Pet Alliance Europe

What Pet Alliance Europe does

Pet Alliance Europe is a Brussels-headquartered, non-profit industry coalition that was formed in 2021 by AnimalhealthEurope (representing companies covering ~90% of the European veterinary medicines market) and FEDIAF EuropeanPetFood, and later joined by FECAVA (25,000+ companion animal veterinarians across 39 European countries) and FVE (38 European countries). Its mission is to raise awareness of the human-animal bond and to advocate for the integration of pet welfare into EU health, aging, and animal welfare policy, including the development of harmonised EU-wide standards for assistance, therapy, and emotional support animals.

The coalition does not develop or sell technology products. Its deliverables are a digital advocacy and education platform (pet-power.eu), a research-aggregation hub summarising peer-reviewed studies on the physical, mental, and social benefits of pet ownership, the downloadable Human Animal Bond booklet, and a calendar of community events. The flagship event is the annual #PetPower Night at the Résidence Palace in Brussels, complemented by the Best Buddies photo contest for Brussels Bubble professionals and online events co-organised with Parliament Magazine (e.g., 'Can Pets Power Health in Europe?', September 2021). The coalition's only direct contact channel is the shared inbox [email protected]; social presence is anchored on @PetPowerEU on Twitter/X.

The business model is non-commercial. The coalition does not operate a pricing model, sell products or services, or generate licensing or royalty revenue; all content and events are provided free of charge. Operating costs and advocacy work are sustained through the founding and member associations (AnimalhealthEurope, FEDIAF, FECAVA, FVE). Target audiences are not customers in a revenue sense but stakeholder groups: EU policymakers and institutions (DG SANTE, MEPs), the general European pet-owning public (139M+ households, per FEDIAF data), healthcare and educational professionals exploring animal-assisted interventions, and assistance/therapy animal organisations seeking EU-level welfare standards.

Name

Pet Alliance Europe

Legal name

Pet Alliance Europe

Website

https://pet-power.eu

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Pet Alliance Europe is a Brussels-based, non-profit coalition formed in 2021 by AnimalhealthEurope, FEDIAF, FECAVA, and FVE that advocates for the human-animal bond and pet welfare in EU health and animal-welfare policy through research, events, and awareness campaigns.

Ownership category

akta.pro rank

Product category

Animal Welfare Policy Advocacy

NAICS

Social Advocacy Organizations (8133)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

Keywords

• Animal welfare advocacy
• Pet policy research
• Human-animal bond
• Responsible pet ownership
• EU animal welfare

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Membership and founding support: Pet Alliance Europe was formed in 2021 by AnimalhealthEurope and FEDIAF EuropeanPetFood and later joined by FECAVA and FVE. The alliance is coordinated by its founding members and does not appear to operate a commercial revenue model. Activities are supported through the member associations.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Pet Alliance Europe is a Brussels-based non-profit advocacy coalition that promotes the human-animal bond and pet welfare across Europe. It aggregates peer-reviewed research on pet ownership benefits, publishes educational content and booklets, hosts annual networking events (#PetPower Night), runs awareness campaigns, and advocates for harmonised EU-level standards for assistance animals and animal-assisted interventions. The coalition serves as a unified voice bridging industry associations, veterinary bodies, and EU policymakers.

Product overview

Pet Alliance Europe operates primarily as an advocacy and education organization rather than a technology product company. Their core offering is the Pet Power website platform, which provides educational content about pet ownership benefits and responsible pet care. The organization supplements this with a comprehensive blog covering pet care topics (health, nutrition, exercise, wellbeing), a research hub summarizing scientific studies on the human-animal bond, and event programs including annual #PetPower Night gatherings and the Best Buddies photo contest. They also publish the Human Animal Bond Booklet as a downloadable resource. There are no software products, applications, or technology platforms with distinct product modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Pet Power Website Platform The organization's primary advocacy and education platform providing information about pet ownership benefits, responsible pet care, and the human-animal bond (#PetPower concept), targeting EU policymakers, veterinary professionals, and the general European public.
• #PetPower Night Annual Event Annual pet-friendly networking event held at Résidence Palace in Brussels attracting MEPs, EU officials, assistance animal organisations, and Brussels-based professionals. Includes keynote speakers, photo contest awards, and networking around the human-animal bond.
• Best Buddies Photo Contest Annual photo contest for pets of people working in EU institutions and Brussels Bubble, promoting awareness of the human-animal bond through community engagement.
• Human Animal Bond Booklet

Quantifiable outcome

• Dog owners are four times more likely to meet physical activity guidelines (150 mins/week) than non-dog owners (2019 UK study)
• +6 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered notable, minor, founding / core and core.

