CAT FOOD IN COLOMBIA

Euromonitor International
June 2017
CAT FOOD IN COLOMBIA Passport I

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 4
Category Indicators ...................................................................................................................... 5
Table 1 Cat Owning Households: % Analysis 2012-2017 ......................................... 5
Table 2 Cat Population 2012-2017............................................................................ 5
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis
2012-2017 .................................................................................................... 5
Category Data .............................................................................................................................. 6
Table 4 Sales of Cat Food by Category: Volume 2012-2017 .................................... 6
Table 5 Sales of Cat Food by Category: Value 2012-2017 ....................................... 6
Table 6 Sales of Cat Food by Category: % Volume Growth 2012-2017 ................... 6
Table 7 Sales of Cat Food by Category: % Value Growth 2012-2017 ...................... 6
Table 8 Sales of Premium Cat Food by Category: Value 2012-2017 ........................ 6
Table 9 Sales of Dry Cat Food by Life-Cycle: % Value 2012-2017 ........................... 7
Table 10 Sales of Wet Cat Food by Life-Cycle: % Value 2012-2017 .......................... 7
Table 11 NBO Company Shares of Cat Food: % Value 2012-2016 ............................ 7
Table 12 LBN Brand Shares of Cat Food: % Value 2013-2016 .................................. 8
Table 13 LBN Brand Shares of Cat Treats: % Value 2013-2016 ................................ 8
Table 14 Forecast Sales of Cat Food by Category: Volume 2017-2022 ..................... 9
Table 15 Forecast Sales of Cat Food by Category: Value 2017-2022 ........................ 9
Table 16 Forecast Sales of Cat Food by Category: % Volume Growth 2017-
2022 ............................................................................................................. 9
Table 17 Forecast Sales of Cat Food by Category: % Value Growth 2017-2022...... 10
Summary 1 Cat Food by Price Band 2017 .................................................................... 10

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CAT FOOD IN COLOMBIA

HEADLINES
 Cat food current value sales grow by 8% in 2016 to reach COP189.1 billion
 Growth in cat ownership among Colombians with busy lifestyles seeking more independent
and low-maintenance pets continues to bolster the development of cat food
 Premium dry cat food is the most dynamic performer in current value growth terms, with sales
increasing by 14%
 Overall average unit price for cat food rises by 5% in current value terms due to inflationary
pressures and exchange rate fluctuations
 Nestlé remains the clear leader in cat food in 2016 with an overall value share of 42%
 Cat food value sales at constant 2017 prices are expected to record a CAGR of 6% over the
forecast period to reach COP275.6 billion in 2022

TRENDS
 Based on provisional estimates, the cat food category in Colombia is expected to post current
value sales growth of 11% in 2017. Aside from the continued expansion of the country’s pet
cat population, rising demand for higher quality and more expensive products will help to
sustain strong growth in current value sales.
 Cats are generally considered to be more independent, low-maintenance pets, especially as
compared to dogs. As a result, they have become increasingly popular in Colombia in recent
years as the trend towards busier lifestyles has led many consumers to favour pets that are
easier to care for. In particular, cats have become more popular among younger consumers
who work long hours and have active social lives. These factors supported the positive
development of cat food throughout the review period, particularly the dry cat food category.
 Growth in cat food current value sales in 2016 was slower than the corresponding CAGR of
9% projected for the entire review period, albeit only slightly. Dry cat food remained by far the
largest of the main product categories, and continued to develop positively with current value
sales growth of 8%. Premium dry cat food was the most dynamic performer overall in this
regard, posting current value growth of 14%. Cat food as a whole continued to benefit from
growth in the pet cat population. In particular, due to their independent nature and the fact
that unlike dogs they tend not to mind being left alone for long periods of time, cats continued
to gain popularity among single people, students and Colombians who work long hours.
 The overall average unit price for cat food rose by 5% in current value terms in 2016. This
was mainly due to inflation and volatility in foreign exchange rates. On the whole, however,
price hikes were tempered by increasing competition and growth in domestic production.
 While it remained much smaller than the dry category in volume and current value sales
terms, wet cat food continued to develop positively in 2016. Its small size reflected that fact
that Colombians have traditionally perceived wet cat food as a complement to dry food or as
an occasional snack or reward for cats, rather than as a main meal that is suitable for
everyday feeding. One key reason for this is that wet cat food products, especially imported
brands, are comparatively expensive. Moreover, because they tend to come in smaller pack
sizes, wet cat food products are generally considered to offer poorer value for money as
compared to dry products.

