By Mylena Cooper, CEO of Empresas Vaticano, Brazil

For 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 regulating pet funeral services. The sector currently operates mainly under municipal and state health regulations, as well as environmental rules related to cremation and biological waste disposal.

Cremation activities must comply with environmental standards regarding atmospheric emissions and environmental licensing. Meanwhile, the transportation and handling of animal remains generally follow guidelines established by local health surveillance authorities and state environmental agencies.

This lack of national standardization remains one of the sector’s main challenges. In some Brazilian cities, pet funeral services are regulated in ways similar to human funeral services. In others, the industry still operates within a legally unclear environment, making investment and expansion more difficult.

At the same time, important legislative discussions have emerged regarding the relationship between humans and animals even after death. Earlier this year (2026) the state of São Paulo enacted a law authorizing the burial of dogs and cats in family burial plots intended for humans, legally recognizing the emotional bond between families and their pets.

This type of measure reflects a trend already observed in other countries. In Germany, the city of Hamburg already allows people to be buried alongside their pets in designated cemetery areas. In the United States, several private cemeteries operate under the concept of “whole-family cemeteries,” allowing joint burials of humans and pets.

These developments demonstrate that the pet funeral market is not merely a commercial trend, but part of a broader cultural transformation involving affection, memory, and family relationships.

>> Read more about pet memorialization services in THANOS magazine 2/2026 - page 26