Pet Care in Colombia 2017

PET CARE IN COLOMBIA
Euromonitor International
June 2017
PET CARE IN COLOMBIA Passport I
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Pet Care Continues To Benefit From Rising Pet Ownership and the Humanisation Trend ...... 1
Pet Humanisation Trend Encourages Pet Care Companies To Expand Their Portfolios.......... 1
Nestlé Purina and Contegral Remain the Top Two Players in Pet Care in 2016 ...................... 1
Retail Distribution of Pet Care Products Continues To Improve in Colombia ........................... 1
Demographic Trends Should Continue To Bolster Market Development Over 2017-2022 ....... 2
Key Trends and Developments .................................................................................................... 2
Pet Humanisation Trend Continues To Bolster Demand for Prepared Pet Food Products ....... 2
Relative Immaturity of Pet Care Presents Both Opportunities and Challenges ........................ 3
Competition Between Retailers of Pet Care Products Continues To Intensify .......................... 3
Market Indicators .......................................................................................................................... 4
Table 1 Pet Populations 2012-2017 .......................................................................... 4
Market Data .................................................................................................................................. 4
Table 2 Sales of Pet Food by Category: Volume 2012-2017 .................................... 4
Table 3 Sales of Pet Care by Category: Value 2012-2017 ........................................ 5
Table 4 Sales of Pet Food by Category: % Volume Growth 2012-2017 .................... 5
Table 5 Sales of Pet Care by Category: % Value Growth 2012-2017 ....................... 5
Table 6 NBO Company Shares of Pet Food: % Value 2012-2016 ............................ 6
Table 7 LBN Brand Shares of Pet Food: % Value 2013-2016................................... 6
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2012-2016 ............. 7
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2013-2016 .................... 8
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2011-
2016 ............................................................................................................. 9
Table 11 Distribution of Pet Care by Format: % Value 2012-2017 .............................. 9
Table 12 Distribution of Pet Care by Format and Category: % Value 2017 .............. 10
Table 13 Distribution of Dog and Cat Food by Format: % Value 2012-2017 ............. 11
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value
2017 ........................................................................................................... 12
Table 15 Forecast Sales of Pet Food by Category: Volume 2017-2022 ................... 13
Table 16 Forecast Sales of Pet Care by Category: Value 2017-2022 ....................... 13
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2017-
2022 ........................................................................................................... 13
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2017-2022 ...... 13
Definitions................................................................................................................................... 14
Sources ...................................................................................................................................... 14
Summary 1 Research Sources ...................................................................................... 14
© Euromonitor International
PET CARE IN COLOMBIA Passport 1
PET CARE IN COLOMBIA

EXECUTIVE SUMMARY
Pet Care Continues To Benefit From Rising Pet Ownership and the
Humanisation Trend
Pet care in Colombia looks set to continue performing strongly in 2017, with double-digit
growth in total current value sales projected. The positive development of the market will
continue to be underpinned by growth in the country’s pet population and the pet humanisation
trend. At the same time, the market will continue to benefit from rising disposable incomes in
Colombia and the growing willingness of many owners to trade up to higher quality and more
expensive pet care products, particularly health-oriented pet food products. These trends should
also help to sustain robust growth in total pet food volume sales in 2017.
Pet Humanisation Trend Encourages Pet Care Companies To Expand

Their Portfolios
In line with the pet humanisation trend, Colombians are increasingly treating pets like family
members. As a result, owners are becoming more willing to buy higher quality and added value
products that can improve the general health, wellbeing and appearance of their pets. These
include breed-, age- and lifestyle-specific pet food products, as well as pet treats. At the same
time, the pet humanisation trend is making many owners more inclined to spend money on non-
essential product types and services such as clothing for cats and dogs, pet grooming etc. It is
expected that companies across the pet care market will continue to expand and diversify their
portfolios in response to the pet humanisation trend in 2017.
Nestlé Purina and Contegral Remain the Top Two Players in Pet Care in
2016
Nestlé Purina PetCare de Colombia SA remained the leading company in Colombian pet care
in retail value sales terms in 2016, followed by Contegral SA and Mars Andean Ltda. The
competitive environment remained relatively fragmented overall, with plenty of room for new
entrants, reflecting the fact that pet care is still some distance from maturity in Colombia.
Several pet care categories witnessed new launches during the year as new entrants and
established players alike sought to capitalise on the pet humanisation trend. At the same time,
many companies continued working to improve retail distribution of their pet care products in
2016.
Retail Distribution of Pet Care Products Continues To Improve in

Colombia
It is expected that retail distribution of pet care products will continue to improve in Colombia
in 2017, via both pet specialists channels (pet superstores, pet shops and veterinary clinics) and
mainstream grocery retailers channels such as supermarkets, hypermarkets and discounters.
Smaller and emerging channels are also expected to gain ground in pet care distribution,
including internet retailing and warehouse clubs. Wider distribution should in turn continue to
have a positive impact on demand for various types of pet care products.
Demographic Trends Should Continue To Bolster Market Development

