The purchase or adoption, and desire to care properly for a pet are gaining traction in Colombian households. This is supported by changing family structures as the rate of divorce rises and there are more childless couples and singles.
Pets have become more important in the lives of many Colombians with this trend reflected in the variety of services and products that are offered. For instance, there has been a rise in pet cremation services, pet insurance and specialist veterinary clinics.
Urbanisation has resulted in smaller living spaces with pets living in closer proximity to their owners. This makes animal husbandry more important such as the treatment of ticks and flees, which has led to an increase in associated products.
Cat litter is a highly fragmented category in Colombia with no company able to firmly put its stamp on it. However, growth is expected over the forecast period with industry players set to continue advertising the advantages of using cat litter in terms of hygiene and convenience.
In their marketing campaigns, industry players focus on encouraging loving and responsible pet ownership encouraging the view that pets are a member of the family which means they deserve the best pet products and services available. This is a clear appeal to the humanisation trend that is being seen in many countries across the globe, including Colombia.
The category has become increasingly competitive across all the channels these products are sold in terms of unit prices, product quality and added value. Industry players are becoming increasingly inventive with small micro-enterprises offering services such as pet birthday parties providing pet food, decorations, cards, surprises and photographs.
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This industry report originates from Passport, our Pet Care market research database.