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 Niche brands were mainly seen in the categories of cat treats and premium wet cat food in
2016. Examples included Hill's, Agility Gold and Total, which are mainly aimed at specific (ie
non-mixed) cat breeds.
 Age-, breed- and size-specific products continued to perform well in cat food in 2016 thanks to
better education about feline health and nutrition among owners. Such products are mainly
offered under more expensive and premium brands such as Hill's, Agility Gold, Iams and
Royal Canin. Due to their higher prices, however, demand for these product types is largely
limited to more affluent consumers.
 The health and wellness trend has been slower to develop in cat food than it has in dog food
in Colombia. One reason for this is that due to their independent nature, the tendency towards
pet humanisation is not as strong in the case of cats. The general perception that cats are
easier to care for than dogs has also limited the development of health and wellness products
in cat food. Instead of purchasing health-oriented food products, many owners are more
inclined to try and keep their cats fit and healthy by providing them with toys, scrapers and
similar accessories.
 Retail distribution of cat food products continued to improve via both specialist and non-
specialist channels in 2016. Supermarkets and hypermarkets remained the leading channels
in value sales terms, followed by pet shops and veterinary clinics. Many owners still prefer to
buy cat food in veterinary clinics, pet shops and pet superstores outlets, as these specialist
retailers are better qualified to provide expert advice on the properties of different brands,
feline health and nutrition etc.
 Internet retailing was the most dynamic distribution channel in cat food in current value growth
terms in 2016. Its performance was bolstered by growth in the numbers of players selling cat
food products online, as well as by increasing consumer appreciation for the convenience of
online shopping in general. Internet retailing also benefited from growing consumer
confidence in the security of online payment systems, as well as from the fact that some
online operators offered customers the option of making cash payments upon delivery.
 The percentage of cat-owning households in Colombia continued to rise in 2016. Although
trade sources note that there is roughly one cat for every three dogs in the country, it is
believed that in some areas, mainly urban districts, there could be more cats than dogs.
Official figures show that in eight years the feline population in the country's capital grew by
55%, leading to a drive towards taking birth control measures.
 The gap between prepared and non-prepared cat food in Colombia remained very large in
2016, with the latter accounting for the bulk of total food consumed by cats in the country.
Nonetheless, the share of prepared food increased steadily throughout the review period.
Urban consumers are most likely to give their cats commercially prepared food. In rural areas,
owners are more likely to give cats home-made food (ie table scraps), or a mixture of home-
made and prepared food. Moreover, many cats in rural areas are able to hunt their own food.
 Cat treats continued to perform well in 2016, posting current value sales growth of 9%.
However, the development of the category continued to be hampered somewhat by the fact
that these products were mainly perceived as “rewards” to be used during training. Because
the training of cats typically does not require as much reinforcement as that of dogs, this
perception restricted the overall demand for cat treats products.

COMPETITIVE LANDSCAPE
 Cat food looks set to continue performing strongly in 2017, with double-digit growth in current
value sales projected. While tax changes may result in price hikes, any potentially negative

