turtles, and fish). The data is based on the Circana report, which was presented at the ASSALCO (National Association of Pet Food and Care companies) member firms' conference in Milan. Among the fastest-growing segments: antiparasitics (+7.6% in value, the strongest non-food growth), hygiene and health (+6.3%, driven by pet supplements), and pet supplements themselves (+21.9% in value, with a turnover of €65 million and over 370,000 purchasing families — a 46% rise year over year).