Over 2017-2022
Colombians are increasingly postponing marriage and parenthood until they are older in order
to focus on their education and careers. This is fuelling a gradual movement towards smaller
household and family sizes in the country. It is expected that these demographic changes will
continue to encourage growth in pet ownership over the forecast period, with more people
adopting cats, dogs etc as substitutes for children or as companions. This will in turn help to
strengthen the pet humanisation trend, and lead more owners to increase spending on products
and services that can improve the health and general wellbeing of their pets. All of this will help
to sustain the positive development of the Colombian pet care market towards 2022.
KEY TRENDS AND DEVELOPMENTS
Pet Humanisation Trend Continues To Bolster Demand for Prepared Pet

Food Products
Traditionally, dogs and cats in Colombia were primarily fed on table scraps. Consumers
sometimes purchased dry dog and cat food products to mix with table scraps, while wet food
products were almost unheard of. However, over recent decades more and more pet owners in
the country have made the switch from leftovers or table scraps to prepared dog and cat food
products, both dry and wet varieties. A key driver of this switching trend has been pet
humanisation, whereby owners are increasingly inclined to see pets as family members and
therefore willing to spend money on prepared food products that can improve their health and
general wellbeing.
Pet humanisation was initially strongest among urban consumers, but has now also spread to
rural areas. Marketing activities and frequent new launches by pet food manufacturers have
played a key role in encouraging consumers to see pets as family members, and to treat them
accordingly by providing them with healthy, well-balanced diets. In recent years, this trend has
strengthened consumer interest in more sophisticated dog and cat food products that offer
advanced nutritional benefits, including breed-, age- and lifestyle-specific variants. Moreover,
even consumers who continue to feed their dogs and cats table scraps often mix the latter with
prepared food to ensure their pets have a sufficient intake of essential nutrients.
Outlook
It is expected that the share of total food consumed by dogs and cats in Colombian
households represented by prepared products will continue to rise steadily over the forecast
period. Aside from the pet humanisation trend, switching from leftovers or table scraps to
prepared dog and cat food products should also be driven by rising disposable incomes and the
growing desire for convenience among urban consumers with busy lifestyles. New launches and
marketing activities by manufacturers will also encourage switching to prepared dog and cat
food products, as should better education among owners about the specific nutritional
requirements of different breeds, animals of different ages or sizes, animals with different health
conditions etc.
The benefits of the pet humanisation trend will continue to be most evident in dog and cat
food. This trend will be less influential in other pet food, partly because animals such as birds
and reptiles are not as responsive to owners as dogs and cats, which means they are less likely
to be seen as family members. In addition, many Colombians tend to perceive birds, fish, small
mammals and reptiles as “wild” animals, and dislike the idea of keeping them as pets from an
ethical standpoint. This attitude is reinforced by the fact that Colombia is a country rich in
biodiversity, hence many people are accustomed to seeing these types of animals in their
natural habitats.
Relative Immaturity of Pet Care Presents Both Opportunities and

Challenges
Pet care is still a relatively immature market in Colombia, and retains plenty of room for
expansion and new product development. This helped to ensure that the market was able to
record double-digit growth in total current value sales through the review period, even when the
development of the local economy slowed, as was the case in 2016. This consistently positive
performance also reflected that fact that in many Colombian households, pet care products, and
in particular pet food products, are now considered a necessity. Unsurprisingly, these conditions
have encouraged companies across the pet care market to invest in the expansion and
diversification of their product portfolios in recent years.
Innovation in pet care has been accompanied by increased investment in a wide range of pet-
related services in Colombia. This has led to the opening of more veterinary clinics and pet
shops outlets, as well as the development of more specialised businesses such as pet
psychologists and dentists, pet insurance services, pet spas and grooming parlours, pet hotels,
training schools and day care centres, pet restaurants and even pet funeral homes. The pet
humanisation trend has played a central role in strengthening consumer interest in these kinds
of ancillary services.
Outlook
Opportunities for the development of new pet care products and pet-related services will
remain strong in Colombia over the forecast period, but will not come without challenges. For
manufacturers in both wet dog food and wet cat food, the main challenges will be to reduce
costs so as to make these product types more affordable, and to convince owners that they
should give them to their pets as a main meal every day, rather than as a mixer for table scraps
or as an occasional treat. That wet food products are comparatively expensive is largely due to
the fact that they are made from protein-rich ingredients such as meat, chicken and fish.
Manufacturers may find it easier to convince cat owners to switch to wet food than dog owners.
This is because cats eat less, meaning the overall cost of feeding them is generally lower than is
the case with dogs. However, whereas dogs tend to eat full meals in one go, cats tend to be
given smaller amounts of food throughout the day. This discourages some cat owners from
choosing wet food products, as they do not want the inconvenience and unpleasant odours that
come with having to store half-eaten packs. Moreover, the price gap between wet and dry cat
food is still substantial. The same is true with regard to wet and dry dog food products. While
economy wet dog food products are widely available in Colombia, owners often have doubts
about their quality and whether any benefits they might provide justify their significantly higher
prices as compared to dry food products.
Another challenge for dog and cat food manufacturers over the forecast period will be to
reduce packaging costs. In particular, companies will have to find ways to reduce such costs
while still using packaging formats and designs that can help their brands to stand out on
crowded retail shelves or provide greater convenience to consumers in terms of storage,
dispensing, portability etc.
Competition Between Retailers of Pet Care Products Continues To