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impact this might have on demand is likely to be mitigated as the assortment of products on
offer in different cat food categories continues to expand.
 Nestlé continued to lead cat food in 2016 with an overall value share of 42%. The company’s
leading position was underpinned by a broad portfolio that covers both dry and wet cat food
and offers competitively-priced brands such as Purina Cat Chow and Purina Friskies. Wide
distribution also contributed to the company’s strong lead, as did the fact that its brands are
highly trusted by consumers, particularly those that are relatively new to prepared cat food in
general.
 Contegral ranked third in cat food in 2016 with an overall value share of 14%. This was due to
its dominant position in economy dry cat food, where its Mirringo brand claimed a value share
of 57%. Suitable for all cat breeds, Mirringo is recommended as a complementary food for
kittens when they are being weaned off milk. Made with protein-rich ingredients such as
chicken meal, meat and fish and containing various vitamins and minerals, Mirringo is also
positioned as having benefits for adult cats, particularly for adult females that are pregnant or
nursing kittens.
 In 2016 cat food manufacturers continued to focus their marketing strategies on showing the
advantages of keeping cats as pets and educating owners on how to properly care for these
animals. In particular, companies emphasised their use of product formulas and ingredients
that provide optimum nutritional benefits for felines.
 Late 2016 saw Alimentos Polar de Colombia SA launch two new cat food brands: Oh Mai Gat
and Don Kat. The premium Oh Mai Gat range has an innovative concept, comprising product
variants that offer specific nutritional benefits for cats with different types of personalities, ie
Playful and Exploratory, Stay Home and Delicate, Restless and Adventurous, Sedentary and
Territorial. Don Kat meanwhile is an economy brand that combines nutritious ingredients with
a delicious taste at an affordable price. While they are quite different in terms of positioning,
both brands have been well received by consumers, which should enable Alimentos Polar to
strengthen its presence in cat food over the forecast period.
 One of the most notable advertising campaigns in cat food in 2016 came from Mars Andean
Ltda. The company promoted its Whiskas brand by inviting owners to sign a contract with
their cat committing to provide them with the food they love, ie Whiskas wet cat food pouches.
Owners who signed this contract received a free gift pack that included an educational leaflet.
 Mid-priced and economy brands continued to dominate cat food in Colombia in 2016.
However, premium brands continued to perform well despite their somewhat exclusive image.
This was mainly due to pet humanisation and better education about feline nutrition, with
these trends making many owners more willing to trade up to higher quality and more
expensive products that could improve the health and general wellbeing of their cats.
 The overall value share of private label in cat food remained marginal in 2016. Private label
products in this category are mainly produced by companies that compete in economy dry cat
food with their own branded offerings. For example, Nutrion SA manufactures private label cat
food products for hypermarkets chain Alkosto.
 Cat food packaging continued to evolve towards the end of the review period thanks to new
developments from both imported brands and local players. Italcol, for example, introduced
new and improved graphic designs for its packs. Some players also launched new packaging
formats that more effectively preserve the freshness of product contents. Multinational
producers and imported brands tend to lead the way when it comes to packaging innovation
in cat food thanks to their superior technological resources. However, in recent years many
local players have also succeeded in improving packaging without affecting the quality or
prices of their products. As is the case with packaged food products for humans, in cat food

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packaging is increasingly seen as a tool that can help to differentiate individual brands from
competitors and increase their attractiveness to consumers.

PROSPECTS
 It is expected that Colombia’s cat population will continue to grow over the forecast period as
the trend towards busier lifestyles strengthens consumer appreciation for the independence
and low-maintenance nature of these pets. Together with the pet humanisation trend and the
launch of new brands, product types and flavour variants, this will help to sustain the positive
development of cat food.
 Cat food value sales at constant 2017 prices are expected to grow at a CAGR of 6% over the
forecast period, which would be slightly faster than the corresponding review period CAGR.
Aside from growth in the pet cat population, the category as a whole should continue to
benefit as competition intensifies in line with new launches and the entry of more local and
international players. It is also expected that multinational brands that were previously present
in Colombia but subsequently withdrawn will return to the country. To maximise profitability, it
is likely that producers of such brands will set up offices in Colombia and import them directly,
instead of operating through intermediaries.
 One potential threat to the development of cat food over the forecast period is that foreign
exchange rates could remain volatile, driving up production and import costs and resulting in
higher retail unit prices for consumers. Wet cat food would be worst affected in this scenario,
as it is mainly represented by imported products. Because they contain more costly protein-
rich ingredients such as chicken and fish, wet cat food brands are already considered to be
quite expensive, and demand is largely concentrated among higher-income consumers.
Accordingly, further price increases could present a significant barrier to broadening the
appeal of wet cat food beyond this core base.
 Thanks to projected growth in Colombia’s pet cat population and the increasing willingness of
owners to choose prepared food, it is expected that all product categories within cat food will
continue to develop positively over the forecast period.
 Health and wellness should become more of a focal point for companies in cat food over the
forecast period when it comes to innovation. It is also expected that companies will increase
efforts to convince consumers of the benefits of regularly feeding their pets wet cat food
products as a main meal, rather than as an occasional treat or as a complement to dry food.
 The overall average unit price for cat food is expected to decline slightly in constant value
terms over the forecast period. This is mainly because price competition will intensify in line
with new launches and the entry of new players.
 Following the recent launch of the Chunky Menú Natural range by Itacol, over the forecast
period wet cat food is likely to see the introduction of more products that conform to the BARF
(biologically appropriate raw food) concept. Similarly, Alimentos Polar’s recent launch of the
Oh Mai Gat range, which offers products that claim to provide specific benefits for cats with
different personality traits, should encourage other companies in dry cat food to look beyond
age or life-cycle as an avenue for segmentation.
 Mixed-breed cats will remain the most common type in Colombia during the forecast period.
However, it is expected that specific breeds and purebred cats will gradually become more
popular over the medium term. As this occurs, and as owners become better educated about
how best to care for certain breeds, it could create more opportunities for the development of
breed-specific cat food products.
 Dry cat food will continue to dwarf wet cat food in volume and value sales terms over the
forecast period. However, the pet humanisation trend and marketing activities by

