Pet Products in Chile

PROSPECTS

Owners seek to express identity via lifestyle products

Other pet products continues to grow steadily as consumers look for products that make their lives easier and improve their pets’ wellness. Entertainment is a key driver of sales, particularly for indulgent working owners who are keen to keep their pets occupied and happy while they are at work.

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 area 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

Demand for pet healthcare products continues to benefit from growing awareness among consumers of the need to deworm and protect pets from fleas and ticks. While 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.

COMPETITIVE LANDSCAPE

Bayer taps into demand for preventative flea/tick treatments with an innovative collar

Bayer continues to expand its product range in Chile, with ongoing and frequent new product development in pet healthcare. Towards the end of the review period, the company notably launched the innovative Seresto collar, which provides long-lasting protection against fleas and ticks.

Other pet products will remain highly fragmented despite some stronger brands emerging

Pet products, especially other pet products, remains highly fragmented, with consumers often buying items such as bowls and leashes in supermarkets or pet stores with little interest in branding. Unbranded products are also widely available, while there are also many small specialised brands.

Cat litter benefits from brands with mainstream appeal but dietary supplements remains small and fragmented niche

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.

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