Intensify
Competition in Colombian pet care has intensified considerably in recent years as the number
of brands and products on offer in different categories has increased. This includes not only
competition between manufacturers or distributors, but also competition between the various
types of retailers that sell pet care products. One of the most visible manifestations of this latter
trend is competition between pet specialists (pet superstores, pet shops and veterinary clinics)
and mainstream grocery retailers such as supermarkets and hypermarkets chains.
Some pet specialists operators have attempted to strengthen their competitiveness against
grocery retailers by developing added-value services such as kennels or pet daycare facilities,
pet grooming parlours, in-store veterinary clinics etc. At the same time, pet specialists have
sought to attract consumers by offering more niche or specialised product types that are not
carried by mainstream grocery retailers, including breed-, age- and size-specific dog and cat
food products and various types of pet accessories. Aside from the competitive threat posed by
grocery retailers, pet specialists have also adopted such strategies in an effort to more
effectively capitalise on the pet humanisation trend.
Outlook
Increasing competition will continue to drive different types of retailers to expand and adjust
their assortments of pet care products and services over the forecast period. Many pet
specialists will continue to focus on offering higher quality brands and more niche or non-
essential product types, as well as ancillary pet care services. Grocery retailers meanwhile are
more likely to concentrate on offering more affordable mainstream brands. It is also expected
that some grocery retailers will invest in expanding and improving the quality of their private
label pet care ranges, while still ensuring that they maintain a price advantage over branded
competitors.
For pet care manufacturers, focusing on specific distribution channels or entering into
exclusive agreements with individual retail chains could help to differentiate their brands from
competitors. Such strategies could also help companies to foster a desired brand image or
positioning. For example, some players may choose to limit distribution of health-oriented or
organic pet food products to pet specialists such as pet shops or veterinary clinics, as retailers
in these channels are more likely to be trusted by consumers when it comes to issues like pet
health and nutrition.
MARKET INDICATORS
Table 1 Pet Populations 2012-2017
'000s of animals
2012 2013 2014 2015 2016 2017
Dog Population 4,179.2 4,251.7 4,344.0 4,456.1 4,781.4 4,917.5

Cat Population 1,367.4 1,502.1 1,744.0 1,895.6 1,951.7 2,086.8
Bird Population 1,267.7 1,268.7 1,269.7 1,270.7 1,271.8 1,272.8
Fish Population 1,307.6 1,347.0 1,387.3 1,428.6 1,471.0 1,514.3
Small Mammal Population 326.1 326.4 326.8 327.1 327.5 328.0
Reptile Population 20.2 20.2 20.2 20.2 20.3 20.3
Source: Euromonitor International from official statistics
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2012-2017
Tonnes
2012 2013 2014 2015 2016 2017
Dog and Cat Food 161,326.7 176,413.8 189,239.7 203,630.6 218,518.9 232,851.7
Other Pet Food 2,074.7 2,119.6 2,154.7 2,173.4 2,191.2 2,212.4
Pet Food 163,401.4 178,533.5 191,394.4 205,804.0 220,710.0 235,064.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 3 Sales of Pet Care by Category: Value 2012-2017
COP billion
2012 2013 2014 2015 2016 2017
Dog and Cat Food 641.6 733.4 823.6 922.6 1,030.4 1,156.5
Other Pet Food 45.7 48.0 50.9 53.6 56.4 59.9
Pet Food 687.3 781.4 874.5 976.2 1,086.9 1,216.4
Cat Litter 1.4 1.4 1.6 1.7 1.8 2.0
Pet Healthcare 3.0 3.1 3.3 3.5 3.8 4.1
Pet Dietary Supplements 1.8 1.9 2.0 2.1 2.2 2.3
Other Pet Products 3.8 6.2 7.1 7.9 8.6 9.8
Pet Products 9.9 12.7 14.0 15.1 16.4 18.1
Pet Care 697.2 794.0 888.5 991.4 1,103.3 1,234.5
Table 4 Sales of Pet Food by Category: % Volume Growth 2012-2017
% volume growth
2016/17 2012-17 CAGR 2012/17 Total
Dog and Cat Food 6.6 7.6 44.3

Other Pet Food 1.0 1.3 6.6
Pet Food 6.5 7.5 43.9
Table 5 Sales of Pet Care by Category: % Value Growth 2012-2017
% current value growth

2016/17 2012-17 CAGR 2012/17 Total

Pet Food 11.9 12.1 77.0
Cat Litter 10.1 7.8 45.5
Pet Healthcare 7.8 6.6 37.9
Pet Dietary Supplements 4.3 4.6 25.3
Other Pet Products 13.5 21.0 159.2
Pet Products 10.6 12.8 82.7
Pet Care 11.9 12.1 77.1
Table 6 NBO Company Shares of Pet Food: % Value 2012-2016
% retail value rsp

