Rascasse Audience Intelligence

Pets Audience in Italy

A data profile of the people who buy, follow and care about Pets in Italy — modelled from more than twelve digital signal sources. Pets has an estimated audience of 31,609,286 people in Italy.

#27among Topic in Italy#2in Pets & Animals

The average Pets fan in Italy is 43.2 years old, more female, and lives primarily in Lombardy.

The audience is concentrated in Lombardy, Lazio, Sicilia.

Demographically, the Pets audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Pet Ownership, Creativity.

Category: Pets & Animals · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Pets profile in Italy.

Audience size
31.6M
in Italy
Gender
55.2%♀
44.8% male
Age
43.2
average years
Country rank
#37
Topic in Italy
Fig. 01

Search interest · 12-month trend

-13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Pets fans

55.2% are female, 44.8% are male, average age 43.2.

Fig. 02

Gender split

55.2%
Female
44.8%
Male
Demographic split for Pets audience in Italy
MetricValue
Female55.2%
Male44.8%
Average age43.2
Estimated audience size31,609,286
Fig. 03

Age distribution

Ø 43.2
average years
Age distribution of the Pets audience in Italy
Age bracketShare%
16-1913%
20-2915%
30-3920%
40-4923%
50+30%
Fig. 04

Worldwide distribution

4.3%

of the worldwide Pets audience comes from Italy.

Worldwide audience distribution share by country for Pets
CountryShare
United States20.3%
Japan6.6%
United Kingdom4.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Italy average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Pets audience in Italy is strongest.

Fig. 05

Top regions by affinity

Pets fans by region: top regions in Italy
#RegionReachAffinity×
01Sicilia~4M1.45×
02Puglia~2.5M1.18×
03Lombardy~6.5M1.16×
04Tuscany~2.5M1.13×
05Liguria~1M1.13×
06Emilia-Romagna~3M1.11×
07Calabria~1M1.11×
08Sardinia~1M1.10×
09Piedmont~2.5M1.09×
10Lazio~4M1.08×
11Campania~3.5M1.06×
12Basilicata~300K0.99×
13Veneto~2.5M0.95×
14Marche~700K0.92×
15Abruzzo~600K0.90×
16Friuli-Venezia Giulia~500K0.89×
17Umbria~400K0.85×
18Molise~100K0.76×
19Aosta Valley~60K0.71×
20Trentino-Alto Adige/Südtirol~400K0.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pets audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Pets audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.12×
CreativityOPEN0.95×
DIY MentalityTHRILL0.94×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pets audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.76×
Career OrientationPOWER0.78×
Risk AppetiteTHRILL0.79×
0×1.00× baseline2×
Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Pets & Animals audiences in Italy

See Pets audiences in other countries

How to read this data

Audience size is the estimated number of people in Italy who actively search for Pets. 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.

About this audience profile

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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