Milan’s CityLife Skyline Sets the Stage as Italian Pet Industry Leaders Convene to Navigate Evolving Market Dynamics

MILAN — High above the futuristic, architectural marvel of Milan’s CityLife district, more than 100 top-tier executives, manufacturers, and industry experts gathered on the 28th floor of the iconic Libeskind Tower for the second installment of the Industry Insights event. Organized by Zoomark in collaboration with the leading Italian trade magazine PetB2B and hosted at the headquarters of PwC Strategy Italia, the high-profile gathering served as an essential forum for dissecting the shifting paradigms of the Italian and broader European pet markets.

Against a panoramic backdrop representing modern Italian innovation, attendees engaged in rigorous debates concerning macroeconomic volatility, supply chain vulnerabilities, evolving European regulatory compliance, digital transformation, and the relentless march of consumer-driven premiumisation.

Main Facts

• Event Context: The high-level industry forum was part of the ongoing Zoomark Days initiative, designed to foster continuous dialogue, strategic partnerships, and knowledge-sharing among key players in the Italian pet market.
• Attendance: Over 100 high-profile representatives from pet food manufacturing, accessory production, retail chains, and trade associations convened on September 30, 2026.
• Core Themes: Discussions centered on navigating supply chain disruptions, adapting to stringent European Union regulations (such as the PPWR and GPSR directives), leveraging digitalization and cybersecurity, and responding to shifting retail environments.
• Market Performance: Circana data presented at the conference revealed a resilient market experiencing robust value growth, spearheaded by consumer demand for premium and functional pet products.
• Future Roadmap: Following the conclusion of the Milan industry summits, the Zoomark Days multi-stop tour moves southward, with upcoming Retail Labs scheduled for Salerno on October 19, 2026, and Bari on November 9, 2026.

Chronology of the Day: From Macro Data to Retail Realities

The day’s agenda was meticulously structured to take participants on a journey from high-level macroeconomic analysis down to practical, floor-level retail execution.

Morning Session: Analytics, Supply Chains, and Regulatory Compliance

The conference commenced with a rigorous examination of current market numbers. Paolo Garro of Circana delivered an encouraging market overview, confirming steady growth across the sector. This set an analytical tone for the morning’s first major panel, featuring Giorgio Massoni (Forza10 – Nasta Petfood) and Guglielmo Ruggeri (IMG), who unpacked the compounding pressures of global supply chain instability, geopolitical shifts, and the direct impacts of climate change on raw material sourcing.

The focus then pivoted to the complex landscape of European regulatory compliance. Alberto Palaveri, Vice-President of Assografici (the Italian National Association of the Printing Industry), addressed the profound implications of the European PPWR (Packaging and Packaging Waste) Directive. He stressed that packaging acts as a primary communication medium for pet brands, forcing manufacturers and packaging suppliers to unite in overcoming shared environmental challenges.

Transitioning from packaging to consumer protection, Paola Cane of Mia Solutions dissected the recently enforced GPSR (General Product Safety Regulation). Cane underscored that the directive fundamentally reshapes safety culture across the production and distribution of pet accessories—ranging from harnesses and leashes to beds and carriers—by implementing strict liability standards and prohibiting misleading recall messaging.

Midday Strategic Insights: Efficiency and Digital Maturity

Moving into the strategic block of the morning, Alberto Vigada of PwC Strategy Italia challenged manufacturers to protect their margins by aggressively driving industrial efficiency, optimizing plant utilization, and focusing on high-margin segments such as super-premium nutrition, functional diets, and veterinary formulations.

Complementing this operational focus, Riccardo Chechi of QBerg presented the findings of a comprehensive "Mystery Shopping in the Pet Retail Sector" survey. By evaluating service standards across 50 independent outlets and specialist chains, the study revealed a commendable national average score of 7 out of 10 for Italian store assistants, signaling a solid baseline of competence alongside clear areas for collaborative improvement.

Concluding the morning session, Luigi D’Alessandro of Omnipet by Guttadauro Network shifted attention toward the digital frontier. Highlighting that only 14 out of 100 Italian companies have achieved true digital maturity, D’Alessandro demystified artificial intelligence, assuring attendees that AI is designed to augment human labor rather than replace it, while emphasizing the urgent need for enhanced cybersecurity and streamlined warehouse logistics.

Afternoon Session: The PetB2B Forum and Roundtables

The afternoon transitioned into the PetB2B Forum, featuring two dynamic round-table discussions. The first panel brought together Dan Franco (Rinaldo Franco), Carlo Gheda (Gheda Pet Food), and Paolo Castegnaro (Trixie) to debate necessary structural transformations within production lines and distribution networks.

The second panel tackled the future of brick-and-mortar retail, featuring insights from Luciano Fassa (Monge), Vito Bolognese (Pet Village), and Vincenzo Francioso (Conad PetStore). Speakers deliberated on how specialized pet shops must evolve to satisfy modern "pet parents," coexist harmoniously with e-commerce, and offer experiential services that digital platforms cannot replicate.

