Pet Food Prices Vary Widely in Israel Despite Growing Market and Consumer Loyalty
The pet food market is booming globally, with U.S. spending reaching $158 billion in 2025 and expected to hit $165 billion in 2026, much of it on food and treats. Europe also has a vast pet population, with nearly half of households owning pets. In Israel, over 636,000 dogs are registered, though the actual number of pet-owning households is higher. Despite this, Israeli consumers rarely compare prices for pet food, even when bags can cost hundreds of shekels and vary significantly between stores.
The market appears diverse with many brands and product types, but two major companies dominate globally: Mars (21.7%) and Nestlé Purina (20.7%), controlling over 42% of the market. These companies sell multiple brands targeting different consumer segments and sales channels, from supermarkets to specialty pet stores and veterinary clinics. For example, Royal Canin is positioned as a premium, science-based brand sold mainly through specialized outlets, creating a perception of higher value.
Price disparities for identical products across Israeli retailers can be substantial. For instance, a 3 kg bag of Bonzo dog food costs between 44.90 shekels at some stores and up to 65 shekels at others, a nearly 45% difference. Similarly, other brands like Hill’s, Pro Plan, and Royal Canin show price gaps of 20-40% depending on the seller. Specialty pet stores are not always cheaper than supermarkets; prices vary widely in both channels.
The article highlights the importance of consumer awareness and price comparison, especially since many buyers remain loyal to one brand or store out of habit or concern for their pet’s health. While premium and veterinary-recommended foods justify higher prices due to quality and health benefits, consumers should still question whether the same product is available elsewhere for less. The term "super premium" is often used as a marketing tool without standardized meaning, and some brands are private labels produced by third parties.
Ultimately, pet owners are encouraged to treat pet food purchases like other consumer goods by comparing prices and options. The dog does not know where the food was bought or how much was paid, but the owner does, and saving money without compromising quality is possible with informed choices.
