Other Pet Food in Brazil

PROSPECTS

As the Brazilian economy starts to recover, other pet food continues to grow

The other pet food category saw an increase in both volume and value terms in 2017, as the Brazilian economy finally showed much anticipated signs of recovery.

Bird owners invest in prepared bird food as rising employment increases time away from home

Brazil saw decreasing unemployment in 2017, which is expected to continue. Consumers, especially women (who are typical owners of canaries and cockatiels) are playing a greater role in the workforce, which results in them spending less time at home, driving growth in prepared bird food.

Consumers are focusing on products ingredients and healthiness

Brazilian consumers are looking more carefully at the ingredients and origins of products they purchase, especially in regards to food. This includes pet food, as pets are increasingly seen as family members.

COMPETITIVE LANDSCAPE

Alcon remains the leading player and sets industry standards for new product developments

Local players are still significant in other pet food, due to their regional bases and solid distribution, making this category highly fragmented. It includes brands like MegaZoo, Hercosul Alimentos, Zootekna and Nutral for bird food and Nutral, MegaFood and Dr Brassleer for fish food.

Avitrin brand aims to offer more natural appeal

Avitrin is a brand from Coveli, a small player that is growing in other pet food through several distribution channels, including pet superstores and hypermarkets. Its core product line is vitamins and dietary supplements for birds.

Tetra continues to face intense competition from regional players

While Alcon still dominates fish food in Brazil, second placed Tetra continues to lose value share to regional players. This is due primarily to the lack of differentiation between fish food brands.

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