The pet supplies sector is expanding as pet-friendly practices gain traction beyond B2C, reaching into the B2B sector. Hotels, restaurants, retail stores, offices, and even beauty salons are adapting their spaces to accommodate animals. Consequently, demand for zoo products remains strong and steady.

According to ECDB Data Analytics, the global eCommerce market for animal care supplies is projected to reach $65.13 million in 2024, with expected growth of 10–15% in the coming year. This article examines how this growth is shaping the industry and what it means for manufacturers and distributors.

Scandinavian Pet Market Growth 2025: Key Figures and Trends

Scandinavian countries are steadily expanding their share in the pet supplies industry.

• Sweden. According to the Sweden Pet Care E-commerce Market Size & Outlook, the country generated $848.7 million in pet product e-commerce revenue in 2023, representing 0.9% of the global market. Projections for 2024–2030 indicate a compound annual growth rate (CAGR) of 7.3%, highlighting strong potential for the wholesale pet supplies segment in Sweden.

• Denmark. The Danish eCommerce market for pet essentials is expected to reach $219 million by the end of 2025, according to the Hobby & Leisure Market in Denmark report. Growth is projected to continue with a CAGR of 7.8% from 2025 to 2029, reaching an estimated $295.9 million by 2029. Demand in the wholesale pet supplies segment in Denmark is also steadily increasing.

Both countries demonstrate strong performance, reflecting a mature industry, high purchasing power, and steady interest in domestic animal care items.

This niche follows a clear, predictable growth pattern, making it easier for businesses to plan market entry or expand operations while managing risks effectively.

Key Segments of European B2B Pet Product Buyers

Successful market entry begins with understanding your audience. Here are the main categories of B2B buyers in the pet supplies sector — and how to approach each effectively.

Veterinary Clinics and Pharmacies

Buyers in this segment prioritize items’ safety and effectiveness over packaging. If supplying medications, vitamins, or veterinary tools, ensure you provide:

• Official documentation and certifications
• Reliable, on-time deliveries
• Flexible order volumes

Including informational flyers with treatment recommendations can also be valuable — vets can share these directly with their clients.

Pet Stores

Retailers focus on more than just price. They seek accessories that are visually appealing, easy to use, and popular with visitors. To build strong partnerships:

• Offer products with clear benefits, such as skin and coat care or options for small dog breeds
• Supply on-trend items with attractive designs
• Regularly introduce new offerings and promotions

Gathering feedback from partner stores about customer preferences will help you plan shipments more accurately and improve sell-through.

Grooming Studios

Groomers prioritize high-quality, durable instruments that integrate smoothly into their daily routines. To become their preferred supplier:

• Emphasize product efficiency, like low shampoo usage per session
• Provide before-and-after photos demonstrating tool performance
• Offer complete care lines for easy ordering

Building trust is key — regularly supply mini versions for testing so professionals can try and assess your goods firsthand.

Pet-friendly Businesses

Hotels, restaurants, offices, and similar venues strive to provide more than basic comfort for four-legged friends — they aim to create a welcoming experience that encourages caregivers to visit them again.

To attract this segment:

• Provide ready-to-use kits for hotel rooms, lounges, or office spaces
• Select neutral, adaptable designs that blend with different interiors
• Prioritize durable, easy-to-clean materials for practical, long-lasting use

Top Trends for 2025: Meeting Customer Expectations

In 2025, B2B buyers look beyond products — they seek the values those items represent. Understanding current trends enables manufacturers, retailers, and distributors to better match buyer needs and strengthen their position in the niche.

Here’s what you need to know about today’s market and its audience to capture their attention.

• The Rise of Sustainable Pet Supplies in Europe. Consumers today care about both their little ones’ well-being and the environment. As responsible animal ownership grows, so does waste, driving demand for sustainable products — recycled packaging, organic food, eco-friendly toys, and biodegradable waste bags. Bulk supplies for pet-friendly businesses are also gaining popularity. Hotels, cafes, and salons welcoming animals actively seek eco-conscious options. According to Global Market Insights, interest in sustainable zoo supplies is expected to keep rising in the coming years.

