The new lifestyle of pet guardians in Latin America and Chile

Introduction

In Latin America and Chile, pets have gone from being companions to full members of the family. This cultural shift— humanization —is reshaping consumption patterns and the pet industry's offerings. In Chile, the fertility rate has dropped to 1.16 children per woman (2023) , and nearly 70% of households have a dog or cat: a context that is driving categories such as functional foods, preventive health, pet-friendly services, and experiences.

In this article we systematize the profiles of tutors, the annualized costs by socioeconomic stratum (in CLP and USD ) and the accumulated cost over 5 years , along with trends (sustainability, alternative proteins, Generation Alpha) and the demographic backdrop of low birth rates.

Tutor profiles and consumer habits

Annualized costs and 5-year cumulative costs

Typical distribution of annual expenses: food , veterinary health (vaccines, antiparasitics, check-ups), hygiene and services (for example, bathing and cutting , temporary accommodation, insurance, walks).

In ABC1 households with two or more pets, annual expenses can exceed CLP$2,000,000 (~ USD$2,062 ). USD figures are for reference only.

Market insights

• Humanization and spending: ~74% of owners in Latin America consider their pets as children; keeping two medium-sized dogs in Chile costs around $1.2 million CLP/year (~ USD 1,237 ).
• Income differences: Higher income groups embrace technology and services (insurance, accommodations, travel); lower income groups prioritize the basics.
• Channels: E-commerce dominates among urban youth; in-person shopping persists in rural areas.

Trends and Generation Alpha

• Sustainability and ethics: traceable ingredients, recyclable packaging, and a smaller footprint.
• Food technologies: opening up to alternative proteins (plants, insects, cell culture).
• Digital natives: children's influence on purchasing decisions (apps, games, social networks).
• Experiences: "adventurous" snacks and themed accessories; pet-friendly tourism.

Low birth rate and economic impact

Global fertility has fallen from approximately 5 children per woman (1960) to approximately 2.24 (2023). This reduces the labor force and puts pressure on pensions and healthcare; at the same time, it reorients consumption toward pet care and forces innovation in policies and productivity.

In conclusion...

The humanization of pets in Chile and Latin America is not just an emotional trend, but a structural transformation of consumption.

Although the expense per pet can be significant— from CLP 1.2 million to more than CLP 7.2 million over 5 years—the perceived emotional benefit, companionship, and quality of life make most guardians consider it an investment rather than an expense.

This phenomenon is exacerbated by a low birth rate , where many individuals and couples are choosing to have pets as a central part of their family. The result: spending on pet care not only remains stable but is growing at double digits, boosting categories such as premium food, veterinary health services, wellness, insurance, and personalized experiences.

For the industry, this opens a window of strategic opportunity :

• Local and global companies can capitalize on tutors' willingness to pay by developing healthier, more sustainable, and functional products.

• Emerging brands have room to innovate in subscription models, digital channels, and complementary services that strengthen the guardian-pet relationship.

• The B2B market for pet care ingredients, supplies, and technology has enormous potential in an ecosystem that seeks to differentiate itself through quality and added value.

In a scenario where the human population is growing slowly and the pet population is expanding rapidly, the balance between cost and perceived value will be key for brands to win over and retain an increasingly demanding and emotionally engaged consumer.

References

1. UC School of Veterinary Medicine (2022). Study on pet ownership and humanization in Chile.
2. Socovesa (2024). Millennials, pet-friendly housing, and a preference for pets.
3. EMOL (07/16/2024). “The explosion of the pet market in Chile.”
4. Shopper Experience Observatory (2025). Consumption habits of tutors in Chile.
5. NielsenIQ / GfK (2018). “Chileans and their pets.”
6. INEI Peru (June 24, 2025). “More than 50% of Peruvian households have at least one dog.”
7. Euromonitor / GlobalPETS (2024). “Pet care trends in Latin America.”
8. Mintel (2024). “Generation Alpha market analysis”.
9. IMF (Jun/2025). “The Debate over Falling Fertility.”
10. Center for Retirement Research, Boston College (May/2025). “Low Fertility…”.
11. Our World in Data (2023). “The global decline of the fertility rate.”
12. AMAI (2018). “Pets and socioeconomic levels in Mexico City.”