This report looks at the following areas:
- Pet feeding behavior and types of pet food bought
- Important purchasing factors
- Interest in products
- Behaviors toward pet food/treats
- Attitudes toward pet food/treats.
With promising growth, the category’s challenge will be balancing costs and innovation while addressing the increasing awareness of animal health and wellbeing.
Laura Menegon, Analyst Food & Drink, LATAM
Market Definitions
Mintel defines the pet food market as food and treats for domestic animals, including cats, dogs, small animals (eg hamsters and rabbits), fish, reptiles and birds. Dog and cat food can be dry, wet/canned, semi-moist or in the form of treats. The following segments are included in this Report:
- Cat food
- Dog food
- Other pet food (eg hamsters, birds, guinea pigs, reptiles)
- Pet treats.
Are excluded from this Report:
- Food for horses and animals usually considered livestock (pigs, goats, chickens etc.)
- Chews and bones for dogs
- Vitamins and Supplements for pets.
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Executive Summary
- What consumers want and why
- Challenges
- Offering leftovers to pets is still a common practice, despite being discouraged by experts
- Wet food for dogs still has low penetration
- Overweight and obesity in pets increases the demand for formats that facilitate portion control
- Opportunities
- Special editions of dry pet food provide variety, fostering brand loyalty
- The growing lifespan of pets has led to an increased demand for foods that offer specific benefits for older animals
- Indulgent foods and treats can appeal to Gen Z pet owners
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THE CONSUMER
- Pet feeding behavior and types of pet food bought
- Dry food continues to be the stronghold of the category…
- …and brands can retain consumers by offering more variety of flavors and ingredients
- Limited editions can increase attractiveness and brad loyalty
- Toppers can add nutrition, texture and flavor to dry food
- Packages with assorted flavors and ingredients can attract pet owners seeking variety
- Claims about hydration can increase the penetration of wet food for dogs
- Graph 1: types of pet food bought – selected item, 2025
- Brands can play an important role in raising awareness about the prevention of kidney diseases
- Focus on hydration: support for adequate water intake
- More frequent heat waves will be a concern for pet parents
- Focus on climate wellbeing: offer hydration, refreshment and indulgence with freezable food
- Felines drive the growth of the pet population, yet they receive fewer treats than dogs
- Lower consumption of cat treats leads to fewer launches in the market
- Graph 2: launches of pet snacks and treats, 2022-24
- Brands can play a role in educating pet owners, showing strategies to increase the chances of a cat accepting treats
- For discerning palates, offer irresistible ingredients
- A quarter of pet owners offer food leftovers to their pets
- Graph 3: pet feeding behavior – selected item, by socioeconomic group, 2025
- For pet owners in classes AB and C, offering leftovers may be related to the animal’s feeling of satiety
- Graph 4: important factors – selected item, by pet feeding behavior, 2025
- Ensure the satiety and nutrition of pets, reassuring the owners
- Important purchasing factors
- Increased pet longevity boosts the demand for healthcare and disease prevention
- Graph 5: important factors, 2025
- Increased life expectancy is a result of more investments in animal health
- Benefits for longevity with quality of life should gain prominence in pet food
- Content about longevity and quality of life can increase consumer engagement
- Younger consumers seek wellbeing, both for themselves and their pets
- Graph 6: important factors – ‘offers wellness benefits,’ by age group, 2025
- Food that promotes wellbeing can capture the interest of younger pet owners
- Interest in products
- Aimed at pets’ wellbeing, interest in environmental enrichment is growing
- Environmental enrichment is a trending topic on social media
- Pet food and treat brands can offer practical options for environmental enrichment in everyday life
- Gen Zs want indulgence for their pets too
- Foodservice can offer indulgent options for pets
- In retail, products can combine indulgence and convenience, allowing pet owners and their pets to ‘break the rules’ together
- Ingredients and brands can offer a shareable indulgence experience
- Behaviors toward pet food/treats
- With the increase in overweight pets, owners are controlling the offering of treats
- Offering pets treats is an important interaction moment for the owner-pet relationship
- Treats with controlled portions and nutrients
- For LGBTQ+ pet owners, cooking for their pets can be an enjoyable activity
- Graph 7: behaviors toward pet food/treats – selected item, by LGBTQ+ identity, 2025
- Home-cooked meals with convenience
- Pet food brands can offer ingredients for recipes, ensuring the adequate nutrition of pets
- Ingredient kits can ensure adequate nutrition for pets
- Attitudes toward pet food/treats
- Clarity about the composition of pet food is essential
- Labels with detailed ingredient descriptions can convey safety to pet owners
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Key Players
- Companies and brands
- Driven by the growing demand for cat products, PremieRpet announces the expansion of its production capacity
- Launches and innovations
- Petz launches its own brand of dry food for dogs and cats
- Natural ingredients drive the launch of food for dogs and cats
- Marketing campaigns and actions
- Shopping mall offers feeding area for pets
- Assaí reinforces its presence in the pet segment with Caramelo Assaí, the brand’s new pet mascot
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THE MARKET
- The pet products sector continues to grow, with the pet food segment representing the largest share of the market
- Tax reform will hurt pet food
- Record grain harvests may lead to a decrease in the cost of ingredients for pet food
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APPENDIX – MARKET SIZE AND MARKET SHARE
- Market size
- Market share
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APPENDIX – DEFINITION, METHODOLOGY AND ABBREVIATIONS
- Report definition
- Methodology
- Abbreviations
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