Dog Food in Colombia 2017

DOG FOOD IN COLOMBIA
Euromonitor International
June 2017
DOG FOOD IN COLOMBIA Passport I
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 4
Category Indicators ...................................................................................................................... 5
Table 1 Dog Owning Households: % Analysis 2012-2017 ........................................ 5
Table 2 Dog Population 2012-2017........................................................................... 5
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis
2012-2017 .................................................................................................... 5
Category Data .............................................................................................................................. 6
Table 4 Sales of Dog Food by Category: Volume 2012-2017 ................................... 6
Table 5 Sales of Dog Food by Category: Value 2012-2017 ...................................... 6
Table 6 Sales of Dog Food by Category: % Volume Growth 2012-2017 .................. 6
Table 7 Sales of Dog Food by Category: % Value Growth 2012-2017 ..................... 6
Table 8 Sales of Premium Dog Food by Category: Value 2012-2017 ....................... 7
Table 9 Sales of Dry Dog Food by Life-Cycle: % Value 2012-2017 .......................... 7
Table 10 Sales of Wet Dog Food by Life-Cycle: % Value 2012-2017 ......................... 7
Table 11 NBO Company Shares of Dog Food: % Value 2012-2016 ........................... 7
Table 12 LBN Brand Shares of Dog Food: % Value 2013-2016 ................................. 8
Table 13 LBN Brand Shares of Dog Treats: % Value 2013-2016 ............................... 9
Table 14 Forecast Sales of Dog Food by Category: Volume 2017-2022 .................. 10
Table 15 Forecast Sales of Dog Food by Category: Value 2017-2022 ..................... 10
Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2017-
2022 ........................................................................................................... 10
Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2017-2022..... 10
Summary 1 Dog Food by Price Band 2017 ................................................................... 11
© Euromonitor International
DOG FOOD IN COLOMBIA Passport 1
DOG FOOD IN COLOMBIA

