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Europe Pet Insurance Market Size, Share & Trends Analysis Report By Animal (Dogs, Cats), By Coverage (Accidents & Illness), By Sales Channel (Agency, Broker), By Country,- Industry Analysis, Share, Growth, Regional Outlook and Forecasts, 2025-2034

Publisher Nova One Advisor
Published May 26, 2025
Length 209 Pages
SKU # ONEA20058063

Description

Europe Pet Insurance Market Size and Trends
The Europe pet insurance market size was exhibited at USD 7.85 billion in 2024 and is projected to hit around USD 32.88 billion by 2034, growing at a CAGR of 15.4% during the forecast period 2025 to 2034.

Europe Pet Insurance Market Key Takeaways:

Based on animal, the market is segmented into dogs, cats, and others. In 2024, the dogs segment dominated the market with a substantial share of 50.35%.
The other animals segment such as horses, small mammals, reptiles, and others are expected grow at the fastest CAGR 17.04% during the forecast period.
In 2024, the accident and illness segment dominated the European pet insurance market, accounting for over 84.07% of the total share.
The other insurance type such as liability insurance policies, lifetime insurance, and surgery are expected grow at the fastest CAGR of 16.84% during the forecast period.
Based on sales channel, the direct channel segment held the largest share of 35.0% in 2024.
The others segment comprises employers, pet stores, animal care centers, vets, and is anticipated to register the fastest growth over the forecast period.
The UK pet insurance market dominated in the region with a share of over 26.44%.

Market Overview
The Europe pet insurance market has experienced significant transformation over the last decade, spurred by a cultural shift in how pets are perceived—no longer as just animals, but as cherished family members. This emotional shift has translated into rising expenditures on pet healthcare, nutrition, grooming, and overall wellbeing. Among these, pet insurance has emerged as a critical pillar of responsible pet ownership, offering financial coverage against unforeseen medical emergencies, accidents, and chronic illnesses.
Across Europe, governments, veterinarians, and insurance companies are recognizing the role of insurance in enhancing animal welfare and ensuring access to quality veterinary services. Countries such as the United Kingdom, Sweden, Germany, and France are leading the way, with a growing number of pet parents subscribing to insurance plans. The rise of premium veterinary treatments such as CT scans, chemotherapy, orthopedic surgeries, and dental procedures—many of which can cost hundreds to thousands of euros—makes insurance a practical necessity.
In 2024, Europe witnessed a notable expansion in pet insurance policies driven by increased pet adoption during the post-COVID years, rising veterinary inflation, and the digitization of insurance services. Mobile apps, telehealth for pets, and AI-based claims processing have simplified the customer journey, making pet insurance more accessible and attractive. Moreover, insurers are expanding their product portfolios with flexible, customizable plans that cater to the diverse needs of pet owners—ranging from comprehensive coverage to accident-only policies for senior animals.
As the pet population continues to grow and veterinary costs climb, the European pet insurance market is poised for sustained growth, offering lucrative opportunities to both traditional insurers and insurtech startups.
Major Trends in the Market

Humanization of Pets Driving Insurance UptakeMore pet owners in Europe now treat pets as family, leading to increased spending on their health and wellbeing, including insurance.

Growth of Digital-First Insurance PlatformsTech-savvy consumers are turning to mobile apps and online platforms for policy purchase, management, and claims processing, reducing reliance on traditional agents.

Rising Veterinary Inflation Necessitating CoverageThe increasing cost of advanced veterinary treatments is pushing consumers to seek insurance as a cost-management tool.

Customizable and Tiered PlansInsurers are offering plans based on pet age, breed, pre-existing conditions, and lifestyle, enhancing personalization and customer retention.

Integration of Wellness and Preventive CarePolicies that include preventive services like annual checkups, vaccinations, and wellness programs are gaining popularity.

Entry of Non-Traditional Players and StartupsNew players like Bought By Many (now ManyPets) and Lassie are disrupting the market with transparent pricing and tech-enabled services.

Multi-Pet Discounts and Loyalty BenefitsInsurers are encouraging multi-pet households to opt for bundled insurance plans through attractive discounts and add-on services.

