In a Brazil with fewer children, pets are 'paw-sitively' pampered: Video
With pets, mostly dogs and cats, outnumbering children two to one, Brazil has embraced luxury and specialised care for its furry companions.
Eliane Rodrigues, owner of Starpet Dog Spa in Brasília, says, “Every treatment that exists for humans, exists today for dogs.’”
Eliane's dog beauty centre offers various services, including "chromotherapy" (a soothing treatment using coloured lights), hair hydration, and shampoo baths. They even have a "low stress" area for anxious pets.
Rodrigues recalls when dog care was minimal, often limited to food scraps and basic cleaning with household detergents. “Nowadays it's a more specialized process,” she told AFP, as an employee examines a puppy’s fur under a microscope.
The Pet Institute of Brazil reports that the country is home to around 160 million pets; 62 million dogs and 30 million cats, 42 million birds, and 2.8 million reptiles making it the third-largest pet population in the world, after China and the United States.
This figure stands in contrast to the roughly 40 million children under 14 in Brazil. As the birth rate declines and the middle class expands, pets have increasingly become family members.
"When you have a pet, when you have a dog, and you're willing to have one, you're also willing to spend, right?" Silvana Matos, a pet owner argued.
She proudly carries her two Pomeranians, Fénix and Bento, who receive top-notch treatments, including moisturizing therapy for Fénix and care for Bento's alopecia.
Rodrigues estimates that maintaining a dog like Bento and Fénix costs between 500 and 800 reais (about $100-$150) monthly. "Love is like that. When a child needs something, the mother spends. Regardless of whether it is expensive or not," Matos explains, drawing parallels to parenting.
The Brazilian pet market generated 68.7 million reais (approximately $12.5 million) in 2023, reflecting a 14% growth from the previous year. This market is primarily driven by food and veterinary services, which increasingly include alternative therapies like chiropractic care and acupuncture.
