In its new Online Pet Food Category Report, 1010 data shows a new leading pet food brand sold online.
In the first quarter of 2016, Blue Buffalo was the No. 1 pet food brand sold online, moving up from No. 2 in the first quarter of 2015. An interesting characteristic of the online pet food market is that consumers tend to favor specialty brands online, as 9 out of the top 10 brands produce specialty pet food. In the first quarter of 2015, Wellness was the No. 1 selling brand, followed by Blue Buffalo and Taste of the Wild. In the first quarter of 2016, Blue Buffalo has captured enough market share to become the No. 1 selling brand, with Hill’s and Purina also growing their share year-over-year.
Online sales of pet food totaled US$760 million in 2015, up 55% from the previous year.
There are two retailers who account for approximately 80% of the pet food sales online in the first quarter of 2016: Chewy.com and Amazon. Chewy is No. 1, accounting for more than 50% of the category sales. Amazon is No. 2, with approximately 35% of the category sales with its Direct and Marketplace channels combined.
Consumers have really embraced the subscription model when it comes to purchasing pet food online. It’s a product that is much more convenient to have delivered to your doorstep. Subscription sales at Chewy and Amazon have nearly tripled from 2015 to 2016. Of the two sites, subscription sales now account for 22% of total sales, up from 15% last year.
The top-converting pet food brand online in is Taste of the Wild, with an 11.4% conversion rate. Merrick came in second with a 10.5% conversion rate, followed by Natural Balance, Wellness and Blue Buffalo. Surprisingly, Taste of the Wild – the No. 6 selling brand – has a conversion rate 1.5 times higher than the No. 1 selling brand, Blue Buffalo. A high conversion rate suggests that people who view Taste of the Wild’s product have a high likelihood of purchasing the product. With this intelligence, Taste of the Wild can invest resources in generating more product views in order to achieve incremental sales.
By Lindsay Beaton
As work continues on creating a new nutrition label that focuses on simplifying information for consumers, challenges remain.
By Tang Yu