Company 2012 2013 2014 2015 2016
Nestlé Purina PetCare 22.8 22.4 23.1 23.5 23.5

de Colombia SA
Contegral SA 15.8 17.2 17.9 19.1 20.1
Mars Andean Ltda 13.9 14.0 14.4 13.2 12.9
Solla SA 6.8 6.4 6.4 6.1 6.2
Italcol de Occidente Ltda 5.2 5.0 4.7 5.0 5.0
Gabrica SA 3.2 3.8 3.6 3.7 3.9
Alimentos Polar de 2.7 2.6 2.6 2.4 2.4
Colombia SA
Almacenes Éxito SA 1.3 1.6 1.7 1.7 1.7
Alimentos Nutrion SA 1.9 1.7 1.6 1.6 1.6
Diamond Feeds Inc 0.8 0.7 1.0 1.0 1.1
Logus Representaciones SA 0.8 0.8 0.7 0.8 0.8
Productos Vitagrano SA 0.8 0.8 0.8 0.7 0.7
Mascolandia Ltda 0.8 0.8 0.7 0.7 0.6
Pet World Ltda 0.8 0.6 0.6 0.6 0.6
Compendium SA 0.3 0.4 0.4 0.4 0.4
Frenco Ltda 0.3 0.3 0.3 0.4 0.4
Peces Ornamentales El 0.3 0.3 0.3 0.2 0.2
Tiple Ltda
Comercializadora 0.3 0.3 0.3 0.2 0.2
Bogotana SAS
Nidalca Ltda 0.2 0.2 0.2 0.2 0.2
Corredor Gaitan & Cia SC 0.2 0.2 0.2 0.2 0.2
Cipa SA 0.2 0.2 0.2 0.1 0.2
Incros de Colombia EU 0.2 0.1 0.1 0.1 0.1
Almacenes Piamonte SA 0.1 0.1 0.1 0.1 0.1
Vitakraft Pet Products 0.1 0.1 0.1 0.1 0.1
Co Inc
Alicorp Colombia SA 0.6 0.3 0.1 0.1 -
Novartis de Colombia SA 1.0 1.0 - - -
Cargill Cafetera de - - - - -
Manizales
Industria Arrocera de - - - - -
la Sabana Ltda
Other Private Label 0.1 0.1 0.1 0.1 0.1
Others 18.3 17.9 17.7 17.5 16.5
Total 100.0 100.0 100.0 100.0 100.0
Table 7 LBN Brand Shares of Pet Food: % Value 2013-2016
% retail value rsp

Brand (GBO) Company (NBO) 2013 2014 2015 2016
Ringo Contegral SA 11.8 12.6 13.6 14.6

Pedigree (Mars Inc) Mars Andean Ltda 8.7 8.0 7.4 7.1
Purina Puppy Chow Nestlé Purina PetCare 5.6 6.1 6.2 6.5
(Nestlé SA) de Colombia SA
Purina Dog Chow Nestlé Purina PetCare 5.0 5.2 5.3 5.5
Nutre Can Solla SA 5.5 5.4 5.2 5.3

Gatsy (Nestlé SA) Nestlé Purina PetCare 3.3 3.2 3.3 3.1
de Colombia SA
Purina Cat Chow Nestlé Purina PetCare 2.9 2.8 2.9 2.7
Whiskas (Mars Inc) Mars Andean Ltda 3.2 3.1 2.6 2.6
Hill's Prescription Gabrica SA 2.8 2.5 2.5 2.6
Diet (Colgate-
Palmolive Co)
Purina Pro Plan Nestlé Purina PetCare 2.4 2.5 2.6 2.6
Mirringo Contegral SA 2.8 2.7 2.6 2.4
Chunky (Italcol SCA) Italcol de Occidente Ltda 1.9 1.8 2.2 2.3
Royal Canin (Mars Mars Andean Ltda 1.7 2.0 1.9 1.9
Inc)
Filpo Contegral SA 1.4 1.4 1.5 1.6
Nutrion Alimentos Nutrion SA 1.7 1.6 1.6 1.6
Purina Friskies Nestlé Purina PetCare 1.5 1.5 1.5 1.5
Nutriss Contegral SA 1.2 1.3 1.4 1.5
Donkan (Empresas Alimentos Polar de 1.4 1.3 1.4 1.3
Polar CA) Colombia SA
Italcan Plus Italcol de Occidente Ltda 1.2 1.2 1.2 1.1
(Italcol SCA)
Nutra Diamond Feeds Inc 0.7 1.0 1.0 1.1
Dogourmet (Empresas Alimentos Polar de 1.2 1.2 1.1 1.0
Alimento para Perro Almacenes Éxito SA 1.0 1.0 0.9 1.0
(Private Label)
Eukanuba (Mars Inc) Mars Andean Ltda - 1.0 1.0 0.9
Purina Ladrina Nestlé Purina PetCare 1.0 0.9 0.9 0.9
Total Max (InVivo Gabrica SA - 0.7 0.8 0.9
Group)
Chunky Cats Italcol de Occidente Ltda 1.1 1.0 0.9 0.9
(Italcol SCA)
Guabi (Mogiana Logus Representaciones SA 0.8 0.7 0.7 0.8
Alimentos SA)
Purina Kanina Nestlé Purina PetCare 0.8 0.8 0.8 0.8
Exito (Private Label) Almacenes Éxito SA 0.5 0.6 0.7 0.7
Vitagrano Productos Vitagrano SA 0.8 0.8 0.7 0.7
Eukanuba (Procter & Novartis de Colombia SA 1.0 - - -
Gamble Co, The)
Other Private Label Other Private Label 0.1 0.1 0.1 0.1
(Private Label)
Others Others 24.9 24.0 23.7 22.7
Total Total 100.0 100.0 100.0 100.0
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2012-2016
% retail value rsp

