Half of Lidl’s shoppers have a pet

Only 1 in 5 client buy pet supplies from them. So Lidl just rebranded its entire pet category.

Lidl just retired its three own pet brands:
> Orlando (dog food)
> Coshida (cat food)
> Zoofari (pet accessories)

Most shoppers probably never noticed they were Lidl’s private labels.

In their place comes one umbrella brand for dogs and cats: Max & Mila’s World. Food, snacks, care and accessories under one identity, with the food split into three colour-coded tiers (Basic, Advanced Care, Gourmet).

Lidl announced it on 30 September, and from 12 October it lands in stores across Europe, including here in Finland and in Spain.

📊 The move was based on the numbers:
▪️ Around 50% of Lidl’s customers own a pet (nearly 9 in 10 are dogs or cats)
▪️ 50% of European households live with a pet (FEDIAF, 2025)
▪️ Yet only about 1 in 5 Lidl shoppers buy pet products there

That gap is the real story.

Many pet parents are already walking through Lidl’s doors. Most of them just buy the kibble somewhere else (personally, me too, I have only bought some of their snacks a few times). So Lidl’s answer is a shelf that reads like a specialist pet shop, at discounter prices, personalised coupons, plus a pet profile inside Lidl Plus.

👉🏽 For pet brands: your discount supermarket competitor is stepping up its game, is sorted by need, and will soon know exactly which of its shoppers has a cat.

Is your positioning ready for that? 🧡