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Country Report

Colombia Flag Pet Care in Colombia

| Pages: 56

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Pet care continues to show strong growth

In 2014 Colombia witnessed continued healthy growth in pet care and this growth is expected to continue in 2015. Throughout the review period to 2014, pet care was boosted by a combination of GDP and consumption growth, together with lifestyle changes. Rising incomes are helping to gradually reduce the gap between prepared pet food and non-prepared alternatives, such as table scraps, which is leading to a solid performance for dog and cat food. While dog ownership is largely stable, consumers are increasingly living in smaller homes in urban areas. People who do not have time to walk a dog prefer cats as pets, and therefore there is strong growth in sales of cat food and cat litter.

Increasing number of pet products and services

The number of people not interested in having children is increasing in Colombia, and more people are opting for pets instead to fit their lifestyles. The increasing number of pets and the trend towards pet humanisation (treating the pet as a member of the family) have resulted in a wider range of products and services for pets in Colombia. There are many more specialised products and tailored services being demanded by pet owners, such as disguises, pet treats with health benefits, natural food, dog walkers, day care, hair styling, dentistry, hotels, funerary services, insurance and photo shoots.

Imported products are flooding the market

The number of imported pet products from the US, the EU, Argentina, Brazil and Chile is growing. Thanks to the entry into force of free trade agreements (FTA) with these countries, products can be imported without tariffs and can compete through innovative features, high quality and competitive prices. Local manufacturers are fighting to maintain their portion of the market with more specialised products, prices and distribution.

Online pet stores are gaining in presence

Although internet retailing sales in Colombia for pet care products are still emerging, many online pet stores have been introduced (such as www.ciudaddemascotas.com, www.alimentoanimal.co, www.wawaw.co, www.petgourmet.com.co, and www.naricesfrias.co) and have been very well received, as people who work full time do not have time to spend going to buy food for their pets. In addition, some pet care brands are not available in every Colombian city, so consumers can order them online and get the product in a few days. Also, chained supermarkets such as Éxito, Makro and La 14 are selling pet products online.

Pet food shows much potential for future growth

Pet food will perform well over the forecast period, as there is significant potential for growth. More education about pet health is expected to help boost sales and should also be the key driver of new product launches. Dog food and cat food both still lag behind non-prepared food, meaning there is plenty of room for the continued growth of packaged pet food, especially in rural areas.

The performance of the Colombian economy remains positive

The Colombian economy continued to grow in 2014 by 4.6%. For 2015, a similar growth rate is expected as Colombia has maintained a single-digit unemployment rate and consumer expenditure has been steadily rising. Private consumption rose by over 4.5% in 2014, whereas in 2015 growth will be maintained but will be only up to 3.2% because of constant fluctuation to the US dollar.

As a result of the good performance of the Colombian economy, the size of the Colombian middle class has increased, which has boosted sales of non-essential products such as pet food.

Outlook

Colombia’s positive economic performance and rising consumer expenditure have combined to make the country one of Latin America’s most attractive growth markets for consumer goods. This rising consumption has in turn boosted the prospects of the pet care industry.

Indeed, most pet care products had a positive performance in 2014 and growth is expected to continue in 2015. Rising incomes are allowing low-income consumers to buy more, and this is helping to narrow the gap between prepared and non-prepared dog food products. Previously niche categories, such as wet dog food, are now quite in vogue, with that particular category growing strongly. In particular, premium wet dog food grew in 2014 as dog owners continued to give their dogs different food, to prevent their dogs being bored with having the same food every day. Additionally, dogs prefer wet food as it smells better and is tastier for them. Also, there is medicated wet food available for treating intestinal problems such as I/D from Hill’s. As volume sales in the review period have been relatively low, there is still a lot of potential for emerging categories, such as wet dog food.

Imported products are filling needs that domestic products are not

Imported products entering the market are more specialised, offering additional benefits that domestic products do not have, such as food without cereals and hypoallergenic food. Most of the new, innovative, brands are being imported from Argentina, the US, France and Brazil. Among the new brands for dogs, Prairie from Nature’s Variety from the US is performing very well, as it provides middle- and upper-income consumers with a more natural food option for their dogs.