Company 2012 2013 2014 2015 2016
Nestlé Purina PetCare 24.4 23.9 24.6 24.9 24.8

de Colombia SA
Contegral SA 16.9 18.3 19.0 20.2 21.3
Mars Andean Ltda 14.8 14.9 15.2 13.9 13.6

Solla SA 7.3 6.8 6.8 6.4 6.6
Italcol de Occidente Ltda 5.3 5.0 4.8 5.1 5.1
Gabrica SA 3.5 4.0 3.9 3.9 4.2
Alimentos Polar de 2.9 2.8 2.7 2.6 2.5
Colombia SA
Almacenes Éxito SA 1.4 1.7 1.8 1.8 1.8
Alimentos Nutrion SA 2.0 1.8 1.7 1.7 1.6
Diamond Feeds Inc 0.8 0.8 1.0 1.1 1.1
Logus Representaciones SA 0.8 0.8 0.8 0.8 0.9
Compendium SA 0.4 0.4 0.4 0.4 0.5
Pet World Ltda 0.4 0.3 0.3 0.3 0.3
Cipa SA 0.2 0.2 0.2 0.1 0.2
Alicorp Colombia SA 0.6 0.3 0.2 0.1 -
Novartis de Colombia SA 1.1 1.0 - - -
Cargill Cafetera de - - - - -
Manizales
Industria Arrocera de - - - - -
la Sabana Ltda
Others 17.2 16.9 16.7 16.6 15.7
Total 100.0 100.0 100.0 100.0 100.0
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2013-2016
% retail value rsp

Brand (GBO) Company (NBO) 2013 2014 2015 2016
Ringo Contegral SA 12.6 13.3 14.4 15.4

Pedigree (Mars Inc) Mars Andean Ltda 9.3 8.5 7.8 7.5
Purina Puppy Chow Nestlé Purina PetCare 6.0 6.5 6.6 6.8
Purina Dog Chow Nestlé Purina PetCare 5.3 5.5 5.6 5.8
Nutre Can Solla SA 5.9 5.7 5.5 5.6
Gatsy (Nestlé SA) Nestlé Purina PetCare 3.5 3.4 3.5 3.3
de Colombia SA
Purina Cat Chow Nestlé Purina PetCare 3.1 3.0 3.0 2.8
Whiskas (Mars Inc) Mars Andean Ltda 3.5 3.3 2.7 2.7
Hill's Prescription Gabrica SA 3.0 2.6 2.6 2.7
Diet (Colgate-
Palmolive Co)
Purina Pro Plan Nestlé Purina PetCare 2.5 2.7 2.7 2.7
Mirringo Contegral SA 3.0 2.8 2.7 2.6
Chunky (Italcol SCA) Italcol de Occidente Ltda 2.1 2.0 2.3 2.4
Royal Canin (Mars Mars Andean Ltda 1.8 2.1 2.0 2.0
Inc)
Filpo Contegral SA 1.5 1.5 1.6 1.7
Nutrion Alimentos Nutrion SA 1.8 1.7 1.7 1.6
Purina Friskies Nestlé Purina PetCare 1.6 1.6 1.6 1.6
Nutriss Contegral SA 1.3 1.3 1.4 1.5
Donkan (Empresas Alimentos Polar de 1.5 1.4 1.4 1.4
Italcan Plus Italcol de Occidente Ltda 1.3 1.3 1.3 1.1
(Italcol SCA)
Nutra Diamond Feeds Inc 0.8 1.0 1.1 1.1

Dogourmet (Empresas Alimentos Polar de 1.3 1.3 1.1 1.1
Alimento para Perro Almacenes Éxito SA 1.0 1.0 1.0 1.0
(Private Label)
Eukanuba (Mars Inc) Mars Andean Ltda - 1.0 1.0 1.0
Purina Ladrina Nestlé Purina PetCare 1.0 1.0 1.0 1.0
Total Max (InVivo Gabrica SA - 0.7 0.8 0.9
Group)
Chunky Cats Italcol de Occidente Ltda 1.2 1.1 1.0 0.9
(Italcol SCA)
Guabi (Mogiana Logus Representaciones SA 0.8 0.8 0.8 0.9
Alimentos SA)
Purina Kanina Nestlé Purina PetCare 0.9 0.8 0.8 0.8
Exito (Private Label) Almacenes Éxito SA 0.6 0.7 0.7 0.7
Hill's Science Diet Gabrica SA 0.5 0.5 0.5 0.5
(Colgate-Palmolive
Co)
Eukanuba (Procter & Novartis de Colombia SA 1.0 - - -
Gamble Co, The)
Total Max (Total Gabrica SA 0.6 - - -
Alimentos SA)
Others Others 19.9 19.7 19.6 18.8
Total Total 100.0 100.0 100.0 100.0
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2011-2016
% retail value rsp

