Despite a slowdown in growth, Brazil is still a dynamic, expanding pet food market with a huge upside. For one thing, the number of pets owned is increasing, at 2.7% in 2024 over 2023, according to José Edson Galvão de França, Edson Galvão de França, executive president of the Brazilian Association of Pet Product Industries (Abinpet) and member of the advisory board of the Pet Brazil Institute. He presented the data during a Petfood Forum Brasil session on August 14 at Pet South America in Sao Paulo.
The 178 million pets in Brazil represent a potential pet food volume demand of 9.1 million tons; yet currently, only 45% of the pets eat commercial pet food — 4 million tons worth in 2024 — meaning a huge opportunity for additional growth as more of these pets consume commercially available food. In terms of retail sales, the Brazilian pet food market reached 40.8 billion Brazilian Reals (US$75.4 billion) in 2024, a 3.5% rise over 2023 and a 4.9% share of the global pet food market, third only behind the U.S. and China, according to Edson.
Impressions from the pet trade show floor
Edson was joined as a speaker for the 2025 Petfood Forum Brasil sessions by Fabiano Cesar Sá, Ph.D., R&D manager for pet food manufacturer Adimax, who highlighted all the nutrition and production innovation happening in the market. The sessions took place during Pet South America, a trade show for the Brazilian pet care industry.
Walking the very busy and buzzing trade show floor, I was struck by the product variety, innovation and sophistication at pet food stands: toppers resembling human food sauces, a pet food line made in a LEED Gold-certified, 100% solar-powered plant (part of PremierPet, the largest pet food producer in the market) and all-natural topper/mixer pouches featuring functional ingredients like chia seeds (from Pet Delicia).
Also grabbing my attention: Several companies from outside of Brazil who specialize in co-manufacturing were exhibiting, some saying it was their first foray at the show and in the country. These included co-manufacturers from Germany, such as Landguth, and at least two from China, including Wanpy. Co-manufacturing does not seem to be as much of the market in Brazil as in other countries or regions, possibly because land is plentiful there, and many pet food brands have emerged within parent companies in the feed industry, meaning they already had manufacturing infrastructure and expertise.
That origin for many pet food companies means kibble predominates in Brazil. Interestingly, Landguth specializes in wet pet food, and product launches from companies like Pet Delicia focus on formats other than dry. Perhaps both — a co-manufacturer presence and non-dry products — signify some shifts in the market.
The elephant in the room: US tariffs
The 50% tariffs recently announced by the Trump administration on many Brazilian goods coming into the U.S., including pet food, came up in almost every conversation I had. At this point, the main concern seems to be the uncertainty the tariff situation has created. Many people seem to believe (or want to believe) that a deal between the U.S. and Brazil would be worked out, providing more favorable terms to the latter; but not knowing whether the tariffs would stick is creating unease and causing companies to move slowly or even pause some initiatives.
Yet pet food and other pet and veterinary companies and organizations in Brazil do plenty of business, and have numerous new opportunities, within their own country and with other markets in Latin America and other regions. Whether the situation with the U.S. proves to be a temporary blip or a longer-lasting challenge, this vibrant market seems destined to fulfill its high level of potential and promise.
