The pet market is thriving, fueled by the ongoing humanization of pets, as owners seek to reflect their personal interests and preferences.
Mariana Lombardo, Research – Mintel Reports
Market Definitions
For the purposes of this Report, Mintel defines pet health as products for household pets including cats, dogs, small animals (eg hamsters, rabbits), fish, reptiles and birds. The following segments will be included in this Report:
- Pet flea and tick
- Pet grooming
- Pet medicine
- Pet supplements
- Pet vitamins
This report does not include pet food (such as cat, dog or other animal pet food)
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- Key points
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
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THE CONSUMER
- Pet owners overview
- Affluent families drive pet ownership in Brazil
- Graph 1: pet ownership per socio-economic level, 2025
- Increased life expectancy of pets and humans will bring opportunities for various segments
- Pet care reflects broader social responsibility
- Opportunities for trade-in and recycling initiatives
- Search for balance between savings and sustainability can open space for new ingredients
- Provide eco-friendly choices to be safe for pets, people and planet
- Most pet owners have dogs or cats
- Graph 2: “Which of the following types of pets do you have?”, 2025
- Pet type reflects distinct life ambitions and work profiles
- Graph 3: life goals, by pet ownership, 2025
- Millennials diversify pet ownership, while older generations stay loyal to dogs
- Graph 4: pet ownership, by generation, 2025
- Brazilians limit pet ownership to one or two animals
- Graph 5: number of pets owned, 2025
- Gen Z embraces multi-pet ownership as part of their lifestyle
- Graph 6: number of pets owned, by generation, 2025
- Small and medium-sized pets dominate Brazilian households
- Graph 7: size of pets owned, 2025
- Pet grooming habits
- Professional grooming services gain traction, but many still see it as optional
- Graph 8: pet grooming habits, 2025
- Grooming is an established habit among pet owners in Brazil, underscoring that cleanliness and care are consistent parts of pet ownership
- Graph 9: pet grooming frequency, 2025
- Women tend to favor low-maintenance pets, while men are more involved in grooming tasks
- Graph 10: pet grooming habits, by gender, 2025
- Catering to pet owners’ convenience and versatility demands
- Financially confident consumers take grooming into their own hands
- Graph 11: pet grooming habits, by financial situation, 2025
- Present pet grooming products designed to enhance pets’ natural beauty
- Leverage the expansion of the pet grooming market
- Pet beauty salons are shifting from niche to mainstream
- Prepare for more flexible pet grooming spaces
- Most Brazilians take bathing into their own hands
- Graph 12: pet bathing habits, 2025
- Frequent bathing underscores Brazilians’ high hygiene standards for pets
- Graph 13: pet bathing frequency, 2025
- Parents drive more frequent pet bathing due to hygiene concerns
- Case study: Febreze highlights its refreshing capabilities in the home
- Prioritize innovations that remove pet odors and create a fresh, clean atmosphere
- Pet bathing choices reflect financial confidence and lifestyle mindset
- Bring professional-quality grooming home with affordable, easy-to-use solutions
- Extend into human-and-pet-friendly grooming
- Purchase of health and grooming pet supplies
- Essentials drive pet care purchasing behavior
- Graph 14: purchase of pet health and grooming supplies, 2025
- Prioritising pet health
- Gen Z leads the shift toward holistic and emotional pet care
- Graph 15: health and grooming supplies purchase, by generation, 2025
- Supporting pets’ emotional wellbeing
- Bring neurocosmetics into play
- Living arrangements shape preferences for flea and tick treatment formats
- Attitudes toward pet health and grooming products
- Safety, convenience and transparency guide grooming choices
- Graph 16: attitudes towards pet care and grooming products, 2025
- Gentleness and safety are universal needs
- See-through and minimalist packs convey transparency and trust
- AB consumers are the most likely to read the product ingredient list before buying bath and grooming products
- Graph 17: pet care and grooming, by socioeconomic group, 2023
- Quality ingredients, high-end packs and vet approval can further drive differentiation and premiumness
- Take inspiration from the human sulfate-free beauty trend and apply it to pet care innovation
- Convenience resonates most with older generations.
- Highlight convenient features designed for effortless grooming
- Men’s confidence in managing pet health could be driven by a desire to save
- Graph 18: attitudes towards pet health, 2025
- Older owners prioritize routine vet visits as their pets age
- Graph 19: agreement with statements about pet health, by age, 2025
- Pets and humans contributing mutually to greater longevity
- While longevity medications are not yet available, pet owners invest in specialized food and therapies for senior pets
- Skincare actives from human beauty and personal care can enhance pet grooming features for Millennials
- Priorities for pets
- Pet owners prioritize prevention and holistic wellbeing
- Graph 20: how pet health priorities have shifted, 2025
- Health-conscious Millennials link pet immunity to broader disease concerns
- Graph 21: higher priorities for pet health, by generation, 2025
- After walks, it is necessary to lower the temperature gradually
- Introduce pet grooming products designed for adventurous outdoor lifestyles
- New opportunities for brands to harness the influence of petfluencers as role models
- Pet health contributes to human wellbeing
- Gen Z extends their skincare mindset to their pets
- Pet skin protection will gain greater relevance in the care routine
- Experiences for pet and pet owners attract young women; clothing and accessories can make pets more stylish and prepared for the walk
- Fashion brands allow pet owners to express their style through their pets
- Brands across industries are taking a bite on pet owner’s wallets
- Luxury experiences for pets and humans should gain space on social media
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COMPANIES, BRANDS AND INNOVATION
- Companies and brands
- Petz + Cobasi: Building Brazil’s Largest Pet Care Ecosystem
- Mars Petcare expands operations in Brazil to meet rising demand for premium and health-focused pet care
- Launches and innovations
- A Quinta Pet introduces natural monoproteic meals and microbiome-based supplements
- Wow Petiscos introduces Hello Kitty–themed treats with new proteins and playful formats
- Marketing campaigns
- Au.Migos Pets new campaign with petfluencers
- GoldeN launches ‘Tô com GoldeN e não mudo’ campaign celebrating the bond between pets and owners
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THE MARKET
- Pet grooming and health gain momentum in Brazil’s evolving pet care market
- Increasing pet ownership drives sales
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APPENDIX – DEFINITION, METHODOLOGY AND ABBREVIATIONS
- Market definition
- Methodology
- Generations
- Abreviações
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