In recent years, the market of pet food and equipment is continuously growing in Europe, but also in the whole World. The Republic of Croatia is recording an increase in demand and consumption at the pet food and equipment market. The purpose of this paper is to analyze the situation on the market of pet food and equipment in the Republic of Croatia, while the aim is to explore the possibilities of industry development and marketing of Croatian products, to investigate the willingness of domestic consumers to accept domestic products as a substitute for imported ones, to determine whether trends in the production of food and equipment for pets are followed or whether this market niche is not well recognized in the Republic of Croatia. The paper applies the methods of secondary and primary research. Secondary research includes a review of relevant scientific and professional literature and a search of databases on supply and demand trends in this market. The primary research was conducted through a survey questionnaire. The collected data were analyzed using statistic methods. The market for pet food and equipment is constantly growing, evolving and customers are becoming more demanding, with more and more specific requirements. The purchasing power of pet owners is growing, and they are willing to spend more on their pets to ensure they have a better life. There is significant potential for the development of this industry in the Republic of Croatia, and it requires only a bit of good will, less bureaucracy and much more incentives from the state and local authorities, greater entrepreneurial innovation and focus on meeting specific demand rather than mass production.