Report Scope of Europe Pet Insurance Market

Report Coverage
Details

Market Size in 2024
USD 9.06 Billion

Market Size by 2033
USD 32.88 Billion

Growth Rate From 2024 to 2033
CAGR of 15.4%

Base Year
2024

Forecast Period
2025-2034

Segments Covered
Animal, Coverage, Sales Channel, Country

Market Analysis (Terms Used)
Value (US$ Million/Billion) or (Volume/Units)

Regional scope
Europe

Key Companies Profiled
Trupanion; DFV; Petplan (Allianz); PetPartners, Inc.; GETSAFE; Direct Line (UK Insurance Limited); Embrace Pet Insurance Agency; LLC (JAB Holding Company); Waggel Limited; Perfect Pet Insurance; Deutsche Familienversicherung AG (DFV);Petplan (Allianz); EQT AB; ProtectaPet; Perfect Pet Insurance; Feather Insurance (Popsure Deutschland GmbH); Agria Pet Insurance Ltd

Key Market Driver: Rising Pet Ownership Across Urban European Households
A prominent driver accelerating the Europe pet insurance market is the rising rate of pet ownership, particularly among urban households. A shift in family structures—such as fewer children, delayed marriages, and increased single-person households—has led to a spike in companion animal adoption. According to the European Pet Food Industry Federation (FEDIAF), over 90 million households in Europe now own at least one pet.
In cities like Berlin, Paris, and London, pet ownership has become more than a trend—it is a lifestyle. This demographic shift has brought with it a willingness to invest in premium services, including health insurance for pets. As pets become emotionally integral to households, pet parents are increasingly prioritizing financial protection against veterinary emergencies, hereditary conditions, and accidents. This sentiment, combined with heightened awareness campaigns by animal welfare organizations, is significantly driving insurance uptake.
Market Restraint: Limited Penetration in Price-Sensitive Regions
Despite impressive growth, the limited penetration in price-sensitive regions remains a critical restraint. In Eastern and Southern European countries—such as Romania, Bulgaria, Portugal, and Greece—pet insurance remains a low-priority expenditure due to limited awareness, lower disposable income, and cultural practices where pets are kept more for utility than companionship.
In these regions, the concept of insuring pets is relatively new, and pet owners often rely on out-of-pocket payments or avoid advanced veterinary treatments due to cost. Additionally, a fragmented veterinary service infrastructure with varying treatment quality and cost transparency has made insurers wary of expanding aggressively. These factors create a challenging environment for both incumbents and new entrants to gain traction, slowing the overall regional market expansion.
Market Opportunity: Bundling with Broader Insurance or Retail Ecosystems
One of the most compelling opportunities lies in integrating pet insurance with broader insurance products or retail ecosystems. Insurance providers are exploring bundling pet coverage with home insurance, life insurance, or wellness subscriptions. For instance, some companies in the UK and Scandinavia now allow users to manage pet, health, and property policies through a single digital portal, improving user engagement and reducing churn.
In addition, partnerships with veterinary clinics, pet food retailers, and grooming services allow insurers to offer holistic value-added services that go beyond reimbursement. Loyalty rewards, cashback programs, and monthly pet health tracking have made bundled offerings more attractive. As e-commerce players like Amazon and Zooplus expand into the pet wellness space, collaborations with insurers to offer embedded pet protection at checkout may become a future growth driver.
Europe Pet Insurance Market By Animal Insights
Based on animal, the market is segmented into dogs, cats, and others. In 2024, the dogs segment dominated the market with a substantial share of 50.35%. In regions like the UK, France, and Germany, dogs are the most commonly insured pets, often enrolled from puppyhood. Their susceptibility to breed-specific conditions such as hip dysplasia, cardiac issues, and dermatitis makes dog owners more proactive in purchasing comprehensive insurance plans. Moreover, premium veterinary care—ranging from orthopedic surgeries to behavioral therapies—is more commonly availed for dogs, further boosting their dominance in the insurance sector.
The other animals segment such as horses, small mammals, reptiles, and others are expected grow at the fastest CAGR 17.04% during the forecast period. While traditionally considered low-maintenance pets, the growing urban cat population—especially among young professionals and apartment dwellers—has led to a surge in veterinary visits and associated costs. As feline diseases like urinary tract infections, diabetes, and dental conditions become more prevalent, cat owners are recognizing the value of insurance. Insurers have responded by introducing specialized plans for cats that include indoor-only coverage and chronic disease management, contributing to rapid growth in this segment.
Europe Pet Insurance Market By Coverage Insights
In 2024, the accident and illness segment dominated the European pet insurance market, accounting for over 84.07% of the total share. These policies typically cover a wide range of treatments, including surgeries, diagnostic imaging, chronic conditions, and medications, providing peace of mind to pet owners. Most established insurers and digital startups promote this coverage type as the “all-inclusive” option, especially for young pets with a long coverage horizon. Dog owners in particular favor this plan, given the unpredictability of injuries and illness during outdoor activities or aging.
The other insurance type such as liability insurance policies, lifetime insurance, and surgery are expected grow at the fastest CAGR of 16.84% during the forecast period. These plans offer basic protection against injuries resulting from incidents like road accidents, falls, or bites at a lower premium. They serve as an entry point into pet insurance and are increasingly popular among younger consumers who may be cost-conscious. Some providers also offer accident-only plans with add-ons, allowing gradual upgrades and personalization, which enhances their appeal in newer markets and among budget-conscious pet parents.
Europe Pet Insurance Market By Sales Channel Insights
Based on sales channel, the direct channel segment held the largest share of 35.0% in 2024. Consumers increasingly prefer purchasing policies through insurer websites, mobile apps, or dedicated customer service centers. The convenience, speed, and transparency offered by direct sales platforms have reduced dependency on traditional intermediaries. Additionally, digital-native pet insurance providers like ManyPets and Lassie have revolutionized user experience with instant quotes, paperless claims, and 24/7 support, making direct channels the most efficient and widely adopted option.

