Abstract
ABOUT THIS REPORT
This Euromonitor market report provides market trend and market growth
analysis of the Pet Care industry in Brazil. With this market report, you' ll
be able to explore in detail the changing shape and potential of the industry.
You will now be able to plan and build strategy on real industry data and
projections.
The Pet Care in Brazil market research report includes:
- Analysvis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Pet Care in Brazil?
- What are the major brands in Brazil?
- How did the downturn affect pet care spending?
- Which is the best-performing category within pet care?
- Which is the fastest-growing pet food manufacturer?
- How have pet specialists fared in recent years?
- What are growth prospects for pet care in the next 5 years?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and
supply functions
- This industry report originates from Passport, our Pet Care market
research database.
Each report is delivered with the following components:
- Report: PDF and Word
- Market statistics: Excel workbook
SAMPLE ANALYSIS
EXECUTIVE SUMMARY
Value sales see growth despite economic downturn
While retail volume sales saw a decline in 2009, as a result of the economic
crisis, pet food retail value sales saw growth of 5%. As manufacturers were
able to maintain relatively high unit prices, retail value sales saw growth in
spite of the decline witnessed in volume sales. Resilient demand for higher
added value premium products also helped drive retail value sales growth.
Expansion of internet retailing expected
Pet superstores, such as Cobasi and Pet Centre Marginal, have established
online sales operations in the hope of benefitting from the overall expansion
of internet retailing in Brazil. Overall, the number of websites specialising
in pet products saw growth over the review period. According to the country' s
leading internet retailer, B2W, e-commerce was expected to see growth of
between 15% and 30% in 2010.
Government agencies and manufacturers target informal retailing
Pet food manufacturers have joined forces with government agencies and pet
product retailers in the ongoing fight against informal retailing. While
manufacturers struggled to reduce the tax burden imposed on pet food products
in 2009, government agencies issued new regulations aimed at reducing
bureaucracy and overall costs. With informal retailing accounting for
approximately 40% of pet care revenues, if efforts to eradicate it are
successful pet care could be expected to see significant expansion.
Rising demand for health and wellness products
As the humanisation of pets becomes a more widespread phenomenon, consumers
increasingly look to purchase health and wellness products for their pets, as
they do for themselves and their families. New product introductions,
particularly, within the premium segment, increasingly contain functional and
fortified ingredients. An ever larger number of Brazilians now demand pet food
products which are beneficial to their pet' s health.
Pet owners turn to neighbourhood stores
With Brazilian consumers increasingly looking for more convenient shopping
alternatives, small independent grocers and neighbourhood stores have emerged
as alternative retail channels for the purchase of pet food and pet care
products. This still developing trend represents a threat to pet stores which
have long been the leading channel for pet food and other pet products in
Brazil.
METHODOLOGY
Global insight and local knowledge
With 40 years' experience of developed and emerging markets, Euromonitor
International' s research method is built on a unique combination of specialist
industry knowledge and in-country research expertise.
This approach is what enables us to achieve our goal of building a market
consensus view of size, shape and trends across the full distribution universe
of each category. We factor in whichever channels are relevant, from
large-scale grocery to direct sellers, from discount stores to local
mom-and-pop outlets.
Industry specialists
Each industry we cover is managed by an Industry Manager and team of Industry
Analysts who research and report on their specialist categories all year round.
Our collaborative approach to research means that these industry teams are in
constant dialogue with industry players and opinion formers. The planning of
our research programmes reflects latest market trends and industry events. In
completing each update project, this provides invaluable input to the testing,
review and finalisation of our data.
The specialist in-house teams bring together findings from all stages of the
annual research process. They work closely with in-country analysts, assess
and challenge data and exercise final editorial control over the publication
of new data and analysis.
Country and regional analysts
Our in-country analyst network is managed by country and regional analysts in
our offices around the world. Working closely with each in-country team, the
regional research management team ensures that all country researchers are
well schooled in best practices, from the information collected in store
checks, to the dialogue we build in trade surveys. Our country analysts ensure
that national reports explain the data trends and provide clear insights into
the local market' s dynamics.
In-country research network
To deliver fresh insights every year in countries all around the world, we
believe the strongest approach is to use analysts on the ground. They bring
fluency in local language, physical proximity to the best sources, an ability
to engage directly with local industry contacts, and an awareness of how the
products and services we study are advertised, sold and consumed. These are
essential parts of our ability to report incisively on these markets.
