Petfood Industry - June 2019 - 33

www.PetfoodIndustry.com | 33

brand or individual shopper perspective - an either/or
proposition. Among PetSmart shoppers, for example,
Simmons data show that 54% also buy pet products
online (see Table 1). 
Moreover, Packaged Facts survey data from
February 2019 show that among customers who shop
PetSmart or Petco in-store, 26% also buy pet products
online through PetSmart.com or Petco.com.
Walmart.com, from the mass-market corner of the pet
retailing arena, also claims a disproportionately strong
draw for pet product shopping from its in-store pet
department customers.  
BOPIS (buy online, pick up in-store) further blurs the
boundaries between brick-and-mortar and e-commerce.
Packaged Facts survey data show that, among pet
owners overall, 20% have ordered any type of products
online to pick up at a store and 14% have ordered any
type of pet products online for in-store pickup.

The evolution to 'omnimarket'
In shifting perspective from omnichannel to "omnimarket," the heterogeneity of leading e-commerce
sites for pet product purchasing bears noting.
Amazon.com (an online-based generalist) ranks first
by pet product purchaser base, followed by
Chewy.com (an online-based pet specialist acquired

From Petfood Forum: Pet food
purchasing is omnichannel
www.PetfoodIndustry.com/articles/8116
by brick-and-mortar based PetSmart). Next in line
are Walmart (a brick-and-mortar based mass-market
generalist) and then the namesake websites of
PetSmart and Petco (as brick-and-mortar based pet
specialists). 
But the omnimarket range of material world and
internet influences that shape not only where pet
products are purchased, but which pet products and
why, extends far beyond a mapping of retail channels.
For example, pet shelters/rescue sources are now the
top source for adoption of dogs and cats. Though not
a pet product or service channel in any conventional
mapping, pet shelters can therefore be very influenIndustry June 2019

RETAIL, E-TAIL CROSS-CHANNEL PATTERNS
FOR PET PRODUCT PURCHASING, 2018
(Percent of purchasers by retail channel who also purchase online)
Purchasing channel
Drugstores/convenience stores

%
5%

Farm supply stores/feed stores

15

Discount stores

15

Veterinarians

16

Wholesale membership club

17

Pet stores other than PetSmart/Petco

21

Supermarkets

37

Petco

37

PetSmart

54

Source: Compiled by Packaged Facts based on Simmons Market Research Fall 2018 National
Consumer Survey. Base: Household. Copyright: 2019. All rights reserved.

TABLE 1: Pet owners are no longer sticking to
a single channel when purchasing their pet
products.
tial in "imprinting" the pet product (as well as vet/pet
service) mentality of new pet owners, at this key juncture in establishing their pet care expenditure patterns.
Similarly, data compiled by Packaged Facts for
the United Veterinary Services Association (UVSA)
show that, after family and friends, the internet and
social media are the top influences on new dog or cat
adoption, both in the preliminary planning stage for
adoption and in the actual acquisition of a new pet. 
Veterinarians, the traditional service channel, come to
the fore as influencers only after the acquisition of the
pet. Siteworthtraffic.com, moreover, shows the unique
user traffic of pet adoption website Petfinder.com,
which currently sports a banner ad for Purina, ranking
in daily draw (at 30,497) with PetSmart.com (32,164)
and Petco.com (31,304). 
So if the term omnichannel still narrowly reflects a
retailer perspective on where products are purchased,
picked up or delivered (in varying brick-and-mortar
and e-commerce combinations), omnimarket is about
the myriad sources of influence, information and
innovation that are now shaping pet expenditure
patterns and decisions. As pet owners become increasingly focused on specific pet care priorities, these
expenditures often cross traditional and novel pet
product and pet service classifications, as is evident in
the rapidly diversifying market for pet nutrition. ■


http://www.PetfoodIndustry.com http://www.PetSmart.com http://www.Petco.com http://www.Walmart.com http://www.Amazon.com http://www.Chewy.com http://www.PetfoodIndustry.com/articles/8116 http://www.Siteworthtraffic.com http://www.Petfinder.com http://www.PetSmart.com http://www.Petco.com

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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