Some manufacturers of imported brands are relaunching their products, such as Nestlé Purina PetCare de Colombia SA, which relaunched its premium brand Purina Pro Plan in March 2014, with innovations such as packaging and product benefits. Purina Pro Plan is manufactured in Argentina. Among innovations is the Opti Start technology, which contains bovine colostrum, which strengthens the immune system of puppies.

Outlook

Colombian pet owners are becoming more educated about pet food and therefore they are requesting more specialised products. As a result, brands that do not offer innovative products are tending to disappear, because there is a wider range of options, and a bigger demand for specialised products. As such, imported brands will continue to perform well in the Colombian market, as products from more advanced economies are expected to fill niches that domestic companies cannot.

Colombians increasingly prefer higher-quality food for their pets

Owners of dogs and cats increasingly feel that their pets are members of the family and, as such, they are willing to spend more money to improve their pets’ health and prolong their lives as much as possible. Foods that do not contain grains or artificial colours and flavours are more expensive, but are becoming more popular in Colombia, as these products claim that they are beneficial to pet health. As a result, consumers are increasingly buying these products, with some examples being Hill’s Ideal Balance and Taste of the Wild.

Outlook

Manufacturers of pet care products (especially imported brands) will invest more in research and development, in order to offer higher-quality products at competitive prices. This market will continue to mature in the forecast period, as more competitors enter. The increasing range of pet products in Colombia will put pressure on manufacturers to innovate to the point of creating specialised foods for a certain breed or medical condition.

Pet obesity is becoming a concern

Many dogs and cats are suffering from obesity, mainly those in urban areas in small apartments, as sometimes their owners do not have the time to exercise them enough. Veterinarians are warning pet owners about the health risks of obesity for their pets, which reduces their quality of life and life expectation. Diet foods are becoming more popular as demonstrated by Hill’s Canine Light Small Bites, Dog Chow Light, Eukanuba Weight Control Large Breed and Hill’s Feline Adult Light and Max Light, among others.

Outlook

As pet owners have become more aware that obesity can negatively affect the health of their pets, the demand for light and diet pet food options will continue to grow over the forecast period. Consumers will continue to positively respond to the increasing offering of light and healthy products in the market, and the demand for them is just beginning to show its full potential.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Care industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Colombia for free:

The Pet Care in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Pet Care in Colombia?
  • What are the major brands in Colombia?
  • How did the downturn affect pet care spending?
  • Which is the best-performing category within pet care?
  • Which is the fastest-growing pet food manufacturer?
  • How have pet specialists fared in recent years?
  • What are growth prospects for pet care in the next 5 years?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

Table of Contents

Pet Care in Colombia - Industry Overview

EXECUTIVE SUMMARY

Pet care continues to show strong growth

Increasing number of pet products and services

Imported products are flooding the market

Online pet stores are gaining in presence

Pet food shows much potential for future growth

The performance of the Colombian economy remains positive

Imported products are filling needs that domestic products are not

Colombians increasingly prefer higher-quality food for their pets

Pet obesity is becoming a concern

MARKET INDICATORS

  • Table 1 Pet Populations 2010-2015

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2010-2015
  • Table 3 Sales of Pet Care by Category: Value 2010-2015
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2010-2015
  • Table 5 Sales of Pet Care by Category: % Value Growth 2010-2015
  • Table 6 NBO Company Shares of Pet Food: % Value 2010-2014
  • Table 7 LBN Brand Shares of Pet Food: % Value 2011-2014
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2010-2014
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2011-2014
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2010-2014
  • Table 11 Distribution of Pet Care by Format: % Value 2010-2015
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2015
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2010-2015
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2015
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2015-2020
  • Table 16 Forecast Sales of Pet Care by Category: Value 2015-2020
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2015-2020
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Colombia - Company Profiles

Alimentos Nutrion SA in Pet Care (Colombia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Alimentos Nutrion SA: Key Facts
  • Summary 3 Alimentos Nutrion SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Alimentos Nutrion SA: Competitive Position 2014