HEADLINES
 Dog food current value sales grow by 13% in 2016 to reach COP841.4 billion
 Growth in dog ownership and the pet humanisation trend help to sustain the positive
development of dog food
 Economy dry dog food is the most dynamic category in current value growth terms in 2016,
with sales increasing by 16%
 Overall average unit price for dog food increases by 4% in current value terms due to inflation
and exchange rate volatility
 Contegral SA remains the leading player in dog food in 2016 with an overall value share of
23%
 Dog food value sales at constant 2017 prices are expected to record a CAGR of 7% over the
forecast period to reach COP1.32 trillion in 2022
TRENDS
 Based on provisional estimates dog food in Colombia is expected to post current value sales
growth of 13% in 2017, which would be in line with its 2016 performance. Aside from price
increases, strong growth in current value sales will be sustained by intensive above- and
below-the-line marketing activities. These will include promotions run in conjunction with
veterinary clinics, the sponsorship of dog shows and other dog-related events, and increased
advertising via social media networks. Such activities should help to offset any negative
impact that the economic slowdown that began in 2016 might have on the development of the
category.
 Growth in dog food current value sales in 2016 was slightly slower than the corresponding
CAGR projected for the entire review period, but remained robust overall. Among the main
factors that helped to sustain the positive development of the category was the pet
humanisation trend. This trend, which was initially strongest in urban centres but has now also
spread to rural areas, continued to drive demand for healthier and more nutritionally balanced
dog food products in all price segments. Pet humanisation also strengthened consumer
interest in added-value offerings, including dog food products with functional benefits and
gourmet-style flavour variants. As the supply of higher quality and added-value products
increased, price competition intensified, which also helped to maintain strong demand in the
category.
 Economy dry dog food showed the fastest development in current value growth terms in
2016, with sales increasing by 16%. The category’s performance was lifted by growing
interest in more nutritious and health-oriented products, including competitively-priced
domestic brands. At the same time, economy dry dog food continued to benefit from the fact
that this category is often the preferred choice for consumers when they first switch from
feeding their pets table scraps to feeding them prepared dog food.
 The overall average unit price for dog food rose by 4% in current value terms in 2016. This
was partly due to inflation, which topped 5%. At the same time, exchange rate volatility led to
higher input costs, which were passed on to consumers via retail price hikes. Nonetheless,
despite rising prices and the slowdown in the Colombian economy, dog food still saw total
volume and current value sales grow by 8% and 13%, respectively.
 While wet dog food maintained its positive development in 2016, it continued to be dwarfed by
dry dog food in retail volume and current value sales terms. This reflected the fact that
Colombians still tend to perceive wet dog food as a nutritious complement or mixer for dry dog
food, rather than as an everyday main meal in its own right. Towards the end of the review
period, wet dog food witnessed a nascent trend towards more natural and organic products,
but dry dog food remained the preferred choice of most consumers in 2016.
 Economy dog food remained the largest price segment in retail volume and current value
sales terms in 2016, followed by mid-priced dog food. Premium dog food continued to develop
positively, however, benefiting from rising demand for therapeutic brands such as Hill's
Science Diet, and from growing interest in specially formulated products with nutritional
benefits for dogs of different ages, breeds and sizes that were offered under brands like
Purina Pro Plan, Equilibrio, Veterinary Diet and Royal Canin.
 Wet dog food products made with all natural ingredients became more visible in Colombia
towards the end of the review period. For example, the Chunky brand presented Menú
Natural, a BARF (biologically appropriate raw food) product in frozen format that is made from
natural ingredients and suitable for adult dogs of all breeds.
 Health and wellness products continued to gain popularity in dog food in 2016, largely thanks
to the influence of the pet humanisation trend. This trend is leading more Colombians to see
and treat their dogs as family members. Accordingly, these owners are increasingly willing to
choose dog food products that can improve the health, happiness and general wellbeing of
their pets.
 Dog treats posted current value sales growth of 9% in 2016, benefiting from the increasing
willingness of many owners to spoil or pamper their pets. In line with the pet humanisation
trend, many products in this category are modelled on human indulgence foods in terms of
both format and packaging. Examples include brownies and cakes with health benefits for
dogs, as well as treats that have packaging similar to that used for confectionery products and
claim to reduce bad breath in dogs.
 In line with growing demand, retail distribution of dog food products continued to improve via
several channels in 2016. Hypermarkets and supermarkets remained the leading distribution
channels in the category in value sales terms, followed by pet shops, independent small
grocers, veterinary clinics and pet superstores. Internet retailing was among the most
dynamic channels in terms of current value growth, though sales were emerging from a low
base. Nonetheless, this channel continued to benefit from the growing desire for convenience
among dog owners in Colombia and the success of online retailers such as
ciudaddemascotas.com. The performance of internet retailing was further bolstered by rising
smartphone ownership and the development of new mobile apps, as well as growing
consumer confidence in the security of online credit or debit card transactions.
 The percentage of dog-owing households in Colombia continued to increase in 2016, as did
the country’s total pet dog population. Urbanisation and the trend towards smaller family sizes
were among the trends that helped to sustain growth in dog ownership. Industry studies
suggest that six out of every ten people in Colombia owned a pet in 2016. Official statistics
indicate that in the same year, one in three households in the capital city of Bogotá owned a
pet, with dogs being the most popular pet type.
 The share of total food consumed by dogs in Colombia represented by prepared products
continued to increase in 2016, rising to 26%. It is still common for Colombians to use
prepared food products (mainly dry dog food) as a complement or mixer for home-made food,
ie table scraps. However, in line with better education about canine health and nutrition, in
recent years more consumers have ceased this practice, and now only give their dogs
prepared food products.
COMPETITIVE LANDSCAPE
 In line with pet humanisation, it is expected that higher quality and health-oriented products
will continue to gain popularity in dog food in 2017, including organic variants and products
made from all natural ingredients. One example is Italcol de Occidente Ltda’s recently
launched Chunky Menú Natural, a frozen dog food product that adheres to the BARF
(biologically appropriate raw food) concept. Further segmentation of both dry and wet dog
food ranges is also expected in 2017 as manufacturers step up efforts to target specific
consumer bases.
 Contegral continued to lead in dog food in Colombia in 2016 with an overall value share of
23%. This was mainly due to the commanding lead held by its Ringo brand in economy dry
dog food, the single largest product category. Ringo is offered in pack sizes of up to 30kg, and
is especially popular in rural areas where other dog food brands are not widely available.
Contegral also manufactures feed products in pellet format for other animals such as cows,
chickens, horses, pigs and fish. Many farmers who buy these products also favour purchasing
bulk packs of the Ringo brand for their dogs.
 Price and value for money remained highly influential factors in dog food purchasing decisions
in Colombia in 2016. However, in line with the pet humanisation trend, manufacturers also
continued to emphasise factors like quality, nutrition and health benefits in an effort to create
