Famous Canadian investor Kevin O’Leary (aka Mr. Wonderful) has probably earned over 20 times his investment in a startup that sells genetic testing kits for cats (Basepaws), achieving the highest internal rate of return (IRR) in the history of Shark Tank. But is the pet industry really that high-potential?
The pet market and new trends
Globally, Bloomberg Intelligence (BI) reports in its “Pet Economy 2024/2025” that the pet industry could approach over US$380 billion in 2025 and exceed ~US$500 billion by 2030. Among the leading countries, the United States tops the list with total pet spending of US$152 billion (APPA – Industry Trends & Stats, 2024), followed by China, Brazil, and the United Kingdom.
For Europe, on the other hand, when considering the pet economy as a whole, some industry analyses project a total value of close to €121.6 billion in 2025, set to exceed €152.5 billion by 2030 (Pacvue, The Pet Economy in Europe, 2025).
Finally, according to NielsenIQ (September 2025), the Italian market was worth €3.6 billion in July 2025, with a projection of €4.8 billion by the end of 2025, confirming robust growth despite economic uncertainties.
Emerging trends in the sector include organic and personalized food, pet tech, and wellness services, as well as a growing focus on sustainability.
Italian excellence in the pet sector
The pet sector, with its resilience and growth potential, is proving to be fertile ground for venture capital. Here is a selection of some startups to keep an eye on:
Pelomatto (Turin): stands out in the pet care sector with a network of partner groomers and physical stores expanding across Italy. It closed a €600k seed round (2025) after a previous round of ~€430k (2024).
SeriPet (Reggio Emilia): focused on pet health, it is an example of health tech applied to the animal world, overcoming the limitations of traditional supplements. Very much in line with the strongly trending narrative of “personalized nutrition.”
EuBiome (Padua): a spin-off of the University of Padua, it operates in the innovative field of fecal microbiota transplantation (FMT) to combat microbiome dysbiosis in dogs and cats, which is responsible for chronic enteropathies.
Longevity Pet (Turin): Founded in 2023, this startup offers data integration, one-to-one online veterinary advice, and a grooming/supplement line to develop personalized preventive care for animals.
LampoVet (Milan): Startup highly focused on a “premium” area: analysis of intestinal microbiota for pets + personalized nutrition + veterinary telemedicine. Participated in the Nestlé Purina Accelerator Lab (“Unleashed”) accelerator program.
International startups not to be missed
Felmo (Berlin, Germany): has built a “scalable home veterinary” model combining logistics, telemedicine, and a seamless digital experience. The €15 million round in 2023 (among investors HV Capital and Project A) consolidates it as the European leader in on-demand pet care.
Dalma (Paris, France): one of Europe’s most well-funded pet insurtech companies, with over $40 million raised and a service that reimburses veterinary expenses within 48 hours. It is redefining the concept of pet insurance with a 100% digital and customer-centric model.
Digitail (Iași, Romania): a pet-tech success story in Eastern Europe: with €20 million in Series B funding in 2025, over 10,000 veterinary clinics as customers, and an AI-driven platform for medical management.
Omni (London, UK): founded by veterinarians, it combines scientific research and sustainability in pet nutrition. With plant-based products of high nutritional value, it represents the frontier of ethical pet food, in line with the growing demand for greener and cruelty-free solutions in the premium segment.
Scooch (United Kingdom): at the forefront of integrated pet wellness, offering a subscription service that combines nutrition, digital monitoring, and personalized veterinary support via AI. A “human-health-as-a-service” model, designed for a generation of increasingly tech-savvy pet owners.
A resilient market to keep an eye on
The pet ecosystem continues to be an arena of extraordinary opportunities for investors who can discern the potential of innovative startups. From health tech solutions to personalized nutrition, digital services, and sustainable products. The market appears to be resilient and booming, supported by the unbreakable bond between humans and their four-legged companions.