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manufacturers should gradually lead more consumers to regularly give their cats wet food as
a main meal, as opposed to as an occasional treat or as a complement to dry food.
 While the popularity of premium breed-, age- and size-specific cat food products should
increase gradually during the forecast period, demand for such products is likely to remain
quite low overall. This is partly due to their high prices, but also because it will take some time
for consumers to gain appreciation for the specific benefits of such products. The same is true
with regard to health and wellness options, such as functional and organic cat food products
or brands that are made from all natural ingredients. That consumer interest in these kinds of
more sophisticated product types is still limited is reflective of the fact that cats have
traditionally been less popular than dogs in Colombia, hence many owners are still only
beginning to learn about how best to care for this type of pet.
 Cat treats is expected to continue performing positively over the forecast period, largely due
to the use of this product type as a reward during training. However, because cats tend to
require less reinforcement than dogs during training, manufacturers in the category may seek
to boost demand by developing new products that are positioned more as a way to pamper or
spoil cats, as opposed to a way to reward good behaviour.

CATEGORY INDICATORS
Table 1 Cat Owning Households: % Analysis 2012-2017

% households
2012 2013 2014 2015 2016 2017

Households owning a cat 7.2 7.5 7.6 7.7 7.8 8.9

Source: Euromonitor International from official statistics

Table 2 Cat Population 2012-2017

'000s of animals
2012 2013 2014 2015 2016 2017

Cat Population 1,367.4 1,502.1 1,744.0 1,895.6 1,951.7 2,086.8

Source: Euromonitor International from official statistics

Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2012-

2017

% total consumption
2012 2013 2014 2015 2016 2017

Prepared cat food 23.5 24.3 24.5 24.6 24.8 25.8

Non-prepared cat food 76.5 75.8 75.4 75.4 75.2 74.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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CATEGORY DATA
Table 4 Sales of Cat Food by Category: Volume 2012-2017

Tonnes
2012 2013 2014 2015 2016 2017

Cat Treats and Mixers 1.7 1.9 2.0 2.1 2.3 2.4
Dry Cat Food 23,971.6 24,833.1 25,717.9 26,406.2 27,009.4 29,170.5
Wet Cat Food 235.5 270.0 285.7 294.8 304.2 315.7
Cat Food 24,208.8 25,104.9 26,005.6 26,703.1 27,316.0 29,488.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Cat Food by Category: Value 2012-2017

COP billion
2012 2013 2014 2015 2016 2017

Cat Treats and Mixers 0.1 0.1 0.2 0.2 0.2 0.2
Dry Cat Food 133.2 144.4 156.0 167.2 180.1 199.4
Wet Cat Food 5.7 6.9 7.6 8.2 8.8 9.5
Cat Food 139.0 151.5 163.8 175.6 189.1 209.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Sales of Cat Food by Category: % Volume Growth 2012-2017

% volume growth
2016/17 2012-17 CAGR 2012/17 Total

Cat Treats and Mixers 5.0 7.5 43.7

Dry Cat Food 8.0 4.0 21.7
Wet Cat Food 3.8 6.0 34.0
Cat Food 8.0 4.0 21.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Sales of Cat Food by Category: % Value Growth 2012-2017