Bancassurance is the fastest-growing channel in Europe’s pet insurance market. As banks seek to diversify their product portfolios, they are forming strategic alliances with insurance companies to cross-sell pet coverage alongside home or auto insurance policies. Bancassurance benefits from a trusted relationship between the customer and the bank, as well as an extensive distribution network. For example, in countries like Sweden and the Netherlands, large retail banks are bundling pet insurance products with digital banking services, reaching a wider audience and encouraging pet policy adoption through existing financial infrastructure.
Country-Level Analysis
The United Kingdom is the undisputed leader in Europe’s pet insurance market, accounting for the largest share in terms of policy volume, gross written premium, and insurer presence. Pet insurance in the UK has a long-established history, with some policies dating back to the early 20th century. Today, more than 40% of pet dogs and 30% of cats in the UK are insured, making it one of the most mature markets globally. Veterinary care in the UK is expensive, and with providers like the Royal Veterinary College offering high-end treatment, insurance becomes essential.
UK-based insurers like Petplan, Agria, and Bought By Many dominate the landscape, offering tailored plans and seamless digital onboarding. Regulatory frameworks under the Financial Conduct Authority (FCA) ensure transparency and policyholder protection. Additionally, British consumers are highly informed and digitally active, which has contributed to high penetration. The market continues to expand as insurers innovate with lifetime coverage, wellness benefits, and behavior training reimbursements, making the UK a benchmark for the rest of Europe.
Some of the prominent players in the Europe pet insurance market include:

Trupanion, Inc.
Deutsche Familienversicherung AG (DFV)
Petplan (Allianz)
Getsafe GmbH
Jab Holding Company
Direct Line (U K Insurance Limited)
EQT Group
Waggel Limited
ProtectaPet
Perfect Pet Insurance
Feather Insurance (Popsure Deutschland GmbH)
Agria Pet Insurance Ltd

Europe Pet Insurance Market Recent Developments

February 2025: ManyPets (formerly Bought By Many) expanded its operations in Germany and France with AI-powered claims processing and multi-language support to streamline onboarding and customer service.

November 2024: Agria Pet Insurance announced a partnership with Pets at Home, the UK’s largest pet retailer, to offer in-store insurance sign-ups and exclusive coverage for customers.

