Market Research: Pet Care in Chile - Market Indicators

MARKET INDICATORS
Table 1 Pet Populations 2010-2015

'000s of animals
2010
2011
2012
2013
2014
2015
Dog Population
3,378.8
3,462.4
3,541.5
3,623.9
3,714.5
3,806.4
Cat Population
1,678.0
1,855.0
2,035.0
2,224.0
2,415.3
2,613.3
Bird Population
783.0
803.4
822.9
841.0
857.8
874.0
Fish Population
341.8
357.9
372.9
387.4
401.0
410.3
Small Mammal Population
66.7
70.0
73.5
77.3
81.4
85.8
Reptile Population
83.0
85.7
88.1
90.2
92.0
93.7
Source: Euromonitor International from official statistics
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2010-2015
Tonnes
2010
2011
Dog and Cat Food
193,268.2 196,031.1 192,734.9 200,668.9 211,427.0 222,543.9
Other Pet Food
242.8
Pet Food
193,511.0 196,298.7 193,031.6 200,999.6 211,798.3 222,955.3
267.6
2012
296.7
2013
330.8
2014
371.3
2015
411.4
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 2010-2015

CLP million
2010
2011
2012
2013
2014
2015
Dog and Cat Food
221,936.
239,630.
253,577.
277,258.
303,206.
330,114.
Other Pet Food
692.6
808.4
952.7
1,130.9
1,334.0
1,542.3
Pet Food
222,629.
1
240,439.
2
254,530.
0
278,389.
8
304,540.
0
331,657.
1
Cat Litter
2,367.1
2,704.0
3,115.1
3,454.4
3,862.0
4,260.5
Pet Healthcare
2,752.5
3,063.6
3,361.3
3,690.8
4,167.5
4,638.4
Pet Dietary Supplements
61.2
67.0
71.6
77.0
83.6
89.9
Other Pet Products
2,126.8
2,452.8
2,857.1
3,587.6
4,901.1
6,820.5
Pet Products
7,307.7
8,287.4
9,405.1
10,809.8
13,014.2
15,809.3
Pet Care
229,936.
7
248,726.
6
263,935.
2
289,199.
6
317,554.
1
347,466.
4
Table 4 Sales of Pet Food by Category: % Volume Growth 2010-2015

% volume growth
2014/15
2010-15 CAGR
2010/15 Total
Dog and Cat Food
5.3
2.9
15.1
Other Pet Food
10.8
11.1
69.4
Pet Food
5.3
2.9
15.2
Table 5 Sales of Pet Care by Category: % Value Growth 2010-2015

% current value growth
2014/15
2010-15 CAGR
2010/15 Total
Dog and Cat Food
8.9
8.3
48.7
Other Pet Food
15.6
17.4
122.7
Pet Food
8.9
8.3
49.0
Cat Litter
10.3
12.5
80.0
Pet Healthcare
11.3
11.0
68.5
7.5
8.0
46.8
Other Pet Products
39.2
26.2
220.7
Pet Products
21.5
16.7
116.3
Pet Care
9.4
8.6
51.1
Table 6 NBO Company Shares of Pet Food: % Value 2010-2014
201
0
201
1
Nutripro SA
31.
5
28.8 29.8 29.3 28.9
Nestl Chile SA
12.
8
14.2 16.4 18.8 20.6
Mars Southern Cone Alimentos Ltda
22.
6
23.3 22.0 21.3 20.6
Champion SA
21.
5
18.2 17.0 15.0 13.6
Royal Canin Chile Ltda
1.3
2.9
% retail value rsp
201
2
3.7
201
3
4.3
201
4
4.7
Empresas Iansa SA
3.2
2.9
2.9
2.7
2.5
Procter & Gamble Ltda
0.9
1.7
2.0
2.1
2.2
Gabrica Chile Ltda
0.4
0.6
1.0
1.2
1.4
South Point SA
0.3
0.4
0.5
0.6
0.7
Tresko Ltda
0.9
0.7
0.7
0.6
0.6
Sociedad Importadora y Exportadora Caupolicn
0.1
0.1
0.1
0.1
0.2
Procter & Gamble Chile SA
Colgate-Palmolive Chile SA
Industrial Punto Futuro SA
Masterfoods Chile Alimentos Ltda
Nutricare SA
Importadora, Comercializadora y Distribuidora Royal Canin Chile

Ltda
Private Label
1.7
1.7
1.8
1.9
2.1
Others
2.8
4.4
2.1
2.0
1.9
Total
100
.0
100. 100. 100. 100.

