Kimberly-Clark México Enters Pet Food Market With Grupo Nutec

Kimberly-Clark Mexico has announced a strategic alliance with Grupo Nutec, a company specialized in pet food production. This move marks a step in the hygiene product brand’s diversification strategy, aiming to establish a foothold in the rapidly growing pet care market.

The collaboration between Kimberly-Clark and Nutec involves the launch of two pet food lines: one premium and the other conventional. Nutec will be responsible for the development and manufacturing of the products, while Kimberly-Clark will handle marketing and distribution, leveraging its broad logistics network and extensive experience in positioning mass consumer brands.

Grupo Nutec is a Mexican firm specializing in animal nutrition. Its portfolio includes feed for livestock such as pigs, poultry, and cattle, as well as specialized products for companion animals. One of its most well-known brands is Nupec, which focuses on dog and cat food. Nupec has gained significant popularity in the specialized retail channel and has become a key player in the premium segment of the pet food market.

On the other hand, Kimberly-Clark is a well-established brand recognized for its hygiene and personal care products, with market leaders such as Kleenex and Huggies. This marks the company’s first venture beyond its traditional area of expertise. According to experts, diversifying its product portfolio amid current economic conditions and evolving consumer trends could support the company's goal of sustainable growth. In this regard, the pet food industry has shown strong expansion in Latin America and presents a promising opportunity for new investors.

In Mexico, the pet food market has seen exponential growth. Euromonitor International estimates that the sector now generates over US$2.5 billion annually, with some subcategories, particularly those offering natural, preservative-free products or tailored to specific breeds, life stages, or health conditions, experiencing growth rates above 10%. According to a report from the National Council of Balanced Feed and Animal Nutrition Manufacturers (CONAFAB), the pet food industry in Mexico is projected to reach a market value of US$3.5 billion by the end of 2025.

Pablo González, CEO, Kimberly-Clark México, emphasized that this partnership represents a medium-term strategic initiative. He noted that this is a carefully designed strategy that could position this new business unit among the company’s top five or six most significant in the next five years. This project may even expand beyond Mexico in the future. If it successfully establishes itself as a competitive player in the domestic market, the next natural step would be to explore opportunities across Latin America, where consumer dynamics are similar and where Kimberly-Clark already has a strong presence, González added.