September 2024: Lassie, the Swedish digital pet insurance startup, raised €25 million in Series B funding to expand across Europe and enhance its preventive pet health platform.

June 2024: Petplan UK launched a new policy tier that includes dental cleaning and wellness exams, a move to promote preventive care as part of long-term pet health management.

March 2024: Helvetia Insurance introduced a fully paperless mobile claims feature for pet insurance customers in Switzerland and Austria, reducing claims processing time by 60%.

Segments Covered in the Report
This report forecasts revenue growth at country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Nova one advisor, Inc. has segmented the Europe pet insurance market
Animal

Dogs
Cats
Others

Coverage

Accident & Illness
Accident only
Others

Sales Channel

Agency
Broker
Direct
Bancassurance
Others

Regional

Europe

Table of Contents

209 Pages
Chapter 1. Methodology and Scope
1.1. Market Segmentation & Scope
1.2. Segment Definitions
1.2.1. Animal
1.2.2. Coverage
1.2.3. Sales Channel
1.2.4. Country scope
1.2.5. Estimates and forecasts timeline
1.3. Research Methodology
1.4. Information Procurement
1.4.1. Purchased database
1.4.2. internal database
1.4.3. Secondary sources
1.4.4. Primary research
1.5. Information or Data Analysis
1.5.1. Data analysis models
1.6. Market Formulation & Validation
1.7. Model Details
1.7.1. Commodity flow analysis (Model 1)
1.7.2. Approach 1: Commodity flow approach
1.8. List of Secondary Sources
1.9. List of Primary Sources
1.10. Objectives
Chapter 2. Executive Summary
2.1. Market Outlook
2.2. Segment Outlook
2.2.1. Animal
2.2.2. Coverage
2.2.3. Sales Channel
2.2.4. Regional outlook
2.3. Competitive Insights
Chapter 3. Europe Pet Insurance Market Variables, Trends & Scope
3.1. Market Lineage Outlook
3.1.1. Parent market outlook
3.1.2. Related/ancillary market outlook
3.2. Market Dynamics
3.2.1. Market driver analysis
3.2.1.1. Increasing Pet Population
3.2.1.2. Rising Pet Care Costs
3.2.1.3. Increasing Pet Humanization & Expenditure on Pets
3.2.2. Market restraint analysis
3.2.2.1. Lack of Awareness & Penetration
3.3. Europe Pet Insurance Market Analysis Tools
3.3.1. Industry Analysis - Porter’s
3.3.1.1. Supplier power
3.3.1.2. Buyer power
3.3.1.3. Substitution threat
3.3.1.4. Threat of new entrant
3.3.1.5. Competitive rivalry
3.3.2. PESTEL Analysis
3.3.2.1. Political landscape
3.3.2.2. Technological landscape
3.3.2.3. Economic landscape
Chapter 4. Europe Pet Insurance Market: Animal Estimates & Trend Analysis
4.1. Europe Pet Insurance Market: Animal Dashboard
4.2. Europe Pet Insurance Market: Animal Movement Analysis
4.3. Europe Pet Insurance Market by Animal, Revenue
4.4. Dogs
4.4.1. Dogs market estimates and forecasts 2021 to 2033 (USD Million)
4.5. Cats
4.5.1. Cats market estimates and forecasts 2021 to 2033 (USD Million)
4.6. Other
4.6.1. Other market estimates and forecasts 2021 to 2033 (USD Million)
Chapter 5. Europe Pet Insurance Market: Coverage Estimates & Trend Analysis
5.1. Europe Pet Insurance Market: Coverage Dashboard
5.2. Europe Pet Insurance Market: Coverage Movement Analysis
5.3. Europe Pet Insurance Market Estimates and Forecasts, By Coverage , Revenue (USD Million)
5.4. Accident & Illness
5.4.1. Accident & Illness market estimates and forecasts 2021 to 2033 (USD Million)
5.5. Accident Only