0
0
0
0
Table 7 LBN Brand Shares of Pet Food: % Value 2011-2014

% retail value rsp
Company
201
1
201
2
201
3
201
4
Master Dog
Nutripro SA
17.6 18.9 19.4 19.6
Pedigree
18.3 17.4 16.6 15.7
Champion
Champion SA
10.7 10.4 9.3
8.5
Purina Dog Chow
Nestl Chile SA
6.1
7.6
7.9
8.5
Whiskas
5.0
4.5
4.6
4.8
Royal Canin
2.9
3.7
4.3
4.7
Doko
Nestl Chile SA
3.3
3.5
3.9
4.0
Purina Cat Chow
Nestl Chile SA
2.3
2.6
3.2
3.7
Cachupin
Nutripro SA
4.4
4.3
3.9
3.6
Master Cat
Nutripro SA
3.4
3.4
3.1
2.8
Cannes
Empresas Iansa SA
1.1
2.9
2.7
2.5
Guau Forte
Nutripro SA
2.8
2.8
2.6
2.4
Purina Pro Plan
Nestl Chile SA
1.5
1.7
2.1
2.3
Eukanuba
1.6
2.0
2.1
2.2
Sabro Kan
Champion SA
3.1
2.7
2.3
2.0
Hill's Prescription
Diet
Gabrica Chile Ltda
0.6
1.0
1.2
1.4
Gati
Nestl Chile SA
0.8
0.9
1.2
1.4
Canito
Champion SA
1.4
1.2
1.0
0.9
Doguitos
Nestl Chile SA
0.2
0.2
0.5
0.7
My Katt
Champion SA
0.8
0.7
0.7
0.6
Dingo
South Point SA
0.3
0.4
0.5
0.6
Forzican
Champion SA
0.8
0.7
0.6
0.5
Cubicat
Champion SA
0.7
0.6
0.5
0.5
Cubidog
Champion SA
0.7
0.6
0.5
0.5
Cuchito
Nutripro SA
0.4
0.4
0.4
0.3
Guardian
Tresko Ltda
0.4
0.3
0.3
0.3
Acomer
Tresko Ltda
0.4
0.3
0.3
0.3
Canary Song
Sociedad Importadora y Exportadora

Caupolicn
0.1
0.1
0.1
0.2
Biscrok
0.1
0.1
0.0
0.0
Bobicann
Empresas Iansa SA
1.8
Private label
Private Label
1.7
1.8
1.9
2.1
Others
Others
4.7
2.4
2.3
2.2
Total
Total
100. 100. 100. 100.

0
0
0
0
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2010-2014
% retail value rsp
201
0
201
1
201
2
201
3
201
4
Nutripro SA
31.
28.9 30.0 29.5 29.0
6
Nestl Chile SA
12.
9
14.3 16.5 18.9 20.7
22.
7
23.4 22.1 21.3 20.7
Champion SA
21.
5
18.2 16.9 15.0 13.6
1.3
3.0
3.7
4.3
4.7
Empresas Iansa SA
3.2
2.9
2.9
2.7
2.5
0.9
1.7
2.0
2.1
2.3
Gabrica Chile Ltda
0.4
0.6
1.0
1.2
1.5
South Point SA
0.2
0.3
0.4
0.5
0.6
Tresko Ltda
0.9
0.8
0.7
0.6
0.6
Procter & Gamble Chile SA
Colgate-Palmolive Chile SA
Masterfoods Chile Alimentos Ltda
Nutricare SA
Importadora, Comercializadora y Distribuidora Royal Canin Chile

Ltda
Private Label
1.7
1.7
1.8
1.9
2.1
Others
2.7
4.3
2.0
2.0
1.8
Total
100
.0
100. 100. 100. 100.

