The Future of the Pet Food Market in Brazil and Worldwide: Innovation and Growth in an Expanding Sector

The pet food market in Brazil and globally is undergoing a period of transformation and accelerated growth. Leading the conversation on trends and challenges in this sector, José Vasconcellos—engineer, former director of FVO Alimentos Pet, and one of the foremost figures in animal nutrition in Brazil—shares his insights on the future of this industry.

With a career that spans the revitalization and modernization of a family-owned company to leadership in the national market, Vasconcellos emphasizes that the pet food sector reflects deep changes in pet owner behavior. “Pets are no longer just companions; today, they hold a central place in families, which drives demand for higher-quality and more innovative products,” he explains.

The Brazilian Market: Astronomical Growth

Brazil’s pet food market has shown impressive growth, placing it among the global leaders. In 2024, the sector is expected to reach BRL 42.6 billion (USD 7.34 billion), according to Abinpet, with projections of USD 17.10 billion by 2029, representing a CAGR of 12.78%. This growth is driven by increasing pet ownership and the humanization of pets—a trend also seen in the United States, another major leader in the industry.

Just like in Brazil, pet humanization in the U.S. is a key factor behind market expansion. In both countries, pet parents are prioritizing premium and personalized foods, treating pets as full members of the family. In Brazil, this trend is shaped by cultural and economic preferences, as highlighted by Vasconcellos, who underscores the role of evolving consumer behavior in the adoption of more sophisticated products.

Dogs dominate the pet food market in both countries. In Brazil, 38.2% of the pet population consists of dogs, and in 2022, dog-related products accounted for 75.1% of total pet food sales. In the United States, the dominance of the dog segment is similarly strong, with high demand for premium and natural dog food, in line with rising concerns over pet health and well-being.

Meanwhile, cat ownership is rising sharply in Brazil, a trend also mirrored in the U.S. From 2017 to 2022, the cat population in Brazil grew by 29.4%, compared to a 13.4% increase among dogs. Similarly, in the U.S., the rise in cat adoptions reflects urban lifestyle changes, as more pet owners seek animals that require less space and maintenance. This shift has led to the development of specialized products for cats, such as functional foods and gourmet lines, mirroring the sophistication seen in the canine market. Another standout, according to Vasconcellos, is the growth of cat litter solutions, which are becoming more advanced and convenient for indoor living.

This outlook shows that in both Brazil and the U.S., the pet market continues to evolve—driven by trends in humanization, urbanization, and innovation that are reshaping how humans relate to their animals.

Innovation, Tre

nds, and Sustainability in Brazil’s Pet Market

Brazil's pet market stands out for embracing global trends while developing solutions tailored to local needs. According to Vasconcellos, innovation is a key driver of growth, whether through new product development or the evolution of distribution channels.

Among the main trends is the growing demand for functional foods and nutraceutical supplements, reflecting pet owners’ desire to enhance their animals’ quality of life. At the same time, special diets targeting specific health conditions like allergies or obesity are gaining popularity.

Another transformative factor is the growth of e-commerce, which is reshaping how consumers in both Brazil and the U.S. purchase pet products. Digital channels offer greater convenience, a broader range of brands and products, and more personalized interactions. Vasconcellos notes that online retail enhances accessibility and strengthens brand-consumer relationships, as recurring purchases can now be automated with just one click.

Sustainability is also playing an increasingly important role in consumer choices. Practices such as recyclable packaging and the use of low-impact ingredients give brands a significant competitive edge. Vasconcellos highlights that alignment with environmental values is a major differentiator in a market that is increasingly focused on social and environmental responsibility.

These trends show how innovation, health, technology, and sustainability are converging to shape the future of Brazil’s pet market.

Global Outlook: Personalization and Technology

The global pet food market is evolving rapidly, fueled by technological innovation and growing demand for personalization. The sector is projected to surpass USD 100 billion by 2029, driven by trends like customized nutrition and advanced production technologies. This trend is also evident in the United States, the largest pet food market in the world in terms of both volume and revenue, where similar innovations are shaping consumer behavior.

Personalized nutrition is one of the strongest global bets. Companies are developing food tailored to meet each pet’s unique needs, using genetic analysis and health profiles. In the U.S., leading brands have heavily invested in solutions that deliver customized diets, in response to growing demands from pet parents for individualized care.

Technology has become a transformative force in the industry. 3D printers are being used to produce treats with precise nutritional profiles, and digital tracking systems provide greater supply chain transparency—an increasingly important factor for American and global consumers. In the U.S., where food safety and traceability are especially critical, such innovations are widely embraced.

Another notable trend is the use of alternative proteins, such as those derived from insects and plants, which have gained attention for their environmental and nutritional benefits. However, psychological barriers among pet owners still tend to slow the adoption of these alternatives.

This global modernization movement in the pet food market reflects both technological progress and changing consumer expectations, merging innovation and sustainability into a model that’s gaining traction in both emerging markets and developed economies like the United States.

Challenges and Opportunities

While the future of the pet food market is promising, challenges remain. Inflation, economic volatility, and especially high taxation in Brazil can limit consumer purchasing power, particularly in developing countries. Additionally, the need to balance cost and quality remains a constant dilemma for brands.

Still, the opportunities are vast. Expanding into emerging markets, developing new products, and adapting to global trends like sustainability and personalization open many doors for continued growth.

Vasconcellos, who led the transformation of FVO Alimentos into one of Brazil’s leading pet food companies, believes that success in the industry requires a

visionary approach:

“It’s essential to understand not only the needs of the animals but also the expectations of the owners. The combination of innovation, quality, and environmental responsibility will be the key to the future,” he says.

Conclusion

The pet food ma

rket in Brazil and worldwide is undergoing a major evolution, driven by cultural, technological, and environmental shifts. With visionary leaders like José Vasconcellos, who have turned challenges into opportunities, the sector has enormous potential for further growth, shaping the future of animal nutrition in innovative and sustainable ways.

Whether in Brazil, where a passion for pets fuels a vibrant market, or on the global stage, where technology and personalization lead the way, the future of the pet food industry promises to be as diverse as the animals it seeks to nourish.

Journalist Juliana Braga