Online retail remains a relatively small share of Mexico's pet food market but plays an outsized role in influencing purchasing decisions, Melanie Torres, senior research analyst at Euromonitor International, said during her presentation at Foro Mascotas in Guadalajara, Mexico.
"E-commerce is more of a discovery tool for consumers," Torres said. "Consumers are able to navigate pricing changes, see how your product is changing on one retail website versus another, but also the changes in products available."
That makes a company's digital presence increasingly important, even if most sales occur in physical stores. Torres urged manufacturers to evaluate how AI tools interpret their brands.
"Is your brand website and are your product listings friendly to AI tools?" she asked. "What is AI saying about this? How is AI interpreting your product?"
She noted that consumers increasingly use AI to compare products, ingredients and manufacturing practices before making purchasing decisions.
Inspiration from local Mexican flavors
Innovation should also reflect Mexico's diverse regional cultures rather than relying solely on global trends, Torres said.
"Mexico is a very diverse market," she said. "How can you celebrate the local traditions and the local demographics of your consumer?"
She suggested adapting successful human food marketing strategies by developing treats inspired by local holidays, regional ingredients and familiar flavors.
Torres said successful innovation begins with understanding consumers rather than chasing trends.
"You want products, services and campaigns that meet the unique preferences of your consumer," she said. "You want to move beyond the generic, blanket approaches."
For manufacturers, that means combining strong retail partnerships, AI-ready digital content and locally relevant innovation to build consumer trust in an increasingly competitive Mexican pet food market.
