Pet food shoppers span diverse backgrounds yet share largely the same priorities. Where they choose to fulfill those needs, however, varies considerably, continuing to drive the industry’s omnichannel focus.
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The internet now draws 39% of pet food shoppers, matching the mass merchandiser/supercenter share. After a ferocious growth curve in shopper draw — from 5% of pet food shoppers in 2016 to 36% in 2022 — the internet has leveled off (at least temporarily) at 38–39% of category shoppers from 2023 through 2025, according to MRI-Simmons data.
With this development, pet shopper draws have (at least temporarily) leveled off for the key channels across the board. With that said, cross-shopping for pet food across channels remains the norm. For all leading channels and retailers, somewhat over half of their pet food customers also buy pet food somewhere else.
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