5.5.1. 5.5. Accident only market estimates and forecasts 2021 to 2033 (USD Million)
5.6. Others
5.6.1. Others market estimates and forecasts 2021 to 2033 (USD Million)
Chapter 6. Europe Pet Insurance Market: Sales Channel Estimates & Trend Analysis
6.1. Europe Pet Insurance Market: Sales Channel Dashboard
6.2. Europe Pet Insurance Market: Sales Channel Movement Analysis
6.3. Europe Pet Insurance Market Estimates and Forecasts, By Sales Channel, Revenue (USD Million)
6.4. Agency
6.4.1. Agency market estimates and forecasts 2021 to 2033 (USD Million)
6.5. Broker
6.5.1. Broker market estimates and forecasts 2021 to 2033 (USD Million)
6.6. Direct
6.6.1. Direct market estimates and forecasts 2021 to 2033 (USD Million)
6.7. Bancassurance
6.7.1. Bancassurance market estimates and forecasts 2021 to 2033 (USD Million)
6.8. Others
6.8.1. Other market estimates and forecasts 2021 to 2033 (USD Million)
Chapter 7. Europe Pet Insurance Market: Regional Estimates & Trend Analysis by Animal, Coverage, and Sales Channel
7.1. Regional Dashboard
7.2. Market Size, & Forecasts Trend Analysis, 2021 to 2033
7.3. Europe
7.3.1. UK
7.3.1.1. Key country dynamics
7.3.1.2. Regulatory framework/ reimbursement structure
7.3.1.3. Competitive scenario
7.3.1.4. UK market estimates and forecasts 2021 to 2033 (USD Million)
7.3.2. Germany
7.3.2.1. Key country dynamics
7.3.2.2. Regulatory framework/ reimbursement structure
7.3.2.3. Competitive scenario
7.3.2.4. Germany market estimates and forecasts 2021 to 2033 (USD Million)
7.3.3. France
7.3.3.1. Key country dynamics
7.3.3.2. Regulatory framework/ reimbursement structure
7.3.3.3. Competitive scenario
7.3.3.4. France market estimates and forecasts 2021 to 2033 (USD Million)
7.3.4. Italy
7.3.4.1. Key country dynamics
7.3.4.2. Regulatory framework/ reimbursement structure
7.3.4.3. Competitive scenario
7.3.4.4. Italy market estimates and forecasts 2021 to 2033 (USD Million)
7.3.5. Spain
7.3.5.1. Key country dynamics
7.3.5.2. Regulatory framework/ reimbursement structure
7.3.5.3. Competitive scenario
7.3.5.4. Spain market estimates and forecasts 2021 to 2033 (USD Million)
7.3.6. Norway
7.3.6.1. Key country dynamics
7.3.6.2. Regulatory framework/ reimbursement structure
7.3.6.3. Competitive scenario
7.3.6.4. Norway market estimates and forecasts 2021 to 2033 (USD Million)
7.3.7. Sweden
7.3.7.1. Key country dynamics
7.3.7.2. Regulatory framework/ reimbursement structure
7.3.7.3. Competitive scenario
7.3.7.4. Sweden market estimates and forecasts 2021 to 2033 (USD Million)
7.3.8. Denmark
7.3.8.1. Key country dynamics
7.3.8.2. Regulatory framework/ reimbursement structure
7.3.8.3. Competitive scenario
7.3.8.4. Denmark market estimates and forecasts 2021 to 2033 (USD Million)
7.3.9. Austria
7.3.9.1. Key country dynamics
7.3.9.2. Regulatory framework/ reimbursement structure
7.3.9.3. Competitive scenario
7.3.9.4. UK market estimates and forecasts 2021 to 2033 (USD Million)
7.3.10. Hungary
7.3.10.1. Key country dynamics
7.3.10.2. Regulatory framework/ reimbursement structure
7.3.10.3. Competitive scenario
7.3.10.4. Germany market estimates and forecasts 2021 to 2033 (USD Million)
7.3.11. Poland
7.3.11.1. Key country dynamics
7.3.11.2. Regulatory framework/ reimbursement structure
7.3.11.3. Competitive scenario
7.3.11.4. France market estimates and forecasts 2021 to 2033 (USD Million)
7.3.12. Romania
7.3.12.1. Key country dynamics
