Mars, Incorporated has recently announced that Marc Carena, previously Regional President of Mars Snacking Europe, Central Eurasia & International Travel Retail, will take over as Global President of Mars Petcare, effective January 2026. He succeeds Loïc Moutault, who has served Mars for over 30 yearsMars. This transition is a strategic move for Mars Petcare to accelerate digital - driven systematic growth on its existing comprehensive pet care ecosystem.
1. New Leader's Background & Strategic Value
1.1 Professional Experience
Marc Carena joined Mars in 2022 and has achieved remarkable results in leading the Mars Snacking business across 55 marketsMars. Before Mars, he held senior leadership positions at Nestlé, Metro Group, and served as Managing Director of McDonald’s Russia, leading a team of over 60,000 people and turning the market into one of McDonald’s fastest - growing regions globally. He also acts as Vice - President of the European Food and Drink AssociationMars.
1.2 Core Competencies for Mars Petcare's Next Phase
Carena is a "global operator" with rich experience in cross - border and cross - business model management. He excels in high - frequency consumer goods brand and channel operations, balancing growth and risks in a multi - market matrix, and driving performance through organizational transformation amid complex macroeconomic conditions. Mars highlights his "people - centric leadership style" and cross - domain experience as key to leading Mars Petcare into the next development stageMars.
1.3 Business Scale Under His Leadership
Mars Petcare has a business scale of over $30 billion, with well - known brands such as ROYAL CANIN®, WHISKAS®, PEDIGREE®, and a global animal hospital network including Banfield and VCA. It operates in more than 130 countries and regions, employing over 100,000 people.
2. Legacy of the Outgoing President
Loïc Moutault, a seasoned Mars veteran, is one of the key architects of Mars Petcare's current business structureMars. During his 8 - year tenure as Global President of ROYAL CANIN®, he doubled the brand's turnover, promoted the digital upgrading of services for pet professionals like veterinarians, and made significant efforts in the D2C model. He also expanded Mars Petcare's business from a traditional pet food brand portfolio to an integrated pet care ecosystem covering nutrition, medical services, diagnosis, and data through mergers, acquisitions, and digital transformation. This leadership transition is more like a relay in a long - distance race rather than a negation of the existing development direction.
3. China Market: Challenges & Localization Efforts
3.1 Intense Competitive Landscape
China's pet food market has a low concentration, with CR5 only around 24.5%, much lower than that of over 60% in mature European and American markets. Domestic brands such as Myfoodie, Xianlang, and Lingxian are growing rapidly by leveraging e - commerce, live - stream content, and flexible supply chains, and are penetrating the mid - to - high - end market with high - protein, functional, fresh, and freeze - dried products. Mars is now facing direct competition from domestic brands instead of just competing with other foreign brands.
3.2 Mars' Localization Initiatives
Personnel Adjustment: Mars Petcare China underwent a leadership change in 2022 to enhance operational efficiency and local decision - making speed. ROYAL CANIN China also completed its leadership transition in 2023.
Local Production: The Tianjin pet food factory started operation in 2024, realizing local supply of dry food, wet food, and snacks, reducing reliance on imports and improving supply stability.
Channel & Product Innovation: Brands like ROYAL CANIN are shifting from simply placing products online to adopting a combined online operation model that emphasizes content, conversion, and repurchase. They are also launching products tailored to Chinese consumers' needs, such as meal boxes divided into two portions for cats.
4. Future Development Outlook
4.1 Deepening Digital & Service - Driven Growth
Building on the existing ecosystem, Carena is expected to accelerate the $1 billion three - year investment plan in AI, data analysis, and technical talents, and further leverage the Digital Advisory Board to upgrade end - to - end supply chains, digital marketing, and e - commerce operations. This will help transform the growth model from "single - point expansion" to "digital and service - driven systematic growth".
4.2 Strengthening Ecosystem Synergy
Mars Petcare will likely deepen the integration of food, medical care, insurance, and digital health management. It will improve the connection between its pet health data platform with insurance institutions and veterinary services, providing pet owners with customized insurance plans and enabling veterinarians to offer remote diagnosis and treatment services.
4.3 Consolidating China Market Position
To cope with the challenges from domestic brands, Mars will continue to increase local R&D and supply chain investment, accelerate product innovation, and enhance the speed of local decision - making. It will focus on high - growth segments such as functional food and fresh food, and strengthen cooperation with local veterinary institutions and e - commerce platforms to improve user stickiness and market share.
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