Pet Products in Chile

PROSPECTS

Owners seek to express their identity via lifestyle pet products

Although pet products continued to see double-digit current value growth in 2020, continuing the trend seen throughout the review period, growth was the lowest seen during this period. Other pet products remained by far the largest category and continued to grow steadily, as consumers are always looking for products that make their lives easier and improve their pets’ wellbeing.

Growing demand for more innovative and efficient cat litter

Cat litter products continue to become more innovative and to embrace technology, with consumers increasingly looking to find options that are well-priced, offer easy use and disposal and respond to their particular needs. The positive reception of recently launched and innovative products in this category shows that there is scope for innovation and new solutions, not only in terms of pack sizes and prices, but also technology.

Pet healthcare benefits from increasingly conscientious dog and cat owners

Whilst a growing number of consumers recognise the need to buy higher-quality pet food, many have been slower to appreciate the needs and obligations of regular deworming to prevent disease or sickness in pets and humans in regular contact with them. Fleas are similarly increasingly regarded as something that dogs, cats and their owners must simply learn to put up with.

COMPETITIVE LANDSCAPE

National and local brands dominate a fragmented category

Although Intervet Veterinaria Chile continued to lead pet products in 2019, it remains a highly fragmented category. This is especially the case in other pet products, with consumers often buying items such as bowls and leashes in supermarkets or pet stores with little interest in branding.

Cat litter led by major brands, dietary supplements remains small and fragmented

Cat litter benefits from offering the best-known brands in pet products. Brands such as Purina and Master Cat are highly popular due to their well-known brand names, widespread availability, and strong promotional and discounting activity.

Modern grocery retailers dominates, but e-commerce grows from a low base

Even though e-commerce is seeing the strongest distribution growth in pet products, this is from a low base. Consumers typically prefer to purchase higher-priced products, for example leather harnesses, beds or other accessories, in physical stores rather than online.

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