an emotional link between individual brands and dog owners who were inclined to treat their
pets like family members.
 One of the most notable new launches in dog food towards the end of the review period was
that of Chunky Menú Natural by Itacol. Challenging the traditional perception among many
Colombians that wet food should only be given to dogs as an occasional treat or as a
complement or mixer for dry food and table scraps, this product is positioned as a main meal
that is suitable for everyday feeding. Made from all natural ingredients, Chunky Menú Natural
also mimics the trend towards healthier products in the human packaged food market. The
brand is thus well positioned to capitalise on growing tendency of Colombians to treat dogs
like human family members, and is likely to inspire similar launches in wet dog food over the
forecast period.
 Increased media coverage on how to properly care for pets continued to have a positive
impact on demand for dog food products in 2016. Various publications and websites featured
sections providing information on canine health, dog behaviour and similar subjects. For
example, the Red + Noticias website featured a section entitled "pasión por los perros”
(passion for dogs), where an expert provided advice on caring for dogs and invited readers to
send in questions about all kinds of dog-related matters. Media coverage of dog-friendly
shopping centres also increased in 2016.
 Premium dog food brands typically claim to offer higher quality ingredients or advanced
nutrition formulas. However, due to their higher prices and niche appeal, premium brands
accounted for relatively low shares of total dog food volume and current value sales in 2016.
Economy products remained the most popular overall, followed by mid-priced products. The
economy and mid-priced segments both saw improvements in product quality standards
towards the end of the review period as competition intensified. However, value for money
also remained important, as evidenced by the growing availability of economy and mid-priced
dog food brands in bulk packs via pet shops and some supermarkets outlets.
 Private label held an overall value share of just 2% in dog food in 2016. Penetration was
strongest in economy dry dog food, where Nutrion SA and other companies manufacture
private label lines for hypermarkets operators like Alkosto SA. These private label lines tend
to be sold at slightly lower prices than branded ranges produced by the same manufacturers.
 There were no major packaging innovations in dog food in 2016. Instead, many players
focused on developing new recipes or flavour variants, as was the case with dry dog food
brand Dogourmet, for example. However, growth in the use of resealable packaging formats
that help to preserve freshness and flavours was observed in wet dog food and dog treats.
PROSPECTS
 Over the forecast period, dog food manufacturers will continue to use social media, in-store
promotional events and other marketing platforms to educate Colombians on how to properly
care for their dogs. While issues like exercise, vaccination and responsible handling should
feature prominently in these educational campaigns, they will primarily focus on the
importance of providing dogs with healthy, well-balanced diets.
 Dog food value sales at constant 2017 prices are expected to grow at a CAGR of 7% over the
forecast period. While this would be slightly slower than the corresponding CAGR recorded
during the review period, dog food will continue to perform strongly overall thanks to growth in
the pet dog population and the increasing willingness of Colombian owners to switch from
non-prepared food to prepared food products. The fact that there is still considerable scope
for growth in consumption and for innovation in all product categories and price segments will
also help to sustain the positive development of dog food towards 2022.
 The recent slowdown in the Colombian economy and the prospect of price increases in some
categories are the main potential threats to the further development of dog food over the
forecast period. Unfavourable economic conditions and price hikes could lead some
consumers to try and save money by giving their pets home-made food instead of prepared
dog food products.
 All product categories within dog food are expected to develop positively over the forecast
period. Dog treats and mixers looks set to be the most dynamic of the main categories in
terms of value sales growth at constant 2017 prices, with a CAGR of 9% projected. This is
mainly due to growing appreciation for the benefits of these product types among consumers,
though new launches and the pet humanisation trend should also bolster the development of
the category. Economy dry dog food is also expected to perform strongly thanks to its lower
price positioning, improvements in product quality standards and the fact that this category is
often the first stop for consumers when they initially make the switch from home-made food to
prepared dog food products.
 In addition to running educational campaigns that promote responsible pet ownership, it is
expected that companies in dog food will step up efforts to tap into the pet humanisation trend
over the forecast period. In particular, companies will invest in advertising campaigns that
focus on the emotional bond between owners and their dogs, and develop new products and
flavour variants that are made with higher quality ingredients and mimic popular human
dishes.
 The overall average unit price for dog food is expected to increase moderately in constant
value terms over the forecast period. On the whole, unit price increases in individual
categories should be restricted by increasing competition, particularly as new players enter.
Moreover, having increased their prices at the end of the review period in response to inflation
and exchange rate volatility, many companies will be reluctant to impose further price hikes
during the early part of the forecast period for fear of alienating consumers.
 Following the recent launch of brands such as Chunky Menú Natural by Itacol, the forecast
period is likely to see more companies embrace the trend towards natural ingredients and
introduce so-called BARF (biologically appropriate raw food) products in wet dog food.
Innovation is also expected in dog treats and mixers, where companies are likely to develop
new products that resemble human food in terms of flavours, formats and presentation.
 Rising urbanisation could affect the performance of dog food over the forecast period. This is
partly because some apartment buildings in urban areas, especially those where older adults
live, do not allow pets due to problems associated with noise and dog waste. Moreover, due
to spatial constraints many urban consumers are more inclined to adopt small or medium-
sized dogs instead of large breeds.
 Dry dog food will continue to account for the lion’s share of total dog food volume sales and
value sales at constant 2017 prices over the forecast period. This is because most
Colombians still tend to perceive wet food as a complement or mixer for dry food rather than
as a main meal in its own right. This perception may change over the medium term as
consumers become better educated about the nutritional benefits of different wet food
products.
 Due to their higher prices and exclusive image, demand for premium dog food brands
(including breed-, size- and age-specific products) will continue to be mainly restricted to a
relatively small base of more affluent consumers over the forecast period. However, products
with added nutritional benefits should continue to gain popularity in the mid-priced and
economy segments thanks to the pet humanisation trend and better education about canine
health among dog owners.
 Consumer interest in dog food products offering functional properties, organic or all natural
ingredients, weight management benefits etc is only just beginning to emerge in Colombia.
While it will require a great deal of effort on the part of producers to change consumer
attitudes to these kinds of health-oriented products and bring them into the mainstream, they
should gain popularity over the forecast period thanks to the pet humanisation trend.
Moreover, given that there is ample room for innovation in this area, new launches should
also help to strengthen interest in health and wellness products within dog food towards 2022.
CATEGORY INDICATORS
Table 1 Dog Owning Households: % Analysis 2012-2017
% households
2012 2013 2014 2015 2016 2017
Households owning a dog 28.0 28.2 28.4 28.6 28.7 29.9