% current value growth

2016/17 2012-17 CAGR 2012/17 Total

Cat Treats and Mixers 6.1 11.6 72.8

Dry Cat Food 10.7 8.4 49.7
Wet Cat Food 8.5 10.7 66.2
Cat Food 10.6 8.5 50.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Sales of Premium Cat Food by Category: Value 2012-2017

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COP billion
2012 2013 2014 2015 2016 2017

Premium Dry Cat Food 16.4 18.7 21.2 23.6 27.0 31.6
Premium Wet Cat Food 1.2 1.6 1.9 2.1 2.3 2.6
Premium Cat Food 17.6 20.3 23.0 25.7 29.3 34.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Sales of Dry Cat Food by Life-Cycle: % Value 2012-2017

% retail value rsp

2012 2013 2014 2015 2016 2017

Adult 13.6 14.9 15.2 15.3 15.6 15.7

Kitten/Pup 20.2 21.2 21.5 21.7 21.8 22.0
Other 61.4 59.1 58.5 58.2 56.8 56.2
Senior 4.8 4.8 4.8 4.8 5.8 6.2
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 10 Sales of Wet Cat Food by Life-Cycle: % Value 2012-2017

% retail value rsp

2012 2013 2014 2015 2016 2017

Adult 25.2 25.3 25.4 25.5 25.6 25.8

Kitten/Pup 16.0 16.2 16.3 16.4 17.4 17.5
Other 56.8 56.5 56.3 56.1 54.9 54.5
Senior 2.0 2.0 2.0 2.0 2.1 2.2
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 11 NBO Company Shares of Cat Food: % Value 2012-2016

% retail value rsp

Company 2012 2013 2014 2015 2016

Nestlé Purina PetCare 39.9 40.2 40.9 43.1 42.2

de Colombia SA
Mars Andean Ltda 18.7 18.3 18.0 16.2 16.5
Contegral SA 14.0 14.4 14.3 14.3 14.0
Italcol de Occidente Ltda 6.0 5.9 5.7 5.5 5.4
Gabrica SA 3.4 3.5 3.6 3.6 3.7
Compendium SA 1.6 1.9 2.0 2.3 2.5
Solla SA 1.3 1.5 1.7 1.6 1.6
Cipa SA 0.8 0.8 0.8 0.8 0.9
Diamond Feeds Inc 0.6 0.6 0.6 0.6 0.5
Almacenes Éxito SA 0.2 0.2 0.2 0.2 0.2
Pet World Ltda 0.3 0.2 0.2 0.2 0.2
Logus Representaciones SA 0.2 0.2 0.2 0.1 0.1
Others 13.0 12.4 12.0 11.6 12.1
Total 100.0 100.0 100.0 100.0 100.0

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 LBN Brand Shares of Cat Food: % Value 2013-2016

% retail value rsp

Brand (GBO) Company (NBO) 2013 2014 2015 2016

Gatsy (Nestlé SA) Nestlé Purina PetCare 17.0 17.3 18.4 18.1
de Colombia SA
Purina Cat Chow Nestlé Purina PetCare 14.8 15.0 15.9 15.3
(Nestlé SA) de Colombia SA
Whiskas (Mars Inc) Mars Andean Ltda 16.7 16.5 14.4 14.8
Mirringo Contegral SA 14.4 14.3 14.3 14.0
Purina Friskies Nestlé Purina PetCare 8.0 8.3 8.4 8.5
(Nestlé SA) de Colombia SA
Chunky Cats Italcol de Occidente Ltda 5.6 5.4 5.2 5.0
(Italcol SCA)
Royal Canin (Mars Compendium SA 1.9 2.0 2.3 2.5
Inc)
Hill's Prescription Gabrica SA 1.7 1.8 1.8 1.9
Diet (Colgate-
Palmolive Co)
Hill's Science Diet Gabrica SA 1.7 1.7 1.8 1.8
(Colgate-Palmolive
Co)
Kitekat (Mars Inc) Mars Andean Ltda 1.2 1.1 1.3 1.3
CipaCat Cipa SA 0.8 0.8 0.8 0.9
Q-ida Cat Solla SA 0.5 0.6 0.6 0.6
Smart Solla SA 0.7 0.6 0.6 0.6
Nutra Diamond Feeds Inc 0.6 0.6 0.6 0.5
Iams (Mars Inc) Mars Andean Ltda - 0.4 0.4 0.4
Nutrecat Solla SA 0.4 0.4 0.4 0.4
Purina Pro Plan Nestlé Purina PetCare 0.4 0.4 0.4 0.4
(Nestlé SA) de Colombia SA
Italcol Deli Cat Italcol de Occidente Ltda 0.3 0.3 0.3 0.3
(Italcol SCA)
Alimento para Gatos Almacenes Éxito SA 0.2 0.2 0.2 0.2
(Private Label)
Anubis Pet World Ltda 0.2 0.2 0.2 0.1
(Criadero Anubis Val-
ley)
Top Cat (Mogiana Logus Representaciones SA 0.2 0.2 0.1 0.1
Alimentos SA)
Agility Gold Italcol de Occidente Ltda - - 0.0 0.1
(Italcol SCA)
Nutrience (Rolf C Pet World Ltda 0.0 0.0 0.0 0.1
Hagen Inc)
Iams (Procter & Mars Andean Ltda 0.4 - - -
Gamble Co, The)
Others Others 12.4 12.0 11.7 12.1
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 13 LBN Brand Shares of Cat Treats: % Value 2013-2016