2011 2012 2013 2014 2015 2016
Pet Care 1.2 1.4 1.7 1.8 1.8 1.8

Pet Food 1.2 1.5 1.7 1.8 1.8 1.8
Table 11 Distribution of Pet Care by Format: % Value 2012-2017
% retail value rsp

2012 2013 2014 2015 2016 2017
Store-Based Retailing 86.9 87.0 87.1 87.0 86.6 86.8

- Grocery Retailers 62.1 62.3 62.8 63.1 62.2 62.9
-- Modern Grocery 51.6 51.7 52.0 51.9 50.1 50.8
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - 0.0 0.0 0.0
--- Forecourt Retailers - - - - - -
--- Hypermarkets 25.3 25.5 25.8 25.9 25.2 25.5
--- Supermarkets 26.3 26.2 26.2 26.0 24.9 25.3
-- Traditional Grocery 10.5 10.6 10.8 11.2 12.0 12.1
Retailers
--- Independent Small 10.5 10.6 10.8 11.2 12.0 12.1
Grocers
--- Other Grocery - - - - - -

Retailers
- Mixed Retailers - - - - 0.0 0.0
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - 0.0 0.0
- Non-Grocery Specialists 24.8 24.7 24.3 23.9 24.5 23.9
-- Pet superstores 7.4 8.1 8.1 8.1 7.9 8.0
-- Pet shops 17.3 16.6 16.1 15.8 16.4 15.8
-- Health and Beauty - - - - - -
Specialist Retailers
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies - - - - - -
--- Drugstores/ - - - - - -
parapharmacies
--- Other Health and - - - - - -
Beauty Retailers
-- Home and Garden - - - - - -
--- Home Improvement - - - - - -
and Gardening Stores
--- Homewares and Home - - - - - -
Furnishing Stores
-- Other Non-Grocery - 0.0 0.0 0.0 0.1 0.1
Specialists
Non-Store Retailing - - 0.0 0.0 0.0 0.0
- Direct Selling - - - - - -
- Homeshopping - - - - - -
- Internet Retailing - - 0.0 0.0 0.0 0.0
Non-retail channels 13.1 13.0 12.9 13.0 13.3 13.1
- Veterinary clinics 13.1 13.0 12.9 13.0 13.3 13.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 12 Distribution of Pet Care by Format and Category: % Value 2017
% retail value rsp

PF PP
Store-Based Retailing 174.0 68.8

- Grocery Retailers 126.6 10.3
-- Modern Grocery Retailers 102.2 10.3
--- Convenience Stores 0.0 0.0
--- Discounters 0.0 0.0
--- Forecourt Retailers 0.0 0.0
--- Hypermarkets 51.3 6.2
--- Supermarkets 50.9 4.2
-- Traditional Grocery Retailers 24.4 0.0
--- Independent Small Grocers 24.4 0.0
--- Other Grocery Retailers 0.0 0.0
- Mixed Retailers 0.0 0.0
-- Department Stores 0.0 0.0
-- Mass Merchandisers 0.0 0.0
-- Variety Stores 0.0 0.0
-- Warehouse Clubs 0.0 0.0
- Non-Grocery Specialists 47.4 58.5
-- Pet superstores 16.1 4.0

-- Pet shops 31.1 54.5
-- Health and Beauty Specialist Retailers 0.0 0.0
--- Beauty Specialist Retailers 0.0 0.0
--- Chemists/Pharmacies 0.0 0.0
--- Drugstores/parapharmacies 0.0 0.0
--- Other Health and Beauty Retailers 0.0 0.0
-- Home and Garden Specialist Retailers 0.0 0.0
--- Home Improvement and Gardening Stores 0.0 0.0
--- Homewares and Home Furnishing Stores 0.0 0.0
-- Other Non-Grocery Specialists 0.2 0.0
Non-Store Retailing 0.1 0.0
- Direct Selling 0.0 0.0
- Homeshopping 0.0 0.0
- Internet Retailing 0.1 0.0
Non-retail channels 26.0 31.2
- Veterinary clinics 26.0 31.2
Total 200.0 100.0
Key: PF = Pet food; PP = Pet products
Table 13 Distribution of Dog and Cat Food by Format: % Value 2012-2017
% retail value rsp

2012 2013 2014 2015 2016 2017
Store-Based Retailing 86.8 86.9 87.0 86.9 86.5 86.8

