Petfood Industry - July 2019 - 19

Zivica Kerkez I AdobePhoto.com

www.PetfoodIndustry.com | 19

when it comes to selling opportunities.
According to Nielsen data presented by Mike Black,
vice president of marketing for Profitero (an e-commerce
performance analytics platform), at Petfood Forum 2019,
the e-commerce numbers for pet food specifically are
equally compelling. In his session "Pet Food on Amazon
and Beyond," Black pointed out US$3.6 billion in
e-commerce pet food sales in 2018, marking 11% of total
sales in the category and a very substantial 53% growth
compared to brick-and-mortar growth of 0.7%.
Where, specifically, are these online dollars going?
Unsurprisingly, Amazon.com tops the list of preferred
digital pet product purchase hubs, with Walmart.com and
Chewy.com coming in close behind, according to a Packaged Facts consumer survey of pet owners (see Figure
2). Chewy and Walmart are also the two closest price
competitors when it comes to pet products: According to
Black, in 2018 Walmart.com's pricing was only 1.6% more
expensive than Amazon.com on average for pet supplies,
and Chewy.com was actually 2.3% cheaper.
There are other considerations besides price keeping
competition fierce in the online pet space. A "price wars"
study conducted by Profitero in the fourth quarter of 2018
revealed that Chewy is seen as a specialist in pet products, where Amazon is still looked at as a one-stop shop,
catering to two different types of customers. According
to Packaged Facts, age also plays a factor, with the largest
percentage of pet owner households in the age categories
between 18 and 54 saying they do their pet product shopping online. It is worth noting, however, that in this day
and age, 8.8% of even pet owners in the 75+ age category
can be found purchasing their pet products online.

product available; your pricing must be competitive in
the online space; and you must pay attention to firstparty and third-party sales analytics to ensure you're
being found where products are being sold.  
Traffic
Next, your products must be visible to potential
purchasers in order to draw traffic, and that's where the
focus on your place both in various online categories and
in search engines comes into play. According to Black, 70%
of shoppers never click past the first page of results in an
online search; unsurprisingly, this means that sales are

SHARE OF PET PRODUCT DOLLAR SALES BY
RETAIL CHANNEL, 2018

All internet

Wholesale
club B&M

17 %

9

%

Pet specialty
chain B&M

Discount store/
supercenter B&M

23%

21%

Food store
B&M

12%

How to take advantage of
e-commerce in pet food
If you're ready to begin taking advantage of
e-commerce opportunities, or are already in the space
but want to ensure you're optimizing your benefits,
what do you need to focus on? According to Black, there
are three key elements to accelerating e-commerce:
availability, traffic and conversion (see Figure 3).

Source: Packaged Facts, "Pet Market Outlook 2019-20"

Availability
When it comes to availability, there are three key
components: your product must be in stock (so you
should aggressively monitor "out of stock" notices,
according to Black) and you must have a variety of

FIGURE 1: Internet purchases were responsible for
17% of all pet product dollar sales in the U.S. in 2018,
putting e-commerce firmly in the middle of the pack
when it comes to popular purchasing channels for pet
owners.
sellingpix I AdobePhoto.com

Industry July 2019


http://www.PetfoodIndustry.com http://www.AdobePhoto.com http://www.Amazon.com http://www.Walmart.com http://www.Chewy.com http://www.Amazon.com http://www.Chewy.com http://www.AdobePhoto.com

Petfood Industry - July 2019

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

Petfood Industry - July 2019
Contents
Should consumer demands always dictate pet food’s path?
Speaking of…
News and Calendar
Lucky & Prince: Human-grade pet food at accessible prices
3 considerations of pet food facility safety
E-commerce: A growing pet product purchasing channel
5 free-from claims top sales in US pet food market
Guide to Petfood Forum China 2019
Pet chew net content declarations: Is count sufficient?
Titanium dioxide: A whitener with broad application
Taking a page from pet supplements
New Products
Marketplace
Advertiser’s Index
Petfood Industry - July 2019 - CT1
Petfood Industry - July 2019 - CT2
Petfood Industry - July 2019 - Petfood Industry - July 2019
Petfood Industry - July 2019 - Cover1a
Petfood Industry - July 2019 - Cover1b
Petfood Industry - July 2019 - Cover2
Petfood Industry - July 2019 - 1
Petfood Industry - July 2019 - Contents
Petfood Industry - July 2019 - 3
Petfood Industry - July 2019 - Should consumer demands always dictate pet food’s path?
Petfood Industry - July 2019 - 5
Petfood Industry - July 2019 - Speaking of…
Petfood Industry - July 2019 - 7
Petfood Industry - July 2019 - News and Calendar
Petfood Industry - July 2019 - 9
Petfood Industry - July 2019 - Lucky & Prince: Human-grade pet food at accessible prices
Petfood Industry - July 2019 - 11
Petfood Industry - July 2019 - 12
Petfood Industry - July 2019 - 13
Petfood Industry - July 2019 - 3 considerations of pet food facility safety
Petfood Industry - July 2019 - 15
Petfood Industry - July 2019 - 16
Petfood Industry - July 2019 - 17
Petfood Industry - July 2019 - E-commerce: A growing pet product purchasing channel
Petfood Industry - July 2019 - 19
Petfood Industry - July 2019 - 20
Petfood Industry - July 2019 - 21
Petfood Industry - July 2019 - 5 free-from claims top sales in US pet food market
Petfood Industry - July 2019 - 23
Petfood Industry - July 2019 - 24
Petfood Industry - July 2019 - 25
Petfood Industry - July 2019 - Guide to Petfood Forum China 2019
Petfood Industry - July 2019 - 27
Petfood Industry - July 2019 - 28
Petfood Industry - July 2019 - 29
Petfood Industry - July 2019 - Pet chew net content declarations: Is count sufficient?
Petfood Industry - July 2019 - 31
Petfood Industry - July 2019 - 32
Petfood Industry - July 2019 - 33
Petfood Industry - July 2019 - Titanium dioxide: A whitener with broad application
Petfood Industry - July 2019 - 35
Petfood Industry - July 2019 - 36
Petfood Industry - July 2019 - 37
Petfood Industry - July 2019 - Taking a page from pet supplements
Petfood Industry - July 2019 - 39
Petfood Industry - July 2019 - 40
Petfood Industry - July 2019 - New Products
Petfood Industry - July 2019 - 42
Petfood Industry - July 2019 - 43
Petfood Industry - July 2019 - 44
Petfood Industry - July 2019 - 45
Petfood Industry - July 2019 - 46
Petfood Industry - July 2019 - 47
Petfood Industry - July 2019 - Marketplace
Petfood Industry - July 2019 - 49
Petfood Industry - July 2019 - Advertiser’s Index
Petfood Industry - July 2019 - Cover3
Petfood Industry - July 2019 - Cover4
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