0
0
0
0
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2011-2014
% retail value rsp
Company
2011
2012
2013
2014
Master Dog
Nutripro SA
17.6
19.0
19.5
19.7
Pedigree
18.4
17.4
16.6
15.8
Champion
Champion SA
10.8
10.4
9.3
8.6
Purina Dog Chow
Nestl Chile SA
6.2
7.7
7.9
8.5
Whiskas
5.0
4.6
4.7
4.8
Royal Canin
3.0
3.7
4.3
4.7
Doko
Nestl Chile SA
3.3
3.5
3.9
4.0
Purina Cat Chow
Nestl Chile SA
2.3
2.6
3.2
3.7
Cachupin
Nutripro SA
4.4
4.4
3.9
3.6
Master Cat
Nutripro SA
3.4
3.4
3.1
2.8
Cannes
Empresas Iansa SA
1.1
2.9
2.7
2.5
Guau Forte
Nutripro SA
2.8
2.8
2.6
2.5
Purina Pro Plan
Nestl Chile SA
1.5
1.7
2.2
2.3
Eukanuba
1.6
2.0
2.1
2.2
Sabro Kan
Champion SA
3.1
2.7
2.3
2.0
Hill's Prescription Diet
Gabrica Chile Ltda
0.6
1.0
1.2
1.5
Gati
Nestl Chile SA
0.8
0.9
1.2
1.4
Canito
Champion SA
1.4
1.2
1.0
0.9
Doguitos
Nestl Chile SA
0.2
0.2
0.5
0.7
My Katt
Champion SA
0.8
0.7
0.7
0.7
Dingo
South Point SA
0.3
0.4
0.5
0.6
Forzican
Champion SA
0.8
0.7
0.6
0.5
Cubicat
Champion SA
0.7
0.6
0.5
0.5
Cubidog
Champion SA
0.7
0.6
0.5
0.5
Cuchito
Nutripro SA
0.4
0.4
0.4
0.3
Guardian
Tresko Ltda
0.4
0.3
0.3
0.3
Acomer
Tresko Ltda
0.4
0.3
0.3
0.3
Biscrok
0.1
0.1
0.0
0.0
Bobicann
Empresas Iansa SA
1.8
Bobicann
Private label
Private Label
1.7
1.8
1.9
2.1
Others
Others
4.4
2.1
2.0
1.9
Total
Total
100.
0
100.0 100.0 100.0
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2010-2014
% retail value rsp
2010
2011
2012
2013
2014
Pet Care
1.9
2.0
2.1
2.3
2.6
Pet Food
1.7
1.7
1.8
1.9
2.1
Pet Products
8.2
9.1
10.7
11.4
13.7
Table 11 Distribution of Pet Care by Format: % Value 2010-2015

% retail value rsp
2010 2011 2012 2013 2014 2015
Store-Based Retailing
93.3
93.0
92.8
92.7
92.5
92.3
- Grocery Retailers
83.2
82.7
82.2
81.5
81.0
80.5
--- Modern Grocery Retailers
34.1
34.5
34.9
35.3
35.8
36.3
--- Convenience Stores
--- Discounters
0.3
0.3
0.3
0.4
0.4
0.4
--- Forecourt Retailers
--- Hypermarkets
15.2
15.6
15.9
16.0
16.2
16.4
--- Supermarkets
18.6
18.6
18.7
18.9
19.2
19.5
--- Traditional Grocery Retailers
49.1
48.2
47.3
46.2
45.2
44.2
--- Independent Small Grocers
--- Other Grocery Retailers
49.1
48.2
47.3
46.2
45.2
44.2
- Non-Grocery Specialists
10.1
10.3
10.7
11.2
11.5
11.8
--- Pet superstores
--- Pet shops
6.0
6.1
6.3
6.6
6.8
7.1
--- Health and Beauty Specialist Retailers
--- Beauty Specialist Retailers
--- Chemists/Pharmacies
--- Drugstores/parapharmacies
--- Other Health and Beauty Retailers
--- Home and Garden Specialist Retailers
4.1
4.2
4.3
4.6
4.7
4.7
--- Home Improvement and Gardening Stores
4.1
4.2
4.3
4.6
4.7
4.7
--- Homewares and Home Furnishing Stores
--- Mixed Retailers
--- Department Stores
--- Mass Merchandisers
--- Variety Stores
--- Warehouse Clubs
--- Other Non-Grocery Specialists
Non-Store Retailing
0.6
0.7
0.8
0.9
1.0
1.0
- Direct Selling
- Homeshopping
- Internet Retailing
0.6
0.7
0.8
0.9
1.0
1.0
Non-retail channels
6.1
6.2
6.3
6.4
6.5
6.6
- Veterinary clinics
6.1
6.2
6.3
6.4
6.5
6.6
Total
100.
0
100.
0
100.
0
100.
0
100.
0
100.
0
Table 12 Distribution of Pet Care by Format and Category: % Value 2015

