Chilean Pet Care Market: Supermarket Dominance and Digital Growth
In Chile's dynamic pet care sector, supermarkets and grocery outlets have cemented their position as the leading retail destinations for pet provisions, capturing nearly half of all pet food purchases. While these large retailers also dominate sales of grooming products, treats, and accessories, specialized veterinary clinics and pet stores remain crucial for health-related items like hygiene products, supplements, and medications. The market reflects a diverse retail landscape, with traditional and online channels each carving out distinct niches.
A comprehensive survey conducted in August 2025 by Cadem, a Chilean market research firm, gathered insights from 1,381 adults nationwide. The findings reveal that although supermarkets, veterinarians, and specialty stores collectively account for over 60% of sales across all categories, other avenues such as open-air markets, wholesale distributors, local shops, e-commerce platforms, and social media are gaining traction. Notably, online purchasing, while not yet dominant, shows significant growth, especially among younger demographics and higher-income households. Social media platforms, in particular, are emerging as key information sources for pet owners seeking dietary advice and product details.
The study highlights a clear distinction in consumer behavior based on socioeconomic status. Households in the ABC1 group, representing the upper-middle class, exhibit a greater propensity for online shopping, purchasing almost double the amount of pet food through digital channels compared to the D and E segments, which represent lower-income households. Furthermore, ABC1 pet owners are more likely to frequent veterinary and specialized clinics for their pet food needs. Generational differences are also apparent, with individuals aged 18 to 34 showing a higher reliance on internet and social media for purchases and product information than older age groups.
Regarding pet nutrition, dry food remains overwhelmingly popular, with 59% of respondents feeding it to their pets daily. Wet food, homemade meals, and table scraps are also common, each consumed by 13-14% of pets daily, though wet food sees slightly more frequent use throughout the week. Biologically Appropriate Raw Food (BARF) diets, however, have minimal penetration, with a significant majority of pet owners never opting for this feeding method. Differences also exist between dog and cat diets: dogs consume more homemade leftovers, while cats prefer wet food. Veterinarians continue to be the most trusted source for dietary advice, even as online resources and social media become increasingly influential for pet owners seeking information.
The economic climate, marked by recent inflation and financial challenges, has influenced consumer choices. Over half of the respondents maintained their current pet food purchases, while a quarter adapted by switching food types, formats, or purchase locations within their preferred brands. A smaller segment opted for more economical brands, and a few changed food types entirely. This shift indicates a trend towards more pragmatic purchasing decisions, with consumers prioritizing rationality and convenience in their spending habits for pet care.
The Chilean pet care market is undergoing a transformative period, characterized by evolving consumer preferences and diverse retail channels. The ascent of supermarkets as a primary purchasing point, coupled with the increasing role of digital platforms like social media for information gathering, underscores a dynamic landscape. As economic factors continue to influence household budgets, pet owners are demonstrating a strategic approach to their pet care expenditures, balancing brand loyalty with practical considerations, thereby shaping a market focused on value and accessibility.