Last week, I came across fascinating insights from Jordi Aymerich Martinez based on data from AEDPAC, Ignasi Solana Vinyoles and Hamilton Global Intelligence, about how much pets really cost in Spain.

So naturally, I had to compare it with the Nordic Countries.
Are we that different between North and South Europe?

The results reveal something much bigger than just pet expenses.

Spanish pet spending is still strongly necessity-driven (food-heavy), while Nordic pet spending is increasingly welfare and service focused spending.

Spanish pet parents → A larger share of their budget is spent on basic daily needs like food, hygiene, and essential care.

This suggests:
– Stronger price sensitivity
– Lower disposable spending on services
– More traditional pet ownership model

Food takes the largest share because the overall monthly budget is lower.

Nordic pet parents → Spend proportionally more on veterinary services, insurance and premium wellbeing.

This suggests:
– Insurance from puppyhood
– Strong investment in long-term health
– Mental wellbeing

This reflects a highly mature pet economy.

Nordics are higher emotional spending, stronger pet humanisation and greater willingness to pay for premium services. Spain is moving in the same direction, but at a slower pace.

The gap says a lot about where the future of the pet industry and even pet travel is heading, but what do you think?
What surprised you more? 🧡

Source for Nordics data: Statista, Sveland Djurförsäkringar

LinkedIn original post: https://www.linkedin.com/posts/angels-bosch