In 2025, the Chilean pet food market reveals much more than consumption preferences. Based on a nationally representative study, it becomes clear that purchasing decisions are deeply shaped by the bond between pet guardians and their animals, social context, and each household's lifestyle.
Feeding dogs and cats in Chile is not only about nutrition or budget. In many cases, it reflects an emotional relationship, a family routine or even a way of addressing deeper needs within the home. Behind every bowl of kibble, occasional treat, or brand switch lie motivations far beyond what meets the eye on the store shelf.
The study, conducted by Triplethree International in collaboration with local firm Rubik Deep Thinking, shows that the type of pet in the household — dog, cat or both — varies depending on socioeconomic status, age, region and even the gender of the primary shopper. These variables not only define the nature of the bond but also influence the choice of purchase channel, product variety and brand expectations.
How loyal are Chilean consumers?
One key finding is the increasing fragility of brand loyalty. While most consumers remain loyal, a significant portion report switching brands — mainly due to trusted recommendations rather than price or innovation. This openness to change raises important questions about how trust is built and maintained in the category.
Are veterinarians still influential?
Veterinarians remain an important source of influence, particularly among higher-income segments. However, in other groups, store staff, advertising and peer recommendations often carry greater weight. At the same time, functional ingredients are gaining visibility — pointing to a more informed shopper increasingly attentive to pet wellness.
Is the market shifting from functionality to emotional connection?
Chile has become a hub for pet food innovation in Latin America. What happens in this market often sets the tone for regional trends. Unlike five years ago, when functionality was the dominant feature, today's market is evolving toward emotional relevance.
Beyond the numbers, the analysis offers insight into the shifting role of pet care in Chile — one that reflects deeper cultural, generational and territorial nuances that continue to shape the way people care for their animals.
Iván Franco is the founder of Triplethree International and has collaborated on hundreds of research projects for several consumer goods industries.