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% retail value rsp

Brand (GBO) Company (NBO) 2013 2014 2015 2016

Total Miaumor Gabrica SA - 35.2 38.9 39.1

Higiene Bucal
(InVivo Group)
Total Feitico Gabrica SA - 29.9 27.8 26.9
control bolas de
pelo (InVivo Group)
Nutrience Snacks Pet World Ltda 6.9 6.8 8.1 8.9
(Rolf C Hagen Inc)
Hill's Prescription Gabrica SA 7.7 7.5 7.8 7.9
Diet (Colgate-
Palmolive Co)
Total Miaumor Gabrica SA 36.7 - - -
Higiene Bucal
(Total Alimentos SA)
Total Feitico Gabrica SA 29.3 - - -
control bolas de
pelo (Total
Alimentos SA)
Purina Cat Chow Nestlé Purina PetCare - - - -
Snacks (Nestlé SA) de Colombia SA
Others Others 19.4 20.5 17.5 17.1
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 14 Forecast Sales of Cat Food by Category: Volume 2017-2022

Tonnes
2017 2018 2019 2020 2021 2022

Cat Treats and Mixers 2.4 2.7 3.0 3.4 3.7 4.0
Dry Cat Food 29,170.5 31,223.1 33,300.0 35,409.0 37,726.4 40,435.6
Wet Cat Food 315.7 333.2 353.5 369.6 386.4 404.0
Cat Food 29,488.6 31,559.1 33,656.5 35,781.9 38,116.5 40,843.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 15 Forecast Sales of Cat Food by Category: Value 2017-2022

COP billion
2017 2018 2019 2020 2021 2022

Cat Treats and Mixers 0.2 0.2 0.2 0.3 0.3 0.3
Dry Cat Food 199.4 210.5 221.4 232.3 243.3 262.2
Wet Cat Food 9.5 10.2 10.9 11.6 12.3 13.0
Cat Food 209.1 220.9 232.5 244.1 255.8 275.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 16 Forecast Sales of Cat Food by Category: % Volume Growth 2017-2022

% volume growth

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2017/18 2017-22 CAGR 2017/22 Total

Cat Treats and Mixers 13.4 10.6 65.8

Dry Cat Food 7.0 6.7 38.6
Wet Cat Food 5.6 5.1 28.0
Cat Food 7.0 6.7 38.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 17 Forecast Sales of Cat Food by Category: % Value Growth 2017-2022

% constant value growth

2017/2018 2017-22 CAGR 2017/22 TOTAL

Cat Treats and Mixers 9.5 8.1 47.4

Dry Cat Food 5.6 5.6 31.5
Wet Cat Food 7.1 6.5 37.0
Cat Food 5.7 5.7 31.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Summary 1 Cat Food by Price Band 2017

Category Price range per kg [COP]
Wet cat food Premium Above COP45,000
Mid-priced COP18,000-44,999
Economy Below COP18,000
Dry cat food Premium Above COP19,000
Mid-priced COP4,800-19,000
Economy Below COP4,800
Source: Euromonitor International

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