% retail value rsp
PF
PP
92.3
91.9
- Grocery Retailers
80.9
73.2
34.6
73.2
0.0
0.0
--- Discounters
0.4
0.0
0.0
0.0
--- Hypermarkets
15.6
33.5
--- Supermarkets
18.5
39.7
46.3
0.0
0.0
0.0
46.3
0.0
11.5
18.7
--- Pet superstores
0.0
0.0
--- Pet shops
6.9
11.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
4.6
7.7
4.6
7.7
0.0
0.0
--- Mixed Retailers
0.0
0.0
0.0
0.0
0.0
0.0
--- Variety Stores
0.0
0.0
--- Warehouse Clubs
0.0
0.0
0.0
0.0
Non-Store Retailing
1.1
0.4
- Direct Selling
0.0
0.0
- Homeshopping
0.0
0.0
1.1
0.4
Non-retail channels
6.6
7.7
6.6
7.7
Total
100.0
100.0
Key: PF = Pet food; PP = Pet products
Table 13 Distribution of Dog and Cat Food by Format: % Value 2010-2015

% retail value rsp
2010 2011 2012 2013 2014 2015
93.3
93.0
92.9
92.7
92.5
92.3
- Grocery Retailers
83.6
83.1
82.6
81.9
81.5
81.0
32.7
33.0
33.4
33.7
34.1
34.5
--- Discounters
0.3
0.3
0.4
0.4
0.4
0.4
--- Hypermarkets
14.6
15.0
15.2
15.3
15.4
15.6
--- Supermarkets
17.9
17.8
17.9
18.1
18.3
18.5
50.8
50.0
49.2
48.2
47.3
46.5
50.8
50.0
49.2
48.2
47.3
46.5
9.7
9.9
10.3
10.8
11.0
11.3
--- Pet superstores
--- Pet shops
5.8
5.9
6.1
6.4
6.6
6.9
3.9
4.0
4.1
4.3
4.4
4.4
3.9
4.0
4.1
4.3
4.4
4.4
--- Mixed Retailers
--- Variety Stores
--- Warehouse Clubs
Non-Store Retailing
0.6
0.8
0.9
0.9
1.0
1.1
- Direct Selling
- Homeshopping
0.6
0.8
0.9
0.9
1.0
1.1
Non-retail channels
6.1
6.2
6.3
6.4
6.5
6.6
6.1
6.2
6.3
6.4
6.5
6.6
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 2015
% retail value rsp
CF
DF
92.2
92.4
- Grocery Retailers
79.9
81.3
36.2
34.1
0.0
0.0
--- Discounters
0.4
0.5
0.0
0.0
--- Hypermarkets
16.4
15.4
--- Supermarkets
19.4
18.3
43.7
47.2
0.0
0.0
43.7
47.2
12.3
11.1
--- Pet superstores
0.0
0.0
--- Pet shops
8.0
6.6
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
4.3
4.5
4.3
4.5
0.0
0.0
--- Mixed Retailers
0.0
0.0
0.0
0.0
0.0
0.0
--- Variety Stores
0.0
0.0
--- Warehouse Clubs
0.0
0.0
0.0
0.0
Non-Store Retailing
1.2
1.1
- Direct Selling
0.0
0.0
- Homeshopping
0.0
0.0
1.2
1.1
Non-retail channels
6.6
6.6
6.6
6.6
Total
100.0
100.0

Key: CF = Cat food; DF = Dog food
Table 15 Forecast Sales of Pet Food by Category: Volume 2015-2020

Tonnes
2015
2016
Dog and Cat Food
222,543.9 232,814.6 242,774.4 252,507.5 261,865.9 271,191.2
Other Pet Food
411.4
Pet Food
222,955.3 233,266.4 243,265.2 253,035.0 262,427.4 271,783.8
451.7
2017
490.8
2018
527.5
2019
561.6
2020
592.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Table 16 Forecast Sales of Pet Care by Category: Value 2015-2020

