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Brazilian Pet Owners - Brazil - January 2020

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
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
Number of households with pets grows, and women are more likely to take care of them
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
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
Gol launches pet travel box in partnership with Cobasi
Figure 2: Pet travel box developed by Gol and Cobasi
Petz and Panini create an album of dogs for adoption
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?
Grain-free pet food stands out in the US
Figure 4: Top 5 claims in pet food launches, by region, 2017-19
Probiotics can be used to balance the pet skin
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
Nulo focuses on healthy pet food
Figure 6: Nulo, Mike & Max
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
Figure 9: Dogtopia playrooms
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Bath products with natural ingredients can appeal to dog owners
Figure 10: Type of pet owned – Brazil, November 2019
More than one third of cat owners have more than one pet
Figure 11: Number of pets owned – Brazil, November 2019
Owners of young pets invest more in pet toys
Figure 12: Pet products by life stage of pets – Brazil, November 2019
Figure 13: Board game for dogs and cats
Figure 14: Board game for dogs and cats
PET PRODUCTS AND SERVICES
Households with dogs and cats are the main target for cleaning and odor control pet products
Figure 15: Pet products – Brazil, November 2019
Investment in vets is more significant among pet owners aged 55+
Figure 16: Pet services – Brazil, November 2019
Brazilians who work and study are more likely to use certain types of pet services
Figure 17: Pet services, by working and studying status – Brazil, November 2019
TYPE OF PET FOOD
One in five Brazilians feed their pets with freshly made food
Figure 18: Type of pet food – Brazil, November 2019
Figure 19: Petco’s pet food kitchen
Price is a barrier to processed pet food
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
Figure 21: Type of pet food, by socioeconomic group – Brazil, November 2019
PET FOOD CHOICE FACTORS
Functional benefits may increase value perception
Figure 22: Pet food choice factors – Brazil, November 2019
Men want high protein content for their pets
Figure 23: Pet food choice factors, by gender – Brazil, November 2019
Bird owners buy food for a specific type of bird
Figure 24: Pet food choice factors by type of pet owned – Brazil, November 2019
BEHAVIORS TOWARDS PETS
Owners want to bring their pets where they go
Figure 25: Behaviors toward pets – Brazil, November 2019
Figure 26: Golden Square Shopping pet food area
Figure 27: PetParker smart houses
Figure 28: Cine Pets
Brazilians seek brands specialized in pets
Figure 29: Behaviors towards pets, by age group – Brazil, November 2019
APPENDIX – ABBREVIATIONS
Abbreviations

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