Source: Euromonitor International from official statistics
Table 2 Dog Population 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

Source: Euromonitor International from official statistics
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2012-

2017
% total consumption
2012 2013 2014 2015 2016 2017
Prepared dog food 22.8 23.6 24.4 25.2 25.7 26.4

Non-prepared dog food 77.2 76.4 75.6 74.8 74.3 73.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
CATEGORY DATA
Table 4 Sales of Dog Food by Category: Volume 2012-2017
Tonnes
2012 2013 2014 2015 2016 2017
Dog Treats and Mixers 51.7 53.4 55.5 58.6 62.1 66.0
Dry Dog Food 135,245.2 148,635.7 160,198.1 173,674.9 187,713.6 199,645.9
Wet Dog Food 1,821.1 2,619.9 2,980.5 3,194.0 3,427.2 3,651.3
Dog Food 137,117.9 151,309.0 163,234.1 176,927.5 191,202.9 203,363.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 5 Sales of Dog Food by Category: Value 2012-2017
COP billion
2012 2013 2014 2015 2016 2017
Dry Dog Food 465.1 526.5 594.4 674.2 760.1 856.2
Wet Dog Food 36.3 54.0 64.0 71.3 79.5 89.2
Dog Food 502.6 581.9 659.8 747.0 841.4 947.4
Table 6 Sales of Dog Food by Category: % Volume Growth 2012-2017
% volume growth
2016/17 2012-17 CAGR 2012/17 Total
Dog Treats and Mixers 6.3 5.0 27.7

