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Markets & trends

The very promising niche of pet cosmetics in Brazil

Brazil has the 3rd largest pet industry in the world, but only 7.9% of its revenues derive from the pet care segment.

A little over three years ago, IBGE (the Brazilian Institute of Geography and Statistics) announced that Brazilian households now have more dogs than children. Whereas the number of children under the age of 13 currently does not quite reach 39 million, the number of dogs surpassed 52 million last year. Counting dogs, cats and birds, Brazil has the second largest pet population in the world, according to Abinpet (the Brazilian Pet Products Industry Association).

Cless Pet Authentic Care line

Cless Pet Authentic Care line

The relationship between owners and their pets has also changed over the last few years. A 2018 survey conducted by consulting firm CVA Solutions revealed that 32% of respondents see their pets as ‘a child’ and more than 24% consider them to be ‘a family member’.

Dog owners spend, on average, R$ 300 monthly in pet care, while cat owners spend around R$ 200. Together, these two segments propel an industry that registered
R$ 20.7 billion in revenue in 2017, a 7.9% increase in comparison with the previous year, according to Abinpet. The largest share (68.6%) corresponds to food. The pet care category, however, which encompasses hygiene products and cosmetics, represents only to 7.9% of sales.

Shampoos and conditioners are the most popular items, but the range of animal beauty products is steadily increasing, and now includes moisturizer, cologne, wet wipes, toothpaste, dry shampoo, sunscreen and even nail polish. “The love people have for their pets is a big motivation when buying products for them,” says Andréia Bernabe, product manager at Cless Conceito.

The direct sales division of Grupo Cless recently introduced a pet product line to its portfolio. “We invested in the Cless Pet Authentic Care line to diversify our portfolio and enter this niche market, which has a huge growth potential. The sales numbers have surpassed our expectations”, says Luciano Ferreira, sales operations manager at Grupo Cless.

With annual growth figures varying between 8% and 10%, Natural Pet has been operating in the pet products industry since 1999. “For the last 20 years we have seen a positive trend of constant evolution,” says Saul Spinetti, a chemical engineer and commercial director at this manufacturer of natural pet care and beauty products.

Overall, the industry has not only evolved, but also changed. “Traditionally, women used to take care of pets. However, with a growing number of them joining the workforce, there has been a change in this pattern. Whether it be for lack of time or an improvement in their financial situation, families are now routinely taking their pets to specialty establishments,” explains Spinetti.

He also revealed that his company’s best sellers are from its professional line, which are products sold in larger packages (five or 20 liters) and used at pet stores. “In the North and Northeast regions of Brazil, we still see strong retail sales for products used in pet care done at home, but this trend is not as prevalent in the rest of the country.

Natural Pet professional line

Natural Pet professional line

Despite having similar manufacturing processes, pet cosmetics are different from the products used by humans, especially on a formulation level. “Animals have specific biological needs. Special care must be taken when selecting the raw materials, active ingredients and essences that will be used to manufacture pet products to ensure that they will not cause allergies, rashes and infection on their skin, eyes, nostrils and mouth,” says Spinetti. He also explains that a veterinarian and a pharmacist oversee the entire production and quality control processes of all Natural Pet products.

Spinetti believes this category will continue to grow. “We feel very confident about the next few years. We are planning on launching four new specialty lines for both younger and older animals before the year is out, in addition to increasing the number of companies that outsource their manufacturing to us,” he says.

Renata Martins

© 2019 - Brazil Beauty News - www.brazilbeautynews.com

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