Petfood Industry - June 2019 - 32

32 | www.PetfoodIndustry.com

MARKET REPORT David Sprinkle

The pet space: From online to
omnichannel to omnimarket

As e-commerce diversifies
the pet space, pet owner
shopping trends are
becoming multi-layered.
ipopba | iStockPhoto.com

As recently as 2013 -
though that's a generation
ago, in e-commerce time
- the question was when online sales of pet
products were truly going to take off. Simmons
Market Research data show the needle moving
only slowly on the number of dog- or catowning households in the U.S. who were
buying pet products online, at 3 million in 2007
and 4 million in 2013. On a rounded whole
percentage basis, factoring out a surge in dog
ownership, that represented just 6% of dog or
cat households in 2007 as well as in 2013.
The customer base for online purchasing of
pet products then surged to 5.5 million in 2014

(9%), 8 million in 2016 (13%) and 13 million in
2018 (20%). Over the last several years, therefore, annual growth in this online customer
base has doubled or tripled the aggregate
growth from 2007-13.

What does 'omnichannel' look
like in the pet product space?
On the way to this e-success in purchasing,
"omnichannel" replaced online as the smartmoney term for understanding the role and
potential of e-commerce in the pet products
industry. The term omnichannel recognizes
that brick-and-mortar vs. e-commerce is not
- whether from a retailer, product category,

David Sprinkle is the publisher and research director at Packaged Facts, a leading supplier of market research on the U.S. pet industry.

June 2019

Industry


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Petfood Industry - June 2019

Table of Contents for the Digital Edition of Petfood Industry - June 2019

Petfood Industry - June 2019
Contents
Why newer pet food formats like freeze dried are rising
Speaking of…
News and Calendar
Insect protein key to Entoma Petfood’s innovation
Decline in dog breeders worries Japan pet food industry
How premiumization is driving pet food evolution
Dogs and cats readily accept insect-based protein and oil
Clean label pet food production and marketing lessons
Chinese pet food market offers opportunities, challenges
Challenges of pet food labeling and public perception
Miscanthus grass: a new fiber option for dog and cat diets
The pet space: from online to omnichannel to omnimarket
New Products
Marketplace
Advertiser’s Index
Petfood Industry - June 2019 - Petfood Industry - June 2019
Petfood Industry - June 2019 - Cover1a
Petfood Industry - June 2019 - Cover1b
Petfood Industry - June 2019 - Cover2
Petfood Industry - June 2019 - 1
Petfood Industry - June 2019 - Contents
Petfood Industry - June 2019 - 3
Petfood Industry - June 2019 - Why newer pet food formats like freeze dried are rising
Petfood Industry - June 2019 - 5
Petfood Industry - June 2019 - Speaking of…
Petfood Industry - June 2019 - CT1
Petfood Industry - June 2019 - CT2
Petfood Industry - June 2019 - News and Calendar
Petfood Industry - June 2019 - Insect protein key to Entoma Petfood’s innovation
Petfood Industry - June 2019 - 9
Petfood Industry - June 2019 - 10
Petfood Industry - June 2019 - CT3
Petfood Industry - June 2019 - CT4
Petfood Industry - June 2019 - 11
Petfood Industry - June 2019 - 12
Petfood Industry - June 2019 - 13
Petfood Industry - June 2019 - Decline in dog breeders worries Japan pet food industry
Petfood Industry - June 2019 - 15
Petfood Industry - June 2019 - 16
Petfood Industry - June 2019 - 17
Petfood Industry - June 2019 - How premiumization is driving pet food evolution
Petfood Industry - June 2019 - 19
Petfood Industry - June 2019 - Dogs and cats readily accept insect-based protein and oil
Petfood Industry - June 2019 - 21
Petfood Industry - June 2019 - Clean label pet food production and marketing lessons
Petfood Industry - June 2019 - 23
Petfood Industry - June 2019 - Chinese pet food market offers opportunities, challenges
Petfood Industry - June 2019 - 25
Petfood Industry - June 2019 - Challenges of pet food labeling and public perception
Petfood Industry - June 2019 - 27
Petfood Industry - June 2019 - Miscanthus grass: a new fiber option for dog and cat diets
Petfood Industry - June 2019 - 29
Petfood Industry - June 2019 - 30
Petfood Industry - June 2019 - 31
Petfood Industry - June 2019 - The pet space: from online to omnichannel to omnimarket
Petfood Industry - June 2019 - 33
Petfood Industry - June 2019 - New Products
Petfood Industry - June 2019 - 35
Petfood Industry - June 2019 - 36
Petfood Industry - June 2019 - 37
Petfood Industry - June 2019 - 38
Petfood Industry - June 2019 - 39
Petfood Industry - June 2019 - Marketplace
Petfood Industry - June 2019 - 41
Petfood Industry - June 2019 - Advertiser’s Index
Petfood Industry - June 2019 - Cover3
Petfood Industry - June 2019 - Cover4
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