Nestlé Purina has inaugurated a new wet pet food production facility in Vargeão, Santa Catarina, Brazil, reinforcing its strategy to expand in one of the world's largest pet food markets.
The project represents an investment of approximately R$2.5 billion (US$470 million) and will significantly increase Purina's production capabilities in the region. The plant is designed to supply Brazil's growing pet population — estimated at 110 million pets — while also supporting exports across South America. Shipments have already begun to Chile, with expansion expected to other regional markets.
The facility incorporates advanced manufacturing technologies, including robotic filling and packaging lines, an Integrated Operations Center, and Internet of Things (IoT) solutions for real-time monitoring and batch-level digital traceability. It is also the first Purina plant in Latin America to operate entirely on renewable energy, using a biomass boiler and renewable electricity.
A strategy first signaled years ago
The Vargeão facility is Purina's largest investment in Brazil. Public information released during the construction phase indicated it would add roughly 30,000 metric tons of annual wet pet food capacity, which could bring Purina's total wet production capacity in Brazil to around 60,000 metric tons per year, according to estimates by Triplethree International. The plant was originally expected to begin operations in 2024, though Purina only recently announced its official inauguration.
Wet food's gradual expansion
Brazil is the second-largest pet food market globally after the U.S., with hundreds of manufacturers ranging from multinational companies to regional producers.
Although dry food still dominates feeding habits, wet formats have gradually gained relevance as premiumization trends expand across Latin America. Pet owners increasingly associate wet food with higher palatability and improved nutrition.
However, feeding routines and price sensitivity continue to favor dry kibble as the primary format.
In this context, Purina's new facility represents more than a capacity expansion. It signals a long-term bet on the gradual growth of wet pet food and the evolution of feeding habits across Latin America.
Iván Franco is the founder of Triplethree International and has collaborated on hundreds of research projects for several consumer goods industries.