Supporting Data and Market Metrics

The discussions in Milan were firmly grounded in hard data, illustrating a sector that continues to outperform traditional fast-moving consumer goods (FMCG) categories despite broader European economic headwinds.

• Value Growth: According to market data shared by Circana:
  • Pet Food: Witnessed a robust +3.8% growth in value terms.
  • Pet Care & Accessories: Recorded an impressive +5% expansion in value terms.
• Growth Drivers: The surge in market value is primarily propelled by premiumisation—with consumers increasingly treating pets as full family members and investing heavily in health, wellness, and functional diets.
• Mystery Shopping Benchmarks: QBerg’s audit of 50 specialized pet stores and independent outlets across Italy revealed an average staff competency and customer service score of 7 out of 10, identifying strong interpersonal skills coupled with a need for advanced digital integration at the retail counter.
• Digital Adoption Gap: Research presented by Omnipet underscored a significant technological deficit, indicating that only 14% of Italian enterprises have currently attained adequate levels of digital maturity.
• Regulatory Timelines: The European PPWR Directive enforcement schedule mandates phased industry adaptations extending all the way toward 2040, requiring long-term strategic planning from both manufacturers and packaging converters.

Official Responses and Perspectives

Industry leaders and organizers underscored the critical importance of collaborative platforms like Industry Insights in navigating uncharted market territory.

Pascale Sonvico, Exhibition Manager at Zoomark:

"With the Zoomark Days, we wanted to get even closer to companies and industry professionals, forging connections between them and sharing knowledge with those who work in this sector on a daily basis. The Industry Insights were created precisely with the aim of keeping this dialogue alive, offering concrete opportunities for discussion and in-depth analysis of the hottest topics that are transforming the market. Following the first event in April, which engaged industry players in a stimulating in-depth discussion on e-commerce, the second Industry Insights event on the 30th September provided a further opportunity for the Italian pet industry to meet, exchange views and reflect collectively on the future of a market that has always been at the forefront of trends in developing valuable innovations."

Alberto Palaveri, Vice-President of Assografici:

Emphasizing the inextricable link between products and their packaging, Palaveri delivered an urgent call to action to the manufacturing floor: "Collaborate now to build the business." He noted that packaging functions as one of the most thoroughly read consumer touchpoints, meaning environmental compliance and communication must be tackled in unison.

Luigi D’Alessandro, Omnipet by Guttadauro Network:

Addressing long-standing industry anxieties regarding automation, D’Alessandro reassured stakeholders: "AI will not replace day-to-day jobs." Instead, he urged companies to accelerate digitalization to expand production capacity, optimize warehouse layouts, and drastically streamline order fulfillment and shipping protocols.

Implications for the Future of the Pet Industry

The convergence of over 100 industry leaders in Milan has illuminated several critical takeaways that will shape the strategic roadmaps of pet companies throughout Europe in the coming years.

1. Navigating Regulatory Pressures

With the integration of the EU’s PPWR packaging mandates and the rigorous consumer protections introduced under the GPSR, regulatory compliance is no longer an afterthought. Companies must redesign supply chains, eliminate misleading marketing language around product recalls, and ensure absolute safety for both animal end-users and vulnerable human handlers (such as children and the elderly). Those failing to adapt face severe legal liabilities and reputational damage.

2. The Imperative of Operational Efficiency and Premiumisation

As geopolitical instability and climate change continue to drive volatility into raw material procurement, margin compression remains a constant threat. PwC Strategy Italia’s analysis makes it clear that survival and profitability depend on rigorous operational efficiency. Manufacturers must pivot aggressively toward high-value market segments—specifically super-premium nutrition, functional health diets, and veterinary formulations—while capitalizing on lucrative export markets.

3. Bridging the Digital Divide

The stark statistic that only 14% of Italian companies have achieved digital maturity highlights a vulnerability in supply chain resilience. Integrating advanced IT infrastructure, enhancing cybersecurity protocols, and adopting data-driven inventory management are absolute prerequisites for companies aiming to scale up production and meet the demands of an increasingly omnichannel marketplace.

4. Reinventing the Physical Retail Experience

While e-commerce continues to capture a substantial share of consumer spending, the physical pet shop remains a cornerstone of the community. However, industry stakeholders agree that traditional retail must evolve. To thrive alongside digital platforms and social media, brick-and-mortar stores must offer experiential, high-touch services—such as personalized nutritional consultations, specialized grooming, and localized community engagement—that algorithms simply cannot replicate.

As the Zoomark Days initiative prepares to transition its focus toward retail and grooming via upcoming Retail Labs in Salerno and Bari, the message echoing from Milan’s CityLife skyline is unequivocal: the future belongs to those who embrace proactive collaboration, operational rigor, and continuous innovation.