The boom in wet pet food: Nutrition, emotions, and an industry in transformation
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“According to Nielsen and Packaged Facts, more than 75% of pet owners are willing to switch brands if they perceive another brand offers better health and flavor for their pet.”
In recent years, wet dog and cat food has gone from being a simple "occasional treat" to a booming category leading the growth in the global pet food industry. The reason? More and more people understand that feeding well is loving better .
Why this boom? The neuroscience behind the change
Behind the boom there is not only marketing: there is emotional neuroscience . As humans, we are designed to respond to cues of care, texture, and aroma. When we serve wet food and see our pet eat enthusiastically, a response of reward and emotional bond , very similar to that which occurs when feeding a child.
Emotional trigger: “If you love him, feed him as he deserves.”
This message, full of connection and emotional responsibility, drives the transformation of consumption in Latin America and around the world.
Market X-ray: figures that speak for themselves
🌎 Global Overview
According to Statista and Euromonitor , the global wet pet food market exceeded USD 32 billion in 2024 , with a projected annual growth rate of 5.6% until 2030. Europe and the US lead the way, but emerging economies are the new focus of expansion.
🌍 What's happening in Latin America?
- In Brazil, consumption of wet food is growing at double-digit rates, especially among cats.
- In Mexico, major retailers report 30% annual increases in wet food sales.
- In Colombia and Argentina, local and international brands are expanding their portfolios with functional wet recipes.
🇨🇱 And in Chile?
In Chile, the wet food market still represents less than 15% of the total, but is growing rapidly in the premium and super-premium segments .
- Specialty stores report that 1 in 3 tutors already incorporates wet food as part of the regular diet.
- The e-commerce channel has tripled its wet food offering in the last 24 months.
- The perception of Chilean tutors is clear: Wet food is associated with higher quality, hydration and palatability , especially for senior cats and dogs.
Ingredients that matter: What's inside a good wet food?
New consumers are looking for more than just protein. They are looking for transparency , traceability and functional benefit .
Most valued ingredients:
- Highly digestible animal proteins: chicken, turkey, beef, liver, salmon.
- Oils rich in omega 3 and 6: such as fish or salmon oil.
- Cooked vegetables: peas, carrots, sweet potatoes.
- Functional supplements: prebiotics, taurine, glucosamine, vitamins.
- Natural broth and meat juices: They improve texture and aroma without the need for artificial flavorings.
🐾 Top-rated ingredients in Chile vs. functional benefits for formulating wet food in pet food
| Functional ingredient | Key benefit | Role in wet food formulation |
| Fresh meat (chicken, beef, turkey) | High digestibility, main protein source | Meat base of the formula |
| Liver (poultry or beef) | Rich in iron, vitamin A and B12, highly palatable | Nutritional and palatability reinforcement |
| Salmon oil (crude or refined) | Omega 3 (EPA, DHA), skin, coat health and cognitive function | Functional lipid supplement |
| Fish or algae peptones | Source of bioactive peptides, improves digestibility and palatability | Functional and technological enhancer |
| Natural palatants (hydrolyzed) | Acceptance and consumption are increasing, especially in cats and demanding animals. | Essential sensory additive |
| Cooked vegetables (carrot, sweet potato) | Dietary fiber, natural antioxidants, vitamins | Visual and functional ingredient |
| Cooked peas and legumes | Source of vegetable protein, low glycemic index | Hypoallergenic and energetic alternative |
| Prebiotics (FOS, inulin) | They stimulate beneficial intestinal flora and improve nutrient absorption. | Digestive functional improvement |
| Taurine (only in cats) | Essential for vision, heart health and reproductive function | Required by AAFCO regulation in feline formulations |
| Natural broth / meat juices | Increase humidity, aroma and sensory acceptance | Cooking medium or liquid part of the food |
Functional innovation: seaweed peptones
One of the most promising ingredients for the formulation of wet foods are Algal peptones , a highly digestible source of peptides, free amino acids and bioactive compounds.
Why use them?
- Increase palatability naturally.
- They contain natural antioxidants , such as polyphenols and fucoidans.
- They favor the intestinal microbiota and can act as prebiotics.
- They are sustainable: derived from marine macroalgae, they do not require intensive cultivation or compete with land-based sources.
- Its incorporation has shown improvements in parameters such as voluntary intake , the quality of the stool and the appearance of the coat .
Recent studies (Lee et al., 2022; Martínez-Puig et al., 2021) support their use in formulas for dogs and cats as functional ingredients with immunomodulatory and digestive effects.
An emotional (and responsible) decision
Guardians no longer buy "dog food." They buy health, love and well-being for their companions. Wet food connects with that deep desire to care with love , and more and more brands understand that this bond is as important as the formulation itself.
Responsibility bias: “If what you give them today can improve their quality of life tomorrow… why wait?”
Membership trigger: “Thousands of tutors have already made the switch. What about you?”
Questions to follow the debate:
- Should wet food stop being an “extra” and become the basis of the diet?
- Are formulators considering the functional benefits of ingredients like algal peptones?
- What logistical and conservation challenges does the expansion of wet food present in warm climates like Latin America?
- How can local brands compete against multinationals in this growing segment?
📞 Want to incorporate these ingredients into your brand?
In MCE Global We are suppliers of Functional ingredients for the petfood industry , specializing in:
- Marine peptones
- Raw and refined salmon oils
- High-quality meat flours
- Natural and hydrolyzed palatants
We have a technical and sales team that will help you create more nutritious, functional, and attractive products for your customers.
Are you interested in improving your products?
Talk to our Technical Sales Manager, Fabiola Romero, today and receive technical advice, product sheets, and personalized quotes:
👉 Contact us here: fromero@mceglobal.cl / ventas@mceglobal.cl
References:
- Euromonitor International (2024). Global Pet Food Industry Report .
- Statista (2023). Pet Food Market Forecast 2023–2030 .
- Lee, SH, et al. (2022). “Effects of seaweed-derived peptones on immune response and gut health in dogs.” Journal of Animal Nutrition , 105(2), 221-230.
- Martínez-Puig, D., et al. (2021). “Palatability and digestibility of marine peptones in feline diets.” Petfood Science and Technology , 19(4), 189–198.
- AAFCO (2023). Official Publication – Ingredient Definitions and Guidelines for Pet Food .
- Pet Food Industry (2023). Top Trends in Wet Pet Food Formulation .
- Internal data from MCE Global and interviews with distributors and retailers in Chile.
🛡️ MCE Global Disclaimer
The information contained in this article has been prepared by MCE Market SpA, hereinafter MCE Global, for educational and informational purposes, aimed at pet food industry professionals and conscientious owners. While we strive to keep the information up-to-date and based on reliable sources, MCE Global does not guarantee that all data reflects the latest technical regulations or trading conditions in each market.
MCE Global acts as a supplier and distributor of functional ingredients for animal nutrition, not as a formulator of specific diets. Therefore, we always recommend consulting with veterinary professionals or nutritionists before making changes to product formulas or pet food.
Likewise, MCE Global is not responsible for the improper use, improper storage, or poor formulation of products made by third parties from our ingredients.
All products offered by MCE Global are intended exclusively for industrial or professional use, and not for direct sale to the end consumer.
For more technical or commercial information, please contact us directly through our official channels. 👉 https://mceglobal.cl/pages/contact