The Turkish pet food producer Petcare Nutrition has released an analysis highlighting structural shifts in the local market, driven by the consolidation of the cat segment, the rapid rise of online purchasing, and a growing focus on preventive health and wellbeing.
According to the company, cat ownership has increased significantly and now exceeds dog ownership by roughly 20%, a gap that is reshaping product portfolios, formulations, and brand strategies. Petcare Nutrition notes that this trend “is not cyclical but reflects a deeper transformation in how Turkish consumers relate to their pets.”
The analysis also points to a major shift in purchasing behavior. While supermarkets remain relevant (declining slightly from 44% to 42%), online sales have surged from 38% to 49%, becoming the leading channel. The company emphasizes that even consumers over 55 have adopted digital purchasing as their preferred option, confirming that the market’s digitalization is cross‑generational.
Preventive consumption is another key driver. Petcare Nutrition reports rising demand for supplements, hygiene products, grooming, and regular veterinary check-ups, indicating that “Turkish pet owners are moving beyond basic nutrition toward a more holistic approach to health and quality of life.”
For the company, the Turkish market is not only expanding —it is upgrading. Petcare Nutrition highlights four defining dynamics:
- Strengthening dominance of the cat segment
- Clear leadership of the online channel
- Growing investment in preventive care
- Increasing need for robust omnichannel strategies
