Ana Luisa González Zamora, an industry expert, worked several years at one of the leading global pet food producers in Mexico, witnessing rampant growth and the expansion of one of the most popular pet food brands in the country.
In her role, González led several marketing activities that positioned her brands at the top of the market nationwide. That is not a small thing, as such performance reshaped the entire competitive environment of the Mexican market back in 2015.
González provided her insights on the future of the Mexican market. She believes there is still room for continued growth, especially for smaller players who may take advantage of latent regional opportunities.
Regarding the relationship between shoppers and consumers, González says that for a brand to be successful, pet food manufacturers must accomplish the following:
In this context, modern and traditional retail channels have different requirements. For example, an owner of a mom-and-pop pet store may be driven only by profit. In such cases, brands are advised to remain flexible, listening to the shopper’s ongoing needs and dynamic market trends.
Moreover, marketing investment is a tool that should be used in the context of tight competition. It includes seasonal promotions, giveaways, bonus packs and special product gift packages – for example, a dog collar attached to the pet food packaging.
In terms of consumers, the so-called DINK (dual income, no kids) trend is accelerating pet ownership among younger consumers in Mexico. That will, in turn, benefit the industry.
González foresees a bright future for the local pet food market. Smaller and emerging pet food brands are increasingly engaging in above-the-line (for broader audiences) and below-the-line (for specific segments of consumers) marketing activities, which would stimulate growth.
Finally, premium and economy pet food products together will continue to nourish the market. Premium will benefit from the aspirational nature of local consumers, whereas economy products will remain the key to entry into the traditional channel.
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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