Dry Dog Food 6.4 8.1 47.6
Wet Dog Food 6.5 14.9 100.5
Dog Food 6.4 8.2 48.3
Table 7 Sales of Dog Food by Category: % Value Growth 2012-2017
% current value growth

2016/17 2012-17 CAGR 2012/17 Total

Dry Dog Food 12.6 13.0 84.1
Wet Dog Food 12.2 19.7 146.0
Dog Food 12.6 13.5 88.5
Table 8 Sales of Premium Dog Food by Category: Value 2012-2017
COP billion
2012 2013 2014 2015 2016 2017
Premium Dry Dog Food 60.9 70.8 84.6 97.1 109.5 120.7
Premium Wet Dog Food 4.7 7.1 8.6 9.6 10.5 11.8
Premium Dog Food 65.6 77.9 93.1 106.7 120.1 132.4
Table 9 Sales of Dry Dog Food by Life-Cycle: % Value 2012-2017
% retail value rsp

2012 2013 2014 2015 2016 2017
Adult 28.4 29.2 29.4 29.7 29.8 30.0

Kitten/Pup 21.4 21.6 21.8 22.0 22.6 23.0
Other 43.6 42.5 42.2 41.8 40.4 39.8
Senior 6.7 6.6 6.6 6.6 7.1 7.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 10 Sales of Wet Dog Food by Life-Cycle: % Value 2012-2017
% retail value rsp

2012 2013 2014 2015 2016 2017
Adult 26.8 26.8 26.8 26.9 27.6 23.8

Kitten/Pup 13.9 13.8 13.8 13.8 14.1 14.3
Other 57.5 57.5 57.5 57.5 56.3 60.0
Senior 1.8 1.8 1.8 1.8 2.0 2.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 11 NBO Company Shares of Dog Food: % Value 2012-2016
% retail value rsp

Company 2012 2013 2014 2015 2016
Contegral SA 17.7 19.3 20.2 21.5 22.9

Nestlé Purina PetCare 20.1 19.7 20.5 20.6 20.8
de Colombia SA
Mars Andean Ltda 13.7 14.0 14.6 13.4 12.9

Solla SA 9.0 8.1 8.0 7.6 7.7
Italcol de Occidente Ltda 5.1 4.8 4.6 5.1 5.0
Gabrica SA 3.5 4.2 3.9 4.0 4.3
Alimentos Polar de 3.8 3.5 3.4 3.2 3.0
Colombia SA
Almacenes Éxito SA 1.8 2.1 2.2 2.1 2.2
Alimentos Nutrion SA 2.5 2.3 2.1 2.1 2.0
Diamond Feeds Inc 0.9 0.8 1.1 1.2 1.2
Logus Representaciones SA 1.0 1.0 1.0 1.0 1.1
Pet World Ltda 0.4 0.3 0.3 0.3 0.3
Alicorp Colombia SA 0.8 0.4 0.2 0.1 -
Novartis de Colombia SA 1.4 1.3 - - -
Cargill Cafetera de - - - - -
Manizales
Industria Arrocera de - - - - -
la Sabana Ltda
Others 18.3 18.1 17.9 17.8 16.6
Total 100.0 100.0 100.0 100.0 100.0
Table 12 LBN Brand Shares of Dog Food: % Value 2013-2016
% retail value rsp

Brand (GBO) Company (NBO) 2013 2014 2015 2016
Ringo Contegral SA 15.9 16.6 17.8 18.9

