Pet Products in Colombia

Euromonitor International
May 2022
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LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2022 DEVELOPMENTS ............................................................................................................... 1
Pet population growth and humanisation trend drive growth for pet products in Colombia....... 1
New ecological developments in cat litter address consumers’ sustainability concerns ........... 1
Pet healthcare and other pet products both benefit from the pet humanisation trend ............... 1
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Continued strong growth for pet products as pet owners seek premium and specialised
products for their pets ............................................................................................................... 2
Ecological and functional cat litter products expected to emerge ............................................. 2
Development of cannabis-based pet healthcare products holds interest .................................. 2
CATEGORY DATA ....................................................................................................................... 2
Table 1 Sales of Pet Products by Category: Value 2017-2022 ................................. 2
Table 2 Sales of Pet Products by Category: % Value Growth 2017-2022................. 3
Table 3 Sales of Pet Healthcare by Type: % Value 2017-2022................................. 3
Table 4 Sales of Other Pet Products by Type: % Value 2017-2022 .......................... 3
Table 5 NBO Company Shares of Pet Products: % Value 2017-2021 ...................... 3
Table 6 LBN Brand Shares of Pet Products: % Value 2018-2021............................. 4
Table 7 Distribution of Pet Products by Format: % Value 2017-2022 ....................... 4
Table 8 Forecast Sales of Pet Products by Category: Value 2022-2027 .................. 5
Table 9 Forecast Sales of Pet Products by Category: % Value Growth 2022-
2027 ............................................................................................................. 6

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PET PRODUCTS IN COLOMBIA

KEY DATA FINDINGS
▪ Retail value sales rise by 22% in current terms in 2022 to COP1.0 trillion
▪ Other pet products is the best performing category in 2022, with retail value sales increasing
by 23% in current terms to COP703 billion
▪ Gesto Agro SAS is the leading player in 2021, with a retail value share of 11%
▪ Retail sales are set to rise at a current value CAGR of 16% (2022 constant value CAGR of
12%) over the forecast period to COP2.2 trillion

2022 DEVELOPMENTS

Pet population growth and humanisation trend drive growth for pet
products in Colombia
Sales of pet products are anticipated to continue seeing robust growth in 2022 in Colombia.
There has been a rapid increase in the number of pets, mainly dogs and cats, and many
households have more than one cat or, as is observed more frequently, a cat and a dog, driving
greater demand for pet products. Sales are also being driven by the increasing offer of pet
products that are orientated towards pet wellbeing, with owners increasingly more prone to
spend on their pets, as in many households they are considered as dear family members. This
is part of the wider pet humanisation trend that is being witnessed within pet care as a whole, as
consumers are increasingly aware of concerns regarding their pets’ wellbeing.

New ecological developments in cat litter address consumers’

sustainability concerns
Cat litter will continue to display rapid growth in 2022, as a result of the increasing pet cat
population. Despite its rising prices, cat litter is a must for households with cats. Cat litter is
seeing new developments, such as ecological litter under the brand Eco Cat. This is a litter
made with corn pellets that can be disposed of easily through the toilet. This brand gained
visibility in 2021, amid the moments of scarcity of cat litter, due to pandemic-related difficulties in
imports, with cat owners looking for alternatives, but also addresses the growing sustainability
trend. Another development in cat litter is the addition of activated carbon, which helps to
eliminate odours.

Pet healthcare and other pet products both benefit from the pet
humanisation trend
Sales of other pet products are also seeing strong growth in Colombia in 2022, and pet
owners are looking for products with more appealing designs. For example, gyms, scratching
posts and beds are available in a variety of colours and designs that can match the furniture and
decoration of the household. Pet products such as apparel for pets is a growing area and, in
Colombia, there have been developments of brands focused on fashion for dogs, that now are
including different collections in the year, for example with Meowoof Pet Fashion. The
humanisation of pets is driving the category.
Pet healthcare is seeing positive but lower value growth rates in 2022 compared with 2020
and 2021. With veterinary services of clinics and pet shops/superstores, as well as grooming

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services operating normally, pet owners have returned to purchasing basic products like
antiparasitic treatments and other products to treat hair/fur, mainly that of dogs, at home. In pet
healthcare, the laboratory HEEL, focused on homoeopathic medicine, is growing in pet care with
products like Traumel and Engystol, the same brands that are used in humans for pain relief
and to boost the immune system. As consumers trust the brand for themselves, they also
consider it good for their pets, thus showing the breadth of the pet humanisation trend.