CLP million
2015
2016
2017
2018
2019
2020
Dog and Cat Food
330,114.
8
347,456.
8
363,846.
9
379,201.
4
393,338.
6
406,757.
1
Other Pet Food
1,542.3
1,708.6
1,863.7
2,006.1
2,132.0
2,240.6
Pet Food
331,657.
1
349,165.
4
365,710.
6
381,207.
4
395,470.
6
408,997.
7
Cat Litter
4,260.5
4,511.4
4,724.2
4,903.8
5,048.6
5,170.5
Pet Healthcare
4,638.4
4,950.2
5,219.7
5,451.4
5,642.6
5,795.4
89.9
93.0
95.5
97.4
98.7
99.5
Other Pet Products
6,820.5
9,095.0
11,528.6
14,087.5
16,598.7
19,156.5
Pet Products
15,809.3
18,649.7
21,568.0
24,540.1
27,388.6
30,221.9
Pet Care
347,466.
4
367,815.
0
387,278.
7
405,747.
5
422,859.
1
439,219.
6
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2015-2020

% volume growth
2015/16
2015-20 CAGR
2015/20 Total
Dog and Cat Food
3.6
4.0
21.9
Other Pet Food
5.5
7.6
44.0
Pet Food
3.6
4.0
21.9
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2015-2020

% constant value growth
2015/2016
2015-20 CAGR
2015/20 TOTAL
Dog and Cat Food
3.4
4.3
23.2
Other Pet Food
5.1
7.8
45.3
Pet Food
3.4
4.3
23.3
Cat Litter
2.4
3.9
21.4
Pet Healthcare
2.7
4.6
24.9
0.8
2.0
10.7
Other Pet Products
15.4
22.9
180.9
Pet Products
10.3
13.8
91.2
Pet Care
3.9
4.8
26.4

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MARKET INDICATORS

Table 1 Pet Populations 2010-2015

Small Mammal Population

Source: Euromonitor International from official statistics

Dog and Cat Food

193,268.2 196,031.1 192,734.9 200,668.9 211,427.0 222,543.9

Other Pet Food

193,511.0 196,298.7 193,031.6 200,999.6 211,798.3 222,955.3

Table 3 Sales of Pet Care by Category: Value 2010-2015

Dog and Cat Food

Other Pet Food

Pet Dietary Supplements

Other Pet Products

Table 4 Sales of Pet Food by Category: % Volume Growth 2010-2015

Dog and Cat Food

Other Pet Food

Table 5 Sales of Pet Care by Category: % Value Growth 2010-2015

Dog and Cat Food

Other Pet Food

Pet Dietary Supplements

Other Pet Products

Table 6 NBO Company Shares of Pet Food: % Value 2010-2014

28.8 29.8 29.3 28.9

14.2 16.4 18.8 20.6

Mars Southern Cone Alimentos Ltda

23.3 22.0 21.3 20.6

18.2 17.0 15.0 13.6

Royal Canin Chile Ltda

% retail value rsp

Procter & Gamble Ltda

Gabrica Chile Ltda

Sociedad Importadora y Exportadora Caupolicn

Procter & Gamble Chile SA

Industrial Punto Futuro SA

Masterfoods Chile Alimentos Ltda

Importadora, Comercializadora y Distribuidora Royal Canin Chile

100. 100. 100. 100.

Table 7 LBN Brand Shares of Pet Food: % Value 2011-2014

17.6 18.9 19.4 19.6

Mars Southern Cone Alimentos Ltda

18.3 17.4 16.6 15.7

10.7 10.4 9.3

Purina Dog Chow

Mars Southern Cone Alimentos Ltda

Royal Canin Chile Ltda

Purina Cat Chow

Purina Pro Plan

Procter & Gamble Ltda

Gabrica Chile Ltda

Sociedad Importadora y Exportadora

Mars Southern Cone Alimentos Ltda

100. 100. 100. 100.

28.9 30.0 29.5 29.0

14.3 16.5 18.9 20.7

Mars Southern Cone Alimentos Ltda

23.4 22.1 21.3 20.7

18.2 16.9 15.0 13.6

Royal Canin Chile Ltda

Procter & Gamble Ltda