The cat population has seen the strongest growth among pet types in recent years. There are several drivers behind this trend, both sociodemographic and behavioural.
Wet cat food is still widely perceived as a premium product and getting consumers to switch from dry to wet food is one of the industry’s major challenges today. While in more developed markets wet food has significant representation in total cat food sales, in Brazil it is still reserved to more niche consumers, especially due to its high price per gram.
Historically, multinationals Mars and Nestlé have been the leaders in cat food in Brazil. Besides being first-movers, both companies also benefit from scale in terms of distribution, especially due to the fact that Brazil is a country with extremely challenging logistics, given its size and lack of transportation infrastructure, like railways for example.
One example of a more affordable brand is Grandfood’s Golden line of mid-priced dry cat food. Like the movement seen in dog food, Golden fills the gap for consumers who seek products positioned as premium but with more affordable pricing in the mid-price range.
As previously mentioned, the economic recession that hit the country saw well-known household international brands suffer across several consumer goods categories due to their perceived high prices. Nestlé Purina in particular suffered due to its slightly higher pricing, even for mid-priced brands like Friskies.
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This industry report originates from Passport, our Pet Care market research database.