Wet pet food is emerging as one of Mexico's strongest growth opportunities as manufacturers reposition the category around nutrition, quality and wellness rather than convenience, said Melanie Torres, senior research analyst at Euromonitor International, at Foro Mascotas in Guadalajara, Mexico. Improved product positioning may have transformed consumer perceptions of wet food.
"We see the growth in value of wet food is quite stark versus dry food," Torres said. "This is in part because of improved formulas, but also on how products are being positioned."
According to Euromonitor data, wet food retail sales growth has consistently outpaced dry food in Mexico since 2021. Premium wet cat food is also forecast to be one of Latin America's fastest-growing categories.
Torres said wet food was once viewed primarily as an inexpensive canned product with limited appeal.
"Previously wet food was more of a simple item in a can, shelf stable, affordable," she said. "Now you are positioning wet food as more enriching, as higher-quality ingredients, as a way to preserve nutrients."
The trend aligns with broader consumer interest in preventive health. Euromonitor found that 66.3% of Mexican pet owners take vitamins or supplements themselves, while nearly 58% follow a special diet, behaviors that increasingly influence pet food purchases. Manufacturers are responding with products that clearly communicate functional benefits.
"Consumers want to be able to understand the very clear benefit they can expect," Torres said. "Your product should not feel like a science experiment. Your packaging should not feel like it's bombarded with all of these labels and claims that a consumer can't understand."
The premium trend extends beyond wet food. Euromonitor's analysis showed premium dry and wet products generally outperforming their overall categories, particularly in dog food.
Despite growing demand for premium nutrition, Torres said manufacturers must balance innovation with affordability.
"We still have to meet consumers where they are now," she said, noting that successful products will combine premium benefits with realistic price points for Mexican households.