• Health-First Approach to Animal Care. According to the ADM Report, 79% of respondents are willing to spend more to prevent health issues and lower future veterinary costs. This shift is driving demand for European private-label pet treats and supplements focused on long-term wellness. At the same time, buyers are becoming more selective, closely examining ingredient lists, nutritional value, and the balance of protein, fats, and essential nutrients — prioritizing options that support pets’ overall health and well-being.
• Pet Tech Segment Showing Upward Trends. Modern owners seek smart, time-saving solutions to simplify daily routines, and this demand is growing in pet care. AI integration is making devices more intuitive and efficient, boosting their adoption. Devices like automatic feeders, water dispensers, interactive toys, and GPS trackers are gaining popularity. Monitoring equipment holds the largest industry share at 35.6%, based on the Pet Tech Market Size and Share Analysis, reflecting strong demand for tools that track pets’ health and behavior in real time.

• The Advantage of Locally Sourced Pet Products. In regions like Scandinavia, buyers are more likely to choose wholesale grooming supplies made in Denmark over imported options from the United States. Partnering with local suppliers reduces costs and simplifies logistics. Additionally, domestic delivery lowers carbon emissions and supports the local economy — factors that are becoming increasingly important in purchasing decisions throughout the wellness industry.
• Certification Is a Must. Official certification is fundamental to building trust. Individual buyers prefer certified lines to ensure their pets’ safety. For B2B clients, labeled and documented goods provide proof of quality and ethical standards — going beyond marketing claims to meet regulatory and customer expectations.

In 2025, clients expect more than just products — they want alignment with values. To stay competitive and strengthen your position, it’s essential to understand key trends and respond to them while they remain relevant.

How to Become a Leader in the Pet Supplies Category in 2025

Entering the market is only the beginning. The real challenge lies in building a strong reputation and securing your position. Based on current trends, here are key actions to boost your business and elevate your standing in the industry.

Provide Customers with Transparent Information

Both B2B partners and end consumers closely evaluate quality. Clearly list the product’s composition, including exact ingredient percentages, and specify the origin of raw materials. Always include quality certificates — these demonstrate that your offerings are safe and comply with industry standards.

For example, an eco-friendly pet products wholesale supplier should have certifications such as:

•  ISO 14001, confirming environmental management compliance

• EU Ecolabel, the European mark for ecological safety

• FSC (Forest Stewardship Council), for packaging made from responsibly sourced wood or paper

Official labels build trust and improve brand visibility in the sector.

Support Your Resellers

Resellers are more than just a sales channel — they represent your brand and engage directly with end customers. Equip them with detailed product information highlighting key benefits to ensure consumers receive the right message.

For example, if you’re a vegan dog food wholesale supplier from Sweden, prepare for your resellers:

• A set of commercial photos
• Certifications like Vegan Society and ISO 22000
• A list of the product’s health benefits
• Description templates for online stores

This support makes selling easier and builds greater trust in your brand.

Use Modern Sales Tools

To enter the market seamlessly, you need a platform that requires minimal adaptation, low maintenance, and remains cost-effective. Marketplaces meet these requirements perfectly.

For example, ServiCom allows both wholesale and retail sales. Whether you’re a low MOQ pet accessories supplier or a large-scale functional pet food wholesale distributor, you’ll find your target audience. Plus, the platform provides consolidated sales statistics and built-in marketing tools.

Global B2B E-commerce Market Statistics confirms that the popularity of such platforms is accelerating. Each year, marketplace sales grow faster than direct sales:

Demand for pet supplies in B2B is growing, opening new opportunities for manufacturers and distributors. To take advantage of this trend, it’s crucial to strengthen your presence on a professional platform now. Start selling on ServiCom — and connect with new wholesale clients easily and systematically.