Dogs are no longer simple pets to cuddle, but real children with consequent anxieties, protections and responsibilities towards them. According to Assalco Zoomark research in 2019, 95% of Italian pet owners believe that dogs (and cats) are full members of the family!
This is a very evident trend also on a social level. Institutions and companies have begun to recognize the importance of pets and they are starting moving into the direction of simplifying and harmonizing their coexistence in every area of life.
According to the latest Eurispes report (01/31/2020), 4 out of 10 Italians welcome at least one animal at home.
The pet owner is predominantly female. It has a higher education than the average population.
Compared to the national average, there are a greater number of pet owners in the age group between 45 and 64 years, when the income is a little higher and the children begin to be independent. (Assalco Zoomark report 2019).
The owners invest emotional energy, time, sense of responsibility and economic commitment for their dog.