Grupo Diana enters Colombia’s booming pet food market with Nutrión acquisition

COLOMBIA – Grupo Diana, one of Colombia’s most recognised food companies, has entered the country’s rapidly expanding pet food market through the acquisition of Bogotá-based Alimentos Nutrión S.A. 

The move signals a major diversification for the company, best known for its flagship brand “Arroz Diana,” as it steps into a sector valued at more than US$1 billion and growing at over 10% annually.

Founded in 1964, Grupo Diana has built its reputation as a staple in Colombian households, with estimated annual revenues of US$340 million. Over the decades, the company has diversified into categories such as flour, beans, cooking oils, sauces, and beverages. 

The acquisition of Nutrión marks its latest strategic step, positioning the group to compete in a market where dry food dominates sales and value-priced brands remain highly competitive.

Strengthening market position

Alimentos Nutrión S.A., ranked the sixth-largest pet food producer in Colombia according to Triplethree International, manufactures dry food for dogs and cats under the brands Nutrión and Élite. 

Both are positioned in the value segment, appealing to Colombia’s mass-market consumers. Its plant in Bogotá is strategically located to serve the country’s main urban centres, reducing delivery times and distribution costs.

Grupo Diana’s established logistics and sales network is expected to expand Nutrión’s reach across traditional and modern retail channels. 

Industry observers note that this combination could strengthen the visibility of Nutrión’s brands while allowing Grupo Diana to build a foothold in a sector characterised by frequent purchases and long-term growth potential.

Riding consumer trends

The Colombian pet food market is driven by the growing “humanisation” of pets, with households increasingly treating companion animals as family members and prioritising their nutrition. 

According to Statista, revenue in Colombia’s pet food market is projected to reach US$1.35 billion in 2025 and grow annually by 5.81% through 2030.

Within this growth, demand is shifting toward premium, natural, and even customised products that reflect broader consumer concerns about health and wellness.

The rise of e-commerce has further transformed purchasing habits, with more consumers opting to buy pet food online for convenience and variety.

Industry experts say these trends create both opportunities and challenges for established and emerging players. 

Larger companies like Grupo Diana are well-positioned to invest in innovation and adapt to evolving consumer preferences, while smaller manufacturers may struggle to keep pace with the demand for specialised diets.

Strategic diversification

For Grupo Diana, the acquisition of Nutrión is part of a broader strategy to reduce reliance on rice and strengthen its role across multiple food segments. 

By combining its robust distribution infrastructure with Nutrión’s specialised production, the group aims to capitalise on the steady rise of pet ownership and the increasing focus on pet health in Colombia.

As consumer expectations evolve, the company’s entry into pet food positions it to compete in one of Colombia’s most dynamic and resilient industries.

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