Other Pet Food in Brazil

PROSPECTS

Sociodemographic factors continue positively impacting other pets’ population

The portion of the pet population comprised of birds, fish and reptiles is growing due to changing habits in society. As urbanisation rates grow and demographic density increases, homes are both more verticalised and smaller, encouraging consumers to choose smaller pets that demand less space.

Regular seeds and vegetables harm pet food sales

Other pet food is still being impacted by intense competition from human food categories such as fruits, vegetables and regular seeds, especially when it comes to birds and rodents, which are traditionally fed with these products. Owners of such pets do not see such specific products as necessary, especially due to the higher prices compared to human food.

Exposure in pet superstores helps premium other pet food brands to grow

Premiumisation is also seen in other pet food, with products specifically targeted at certain animal sizes, breeds, indoor/outdoor habits or specific animal characteristics, for example, sticks to wear out rodents’ teeth. This movement also includes the addition of natural ingredients such as propolis, garlic and honey to naturally enhance pets’ immunity as consumers are increasingly concerned about their quality of life.

COMPETITIVE LANDSCAPE

Alcon Ltda invests in branding and higher quality positioning

Following the premiumisation trend, Alcon recently invested in branding, redesigning the brand in 2019 and emphasising a more natural aspect, as well as including the signature of the company’s founder Jacques Voirol, well known for creating products for other pets. The company also invested in advertising its products in specialised pet magazines such as Negócios Pet while it also keeps an active page on social media with information about how to care for more exotic animals and how to make better use of its products.

Nutrópica Ltda innovates through products focused on premium segment

Nutrópica continues to innovate seeking to increase its market presence. Besides moving its branding strategy to include images of raw ingredients, emphasising a more natural aspect, its new product developments are in line with consumer trends, with consumers looking for natural products with more functional benefits for their pets.

Regional players lose share while leading companies consolidate with channel and branding investments

Other pet food is a very fragmented category in Brazil, especially due to the large territorial coverage of the country and the prevalence of non-grocery stores in Brazil, a channel locally called “agropecuárias” (which sells gardening and farming supplies in rural areas, where pets such as birds are very common). Local brands are prominent in these stores.

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