Table of Contents
Pet Care in Brazil - Industry Overview
EXECUTIVE SUMMARY
- Value sales see growth despite economic downturn
- Expansion of internet retailing expected
- Government agencies and manufacturers target informal retailing
- Rising demand for health and wellness products
- Pet owners turn to neighbourhood stores
KEY TRENDS AND DEVELOPMENTS
- Economic downturn has limited effect on retail value sales
- Growth potential of internet retailing
- Efforts to curb informal retailing practices
- Health and wellness pet food on the rise
- Future growth of small independent retailers
- MARKET INDICATORS
- MARKET DATA
- DEFINITIONS
- Summary 1. Research Sources
Pet Care in Brazil - Company Profiles
Cobasi Comercio Produtos Basicos Ind Ltda - Pet Care - Brazil
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- Chart 1. Comercio de Produtos Basicos Industrializados Ltda: Cobasi in
Sao Paulo
- COMPETITIVE POSITIONING
- Summary 4. Cobasi: Competitive Position 2009
Mars Brasil Alimentos Ltda - Pet Care - Brazil
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 6. Mars Brasil Alimentos Ltda: Competitive Position 2009
Mogiana Alimentos SA - Pet Care - Brazil
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 9. Mogiana Alimentos SA: Competitive Position 2009
Nestlé Brasil Ltda - Pet Care - Brazil
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 12. Nestlé Brasil Ltda: Competitive Position 2009
Nutriara Alimentos Ltda - Pet Care - Brazil
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 14. Brazilian Pet Foods Ltda: Competitive Position 2009
Yoki Alimentos SA - Pet Care - Brazil
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 17. Yoki Alimentos SA: Competitive Position 2009
Cat Food in Brazil - Category Analysis
HEADLINES
TRENDS
- The ongoing fallout of the global financial crisis inhibited volume sales
growth in 2009. However, it is expected that volume sales growth of 6% will be
seen in 2010, while retail value sales are expected to see growth of 10%.
COMPETITIVE LANDSCAPE
- Mars led cat food with a 33% retail value sales share in 2009. Nestlé
Brasil followed with a second-ranking 13% sales share. While Nestlé Brasil
enjoys strong distribution in grocery retailers, Mars' leading Whiskas brand
is equally well supported. No significant change in sales share rankings is
expected in 2010.
PROSPECTS
- Retail value sales are expected to see a CAGR of 8% over the forecast
period. The growing number of households owning a cat, allied to the
introduction of more expensive cat food products, will contribute to this
performance.
CATEGORY INDICATORS
CATEGORY DATA
Dog Food in Brazil - Category Analysis
HEADLINES
TRENDS
- As the effects of the financial crisis impacted dog food in Brazil in
2009, manufacturers adjusted their production output downwards, while unit
prices were increased. Instead of lowering prices to maintain volume demand,
manufacturers instead chose to lower production volumes and to keep full
adjusted prices.
COMPETITIVE LANDSCAPE
- Significant changes to the competitive landscape are not expected in 2010,
with Mars Brasil Alimentos and Nestlé Brasil expected to continue as the
leading companies. As grocery retailers gain sales share, both Mars and Nestlé
are expected to benefit from having concentrated their distribution efforts on
large hypermarket and supermarket chains.
PROSPECTS
- Retail volume sales are expected to positive growth in 2010 as well as
over the duration of the forecast period. This growth will primarily be the
result of the continued conversion of consumers to packaged dog food. While
retail volume sales are expected to see a CAGR of 4% over the forecast period,
retail value sales are expected record a CAGR of 6%. The disparity in growth
rates will mainly be the result of consumers trading up to more expensive
products.
CATEGORY INDICATORS
CATEGORY DATA
Other Pet Food in Brazil - Category Analysis
HEADLINES
TRENDS
- Other pet food is expected to see substantial growth in 2010. As more
people adopt busy lifestyles and live in apartment buildings in urban areas,
birds and fish are expected to grow in popularity. Although small mammals and
some reptile varieties presently enjoy popularity among pet owners, birds and
fish are expected to see the largest adoption rates over coming years. Small
rodents, such as chinchillas and hamsters, enjoy popularity with younger
children. However, a fear of having small rodents loose in the house, combined
with their resemblance to mice and rats, oftentimes prevents parents from
consenting to ownership. Small turtles remained quite popular as pets in
Brazil over the years.
COMPETITIVE LANDSCAPE
- Traditional manufacturers of dog and cat food, encouraged by their growth
potential, began to enter bird and fish food over the review period. However,
they face strong competition from established companies, such as Alcon. Alcon
is expected to remain the leading player in other pet food over the forecast
period, despite the entry of relatively new players, such as Mogiana Alimentos
and Nutriara in bird food.
PROSPECTS
- Retail value sales are expected to see a CAGR of 5% over the forecast
period.
CATEGORY INDICATORS
CATEGORY DATA
Pet Products in Brazil - Category Analysis
HEADLINES
TRENDS
- Pet products is expected to rebound from the relatively poor retail value
sales growth witnessed in 2009 to record growth of 12% in 2010.
COMPETITIVE LANDSCAPE
- Merial Saude Animal led pet healthcare with a 24% share of retail value
sales in 2009. While pet healthcare is contested by large international
companies, including Merial, Pfizer and Bayer, other pet products is comprised
of a large number of small to medium sized local companies.
PROSPECTS
- Retail value sales are expected to see a CAGR of 8% over the forecast
period.
CATEGORY DATA
