The shift in the status of pets, from being seen as “companions” to being treated as family members, is driving a revolution in retail. This “humanization” of pets is reshaping both the global and Brazilian markets, serving as an engine for an explosion in the sector's e-commerce.
Recent data released by major e-commerce platforms illustrates this transformation: sales of pet products have recorded growth of up to 300%. This increase is driven by significant demand for innovative items, such as technological accessories, advanced toys, and solutions focused on animal well-being. This trend accompanies the consolidation of the Brazilian market, which moved approximately R$ 75.4 billion in 2024, establishing the country as one of the global powers in the segment.
For Hugo Galvão de França Filho, director of Enjoy Pets, the numbers are a direct reflection of a new consumer profile. “The pet owner doesn't just buy a product: they seek experiences that reflect care, practicality, and connection with their pet,” he analyzes.
The new purchasing behavior
According to the expert, the purchasing journey has become fundamentally omnichannel. The process now involves in-depth online research, price comparison, and impulse purchases driven by digital convenience. Galvão emphasizes that this behavior is fostering the development of “premium” and customized categories, bringing the pet sector closer to consumption habits traditionally observed in the market for human goods.
Faced with this scenario, retailers have been forced to invest heavily in two fronts: technology to ensure seamless digital experiences and emotional marketing. The strategy aims to create narratives that resonate with the strong emotional bond between owners and their animals.
“The emotional connectivity between owners and pets demands that brands sell more than just products,” states Galvão. “Those who understand that the owner seeks convenience, quality, and emotional connection can position themselves better in the digital environment and, consequently, build long-term relationships with this consumer,” he concludes.
