Dog food consumption in the Netherlands is being shaped by changing attitudes towards pet ownership, growing interest in specialised nutrition and greater attention to sustainability. As owners increasingly regard dogs as family members, product quality and specific dietary needs are becoming more relevant to purchasing decisions. According to Vyansa Intelligence, the sector was valued at USD 680 million in 2025 and is projected to reach USD 800 million by 2032, registering a CAGR of 2.35% during 2026–2032.
Dry Dog Food Retains Its Leading Position
Dry dog food accounted for approximately 60% of sales by value in 2025, making it the largest product category in the Netherlands. Its position reflects the convenience of storage and feeding, as well as the broad range of products available across different price levels and nutritional requirements. The segment is projected to record a volume CAGR of around 1.07% during the forecast period.
Dry formulations can serve dogs at different life stages and with varying dietary requirements. Manufacturers offer conventional products alongside premium options designed around breed, age and specific health concerns. While dry food remains the leading category, the wider product landscape also includes wet food, treats and mixers, giving owners different formats to incorporate into their dogs’ feeding routines.
Pet Humanisation Encourages Premium Nutrition
The growing tendency to treat pets as family members is influencing the types of products owners consider. Greater attention to dogs’ wellbeing is supporting demand for food made with natural ingredients and formulations that address particular nutritional requirements. Products designed for different breeds and life stages, as well as those addressing skin, coat and digestive concerns, are becoming more relevant to purchasing decisions.
This shift is contributing to premiumisation across the category. Value sales are expected to grow faster than volume sales in every product category as consumers show interest in more specialised and higher-value options. The trend does not necessarily mean that all owners will move towards premium products; rather, it creates a wider range of choices for households with different budgets and priorities.
Nutritional guidance is important when assessing these products. The European pet food industry body FEDIAF publishes nutritional guidelines for complete and complementary food for cats and dogs. The guidelines provide a reference for manufacturers and other stakeholders on nutrient requirements and the nutritional value of practical pet food formulations.
Treats and Mixers Expand Beyond Occasional Rewards
Treats and mixers are gaining attention as owners use them for training, pampering and interaction with their dogs. Their role is extending beyond occasional rewards, with consumers showing interest in products that offer additional functional attributes. Digestive, dental and joint-health benefits are among the features influencing product development and consumer consideration.
Vegetarian and insect-based treats are also gaining traction, alongside similar ingredients in core dog food products. Novelty and seasonal treats provide further variety, reflecting the emotional connection between owners and their pets. These developments give manufacturers opportunities to differentiate their ranges through ingredients, formats and specific product purposes.
However, the presence of a functional claim does not automatically establish that a treat is suitable for every dog or should replace a complete diet. Product selection still needs to take account of the animal’s overall nutritional requirements and the role of treats within its daily feeding routine.
Sustainability Becomes More Visible in Product Decisions
Environmental considerations are playing a growing role in how dog food products are developed and presented. Plant-based and insect-based proteins, as well as responsibly sourced animal ingredients, are receiving attention as alternatives and complements to conventional formulations. Packaging is another area of focus, with businesses exploring recyclable or biodegradable materials and efforts to reduce carbon emissions across production and supply chains.
For brands, communicating these initiatives clearly is important. Broad descriptions such as “eco-friendly” may not explain what has changed in a product or how an environmental benefit has been established. The Netherlands Authority for Consumers and Markets (ACM) provides guidance on sustainability claims, emphasising that businesses should use clear, specific and substantiated statements. Its updated guidance also reflects the stricter European requirements for consumer-facing sustainability claims taking effect in September 2026.
This regulatory context makes transparency relevant to product positioning. Claims about ingredients, sourcing, packaging and environmental performance need to be supported by appropriate information. For consumers, clearer communication can make it easier to distinguish measurable product characteristics from general promotional language.
Specialist Retail Remains Central as Online Shopping Grows
Retail channels accounted for approximately 95% of dog food sales in 2025. Pet shops and pet superstores remain important because they provide broad product assortments, including premium and health-oriented food, alongside assistance from knowledgeable staff. This is particularly relevant for owners comparing specialised formulations or seeking guidance about products for a dog’s particular needs.
Nevertheless, the distribution mix is expected to evolve. The share of pet shops and superstores is projected to decline slightly as e-commerce becomes more widely used. Online platforms offer convenience, broader product selection and competitive pricing. Bulk packs of dry dog food are particularly suited to online purchasing, while digital marketing and the reach of online-only retailers are supporting the channel’s development.
The two channels serve different shopping preferences. Physical stores allow consumers to examine products and seek advice, while online platforms make it easier to compare ranges and purchase larger packs. Retailers and manufacturers therefore operate in a distribution environment where product availability, pricing and convenience all influence consumer choice.
Competition and Industry Structure
More than 20 companies are active in the Netherlands dog food sector, with the five largest accounting for approximately 55% of sales. Leading participants identified in the report include Yarrah Organic Pet Food BV, Iams Europe BV, Q-Petfood BV, Nestlé Purina Petcare Nederland BV and Mars Nederland BV.
Other companies and brands named include Hill’s Pet Nutrition BV, Royal Canin Nederland, Albert Heijn BV, Premium Petfood Brands BV and Jumbo Nederland BV. The competitive landscape includes established international businesses, specialist producers and retail operators. Their product ranges span conventional and premium food, while differentiation increasingly involves nutritional features, ingredient choices and sustainability-related positioning.
Outlook Through 2032
The Netherlands dog food sector is projected to expand steadily through 2032. Dry food is expected to retain its leading position, while premium nutrition, functional treats and mixers, and sustainability considerations continue to influence product development. Retail outlets are likely to remain the principal distribution route, even as online purchasing gains traction.
The sector’s development will depend on how manufacturers balance nutritional requirements, product variety, pricing and transparent communication. For retailers, maintaining a broad assortment while responding to demand for specialised products will remain important. As owners continue to place emphasis on their dogs’ wellbeing, credible product information and responsible formulation will be central considerations in the years ahead.
