Petfood Industry - May 2019 - 25

www.PetfoodIndustry.com | 25

several ways. Penetration of overall pet food products
in Mexico increased with dynamism during the past
10 years. Furthermore, since dog population growth
was moderate within the period, a rapid and consistent
increase in pet food penetration means the industry
performance was striking.
The second reason that explains the fall in production in 2018 is attributable to Mars' strategy. This
company is no longer the dominating, supreme market
leader it used to be. A few years ago, the company
started reducing its mix of dry food and launching
more added-value products, such as cookies, treats,
milk and chew bones for dogs and cats. Stronger
competition in the local market forced the giant to
diversify its portfolio, thus reducing its production

of dry food. Given the size of Mars in the Mexican
market, a contraction of its production is quite noticeable and has a direct impact on the industry.

Good news: right time for innovation growth
For the two reasons outlined above, the negative
growth experienced last year is not all bad news. More
than a technical recession, data suggests that it is the
right time for the industry to think bigger - perhaps
to understand that further growth is attainable to the
extent the industry continues providing newer addedvalue products.
Premiumization is on the verge of becoming a sizeable market segment with the correct objectives and
market strategies. ■

Iván Franco is the founder of Triplethree International and has collaborated on hundreds of research projects for several consumer goods industries. He was granted the Global
Consultant of the Year award by Euromonitor International and authored the book 17 Market Strategies for Growth (in Spanish).

Industry May 2019


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Petfood Industry - May 2019

Table of Contents for the Digital Edition of Petfood Industry - May 2019

Petfood Industry - May 2019
Contents
Pet food M&A reaches throughout the supply chain
Speaking of…
Top 50 companies in 2019
Latin America pet food ingredient use: local vs. imported
Is pet food production signaling recession in Mexico?
Brazil pet food market likely to maintain positive growth
Venezuela’s crisis is worsening pets’ nutrition
Argentina: pet-loving market dealing with poor economy
Guide to Petfood Forum Europe 2019
Independent Conclusions of GRAS: Will AAFCO allow?
Synthetic preservatives in my pet’s food —no thanks!
Pet market trends: signals from pet services
New Products
Marketplace
Advertiser’s Index May
Petfood Industry - May 2019 - BB1
Petfood Industry - May 2019 - BB2
Petfood Industry - May 2019 - Petfood Industry - May 2019
Petfood Industry - May 2019 - Cover2
Petfood Industry - May 2019 - 1
Petfood Industry - May 2019 - Contents
Petfood Industry - May 2019 - 3
Petfood Industry - May 2019 - Pet food M&A reaches throughout the supply chain
Petfood Industry - May 2019 - 5
Petfood Industry - May 2019 - Speaking of…
Petfood Industry - May 2019 - 7
Petfood Industry - May 2019 - 8
Petfood Industry - May 2019 - 9
Petfood Industry - May 2019 - Top 50 companies in 2019
Petfood Industry - May 2019 - 11
Petfood Industry - May 2019 - 12
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Petfood Industry - May 2019 - 17
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Petfood Industry - May 2019 - 19
Petfood Industry - May 2019 - Latin America pet food ingredient use: local vs. imported
Petfood Industry - May 2019 - 21
Petfood Industry - May 2019 - 22
Petfood Industry - May 2019 - 23
Petfood Industry - May 2019 - Is pet food production signaling recession in Mexico?
Petfood Industry - May 2019 - 25
Petfood Industry - May 2019 - Brazil pet food market likely to maintain positive growth
Petfood Industry - May 2019 - 27
Petfood Industry - May 2019 - Venezuela’s crisis is worsening pets’ nutrition
Petfood Industry - May 2019 - 29
Petfood Industry - May 2019 - 30
Petfood Industry - May 2019 - 31
Petfood Industry - May 2019 - 32
Petfood Industry - May 2019 - 33
Petfood Industry - May 2019 - Argentina: pet-loving market dealing with poor economy
Petfood Industry - May 2019 - 35
Petfood Industry - May 2019 - 36
Petfood Industry - May 2019 - 37
Petfood Industry - May 2019 - Guide to Petfood Forum Europe 2019
Petfood Industry - May 2019 - 39
Petfood Industry - May 2019 - 40
Petfood Industry - May 2019 - 41
Petfood Industry - May 2019 - Independent Conclusions of GRAS: Will AAFCO allow?
Petfood Industry - May 2019 - 43
Petfood Industry - May 2019 - 44
Petfood Industry - May 2019 - 45
Petfood Industry - May 2019 - Synthetic preservatives in my pet’s food —no thanks!
Petfood Industry - May 2019 - 47
Petfood Industry - May 2019 - 48
Petfood Industry - May 2019 - 49
Petfood Industry - May 2019 - Pet market trends: signals from pet services
Petfood Industry - May 2019 - 51
Petfood Industry - May 2019 - 52
Petfood Industry - May 2019 - New Products
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Petfood Industry - May 2019 - Marketplace
Petfood Industry - May 2019 - 63
Petfood Industry - May 2019 - Advertiser’s Index May
Petfood Industry - May 2019 - Cover3
Petfood Industry - May 2019 - Cover4
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