The dog market: what does it represent in France?


When we know that one in two French households owns a pet, we quickly imagine the weight that weighs this market, which has experienced a colossal increase of no less than 50% in ten years. At a time of a health crisis which will have caused the general consumption of the French to fall by 7%, the market for companion animals has turned out to be rather prosperous since it has evolved by 6% in a context that has been ultra favorable. But let’s focus instead on directing our magnifying glass on the dog market, by looking at what it represents, its weight on the general economy, and the reasons why it promises the most flourishing prospects.

How much does he weigh ?

There are more than 7 million dogs in France. For information, France is behind Italy which has more than 8 million, and Germany in the lead with almost 11 million dogs. If it is preceded in France by the cat, it remains the most popular domestic animal around the world. Note that the first place occupied by his mustache friend can be explained quite logically by two main criteria which are his autonomy when there are almost 30 million working people in France, and his adoption cost, often zero, conversely. of the dog which generally represents a relatively large budget.

The food market

It obviously represents the majority of animal costs. From classic food products such as croquettes or mash, to food supplements and sweets, these costs represent on average between 50 and 100 € per month. This range from single to double is explained by the choice of food, both in quality and quantity. Obviously, many well-known brands quickly got up to the diversification of the products offered: quality ranges, variety of tastes, health benefits for animals, treats. A few start-ups have also emerged on this flourishing credo, focused more on organic or homemade food.

The healthcare market

Second item of expenditure: visits to the veterinarian. From identification to sterilization, including vaccination, the highly recommended expenses represent a good budget which covers 250 and 350 €, not to mention the annual reminders of around 70 €. Add to this deworming every 6 months, flea control every month, or around 100 to 150 € per year. The care market is therefore not left out, and when it comes to the well-being of their animal, the French do not skimp on prices.

The accessories market

Between the daily accessories such as the bowl, the basket, the leash, the collar, the brush, the transport box, and the toys to be renewed more or less regularly, it is obviously one of the branches of the dog market that explodes. Many stores offer them, and not just in animal stores. The decoration stores all have a department of animal accessories, of various and varied shapes and colors to satisfy all the tastes of the masters. From the tipi kennel to the connected collar, the dog’s equipment is a fashion, design and decorative accessory.

Ancillary markets

In addition to these three main positions there are branches which are also multiplying.

  • Grooming salons animal workers who become real hairdressing salons, where it is advisable to accompany their animal at least twice a year for an average budget of 150 € per year;
  • Canine education works wonderfully. This is a position on which owners expect quality service, and therefore where they are less concerned with the budget. Here again, a few lessons in “good manners” for his furry friend to private lessons to teach him techniques such as tracking for example can make the annual expenses vary from simple to triple or quadruple;
  • Animal guarding is obviously developing too. The kennels are multiplying to accommodate your doggie in the best possible conditions, again there is something for all budgets. Also, associations put individuals in touch with the dog to ensure the care of the dog during the absence of the masters, at home or in full board with the nanny!

The reasons for its success

Several factors are at the origin of its fervent success, from the most obvious to the most surprising, from structural to cyclical, let’s list them.

The health crisis

She will have modified lifestyles, upset habits and questioned daily life around the world, in search of meaning that we had perhaps lost a little. Leaving the city for the countryside, leaving an emotional life that no longer exists, slamming the employer’s door to create a micro-enterprise or many other disrupted life patterns that previously seemed unthinkable are just as many direct consequences of the coronavirus pandemic. Add to this the explosion of teleworking, the awareness of the harmful effects of overconsumption with a need to go back to basics, or even the loneliness which has weighed too heavily on our elders in these times of confinement. So obviously, the dog comes out the big winner from these upheavals, in the need for concrete, sharing and a return to true values.

Generation Y and societal changes

It brings together all people born between 1980 and the mid-1990s, that is, those who are now between 25 and 40 years old. Subject to later independence, with longer studies, job insecurity, but also a significant turnover in skilled positions which does not promote stability either, and other factors also come into play, the generation Delays in having children and compensates for her need to mother by adopting a pet. It is the generation that has the most, in a society where the animal has become a full member of the family.

The ageing of the population

Human life expectancy is increasing, so the population is aging. The generation of Baby-boomers find themselves retired and enjoy the company of an animal, mainly dogs, which brings a presence, opportunities for walks, exchange and bonding.

Benefits on psychological health

Do you know about cynotherapy? This is therapy with dogs, often used to reduce stress. Scientific studies have shown that the relationship between humans and dogs has many virtues. It would lower blood pressure and the level of cortisol which is the stress hormone. Service dogs have saved the lives of soldiers suffering from post-traumatic stress disorder.

The risks of the market explosion

There is a worrying flip side to this very rapid expansion of the market. While there is no doubt that the new owners have adopted their dog in good faith and with a good heart, ready to give them all their affection and attention, the increase in abandonments evolves in parallel with the adoption market. The dog grows up, maybe does some stupid things in the house, then winter arrives, the sun is not up before hiring, and already lying in debauchery, but you have to take the dog out, take a real walk , whether it is windy, raining, freezing or snowing. Then summer arrives, you have to organize yourself to be able to go on vacation or on weekends, enjoy the beautiful sunny evenings but also take the dog out, even in hot weather. Each year, 100,000 dogs and cats are abandoned. It is important not to have a compulsive adoption, but to think carefully about the 15 years to come, both in terms of the available budget, as well as the time to devote and the capacity to welcome.