Strong fundamentals for pet care growth
In 2012 and at the beginning of 2013 Colombia witnessed the continuation of healthy growth of pet care. Throughout the review period to 2013, pet care has been boosted by a combination of GDP and consumption growth, together with lifestyle changes. Rising incomes are helping to gradually close the gap between prepared pet foods and non-prepared alternatives, such as table scraps, leading to a solid performance of cat and dog food. While dog ownership is largely stable, consumers are increasingly living in smaller homes in urban centres, which is helping to promote cats as pets and therefore strong growth in cat food and cat litter.
Increasing role of pet health
Evolving pet health trends encapsulated the primary trend seen in 2012. On the one hand, veterinarians and the press successfully popularised a number of health issues and treatments, including the emerging use of homeopathy for cats and dogs. One result of the push for new types of health care for pets was the first Congress on Complementary Medicine and Alternative Therapies in Veterinary Medicine, held in Bogota in 2012. Companies have also been pushing the trend, as seen in the launches of new, healthier pet food products in 2011 and 2012. Although not all of these have been successful, as was the case with Purina Cat Chow Vida Sana, other products, such as Precept Plus or Small Bites by Hill’s Science Diet, may have better luck.
Local and regional players becoming more aggressive in their fight for share
Multinational companies continue to hold strong positions throughout pet care, bolstered by their historical success in dog food, which accounts for the vast majority of overall pet care value and volume sales. However, while Nestlé Purina PetCare and Mars Andean have staked out strong claims, local and regional companies are becoming more aggressive in challenging them. Solla, for example, has been engaging in consumer research and new product launches, and though the success of some of these products remains to be seen, they show that the company is willing to invest and try to challenge the established players head on. In other pet products, small and local competitors have also been gaining share through price competition.
Distribution remains fragmented
After the fast emergence of pet superstores in 2011, channel distribution saw stability in 2012. Pet care continues to see a very fragmented retailing landscape. Pet stores and pet superstores, such as Cepa, Kanú and Mi Corral, are only small regional chains, and sales through small independent pet stores and grocery retailers are also common. Distribution also remains somewhat limited, as not all areas of the country have access to stores that carry pet care. According to industry experts, Finca has been a leader in introducing cat and dog food to rural areas where these products were previously unavailable, and that this tendency is helping to promote growth.
Industry counting on continued growth
The industry consensus is that pet care will perform well over the forecast period, driven by a mixture of positive GDP and income growth, changes in consumer habits and lifestyles (such as more consumers living alone). Better purchasing power will allow more consumers to act on humanisation tendencies and treat their pets more lavishly. At the same time, raising awareness and more education about pet health is expected to help boost sales, and should also be the key driver of new product launches. Even more important is the fact that dog and cat food both still have large non-prepared food gaps, meaning plenty of room for continued growth.
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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.
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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?
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- Gain competitive intelligence about market leaders
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This industry report originates from Passport, our Pet Care market research database.