Pet Products in Colombia

PROSPECTS

Growing cat population driving sales of cat litter

Cat litter is seeing rapid growth as cat ownership rises, not only through purchases of new cats but also through the adoption of homeless cats. As the number of single-person households increases, and couples are postponing having children, or deciding not to have them at all, they are often preferring to have pets instead.

Humanisation benefiting other pet products

Other pet products are benefitting from the humanisation of pets, which is most common with dogs, but also being seen with cats. This is leading to increasing demand for a range of different products, such as beds, clothes, toys, houses, and even Halloween customs or strollers for dogs.

Pet healthcare still underdeveloped in Colombia

Pet healthcare still remains a small category, as most pet owners only use dietary supplements or healthcare products when prescribed by a vet. Pet supplements are often substituted by treats and food that have different functional or health claims.

COMPETITIVE LANDSCAPE

Industry players leverage on the humanisation trend in fragmented pet products

Pet products is a fragmented category in which companies continue to benefit from the humanisation of pets. 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.

Small start-ups add to the fragmentation in pet products

Competition in pet products is fragmented, with the presence of a lot of small companies and start-ups that develop different products, for example individualised tags that can be designed and personalised online. Other players are focusing on offering boxes containing a variety of products, including food, treats, toys etc for dogs and cats that can be purchased once or on subscription, with the latter being a new model in Colombia.

As cat litter grows strongly new products such as deodorised varieties are appearing

Cat litter, which is seeing rapid growth, driven by the expanding cat population in Colombia, is one of the less fragmented areas of pet products, led by major brands like Royal Cat Scoopable (Jaramillo Pets), Freemiau (Cipa), Tidy Cats (Nestlé Purina PetCare) and Cat's Pride (Hergrill). Developments like odourised cat litter are being observed, for example under Royal Cat, which offers lavender and baby powder fragrances, with these more for the comfort of cat owners rather than of the pet cats.

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