Every year, the Latin American pet food market witnesses the launch of hundreds of new products. According to the Canadian Department of Agriculture, Brazil launched 215 new pet food product options in 2018, 206 in 2019 and 177 in 2020. Meanwhile, Argentina launched 130 new pet food products in 2018, 84 in 2019 and 86 in 2020.
Now, Brazil has even joined other pet food markets in having a humanized beverage for dogs: Dog Beer. It is apparently the first such dog beverage in Latin America.
Grupo Ipet is a Brazilian company that sells a wide range of snacks for dogs, including its flagship innovation, Dog Beer. It is a beverage made from water, malt and meat flavors, and is similar to a beer for humans yet is not fermented, meaning it has no alcohol and is non-carbonated. Dog Beer is available in 355 ml bottles and comes in meat and chicken flavors.
According to Grupo Ipet, the formula of Dog Beer appeals to dog tastes as it uses flavors already employed in pet treats. The company says the beverage supports hydration while improving kidney function for dogs.
Grupo Ipet has also developed other humanized pet products, such as ice cream, ready-to-eat macaroni and Dogs Wine, a wine for dogs made with meat flavors, water and natural beet coloring.
The top companies launching pet food products in Brazil, according to the Canadian Department of Agriculture, are Nestlé Nordeste Alimentos e Bebidas, Mars Inc., Petitos Indústria e Comércio de Produtos para Animais, Guabi and Mogiana Alimentos.
Unlike with Dog Beer, the flavors most commonly used in Brazil’s new pet food product formulations include salmon, barbecue, cereal, vegetables and linseed. The most used ingredients are carrot pulp, Aberdeen Angus beef, sesame seed oil, peanut butter, cherry, soursop, savia and lamb chop.
Still, humanization in pet care has opened the door for more sophisticated pet food products, such as snacks, meals and beverages that resemble products for human consumption products.
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).
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