Try this:
<b>Excel 2010</b><table cellpadding="2.5px" rules="all" style=";background-color: #FFFFFF;border: 1px solid;border-collapse: collapse; border-color: #BBB"><colgroup><col width="25px" style="background-color: #DAE7F5" /><col /><col /><col /><col /><col /><col /><col /></colgroup><thead><tr style=" background-color: #DAE7F5;text-align: center;color: #161120"><th></th><th>A</th><th>B</th><th>C</th><th>D</th><th>E</th><th>F</th><th>G</th></tr></thead><tbody><tr ><td style="color: #161120;text-align: center;">1</td><td style=";">Dog</td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style=";">ID</td><td style=";">Product</td></tr><tr ><td style="color: #161120;text-align: center;">2</td><td style=";">Cat</td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;">001</td><td style=";">Mouse</td></tr><tr ><td style="color: #161120;text-align: center;">3</td><td style=";">Lama</td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;">001</td><td style=";">Lama</td></tr><tr ><td style="color: #161120;text-align: center;">4</td><td style=";">Mouse</td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;">002</td><td style=";">Mouse</td></tr><tr ><td style="color: #161120;text-align: center;">5</td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;">001</td><td style=";">Cat</td></tr><tr ><td style="color: #161120;text-align: center;">6</td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;">002</td><td style=";">Lama</td></tr><tr ><td style="color: #161120;text-align: center;">7</td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style=";"></td><td style="text-align: right;;"></td></tr><tr ><td style="color: #161120;text-align: center;">8</td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style="text-align: right;;"></td><td style=";"></td><td style="text-align: right;;"></td></tr></tbody></table><p style="width:3.6em;font-weight:bold;margin:0;padding:0.2em 0.6em 0.2em 0.5em;border: 1px solid #BBB;border-top:none;text-align: center;background-color: #DAE7F5;color: #161120">Sheet1</p><br /><br /><table width="85%" cellpadding="2.5px" rules="all" style=";border: 2px solid black;border-collapse:collapse;padding: 0.4em;background-color: #FFFFFF" ><tr><td style="padding:6px" ><b>Array Formulas</b><table cellpadding="2.5px" width="100%" rules="all" style="border: 1px solid;text-align:center;background-color: #FFFFFF;border-collapse: collapse; border-color: #BBB"><thead><tr style=" background-color: #DAE7F5;color: #161120"><th width="10px">Cell</th><th style="text-align:left;padding-left:5px;">Formula</th></tr></thead><tbody><tr><th width="10px" style=" background-color: #DAE7F5;color: #161120">F2</th><td style="text-align:left">{=IF(<font color="Blue">G2="","",MAX(<font color="Red">IF(<font color="Green">$G$1:$G1=$G2,$F$1:$F1,0</font>)</font>)+1</font>)}</td></tr></tbody></table><b>Entered with Ctrl+Shift+Enter.</b> If entered correctly, Excel will surround with curly braces {}.
<b>Note: Do not try and enter the {} manually yourself</b></td></tr></table><br />
The formula in F2 is copied down as far as you are likely to have rows of data.
Sorry, I should make it clear that G2 downwards is filled with Validation based on a list of the objects in A1:A4. Note the problem with this approach compare to VBA is that the IDs are not static - eg if a value is deleted from column B then the IDs will reset for any other products that appear after the deleted value.