Other Pet Food in Chile

PROSPECTS

Focus on cats and dogs leaves little room for other pets

Other pet food remains a niche area with few innovations or new product launches. Players are reluctant to invest in this area due to a lack of interest while retailers are also often reluctant to stock other pet food, with this in turn linked to a small other pet population.

Non-prepared food appeals, being seen as natural, healthy and cheaper

Other pet food also continues to be restricted by the belief that small mammals and reptiles should be fed natural food, while many also believe that birds should be fed unpackaged grain and bread. Non-prepared alternatives are also considerably cheaper in comparison to packaged other pet food, with many unwilling to pay higher prices for the latter.

Consumers driven towards small specialist outlets as distribution dwindles

The number of stores selling other pet food continues to dwindle, in contrast to the widening distribution seen for dog and cat food. Many pet stores notably offer only a limited range of options for other pets in terms of accessories and food.

COMPETITIVE LANDSCAPE

Limited brand range hinders sales growth, with distribution reach shaping shares

The availability of brands within other pet food remains limited in Chile, with few brands of note being accessible and shares determined mainly by distribution presence rather than marketing or innovation. The range of brands available varies by category, generally with each category having one or two strong leaders and facing little competition in terms of distribution presence.

Diminishing store-based distribution will prove challenge in the forecast period

With low demand likely to continue, other pet food will become an increasingly niche area in the forecast period, with sales becoming more dependent on specialised channels such as pet shops. As hypermarkets and supermarkets reduce the amount of space devoted to other pet food, it is likely that these outlets will increasingly offer only one or two brands, typically focusing on bird food and small mammal food and offering only the most popular and basic products.

Little scope for mainstream new product development

While Sociedad Importadora y Exportadora Caupolicán continues to lead sales through Canary Song, recently introduced premium brands like Hagen Chile’s Living World and Exoterra have carved out significant market share. However, while these new brands are expected to continue to gain consumers, their more premium positioning will make it difficult to displace Canary Song as leader.

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