Ethical solutions wanted in Mexico’s competitive pet food industry 

Mexico’s pet food market has seen significant growth, but it faces structural hurdles and ethical gaps that shape its trajectory. Héctor Pinto, co-founder and CEO of The Respet Company, provides a sharp analysis of the four dynamics highlighting its challenges and opportunities.1. Market leadership and ethical challengesThe market is controlled by three major players who dominate through scale and distribution. While they provide quality ingredients, Pinto critiques ethical challenges and transparency, noting their strategies prioritize volume over innovation or customer-centric practices. This dominance leaves little room for smaller brands to stand out. Pinto believes the market is ripe for companies that differentiate themselves with ethical, transparent and consumer-focused solutions, but warns that barriers to entry are significant and only resilient brands endure.2. The wet food opportunityThe wet food segment in Mexico has room for growth but faces challenges due to its current positioning. Marketed as a treat, wet food — particularly pouches — has been limited in its role as a core dietary component. Pinto highlights that Mexico’s unique reliance on pouches has created a mass-market, low-value category with limited profitability. Pinto argues for a shift in perception, advocating for wet food, especially canned options, to be repositioned as a staple in pet diets. While wet food currently accounts for 13% of the total pet food volume in Mexico, according to Triplethree’s 2024 report, it still holds significant potential for companies willing to innovate and redefine its role as more than just an occasional treat.3. Informed consumers driving changeToday’s consumers are better informed and demand transparency, ethics and quality. AI tools have empowered them, making outdated marketing strategies ineffective. Pinto emphasizes that brands must embrace authenticity, communicate their values clearly, and build trust to connect with this new wave of buyers.4. A market in transitionPinto sees Mexico’s pet food market at a crossroads. Despite the dominance of key players, opportunities exist for brands that address unmet needs with ethical and innovative solutions. The wet food segment offers significant potential if repositioned, and brands that align with the values of modern consumers can thrive.For Pinto, the future of the industry will be shaped by companies that balance resilience, ethics and transparency while delivering real value in a highly competitive market.