When chinchillas were first imported from South America - at first into the United States, and then into Europe - people found it really difficult, at first, to keep them alive in captivity. This was mainly because of a lack of understanding of what wild chinchillas eat. Chinchillas are entirely herbivorous - they only eat vegetable matter - and where they live in the wild, most of the vegetation is quite fibrous and dry, not lush and juicy! They eat grasses and other low-growing greenstuff, and chew the bark off trees.