For the premium segment, which is growing due to the latent concern for the feeding of companion pets, Laika has True Nature, which according to Jiménez is a more holistic brand. With this brand, the company offers a sack of eight kilograms at 679 pesos, which is slightly lower compared to brands like Nupec.
The also co-founder of the platform comments that, before price hikesmany consumers consider that imported foods are expensive and for this reason, they considered entering the segment with the development of foods, which are made by Mexican producers, which allows savings in the logistics chain.
“What we are doing is democratizing food consumption a little. Buyers do not have to lower the quality of their product, and with this we offer an option for a 30% cheaper peso,” the manager stated in an interview with Expansion. “Both brands are from two local suppliers to drive the local industry theme, which saves us a lot of money throughout the supply chain,” he adds.
In Mexico, Laika also sells a own brand of cat litter, and in Colombia, another of the markets where it is present, it offers other products, such as toys and accessories, also manufactured by a local supplier.
The goal for the platform is that own brands represent the 10% of total sales in Mexico towards the end of this year, according to the forecasts shared by Tulio Jiménez.
With everything and the increases, this year the income of the pet food market in Mexico will close at 2,510 million dollars, with a growth of the compound annual rate of 3.27% towards 2028, according to Statista.
Laika wants to grow in Mexico
For the director of operations, it is the largest market where they have a presence, but with lower online shopping penetration against Chile and Colombia.
“Mexico has the lowest purchase rate. Of the 100% of people who have a cell phone in Colombia and Chile, 94% buy in an e-commerce, while in Mexico we are at 75%. That means that there is almost 20% of the digital market to captivate ”, he declares.
In Mexico, the platform also offers online vet and a membership system that allows a continuous operation with clients. In January of this year, it managed to raise 48 million dollars, which would be directed towards consolidating its growth in the markets where it operates.
Jiménez shared that the company reported sales growth of 300% from 2022 to 2023. “We are currently with the strategy to consolidate ourselves in the markets where we are and strengthen the relationship with our customers,” he said.
The store offers nearly 5,000 products on its platform, in categories such as dog and cat food, accessories, treats, and toys. In Mexico, they have coverage throughout the country, but in Mexico City deliveries are made the same day.