7.3.12.2. Regulatory framework/ reimbursement structure
7.3.12.3. Competitive scenario
7.3.12.4. Italy market estimates and forecasts 2021 to 2033 (USD Million)
7.3.13. Czech Republic
7.3.13.1. Key country dynamics
7.3.13.2. Regulatory framework/ reimbursement structure
7.3.13.3. Competitive scenario
7.3.13.4. Spain market estimates and forecasts 2021 to 2033 (USD Million)
7.3.14. Switzerland
7.3.14.1. Key country dynamics
7.3.14.2. Regulatory framework/ reimbursement structure
7.3.14.3. Competitive scenario
7.3.14.4. Norway market estimates and forecasts 2021 to 2033 (USD Million)
7.3.15. Luxembourg
7.3.15.1. Key country dynamics
7.3.15.2. Regulatory framework/ reimbursement structure
7.3.15.3. Competitive scenario
7.3.15.4. Sweden market estimates and forecasts 2021 to 2033 (USD Million)
7.3.16. Portugal
7.3.16.1. Key country dynamics
7.3.16.2. Regulatory framework/ reimbursement structure
7.3.16.3. Competitive scenario
7.3.16.4. Denmark market estimates and forecasts 2021 to 2033 (USD Million)
7.3.17. Belgium
7.3.17.1. Key country dynamics
7.3.17.2. Regulatory framework/ reimbursement structure
7.3.17.3. Competitive scenario
7.3.17.4. Denmark market estimates and forecasts 2021 to 2033 (USD Million)
Chapter 8. Competitive Landscape
8.1. Company/Competition Categorization
8.2. Vendor Landscape
8.2.1. List of key distributors and channel partners
8.2.2. Key company market share analysis, 2024
8.2.3. Trupanion, Inc.
8.2.3.1. Company overview
8.2.3.2. Financial performance
8.2.3.3. Product benchmarking
8.2.3.4. Strategic initiatives
8.2.4. Deutsche Familienversicherung AG (DFV)
8.2.4.1. Company overview
8.2.4.2. Financial performance
8.2.4.3. Product benchmarking
8.2.4.4. Strategic initiatives
8.2.5. Petplan (Allianz)
8.2.5.1. Company overview
8.2.5.2. Financial performance
8.2.5.3. Product benchmarking
8.2.5.4. Strategic initiatives
8.2.6. Getsafe GmbH
8.2.6.1. Company overview
8.2.6.2. Financial performance
8.2.6.3. Product benchmarking
8.2.6.4. Strategic initiatives
8.2.7. Jab Holding Company
8.2.7.1. Company overview
8.2.7.2. Financial performance
8.2.7.3. Product benchmarking
8.2.7.4. Strategic initiatives
8.2.8. Conmed Corporation
8.2.8.1. Company overview
8.2.8.2. Financial performance
8.2.8.3. Product benchmarking
8.2.8.4. Strategic initiatives
8.2.9. Direct Line (U K Insurance Limited)
8.2.9.1. Company overview
8.2.9.2. Financial performance
8.2.9.3. Product benchmarking
8.2.9.4. Strategic initiatives
8.2.10. EQT AB
8.2.10.1. Company overview
8.2.10.2. Financial performance
8.2.10.3. Product benchmarking
8.2.10.4. Strategic initiatives
8.2.11. Waggel Limited
8.2.11.1. Company overview
8.2.11.2. Financial performance
8.2.11.3. Product benchmarking
8.2.11.4. Strategic initiatives
8.2.12. ProtectaPet
8.2.12.1. Company overview
8.2.12.2. Financial performance
8.2.12.3. Product benchmarking
8.2.12.4. Strategic initiatives
8.2.13. Perfect Pet Insurance
8.2.13.1. Company overview
8.2.13.2. Financial performance
8.2.13.3. Product benchmarking
8.2.13.4. Strategic initiatives
8.2.14. Feather Insurance (Popsure Deutschland GmbH)
8.2.14.1. Company overview
8.2.14.2. Financial performance
8.2.14.3. Product benchmarking
8.2.14.4. Strategic initiatives
8.2.15. Agria Pet Insurance Ltd
8.2.15.1. Company overview
8.2.15.2. Financial performance
8.2.15.3. Product benchmarking
8.2.15.4. Strategic initiatives
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