Table of Contents
Executive Summary
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- Challenges
- Price is a barrier to processed pet food
- Bird owners buy food for a specific type of breed
- Owners want to bring their pets where they go
- Opportunities
- Number of households with pets grows, and women are more likely to take care of them
- New law can stimulate adoption and make it possible to have pets in apartments
- Bath products with natural ingredients can appeal to dog owners
- AB consumers buy wet pet food and snacks to keep their pets from getting bored
- What we think
Market Drivers
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- Number of households with pets grows, and women are more likely to take care of them
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- Figure 1: People who have done household chores, by type of task and gender – Brazil, 2016-18
- New law can stimulate adoption and make it possible to have pets in apartments
Key Players – What you need to know
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- GOL launches pet travel box in partnership with Cobasi
- Probiotics can be used to balance the pet skin
- Nulo focuses on healthy pet food
Marketing Campaigns and Actions
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- Gol launches pet travel box in partnership with Cobasi
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- Figure 2: Pet travel box developed by Gol and Cobasi
- Petz and Panini create an album of dogs for adoption
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- Figure 3: Petz’s illustrated book
- Advertising agency adopts a dog as “employee”
- Riachuelo launches line of products for pets
- Next includes rewards for pet owners in its loyalty program
Who’s Innovating?
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- Grain-free pet food stands out in the US
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- Figure 4: Top 5 claims in pet food launches, by region, 2017-19
- Probiotics can be used to balance the pet skin
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- Figure 5: Total product launches with the “probiotic” claim in the categories of beauty and personal care and pet products, global, 2017-19
Case Studies
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- Nulo focuses on healthy pet food
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- Figure 6: Nulo, Mike & Max
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- Figure 7: Nulo Pet Food campaign
- Figure 8: Nulo MedalSeries Grain-Free Indoor Cat Turkey & Chicken Flavor Premium Adult Cat Food, US, December 2019
- Dogtopia offers nursery and spa for dogs
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- Figure 9: Dogtopia playrooms
The Consumer – What you need to know
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- Bath products with natural ingredients can appeal to dog owners
- Brazilians who work and study are more likely to use certain types of pet services
- AB consumers buy wet pet food and snacks to keep their pets from getting bored
- Bird owners buy food for a specific type of breed
- Owners want to bring their pets where they go
Pets – Type, Number and Life Stage
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- Bath products with natural ingredients can appeal to dog owners
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- Figure 10: Type of pet owned – Brazil, November 2019
- More than one third of cat owners have more than one pet
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- Figure 11: Number of pets owned – Brazil, November 2019
- Owners of young pets invest more in pet toys
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- Figure 12: Pet products by life stage of pets – Brazil, November 2019
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- Figure 13: Board game for dogs and cats
- Figure 14: Board game for dogs and cats
Pet Products and Services
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- Households with dogs and cats are the main target for cleaning and odor control pet products
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- Figure 15: Pet products – Brazil, November 2019
- Investment in vets is more significant among pet owners aged 55+
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- Figure 16: Pet services – Brazil, November 2019
- Brazilians who work and study are more likely to use certain types of pet services
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- Figure 17: Pet services, by working and studying status – Brazil, November 2019
Type of Pet Food
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- One in five Brazilians feed their pets with freshly made food
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- Figure 18: Type of pet food – Brazil, November 2019
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- Figure 19: Petco’s pet food kitchen
- Price is a barrier to processed pet food
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- Figure 20: Pet food choice factors by type of pet food – Brazil, November 2019
- AB consumers buy wet pet food and snacks to keep their pets from getting bored
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- Figure 21: Type of pet food, by socioeconomic group – Brazil, November 2019
Pet Food Choice Factors
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- Functional benefits may increase value perception
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- Figure 22: Pet food choice factors – Brazil, November 2019
- Men want high protein content for their pets
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- Figure 23: Pet food choice factors, by gender – Brazil, November 2019
- Bird owners buy food for a specific type of bird
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- Figure 24: Pet food choice factors by type of pet owned – Brazil, November 2019
Behaviors towards Pets
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- Owners want to bring their pets where they go
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- Figure 25: Behaviors toward pets – Brazil, November 2019
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- Figure 26: Golden Square Shopping pet food area
- Figure 27: PetParker smart houses
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- Figure 28: Cine Pets
- Brazilians seek brands specialized in pets
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- Figure 29: Behaviors towards pets, by age group – Brazil, November 2019
Appendix – Abbreviations
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- Abbreviations
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