Alimentos Polar de Colombia SA in Pet Care (Colombia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Alimentos Polar De Colombia SA: Key Facts
  • Summary 6 Alimentos Polar De Colombia SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Alimentos Polar De Colombia SA: Competitive Position 2014

Federico Osorio A SA in Pet Care (Colombia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Federico Osorio A SA: Key Facts
  • Summary 9 Federico Osorio A SA: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 10 Federico Osorio A SA: Competitive Position 2014

Solla SA in Pet Care (Colombia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Solla SA: Key Facts
  • Summary 12 Solla SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Solla SA: Competitive Position 2013

Cat Food in Colombia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2010-2015
  • Table 20 Cat Population 2010-2015
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2010-2015

CATEGORY DATA

  • Summary 14 Cat Food by Price Band 2015
  • Table 22 Sales of Cat Food by Category: Volume 2010-2015
  • Table 23 Sales of Cat Food by Category: Value 2010-2015
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2010-2015
  • Table 25 Sales of Cat Food by Category: % Value Growth 2010-2015
  • Table 26 Sales of Premium Cat Food by Category: Value 2010-2015
  • Table 27 NBO Company Shares of Cat Food: % Value 2010-2014
  • Table 28 LBN Brand Shares of Cat Food: % Value 2011-2014
  • Table 29 LBN Brand Shares of Cat Treats: % Value 2011-2014
  • Table 30 Forecast Sales of Cat Food by Category: Volume 2015-2020
  • Table 31 Forecast Sales of Cat Food by Category: Value 2015-2020
  • Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2015-2020
  • Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2015-2020

Dog Food in Colombia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 34 Dog Owning Households: % Analysis 2010-2015
  • Table 35 Dog Population 2010-2015
  • Table 36 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2010-2015

CATEGORY DATA

  • Summary 15 Dog Food by Price Band 2015
  • Table 37 Sales of Dog Food by Category: Volume 2010-2015
  • Table 38 Sales of Dog Food by Category: Value 2010-2015
  • Table 39 Sales of Dog Food by Category: % Volume Growth 2010-2015
  • Table 40 Sales of Dog Food by Category: % Value Growth 2010-2015
  • Table 41 Sales of Premium Dog Food by Category: Value 2010-2015
  • Table 42 NBO Company Shares of Dog Food: % Value 2010-2014
  • Table 43 LBN Brand Shares of Dog Food: % Value 2011-2014
  • Table 44 LBN Brand Shares of Dog Treats: % Value 2011-2014
  • Table 45 Forecast Sales of Dog Food by Category: Volume 2015-2020
  • Table 46 Forecast Sales of Dog Food by Category: Value 2015-2020
  • Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2015-2020
  • Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2015-2020

Other Pet Food in Colombia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 49 Other Pet Population 2010-2015

CATEGORY DATA

  • Table 50 Sales of Other Pet Food by Category: Volume 2010-2015
  • Table 51 Sales of Other Pet Food by Category: Value 2010-2015
  • Table 52 Sales of Other Pet Food by Category: % Volume Growth 2010-2015
  • Table 53 Sales of Other Pet Food by Category: % Value Growth 2010-2015
  • Table 54 LBN Brand Shares of Bird Food: % Value 2011-2014
  • Table 55 LBN Brand Shares of Fish Food: % Value 2011-2014
  • Table 56 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2011-2014
  • Table 57 Forecast Sales of Other Pet Food by Category: Volume 2015-2020
  • Table 58 Forecast Sales of Other Pet Food by Category: Value 2015-2020
  • Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2015-2020
  • Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2015-2020

Pet Products in Colombia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Pet Products by Category: Value 2010-2015
  • Table 62 Sales of Pet Products by Category: % Value Growth 2010-2015
  • Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2010-2015
  • Table 64 Sales of Other Pet Products by Type: % Value Breakdown 2010-2015
  • Table 65 Forecast Sales of Pet Products by Category: Value 2015-2020
  • Table 66 Forecast Sales of Pet Products by Category: % Value Growth 2015-2020

Segmentation

This market research report includes the following:

