PET FUNERAL
SERVICES IN BRAZIL
A MARKET IN TRANSFORMATION
By Mylena Cooper, CEO of Empresas Vaticano, Brazil
or many years, the death of a pet in Brazil
was treated merely as a veterinary or
sanitary matter. In recent years, however,
this reality has changed significantly. The
growth of Brazil’s pet market, combined
with the transformation of the emotional
bond between humans and animals, has
also driven the development of a new
segment: pet funeral services.
Brazil has one of the largest pet populations in the
world. Data from the Brazilian Association of the Pet
Products Industry (Abinpet) shows that the country
is home to more than 160 million pets, ranking third
globally in pet population.
The economic impact is also significant. According
to Abinpet and Instituto Pet Brasil, the Brazilian
pet market generated more than BRL 75 billion in
2024 (aproximately US$ 15 billion), representing a
9.5% increase compared to the previous year and
outperforming many other sectors of the economy.
This growth is not limited to pet food, medication,
or veterinary services. It reflects a gradual social
transformation taking place in Brazil: pets have
increasingly come to occupy an emotional role similar
to that of family members. In many households,
dogs and cats are part of daily routines, travel plans,
celebrations, and family decisions. As a result,
when these animals die, their owners experience a
legitimate and often profound grieving process.
Pet grief and cultural barriers
In Brazil, what is known as “pet grief” still faces cultural
barriers. It is still common for grieving pet owners to
hear phrases such as “it was just an animal” when
expressing the pain of losing a companion. However,
professionals in psychology and the funeral sector
have observed a meaningful shift in social behavior.
Year after year, more families seek farewell rituals to
help process this loss.
This movement has created space for the growth of
pet crematories and specialized memorial services.
Today, some Brazilian companies, such as Vaticano,
already offer complete pet funeral ceremonies similar
to those held for humans. Animals are carefully
prepared for the farewell, taken to ceremony rooms,
and honored with photos, videos, and personal
messages. Family members take part in vigils, sharing
memories and expressions of affection.
Although still a relatively new market in Brazil, the
sector is growing rapidly in the South and Southeast
regions, especially in states such as São Paulo, Paraná,
and Santa Catarina, where there is higher income
concentration and a strong pet market presence.
Another important factor is the growth of pet
cremation services. For decades, the bodies of
deceased pets were often treated as disposable
waste. In many cases, families, without guidance or
knowledge of proper procedures, buried the animal
in their backyard or in nearby parks, unaware of the
legal, environmental, and sanitary implications of
such practices.
Although burying animals in unsuitable residential
or urban areas is prohibited, Brazil still lacks
comprehensive federal legislation specifically
Pet funerals are likely to move
beyond being a niche service
and become an increasingly
structured segment within
Brazil’s broader pet industry.
26
No. 114 – 2/2026 | THANOS MAGAZINE
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