• Dogs for GoodnotableStrategic or Co-development Partner · 1 January 2022Dogs for Good is a UK-based assistance dog organisation. Its Chief Executive Peter Gorbing served as keynote speaker at the 2022 #PetPower Night, discussing the importance of harmonised guidelines for assistance, therapy, and emotional support animals across Europe. The organisation exemplifies the #PetPower concept through its training of assistance dogs.
• Fondation I SeeminorStrategic or Co-development Partner · 1 January 2022Fondation I See trains guide dogs for the blind and participated as a showcase organisation at the 2022 #PetPower Night event in Brussels, representing assistance animal training work in Europe.
• DYADISminorStrategic or Co-development Partner · 1 January 2022DYADIS is an assistance dog training organisation (based in Belgium/Netherlands) that participated at the 2022 #PetPower Night. DYADIS trains assistance dogs to support people with disabilities, representing the broader assistance animal ecosystem that Pet Alliance Europe advocates for.
• FYDO (Assistance Dogs for Crime Victims)minorStrategic or Co-development Partner · 1 January 2022FYDO trains assistance dogs to support victims of crime. The team participated at the 2022 #PetPower Night, illustrating the diverse roles assistance animals play in society and aligning with Pet Alliance Europe's advocacy for harmonised EU standards.
• Villa Samson (Pet Therapy Hospital Volunteers)minorOthers · 1 January 2022Villa Samson is a pet therapy programme at UZ Brussel hospital in Belgium, providing animal-assisted therapy to patients. Volunteers participated in the 2022 #PetPower Night, representing therapeutic applications of the human-animal bond in healthcare settings.
• Victim Support EuropeminorOthers · 1 January 2022Victim Support Europe attended the 2022 #PetPower Night and is connected through the involvement of FYDO assistance dogs trained to support victims of crime, illustrating the intersection of assistance animals and victim support services.
• AnimalhealthEuropefounding / coreStrategic or Co-development Partner · 1 January 2021AnimalhealthEurope represents companies that research, develop, and manufacture veterinary medicines in Europe. It is one of the two founding members of Pet Alliance Europe and serves as the coordinating organisation. AnimalhealthEurope membership covers 90% of the European market for veterinary products. The association provides industry perspective and veterinary expertise to the coalition.
• FEDIAF EuropeanPetFoodfounding / coreStrategic or Co-development Partner · 1 January 2021FEDIAF represents the European pet food industry. It is the second founding member of Pet Alliance Europe and co-coordinator of the coalition. FEDIAF provides pet population data and statistics (e.g., over 50% of Europeans own pets, 129M cats, 106M dogs in Europe) and advocates for the societal benefits of pet ownership.
• FECAVA (The Federation of Companion Animal Veterinary Associations)coreStrategic or Co-development Partner · 1 January 2021FECAVA is the platform for promotion of professional development and representation of companion animal veterinarians in Europe, representing more than 25,000 companion animal veterinarians in 39 European countries. FECAVA joined Pet Alliance Europe after its initial formation.
• FVE (The Federation of Veterinarians of Europe)coreStrategic or Co-development Partner · 1 January 2021FVE is an umbrella organisation of veterinary organisations from 38 European countries. It joined Pet Alliance Europe after the coalition's initial formation in 2021, bringing veterinary professional representation to the alliance.
• Parliament MagazinenotableGTM or Marketing Partner · 1 January 2021Parliament Magazine co-organised the online launch event 'Can Pets Power Health in Europe?' with Pet Alliance Europe in September 2021, providing a platform for MEPs, EU Commission officials, and industry leaders to discuss the human-animal bond at EU level. This media partnership provided editorial coverage and audience access.
• Project Nosaïs-Covid-19 (Maisons-Alfort National Veterinary School, EnvA, France)notableStrategic or Co-development Partner · 1 January 2020Professor Dominique Grandjean from the Alfort National Veterinary School (EnvA) in France presented Project Nosaïs-Covid-19 at the coalition's launch event. The project trained dogs to detect COVID-19 on human sweat samples — validated by the WHO — serving as a prominent example of #PetPower in action and demonstrating the societal value of the human-animal bond.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• International Fund for Animal Welfare (IFAW): Global animal welfare and conservation NGO with active Brussels office working on EU policy. Comparable as an internationally operating advocacy organisation engaging EU institutions on animal welfare issues.
• World Animal Protection: Global animal welfare NGO with EU advocacy presence focused on animal welfare policy and the human-animal bond. Comparable scope and mission orientation.
• FOUR PAWS: International animal welfare organisation with strong European footprint, engaged in EU policy advocacy on companion animal welfare and human-animal interactions. Comparable in pan-European advocacy mission.
• Eurogroup for Animals: Brussels-based umbrella animal welfare advocacy organisation representing dozens of EU member organisations to EU institutions. Most directly comparable peer in terms of Brussels-based EU advocacy for animal welfare.

Emerging players

• Animal Equality: International animal advocacy organisation with EU presence focused on farmed animal protection and corporate engagement. Comparable as a Brussels-engaged advocacy voice with strong social media and campaign execution.
• Assistance Dogs International: Coalition of assistance dog organisations setting standards and advocating for assistance animal welfare globally. Directly comparable as an industry/profession coalition advocating for assistance animal standards, one of Pet Alliance Europe's stated policy goals.

Broad incumbents

• Humane Society International: Larger global animal welfare organisation with broad portfolio (farm animals, wildlife, pets, research) and EU-facing campaigns. Comparable as a high-profile international animal welfare advocate.

Regional players

• American Pet Products Association (APPA): US pet industry trade association promoting pet ownership benefits and industry data. Comparable as an industry-aligned pet advocacy association, though focused on the US market.
• Pet Industry Federation: UK trade association for the pet industry, representing pet businesses and advocating for pet ownership benefits. Comparable as an industry-aligned pet advocacy body, though at national rather than EU level.
• Royal Society for the Prevention of Cruelty to Animals (RSPCA): UK-based established animal welfare charity with EU policy engagement on companion animal welfare. Comparable mission though primarily UK-focused operationally.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PetPowerEU

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Pet Alliance Europe