  • Pet Care
    • Pet Food
      • Dog and Cat Food
        • Cat Food
          • Cat Treats and Mixers
            • Cat Mixers
            • Cat Treats
          • Dry Cat Food
            • Economy Dry Cat Food
            • Mid-Priced Dry Cat Food
            • Premium Dry Cat Food
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium Wet Cat Food
            • Dog Food
              • Dog Treats and Mixers
                • Dog Mixers
                • Dog Treats
              • Dry Dog Food
                • Economy Dry Dog Food
                • Mid-Priced Dry Dog Food
                • Premium Dry Dog Food
                • Wet Dog Food
                  • Economy Wet Dog Food
                  • Mid-Priced Wet Dog Food
                  • Premium Wet Dog Food
              • Dog and Cat Food by Price Platform and Type
                • Dog and Cat Food by Price Platform (Excl Treats and Mixers)
                  • Economy Dog and Cat Food
                    • Economy Dry Cat Food
                    • Economy Dry Dog Food
                    • Economy Wet Cat Food
                    • Economy Wet Dog Food
                  • Mid-Priced Dog and Cat Food
                    • Mid-Priced Dry Cat Food
                    • Mid-Priced Dry Dog Food
                    • Mid-Priced Wet Cat Food
                    • Mid-Priced Wet Dog Food
                  • Premium Dog and Cat Food
                    • Premium Dry Cat Food
                      • Premium Dry Dog Food
                        • Premium Wet Cat Food
                          • Premium Wet Dog Food
                        • Dog and Cat Food by Price Platform (incl Treats and Mixers)
                          • Cat Food by Price Platform
                            • Cat Treats and Mixers
                              • Cat Mixers
                              • Cat Treats
                            • Economy Cat Food
                              • Economy Dry Cat Food
                              • Economy Wet Cat Food
                            • Mid-Priced Cat Food
                              • Mid-Priced Dry Cat Food
                              • Mid-Priced Wet Cat Food
                            • Premium Cat Food
                              • Premium Dry Cat Food
                                • Premium Wet Cat Food
                              • Dog Food by Price Platform
                                • Dog Treats and Mixers
                                  • Dog Mixers
                                  • Dog Treats
                                • Economy Dog Food
                                  • Economy Dry Dog Food
                                  • Economy Wet Dog Food
                                • Mid-Priced Dog Food
                                  • Mid-Priced Dry Dog Food
                                  • Mid-Priced Wet Dog Food
                                • Premium Dog Food
                                  • Premium Dry Dog Food
                                    • Premium Wet Dog Food
                                • Dog and Cat Food by Type (Excl Treats and Mixers)
                                  • Dry Dog and Cat Food
                                    • Dry Cat Food
                                      • Economy Dry Cat Food
                                      • Mid-Priced Dry Cat Food
                                      • Premium Dry Cat Food
                                      • Dry Dog Food
                                        • Economy Dry Dog Food
                                        • Mid-Priced Dry Dog Food
                                        • Premium Dry Dog Food
                                      • Wet Dog and Cat Food
                                        • Wet Cat Food
                                          • Economy Wet Cat Food
                                          • Mid-Priced Wet Cat Food
                                          • Premium Wet Cat Food
                                          • Wet Dog Food
                                            • Economy Wet Dog Food
                                            • Mid-Priced Wet Dog Food
                                            • Premium Wet Dog Food
                                      • Other Pet Food
                                        • Bird Food
                                        • Fish Food
                                        • Small Mammal/Reptile Food
                                    • Pet Products
                                      • Cat Litter
                                      • Pet Healthcare
                                      • Pet Dietary Supplements
                                      • Other Pet Products

                                  Statistics Included

                                  For each category and subcategory you will receive the following data in Excel format:

                                  From Passport

                                  • Market Sizes
                                  • Company Shares
                                  • Brand Shares
                                  • Distribution
                                  • Analysis by Type
                                  • Number of Vets
                                  • Pet Ownership
                                  • Pet Population
                                  • Prepared Gap
                                  • Pricing
                                  • Product by Life-Cycle
                                  • Products by Ingredient
                                  • Veterinary Clinics for Pets

                                  Market size details:

                                  • Retail volume
                                  • Retail volume % growth
                                  • Retail volume per capita
                                  • Retail value retail selling price % growth
                                  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price % growth
                                  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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