- Grocery Retailers 64.8 65.0 65.4 65.6 64.5 65.2
-- Modern Grocery 53.6 53.8 54.0 53.7 51.8 52.5
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - 0.0 0.0 0.0
--- Forecourt Retailers - - - - - -
--- Hypermarkets 26.1 26.4 26.7 26.7 26.0 26.3
--- Supermarkets 27.4 27.3 27.3 27.0 25.8 26.2
-- Traditional Grocery 11.2 11.3 11.4 11.9 12.7 12.7
Retailers
--- Independent Small 11.2 11.3 11.4 11.9 12.7 12.7
Grocers
--- Other Grocery - - - - - -
Retailers
- Mixed Retailers - - - - 0.0 0.0
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - 0.0 0.0
- Non-Grocery Specialists 22.0 21.9 21.6 21.3 22.0 21.6
-- Pet superstores 4.4 5.2 5.4 5.6 5.6 5.8
-- Pet shops 17.6 16.7 16.2 15.7 16.4 15.8
-- Health and Beauty - - - - - -
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies - - - - - -
--- Drugstores/ - - - - - -
parapharmacies
--- Other Health and - - - - - -
Beauty Retailers
-- Home and Garden - - - - - -

--- Home Improvement - - - - - -
and Gardening Stores
--- Homewares and Home - - - - - -
Furnishing Stores
-- Other Non-Grocery - 0.0 - - - -
Specialists
Non-Store Retailing - - 0.0 0.0 0.0 0.0
- Direct Selling - - - - - -
- Homeshopping - - - - - -
- Internet Retailing - - 0.0 0.0 0.0 0.0
Non-retail channels 13.2 13.1 13.0 13.1 13.4 13.2
- Veterinary clinics 13.2 13.1 13.0 13.1 13.4 13.2
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2017
% retail value rsp

CF DF
Store-Based Retailing 86.6 86.8

- Grocery Retailers 70.8 63.9
-- Modern Grocery Retailers 63.5 50.1
--- Convenience Stores 0.0 0.0
--- Discounters 0.1 0.0
--- Forecourt Retailers 0.0 0.0
--- Hypermarkets 31.2 25.2
--- Supermarkets 32.2 24.9
-- Traditional Grocery Retailers 7.4 13.9
--- Independent Small Grocers 7.4 13.9
--- Other Grocery Retailers 0.0 0.0
- Mixed Retailers 0.0 0.0
-- Department Stores 0.0 0.0
-- Mass Merchandisers 0.0 0.0
-- Variety Stores 0.0 0.0
-- Warehouse Clubs 0.0 0.0
- Non-Grocery Specialists 15.8 22.8
-- Pet superstores 2.5 6.5
-- Pet shops 13.2 16.3
-- Health and Beauty Specialist Retailers 0.0 0.0
--- Beauty Specialist Retailers 0.0 0.0
--- Chemists/Pharmacies 0.0 0.0
--- Drugstores/parapharmacies 0.0 0.0
--- Other Health and Beauty Retailers 0.0 0.0
-- Home and Garden Specialist Retailers 0.0 0.0
--- Home Improvement and Gardening Stores 0.0 0.0
--- Homewares and Home Furnishing Stores 0.0 0.0
-- Other Non-Grocery Specialists 0.0 0.0
Non-Store Retailing 0.1 0.0
- Direct Selling 0.0 0.0
- Homeshopping 0.0 0.0
- Internet Retailing 0.1 0.0
Non-retail channels 13.3 13.2
- Veterinary clinics 13.3 13.2
Total 100.0 100.0
Key: CF = Cat food; DF = Dog food
Table 15 Forecast Sales of Pet Food by Category: Volume 2017-2022
Tonnes
2017 2018 2019 2020 2021 2022
Dog and Cat Food 232,851.7 246,622.8 260,492.6 274,433.5 288,636.9 303,033.1
Other Pet Food 2,212.4 2,242.9 2,267.1 2,290.4 2,311.8 2,330.4
Pet Food 235,064.2 248,865.7 262,759.8 276,723.8 290,948.6 305,363.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 16 Forecast Sales of Pet Care by Category: Value 2017-2022
COP billion
2017 2018 2019 2020 2021 2022
Dog and Cat Food 1,156.5 1,241.1 1,325.2 1,409.8 1,495.1 1,590.9
Other Pet Food 59.9 61.0 62.0 62.9 63.6 64.3
Pet Food 1,216.4 1,302.2 1,387.3 1,472.7 1,558.7 1,655.2
Cat Litter 2.0 2.1 2.2 2.4 2.5 2.6
Pet Healthcare 4.1 4.3 4.4 4.5 4.6 4.7
Pet Dietary Supplements 2.3 2.4 2.5 2.5 2.6 2.6
Other Pet Products 9.8 10.6 11.5 12.3 13.2 14.1
Pet Products 18.1 19.4 20.6 21.7 22.9 24.1
Pet Care 1,234.5 1,321.6 1,407.8 1,494.4 1,581.6 1,679.3
trade sources
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2017-2022
% volume growth
2017/18 2017-22 CAGR 2017/22 Total

Pet Food 5.9 5.4 29.9
trade sources
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2017-2022
% constant value growth

2017/2018 2017-22 CAGR 2017/22 TOTAL

Pet Food 7.0 6.4 36.1
Cat Litter 5.9 5.8 32.4
Pet Healthcare 5.2 3.0 16.1
Pet Dietary Supplements 3.6 2.7 14.1
Other Pet Products 8.9 7.6 44.0