Pedigree (Mars Inc) Mars Andean Ltda 11.7 10.6 9.7 9.2
Purina Puppy Chow Nestlé Purina PetCare 7.5 8.1 8.2 8.4
(Nestlé SA) de Colombia SA
Purina Dog Chow Nestlé Purina PetCare 6.7 6.9 6.9 7.1
Nutre Can Solla SA 7.4 7.1 6.7 6.8
Purina Pro Plan Nestlé Purina PetCare 3.1 3.2 3.3 3.2
Chunky (Italcol SCA) Italcol de Occidente Ltda 2.6 2.4 2.8 2.9
Hill's Prescription Gabrica SA 3.3 2.8 2.8 2.9
Diet (Colgate-
Palmolive Co)
Royal Canin (Mars Mars Andean Ltda 2.3 2.7 2.4 2.5
Inc)
Filpo Contegral SA 1.9 1.9 2.0 2.1
Nutrion Alimentos Nutrion SA 2.3 2.1 2.1 2.0
Nutriss Contegral SA 1.6 1.7 1.8 1.9
Donkan (Empresas Alimentos Polar de 1.9 1.8 1.8 1.7
Polar CA) Colombia SA
Italcan Plus Italcol de Occidente Ltda 1.7 1.6 1.6 1.4
(Italcol SCA)
Dogourmet (Empresas Alimentos Polar de 1.6 1.6 1.4 1.3
Polar CA) Colombia SA
Alimento para Perro Almacenes Éxito SA 1.3 1.3 1.2 1.2
(Private Label)
Nutra Diamond Feeds Inc 0.8 1.1 1.2 1.2
Eukanuba (Mars Inc) Mars Andean Ltda - 1.3 1.3 1.2
Purina Ladrina Nestlé Purina PetCare 1.3 1.2 1.2 1.2
Total Max (InVivo Gabrica SA - 0.9 1.0 1.1
Group)
Guabi (Mogiana Logus Representaciones SA 1.0 1.0 1.0 1.1

Alimentos SA)
Purina Kanina Nestlé Purina PetCare 1.1 1.0 1.0 1.0
Exito (Private Label) Almacenes Éxito SA 0.7 0.8 0.9 0.9
Q-ida Can Solla SA 0.5 0.5 0.5 0.5
Agility Gold Italcol de Occidente Ltda 0.3 0.3 0.3 0.4
(Italcol SCA)
Sabueso Solla SA 0.3 0.4 0.3 0.4
Nutrience (Rolf C Pet World Ltda 0.3 0.3 0.3 0.3
Hagen Inc)
Hill's Science Diet Gabrica SA 0.1 0.2 0.2 0.2
(Colgate-Palmolive
Co)
Chunky Delidog Italcol de Occidente Ltda 0.2 0.2 0.2 0.2
(Italcol SCA)
Eukanuba (Procter & Novartis de Colombia SA 1.3 - - -
Gamble Co, The)
Others Others 19.3 18.3 18.1 16.8
Total Total 100.0 100.0 100.0 100.0
Table 13 LBN Brand Shares of Dog Treats: % Value 2013-2016
% retail value rsp

Brand (GBO) Company (NBO) 2013 2014 2015 2016
Purina Dog Chow Nestlé Purina PetCare 31.2 33.0 32.4 34.2
CanAmor Galletas Comercializadora 15.0 14.7 14.8 14.9
Surtidas Bogotana SAS
Pedigree Biscuit Mars Andean Ltda 15.6 15.6 14.8 13.8
(Mars Inc)
Chunky Delidog Mix Italcol de Occidente Ltda 8.7 7.3 8.0 8.5
(Italcol SCA)
Hill's Science Diet Gabrica SA 4.2 6.1 6.5 7.8
(Colgate-Palmolive
Co)
Pedigree Cachorros Mars Andean Ltda 8.0 7.9 7.3 5.6
(Mars Inc)
Total Max Snack Gabrica SA - 3.8 3.8 3.5
(InVivo Group)
Total Doglicious Gabrica SA - 3.9 3.7 3.5
(InVivo Group)
Purina Beneful Nestlé Purina PetCare 3.3 3.4 2.8 2.3
Total Doglicious Gabrica SA 3.8 - - -
(Total Alimentos SA)
Total Max Snack Gabrica SA 3.7 - - -
(Total Alimentos SA)
Galletas Mascotas de Colombia 1.9 - - -
Pedigree Denta Bone Mars Andean Ltda - - - -
(Mars Inc)
Pedigree Marrobone Mars Andean Ltda - - - -
(Mars Inc)
Pedigree Mars Andean Ltda - - - -
Multibiscuit (Mars
Inc)
Purina Beggin' Nestlé Purina PetCare - - - -

