Q COSTARICA — In the context of World Dog Day, July 18, Kantar IBOPE Media, a leader in media research, shared findings that reflect how dogs not only fill homes with joy, but also play an increasingly visible role in Costa Rican advertising and consumer behavior.
According to recent data, 50.6% of Costa Ricans have at least one dog at home, with 45% having one, 28% two, and 27% three or more. This figure confirms the strong connection between people and their pets, and is not surprising considering that 7 out of 10 people in the country say their dog is part of their family.
This emotional bond also translates into consumer habits: 81% of dog owners have purchased a product for their pet in the last 30 days. Among the most purchased products are soaps, shampoos, and talcum powders (57%), wet and dry food and snacks (47%), and flea, tick, and parasite repellents (27%).
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Paw Print Advertising
This relationship has also impacted brand behavior. Between the first half of 2024 and 2025, advertising presence in the “Dog Food” category grew by an average of 54%. In traditional media, this category represents 37% of the sector’s share, while in digital media it reaches 57%, demonstrating how communication is adapting to Costa Ricans’ new consumption habits.
Furthermore, brands in the sector use 4 of the 7 available media to communicate with their audiences, highlighting the importance of creating multiplatform messages aimed at those who consider their dogs a member of the household.
“The data confirms it: in Costa Rica, the love for dogs is not just an emotion, it’s also a reality that transforms lifestyle habits, purchasing decisions, and advertising strategies. This World Dog Day, we celebrate these loyal companions who have gone from being in the backyard to occupying a place in our hearts, our homes… and now, in advertising campaigns,” said Yamil Rojas Pineda, Client Service Executive at Kantar IBOPE Media.
In a country where dogs occupy an increasingly important place in daily life, these data allow us to understand not only the emotional bond between people and their pets, but also the opportunities this behavior represents for brands, media, and the consumer industry.
On World Dog Day, it’s worth recognizing that behind every paw print there is a story, a connection, and a trend that continues to grow.
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