Pet Products 7.1 5.8 32.7
Pet Care 7.0 6.3 36.0
trade sources
DEFINITIONS
This report analyses the market for pet care in Colombia. For the purposes of the study, the
market has been defined as follows:
 Dog food
 Cat food
 Other pet food
 Pet products
Dog and cat food sales are further broken down by product type (wet/dry) and price platform.
Examples of key brands in each price platform in Colombia are as follows:
 Premium: Eukanuba, Hill’s, Royal Canin
 Mid-priced: Purina Dog Chow, Nutrion, Dogourmet
 Economy: Ringo, Nutrecan, Donkan, Italcan
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources ANDI - Cámara Industria de Alimentos
Balanceados
Banco de la República
Clínica Veterinaria Katos
Departamento Administrativo Nacional de
Estadística (DANE)
Dirección de Impuestos y Aduanas Nacionales
(DIAN)
Economic Commission for Latin America
(ECLA)
Hemeroteca Nacional
Interbolsa
International Monetary Fund
Ministerio de Comercio, Industria y Turismo
Ministerio de Educacion
Ministerio de la Protección Social
Revisores y Tributarios de Antioquia
Secretaría de Salud Distrital de Bogotá
Superintendencia de Industria y Comercio
Superintendencia de Sociedades
United Nations
Trade Associations Asociación Colombiana de Médicos
Veterinarios y Zootecnistas (Acovez)
Asociación Defensora de Animales
Bairexport
Consejo Profesional de Medicina Veterinaria y
Zootecnia de Colombia
Fenalco
Trade Press Archivo Norma
Cambio
Canal Mascotas
Confidencial Colombia
Dinero
El Colombiano
El Cronista Veterinario Latinoamericano
El Heraldo
El Ladrador
El Tiempo
La República
La Tarde
Medicina Veterinaria & Zootecnia en Colombia
Portafolio
Portal Veterinaria Albeitar
Publicidad & Mercadeo
Revista Campo Ganaderia- Agro Ganaderia
Revista Visión Veterinaria Mascotas
Semana
Tormo
Trabajos de Investigación sobre Zoonosis y
Áreas Afines
Source: Euromonitor International

Pet Care in Colombia 2017

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Pet Care in Colombia 2017

Uploaded by

Copyright:

Available Formats

PET CARE IN COLOMBIA

LIST OF CONTENTS AND TABLES

PET CARE IN COLOMBIA

Pet Humanisation Trend Encourages Pet Care Companies To Expand

Retail Distribution of Pet Care Products Continues To Improve in

Demographic Trends Should Continue To Bolster Market Development

KEY TRENDS AND DEVELOPMENTS

Pet Humanisation Trend Continues To Bolster Demand for Prepared Pet

Relative Immaturity of Pet Care Presents Both Opportunities and

Competition Between Retailers of Pet Care Products Continues To

Dog Population 4,179.2 4,251.7 4,344.0 4,456.1 4,781.4 4,917.5

Table 3 Sales of Pet Care by Category: Value 2012-2017

Table 4 Sales of Pet Food by Category: % Volume Growth 2012-2017

Dog and Cat Food 6.6 7.6 44.3

Table 5 Sales of Pet Care by Category: % Value Growth 2012-2017

% current value growth

Dog and Cat Food 12.2 12.5 80.2

Table 6 NBO Company Shares of Pet Food: % Value 2012-2016

% retail value rsp

Nestlé Purina PetCare 22.8 22.4 23.1 23.5 23.5

Table 7 LBN Brand Shares of Pet Food: % Value 2013-2016

% retail value rsp

Ringo Contegral SA 11.8 12.6 13.6 14.6

Nutre Can Solla SA 5.5 5.4 5.2 5.3

% retail value rsp

Nestlé Purina PetCare 24.4 23.9 24.6 24.9 24.8

Mars Andean Ltda 14.8 14.9 15.2 13.9 13.6

% retail value rsp

Ringo Contegral SA 12.6 13.3 14.4 15.4

Nutra Diamond Feeds Inc 0.8 1.0 1.1 1.1

Table 10 Penetration of Private Label in Pet Care by Category: % Value 2011-2016

% retail value rsp

Pet Care 1.2 1.4 1.7 1.8 1.8 1.8

Table 11 Distribution of Pet Care by Format: % Value 2012-2017

% retail value rsp

Store-Based Retailing 86.9 87.0 87.1 87.0 86.6 86.8

--- Other Grocery - - - - - -

Table 12 Distribution of Pet Care by Format and Category: % Value 2017

% retail value rsp

Store-Based Retailing 174.0 68.8

-- Pet superstores 16.1 4.0

Table 13 Distribution of Dog and Cat Food by Format: % Value 2012-2017

% retail value rsp

Store-Based Retailing 86.8 86.9 87.0 86.9 86.5 86.8

-- Home and Garden - - - - - -

% retail value rsp

Store-Based Retailing 86.6 86.8

Table 15 Forecast Sales of Pet Food by Category: Volume 2017-2022

Table 16 Forecast Sales of Pet Care by Category: Value 2017-2022

Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2017-2022

Dog and Cat Food 5.9 5.4 30.1

Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2017-2022

% constant value growth

Dog and Cat Food 7.3 6.6 37.6

Other Pet Products 8.9 7.6 44.0

Summary 1 Research Sources

You might also like