A conversation with Maddie Maida Re

Argentina is one of the most dynamic – and at times most volatile – pet food markets in Latin America. In this context, we spoke with Maddie Maida Re, Coordinator of the Pet Food Committee at CAENA and Director of Branding and Innovation at Alican. She offers insights into how consumer behavior, regulatory developments and international trade dynamics – including the role of Mercosur – are shaping the industry, and where Argentina positions itself in an increasingly competitive global market.

PetPack Journal: Ms. Maida Re, could you provide a brief overview of CAENA’s work and explain its role within the Argentine pet food industry?

Maddie Maida Re: The Argentine Chamber of Animal Nutrition Companies (CAENA) is an organization that represents the leading companies in the pet food and large animal feed sectors in Argentina. Its role is to promote the sustainable development of the industry, ensuring standards of quality, safety, and nutrition, and acting as an intermediary between the private sector, regulatory bodies, and other institutions. Additionally, it drives the professionalization of the sector and encourages the adoption of best practices throughout the entire value chain.

PetPack Journal: What are the key areas your work is currently focused on, particularly regarding packaging, sustainability, and international cooperation?

Maddie Maida Re: Currently, we are working on key priorities with our partners: continuous improvement in quality and safety standards, sustainability—including the development of more responsible packaging solutions—and the sector’s international integration. We also promote coordination with international organizations to align regulations and facilitate foreign trade.

PetPack Journal: How is the pet market currently developing in Argentina, especially in the context of general economic conditions?

Maddie Maida Re: The Argentine market is undergoing changes marked by increasing product complexity and specialization. There is strong growth in the trend toward cats and small animals, and this is having an impact on the pet food industry as a whole.

PetPack Journal: Argentina is considered one of the countries with a very high pet ownership rate. What role do pets play today in the daily lives of the Argentine population?

Maddie Maida Re: Pets occupy a central place in Argentine households, where they are considered family members, and in all the new family structures that exist today. This phenomenon drives greater concern for their well-being, health, and nutrition.

PetPack Journal: Is pet food in Argentina perceived more as an “essential good,” even in times of economic hardship?

Maddie Maida Re: Yes, clearly. Pet food is viewed as an essential expense, which explains the sector’s relative stability in the face of adverse conditions.

PetPack Journal: Are you currently observing changes in purchasing behavior, for example, regarding package sizes, price sensitivity, or brand choice?

Maddie Maida Re: While there is some price sensitivity and a trend toward smaller formats or more frequent purchases, the higher-end market segments continue to grow. Buyers are seeking a balance between quality and cost, and there is some movement between segments. This is a time when veterinarians and retailers are seeking to offer additional benefits to customers, such as promotions, bonus bags, gifts, and commercial discounts with credit cards.

PetPack Journal: Which target groups are particularly driving growth right now—for example, younger pet owners, urban households, or premium consumers?

Maddie Maida Re: Urban households and younger owners are major drivers of growth, especially in premium segments and specialized products, where they value quality, innovation, and sustainability.

PetPack Journal: How would you describe the structure of the Argentine pet food market, particularly regarding the interaction between local and international manufacturers?

Maddie Maida Re: The market combines a strong presence of local manufacturers with international companies. There is a healthy competitive dynamic that drives innovation and continuous improvement.

PetPack Journal: Which segments are currently growing particularly dynamically (e.g., premium products, functional foods, or snacks)?

Maddie Maida Re: The premium, functional, and specialized food segments are showing remarkable growth, driven by the humanization of pets.

PetPack Journal: What role do trends such as “humanization,” health, and specialized nutrition play in the Argentine market?

Maddie Maida Re: These are key trends. Humanization is driving demand for higher-quality products, while health and specialized nutrition are becoming increasingly important factors in purchasing decisions. A pet is not just an animal; it’s another member of the family. And what’s most interesting is that this concept adapts to new types of “families,” not just the traditional models.

PetPack Journal: In your opinion, what sets the Argentine pet market apart from other markets in Latin America or around the world?

Maddie Maida Re: Argentina stands out for its high pet ownership rate and the strong emotional bond with pets. Additionally, it has a developed and competitive industry at the regional level. Companies grow alongside consumers; that is, they are making their operations and product offerings more sophisticated as consumers make increasingly complex choices and demand more complex products as well.

PetPack Journal: What regulatory requirements currently apply to pet food packaging in Argentina, particularly regarding sustainability?

Maddie Maida Re: Packaging must comply with safety, traceability, and consumer information regulations. In terms of sustainability, progress is being made on guidelines that promote the reduction of environmental impact.

PetPack Journal: What challenges and opportunities does this present for manufacturers and packaging suppliers?

Maddie Maida Re: The main challenge is balancing sustainability, cost, and functionality. At the same time, it represents an opportunity to innovate in materials, processes, and packaging design.

PetPack Journal: How is international trade in Argentine pet food developing, particularly with regard to the United States and other major export markets?

Maddie Maida Re: Exports show sustained growth, with a presence in various markets. The United States is a key destination, along with other Latin American countries and emerging markets.

PetPack Journal: What role does Argentina play within the Mercosur trade bloc for the pet food and packaging industry?

Maddie Maida Re: Argentina is a key player within Mercosur, with production capacity and standards that allow it to supply both the domestic and regional markets.

PetPack Journal: What opportunities do you see for international partners wishing to collaborate with Argentine companies?

Maddie Maida Re: There are opportunities in innovation, product development, technology, and packaging solutions, as well as in expanding into new markets.

PetPack Journal: How do you see the Argentine pet food market developing over the next three to five years?

Maddie Maida Re: Sustained growth is expected, with more sophisticated consumer trends, expansion of the premium segment, and progress in innovation. This will include new formats across dry and wet foods, snacks, functional foods, and veterinary products.

PetPack Journal: What role will innovations play in the future, especially in the areas of packaging and sustainability?

Maddie Maida Re: They will be fundamental. Innovation will enable us to respond to new consumer demands and environmental challenges, particularly regarding more sustainable packaging. There is an increasing need for sustainable packaging that stands out in terms of functionality, aesthetics, and materials.

PetPack Journal: What message would you like to convey to international companies considering Argentina as a market or partner?

Maddie Maida Re: Argentina offers a robust industry, skilled talent, and growth opportunities. It is a market with high potential and a strategic partner in the region.

PetPack Journal: Ms. Maida Re, we thank you for this interview.