A data profile of the people who buy, follow and care about Pet food in Italy — modelled from more than twelve digital signal sources. Pet food has an estimated audience of 10,247,456 people in Italy.
The average Pet food fan in Italy is 43.1 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Pet store, Dog harness, Dog lovers, with strongest over-indexing on Pet store (4.71× the country average).
Demographically, the Pet food audience skews more female with an average age of 43.1, and over-indexes on personality traits such as Pet Ownership, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Pet food fan in Italy is more female, around 43.1 years old, with strong Pet Ownership tendencies and a notable affinity for Pet store.
The key figures that characterise the Pet food profile in Italy.
62.2% are female, 37.8% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 62.2% |
| Male | 37.8% |
| Average age | 43.1 |
| Estimated audience size | 10,247,456 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Pet food audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.9% |
| Japan | 10.2% |
| China | 4.9% |
Where the Pet food audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Veneto | ~1M | 1.27× | |
| 02 | Emilia-Romagna | ~1M | 1.15× | |
| 03 | Lombardy | ~2M | 1.12× | |
| 04 | Piedmont | ~800K | 1.07× | |
| 05 | Lazio | ~1.5M | 1.05× | |
| 06 | Campania | ~1M | 1.05× | |
| 07 | Aosta Valley | ~30K | 1.05× | |
| 08 | Umbria | ~200K | 1.03× | |
| 09 | Marche | ~300K | 1.02× | |
| 10 | Friuli-Venezia Giulia | ~200K | 1.02× | |
| 11 | Molise | ~50K | 1.00× | |
| 12 | Liguria | ~300K | 0.98× | |
| 13 | Abruzzo | ~200K | 0.97× | |
| 14 | Basilicata | ~90K | 0.96× | |
| 15 | Sicilia | ~800K | 0.95× | |
| 16 | Puglia | ~700K | 0.94× | |
| 17 | Tuscany | ~600K | 0.94× | |
| 18 | Trentino-Alto Adige/Südtirol | ~200K | 0.93× | |
| 19 | Calabria | ~300K | 0.91× | |
| 20 | Sardinia | ~300K | 0.89× |
The strongest cross-interests of the Pet food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Great Dane | Pets & Animals | 5.59× | ||
| 02 | Pomeranian (dog) | Pets & Animals | 5.20× | ||
| 03 | Dog harness | Pets & Animals | 5.04× | ||
| 04 | Shih Tzu | Pets & Animals | 4.93× | ||
| 05 | Yorkshire Terrier | Pets & Animals | 4.84× | ||
| 06 | Pet store | Pets & Animals | 4.71× | ||
| 07 | Dog lovers | Pets & Animals | 4.39× | ||
| 08 | Dog breeding | Pets & Animals | 4.27× | ||
| 09 | Pet sitting | Pets & Animals | 4.20× | ||
| 10 | Dachshund | Pets & Animals | 4.02× | ||
| 11 | Dog health | Pets & Animals | 3.93× | ||
| 12 | Chihuahua (dog) | Pets & Animals | 3.85× | ||
| 13 | Persian cat | Pets & Animals | 3.80× | ||
| 14 | Cat food | Pets & Animals | 3.78× | ||
| 15 | Dog food | Pets & Animals | 3.71× | ||
| 16 | Labrador Retriever | Pets & Animals | 3.60× | ||
| 17 | Dog collar | Pets & Animals | 3.50× | ||
| 18 | Golden Retriever | Pets & Animals | 3.46× | ||
| 19 | Animal welfare | Politics & Society | 2.89× | ||
| 20 | Dog breed | Pets & Animals | 2.79× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.97× | |
| Design Affinity | PREMIUM | 1.27× | |
| Creativity | OPEN | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.82× | |
| Career Orientation | POWER | 0.85× | |
| Risk Appetite | THRILL | 0.91× |
Pet food has an estimated audience of 10,247,456 people in Italy, concentrated in Lombardy and Lazio.
62.2% of Pet food fans are female, 37.8% are male, with an average age of 43.1 years.
Pet food fans show strongest brand affinity for Pet store (4.71×), Dog harness (5.04×), and Dog lovers (4.39×) over the country average.
Pet food fans in Italy are most concentrated in Lombardy (reach ~2M), Lazio (reach ~1.5M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Pet food itself, the audience over-indexes on Dog harness (5.04×), Dog lovers (4.39×), Pomeranian (dog) (5.2×), and Yorkshire Terrier (4.84×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Pet food. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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