PROSPECTS AND OPPORTUNITIES

Continued strong growth for pet products as pet owners seek premium
and specialised products for their pets
Pet products in Colombia has strong growth prospects for the forecast period. It is predicted
that the number of pets will see faster growth compared with the number of households in the
country. The rapid expansion of e-commerce, premiumisation and pet owners willing to spend
more on the wellbeing of their pets will continue pushing demand. Over the forecast period,
premium and more specialised products will emerge, driven by the ongoing expansion of pet
shops. Likewise, as e-commerce continues to gather pace in the years to come, apps will also
become more popular to make purchases of pet products. Consumers will be able to find more
appealing and specialised products from apps, from accessories to grooming products, with
consumers expected to be more open to buying products that improve the wellbeing of their
pets.

Ecological and functional cat litter products expected to emerge

Cat litter is projected to achieve strong value growth in the forecast period in Colombia. New
developments in cat litter are anticipated. Further introduction of ecological products and
products with ingredients to eliminate or control odours will emerge. Functional litters, for
example with properties to detect urinary diseases or infections, will also appear. More
ecological products are likely to emerge that are recyclable, free from chemicals and packed in
environmentally-friendly pouches made from materials such as sugar cane fibre. This is part of
the wider sustainability trend that will not only gather pace in Colombia, but across the globe.
Despite its higher price compared to regular cat litter, ecological litter is an interesting niche to
exploit, although its high price might constrain demand, with only higher-income consumers
being able to afford it.

Development of cannabis-based pet healthcare products holds interest

Pet healthcare is expected to remain the smallest category within pet products in the forecast
period. In pet healthcare, as is occurring in human medicine, the approval of cannabis-based
products will emerge for OTC sale. These products are expected to be orientated towards
treating pain as well as anxiety that pets can suffer. Other cosmetic products for pets, like
shampoos, soaps, and oral care, with cannabis are also alternatives that companies will explore
as soon as the regulatory authority ICA (Instituto Colombiano Agropecuario) approves the
permits.

CATEGORY DATA
Table 1 Sales of Pet Products by Category: Value 2017-2022

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COP billion
2017 2018 2019 2020 2021 2022

Cat Litter 123.2 140.3 160.8 221.9 272.0 325.7

Pet Healthcare 10.3 10.6 10.9 12.6 13.5 13.9
Other Pet Products 269.1 296.5 334.4 441.2 570.4 702.8
Pet Products 402.7 447.3 506.1 675.7 855.9 1,042.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Pet Products by Category: % Value Growth 2017-2022

% current value growth

2021/22 2017-22 CAGR 2017/22 Total

Cat Litter 19.7 21.5 164.2

Pet Healthcare 3.1 6.2 35.3
Other Pet Products 23.2 21.2 161.1
Pet Products 21.8 21.0 158.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Pet Healthcare by Type: % Value 2017-2022

% retail value rsp

2017 2018 2019 2020 2021 2022

Flea/Tick Treatments 46.7 46.6 46.9 49.2 49.2 49.2

Pet dietary supplements 42.8 43.4 43.3 40.7 40.6 40.4
Worming Treatments 6.5 6.5 6.6 6.9 7.0 6.9
Other Products 3.9 3.6 3.2 3.2 3.2 3.6
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Other Pet Products by Type: % Value 2017-2022

% retail value rsp

2017 2018 2019 2020 2021 2022

Beauty Products 39.3 38.2 37.2 40.2 39.1 37.9

Accessories 47.8 48.9 49.9 52.2 53.0 55.0
Other 13.0 12.9 12.8 7.7 7.8 7.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Pet Products: % Value 2017-2021

% retail value rsp

Company 2017 2018 2019 2020 2021

Gesto Agro SAS 8.4 9.5 9.7 10.9 11.3

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Cipa SA 5.4 5.9 6.3 6.6 6.7

Jaramillo Pets & Cía SCA 8.1 7.8 7.5 5.6 5.5
Gabrica SA - 0.1 0.3 0.4 0.6
Hergrill & Cia Ltda 1.8 1.5 1.1 0.6 0.5
Nestlé Purina PetCare 1.5 1.4 1.1 0.6 0.4
de Colombia SA
Comercializadora 0.3 0.3 0.3 0.3 0.3
Bogotana SAS
Laboratorios Synthesis 0.3 0.3 0.3 0.2 0.2
Cía SA
Laboratorios Provet SA 0.2 0.2 0.2 0.2 0.2
Merck Sharp & Dohme 0.2 0.2 0.2 0.2 0.1
Colombia SAS
Laboratorios Zoo Ltda 0.2 0.2 0.2 0.1 0.1
Comandina SA 0.2 0.2 0.1 0.1 0.1
Others 73.5 72.3 72.7 74.2 74.0
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Pet Products: % Value 2018-2021

% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

Fofi Cat Gesto Agro SAS 9.5 9.7 10.9 11.3

Freemiau Cipa SA 5.9 6.3 6.6 6.7
Royal Cat Scoopable Jaramillo Pets & Cía SCA 6.7 6.4 4.8 4.7
(Penglai Mining Corp)
Mimi Litter Jaramillo Pets & Cía SCA 1.2 1.1 0.8 0.8
(Qingdao Meigao
Chemical Co Ltd)
Fresh Step (Clorox Gabrica SA 0.1 0.3 0.4 0.6
Co, The)
Cat's Pride (Oil- Hergrill & Cia Ltda 1.5 1.1 0.6 0.5
Dri Corp of America)
Tidy Cats (Nestlé SA) Nestlé Purina PetCare 1.4 1.1 0.6 0.4
de Colombia SA
Canamor Comercializadora 0.3 0.3 0.3 0.3
Bogotana SAS
Calsyn Laboratorios Synthesis 0.3 0.3 0.2 0.2
Cía SA
Lindopel (Provet SA) Laboratorios Provet SA 0.2 0.2 0.2 0.2
Pulvex (Merck & Co Merck Sharp & Dohme 0.2 0.2 0.1 0.1
Inc) Colombia SAS
Mirrapel Comandina SA 0.2 0.1 0.1 0.1
Zoo Laboratorios Zoo Ltda 0.1 0.1 0.1 0.1
Gaticos (Nestlé SA) Nestlé Purina PetCare - - - -
de Colombia SA
Others Others 72.4 72.8 74.3 74.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Distribution of Pet Products by Format: % Value 2017-2022

% retail value rsp

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2017 2018 2019 2020 2021 2022

Store-Based Retailing 90.6 86.7 86.5 82.3 81.6 79.8

- Grocery Retailers 16.6 15.6 14.5 11.2 11.6 11.6
-- Modern Grocery 16.6 15.6 14.5 11.2 11.6 11.6
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 8.6 8.1 7.7 6.0 6.4 6.3
--- Supermarkets 8.0 7.5 6.8 5.2 5.2 5.4
-- Traditional Grocery - - - - - -
Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 74.0 71.2 72.1 71.1 70.0 68.1
-- Pet superstores 24.5 23.1 23.2 23.8 23.7 22.7
-- Pet shops 49.4 48.1 48.9 47.3 46.4 45.4
-- Health and Beauty - - - - - -
Specialist Retailers
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies - - - - - -
--- Drugstores/ - - - - - -
parapharmacies
--- Other Health and - - - - - -
Beauty Retailers
-- Home and Garden - - - - - -
Specialist Retailers
--- Home Improvement - - - - - -
and Gardening Stores
--- Homewares and Home - - - - - -
Furnishing Stores
-- Other Non-Grocery - - - - - -
Specialists
Non-Store Retailing 4.0 8.3 8.7 10.8 11.3 14.1
- Direct Selling - - - - - -
- Homeshopping 0.4 0.6 0.8 0.3 0.2 0.2
- E-Commerce 3.6 7.6 7.9 10.5 11.1 13.9
Non-retail channels 5.5 5.0 4.8 6.9 7.0 6.1
- Veterinary clinics 5.5 5.0 4.8 6.9 7.0 6.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Forecast Sales of Pet Products by Category: Value 2022-2027

COP billion
2022 2023 2024 2025 2026 2027

Cat Litter 325.7 360.6 394.9 430.3 465.9 501.4

Pet Healthcare 13.9 14.3 14.6 14.8 15.0 15.2
Other Pet Products 702.8 823.8 943.0 1,069.0 1,198.5 1,329.2
Pet Products 1,042.4 1,198.7 1,352.5 1,514.1 1,679.5 1,845.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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Table 9 Forecast Sales of Pet Products by Category: % Value Growth 2022-2027

% constant value growth

2022/2023 2022-27 CAGR 2022/27 Total

Cat Litter 10.7 9.0 54.0

Pet Healthcare 2.5 1.8 9.2
Other Pet Products 17.2 13.6 89.1
Pet Products 15.0 12.1 77.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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