Executive Summary

Jun 2019
Ley Cholito boosts awareness of animal welfare

From February 2019, the Ley Cholito came into force, with this regulating responsible pet ownership and requiring all dogs and cats to be registered in the National Pets Registry. This law also requires owners to microchip these pets and take responsibility for pets’ food and health management, in addition to taking responsibility for any damage a pet causes, with noncompliance resulting in heavy fines.

Products and consumers increasingly sophisticated, as humanisation encourages premiumisation

In Chile, pet care continues to offer a widening and more sophisticated range, with consumers being attracted by the ever expanding availability of new products. Owners are also increasingly educated about the range available due to online research, marketing and the guidance offered by veterinary clinics, with many becoming willing to spend more on their pets.

Nestlé and Nutripro invest in domestic production as they compete for top

Nutripro and Nestlé Chile are clearly confident that pet care sales will see strong growth in the forecast period, with both players launching major new production facilities towards the end of the review period. Nestlé indeed opened Chile’s largest pet food factory to date in April 2018, with this being its first production site in the country, while Nutripro’s new plant was launched in late-2017 and increased the company’s domestic production by around 40%.

Modern grocery retailers benefit from mainstream appeal but internet retailing challenges by offering range and convenience

Supermarkets and hypermarkets remain the most popular mainstream distribution channels for pet care, with this benefiting the leading players as smaller brands can often struggle to gain a foothold in these channels. Consumers appreciate the range of products these outlets offer in dog and cat food, in addition to their use of frequent price promotions the ease of buying these products alongside their regular grocery shop.

Good growth ahead as more dogs and cats become cherished pets

Pet care is expected to see strong current retail value growth over the forecast period, with demand being buoyed by the growing pet population. Moreover, as pet care is still developing in Chile, the leading players are seeing opportunities to shape consumer demand by offering value-added products at affordable prices.

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Pet Care in Chile

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Chile with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Care industry in Chile, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Chile for free:

The Pet Care in Chile 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 Chile?
  • What are the major brands in Chile?
  • 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?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

Pet Care in Chile

EXECUTIVE SUMMARY

Ley Cholito boosts awareness of animal welfare
Products and consumers increasingly sophisticated, as humanisation encourages premiumisation
Nestlé and Nutripro invest in domestic production as they compete for top
Modern grocery retailers benefit from mainstream appeal but internet retailing challenges by offering range and convenience
Good growth ahead as more dogs and cats become cherished pets

MARKET INDICATORS

Table 1 Pet Populations 2014-2019

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2014-2019
Table 3 Sales of Pet Care by Category: Value 2014-2019
Table 4 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 5 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 6 NBO Company Shares of Pet Food: % Value 2014-2018
Table 7 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 11 Distribution of Pet Care by Format: % Value 2014-2019
Table 12 Distribution of Pet Care by Format and Category: % Value 2019
Table 13 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 15 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 16 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Cat Food in Chile

HEADLINES

PROSPECTS

Fussy cats benefit from indulgent attitudes with animal welfare in the spotlight
Premium range diversifies and benefits from growing popularity of internet retailing
Cat treats seen as unnecessary

COMPETITIVE LANDSCAPE

Nestlé banks on mid-priced premiumisation
Whiskas iconic slogan challenged over its veracity
Rebranding and cross-category expansion aim to reposition brands for success

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2014-2019
Table 20 Cat Population 2014-2019
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 2 Cat Food by Price Band
Table 22 Sales of Cat Food by Category: Volume 2014-2019
Table 23 Sales of Cat Food by Category: Value 2014-2019
Table 24 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 25 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 28 NBO Company Shares of Cat Food: % Value 2014-2018
Table 29 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 30 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 31 Distribution of Cat Food by Format: % Value 2014-2019
Table 32 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Dog Food in Chile

HEADLINES

PROSPECTS

Premium brands attract interest but are hindered by limited access and cost concerns
Wet dog food benefits from widening mid-priced range and owners’ indulgence
Interest in dog wellbeing boosted by adoption campaigns and new legislation

COMPETITIVE LANDSCAPE

Dog food players embrace social media and veterinary clinics marketing
Mass media marketing remains key in gaining mainstream attention
Nestlé follows Nutripro’s lead and expands domestic production

CATEGORY INDICATORS

Table 36 Dog Owning Households: % Analysis 2014-2019
Table 37 Dog Population 2014-2019
Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 3 Dog Food by Price Band
Table 39 Sales of Dog Food by Category: Volume 2014-2019
Table 40 Sales of Dog Food by Category: Value 2014-2019
Table 41 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 42 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 45 NBO Company Shares of Dog Food: % Value 2014-2018
Table 46 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 47 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 48 Distribution of Dog Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 50 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Other Pet Food in Chile

HEADLINES

PROSPECTS

Focus on cats and dogs leaves little room for other pets
Non-prepared food appeals, being seen as natural, healthy and cheaper
Consumers driven towards small specialist outlets as distribution dwindles

COMPETITIVE LANDSCAPE

Limited brand range hinders sales growth, with distribution reach shaping shares
Diminishing store-based distribution will prove challenge in the forecast period
Little scope for mainstream new product development

CATEGORY INDICATORS

Table 53 Other Pet Population 2014-2019

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2014-2019
Table 55 Sales of Other Pet Food by Category: Value 2014-2019
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 57 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 58 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 59 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 61 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 63 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in Chile

HEADLINES

PROSPECTS

Owners seek to express identity via lifestyle products
Growing demand for more innovative and efficient cat litter
Pet healthcare benefits from increasingly conscientious dog and cat owners

COMPETITIVE LANDSCAPE

Bayer taps into demand for preventative flea/tick treatments with an innovative collar
Other pet products will remain highly fragmented despite some stronger brands emerging
Cat litter benefits from brands with mainstream appeal but dietary supplements remains small and fragmented niche

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2014-2019
Table 67 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 68 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 69 Sales of Other Pet Products by Type: % Value 2014-2019
Table 70 NBO Company Shares of Pet Products: % Value 2014-2018
Table 71 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 72 Distribution of Pet Products by Format: % Value 2014-2019
Table 73 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024