Latin America joins other leading pet food markets regarding product innovation and technology. For example, Argentinian companies are progressing in this area, launching new product developments encompassing humanization combined with technology.
Grupo Molino Chacabuco is one company guiding the modernization efforts by expanding the product offerings of its 25-year-old flagship brand, Raza. The company is reinventing itself on a few fronts. For instance, they recently launched a snack product containing human-grade ingredients, which looks like snack bars for kids.
In addition, Raza launched a stew-type wet food for dogs and cats in a brick carton container, something unseen in the local market.
The use of technology in pet food product formulations is a competitive advantage and a further step toward humanization. According to Rodrigo Vásquez Millán, marketing manager at Grupo Molino Chacabuco, they are innovating in the market using resveratrol, a powerful natural antioxidant usually for human consumption, in their super-premium product Juvenia Nutrition.
Other examples of innovation for Grupo Molino Chacabuco are Raza en Casa for sedentary dogs, which provides a few functional benefits such as weight control, consistent stool quality and good breath.
Vásquez believes adapting human food developments into pet food is a big trend nowadays. He added that all their products, premium and economy, are subject to the same production processes and ingredient quality, regardless of price.
Therefore, Grupo Molino Chacabuco is an example of how innovation can transform a traditional pet food company into a reinvented local leader.
Latin American pet food companies used to overlook the impact of clear messages to consumers. Yet, this is rapidly changing as market leaders see the need to differentiate from competitors and connect with consumers on a new level.
According to Vásquez, his company welcomes competition as it helps them continue growing. Grupo Molino Chacabuco uses few digital channels and mass media to communicate and create a strong bond between consumers and the company. “The idea is to connect our product claims emotionally and humanly,” he said.
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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