Strips (Nestlé SA) de Colombia SA
Eukanuba Healthy Novartis de Colombia SA - - - -
Extras (Procter &
Gamble Co, The)
Eukanuba Healthy Novartis de Colombia SA - - - -
Extras Puppy
(Procter & Gamble
Co, The)
Others Others 4.5 4.4 6.0 5.8
Total Total 100.0 100.0 100.0 100.0
Table 14 Forecast Sales of Dog Food by Category: Volume 2017-2022
Tonnes
2017 2018 2019 2020 2021 2022
Dry Dog Food 199,645.9 211,123.8 222,682.1 234,290.1 245,961.1 257,428.3
Wet Dog Food 3,651.3 3,869.1 4,078.0 4,280.2 4,472.5 4,668.9
Dog Food 203,363.2 215,063.7 226,836.2 238,651.6 250,520.4 262,189.4
trade sources
Table 15 Forecast Sales of Dog Food by Category: Value 2017-2022
COP billion
2017 2018 2019 2020 2021 2022
Dry Dog Food 856.2 922.3 988.3 1,054.8 1,122.1 1,191.9
Wet Dog Food 89.2 95.7 102.0 108.3 114.4 120.5
Dog Food 947.4 1,020.2 1,092.7 1,165.7 1,239.3 1,315.3
trade sources
Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2017-2022
% volume growth
2017/18 2017-22 CAGR 2017/22 Total

Wet Dog Food 6.0 5.0 27.9
Dog Food 5.8 5.2 28.9
trade sources
Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2017-2022
% constant value growth
2017/2018 2017-22 CAGR 2017/22 TOTAL

Wet Dog Food 7.4 6.2 35.1
Dog Food 7.7 6.8 38.8
trade sources
Summary 1 Dog Food by Price Band 2017

Category Price range per kg [COP]
Wet dog food Premium Above COP37,000
Mid-priced COP25,000-36,000
Economy Below COP25,000
Dry dog food Premium Above COP13,000
Mid-priced COP6,600-12,999
Economy Below COP6,600
Source: Euromonitor International

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DOG FOOD IN COLOMBIA

LIST OF CONTENTS AND TABLES

DOG FOOD IN COLOMBIA

Households owning a dog 28.0 28.2 28.4 28.6 28.7 29.9

Table 2 Dog Population 2012-2017

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

Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2012-

Prepared dog food 22.8 23.6 24.4 25.2 25.7 26.4

Table 5 Sales of Dog Food by Category: Value 2012-2017

Table 6 Sales of Dog Food by Category: % Volume Growth 2012-2017

Dog Treats and Mixers 6.3 5.0 27.7

Table 7 Sales of Dog Food by Category: % Value Growth 2012-2017

% current value growth

Dog Treats and Mixers 13.7 10.2 62.4

Table 8 Sales of Premium Dog Food by Category: Value 2012-2017

Table 9 Sales of Dry Dog Food by Life-Cycle: % Value 2012-2017

% retail value rsp

Adult 28.4 29.2 29.4 29.7 29.8 30.0

Table 10 Sales of Wet Dog Food by Life-Cycle: % Value 2012-2017

% retail value rsp

Adult 26.8 26.8 26.8 26.9 27.6 23.8

Table 11 NBO Company Shares of Dog Food: % Value 2012-2016

% retail value rsp

Contegral SA 17.7 19.3 20.2 21.5 22.9

Mars Andean Ltda 13.7 14.0 14.6 13.4 12.9

Table 12 LBN Brand Shares of Dog Food: % Value 2013-2016

% retail value rsp

Ringo Contegral SA 15.9 16.6 17.8 18.9

Guabi (Mogiana Logus Representaciones SA 1.0 1.0 1.0 1.1

Table 13 LBN Brand Shares of Dog Treats: % Value 2013-2016

% retail value rsp

Purina Beggin' Nestlé Purina PetCare - - - -

Table 14 Forecast Sales of Dog Food by Category: Volume 2017-2022

Table 15 Forecast Sales of Dog Food by Category: Value 2017-2022

Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2017-2022

Dog Treats and Mixers 7.4 6.9 39.7

Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2017-2022

% constant value growth

2017/2018 2017-22 CAGR 2017/22 TOTAL

Dog Treats and Mixers 9.6 8.5 50.6

Summary 1 Dog Food by Price Band 2017

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