U.S. Pet Market Focus: The Amazon Pet Food and Supplies Shopper

Published: August 17, 2017 - 48 Pages

Table of Contents

  • Executive Summary
    • Report scope
    • Report summary
      • Online pet product sales growth
      • Key trends shaping the pet products industry
      • Amazon versus the pet products competition
      • Gauging the Amazon threat
      • Multi-channel pet product purchasing analysis
      • Pet product spend: multi-channel analysis
      • Amazon's approach to the pet product category
  • Amazon Category Analysis: Pet Products
    • Sales trends
    • Usage trends
      • Table Percentage of Consumers Making Online Purchase in Last Three Months, Top Five Growth Categories, 2015-2017
    • Key trends shaping the pet products industry
    • Amazon versus the pet products competition
      • 2011-2017 pet supply purchasing trends, by retailer and channel
        • Table Pet Supply Purchasers, by Channel, 2011-2017
      • Loyal purchasers hold steady even while number of stores shopped increases
        • Table Pet Supply Purchasers: Average Number of Channels Used and Loyal Purchasers, 2011-2017
      • Sole-channel pet supply purchasers
        • Table Sole-Channel Pet Supply Purchasers, by Channel, 2011-2017
      • Online pet product/supply purchasing gaining traction; online-only is another matter
        • Table Sole Channel Pet Supply Purchasers, by Channel, 2011-2017
      • The Amazon threat
        • Table Amazon vs. Petco and PetSmart: Purchasers and Purchasers Shopping at Amazon, 2014 vs. 2017
        • Table Amazon vs. Petco and PetSmart: Online Purchasers and Online Purchasers Shopping at Amazon, 2017
        • Table Pet Supply Purchasing Indexes by Channel vs. Amazon Purchasers, by Age, HH Income Segments and County Size, 2017
        • Table Pet Supply Purchasing, by Channel: Amazon Users vs. Non-Users, 2017
      • Sole-channel pet product and supply purchase channels used: Amazon users vs. non-users
        • Table Sole Channel Pet Supply Purchasers, by Channel: Amazon Users vs. all Pet Owners, 2017
    • Multi-channel pet product purchasing analysis
      • In-store, veterinarian and online pet product purchasing
        • Table Pet Product Purchases: In-Store, Online, and Veterinarian, 2017
      • In-store only vs. online-only pet product purchasing
        • Table Pet Product Purchases: In-Store, In-Store Only, Online, and Online Only, 2017
      • The big picture: usage across channels
        • Table In-Store/Online, In-Store and Online Pet Product Purchases: Brick and Mortar and Internet Retailers, 2017
      • Brick and mortar players
        • Table Brick and Mortar Retailers: In-Store/Online, In-Store and Online Pet Product Purchases, 2017
        • Table Brick and Mortar Retailers: In-Store Pet Product Purchasers, In-Store-Only Share, 2017
        • Table Brick and Mortar Retailers: Online Pet Product Purchasers, Online-Only Share, 2017
      • Internet-only players
        • Table Online Pet Product Purchases, by Internet Retailer, 2017
        • Table Amazon Pet Product Purchasers: Multi-Channel Pet Product Shopping, by Major Retailer, 2017
    • Pet product spend: multi-channel analysis
      • Table Share of Pet Product Spending, In-Store, Online and Other, 2017
      • The Amazon connection
        • Table Multi-Channel Pet Product Spending Share: Amazon Pet Product Purchasers, 2017
        • Table Multi-Channel Pet Product Spending Share, by Brick and Mortar Retailer, 2017
    • Amazon pet products matrix
      • Amazon pet products
        • Table Amazon Dog Products: Purchase Choices, by Category and Amazon Program, 2017
        • Table Amazon Cat Products: Purchase Choices, by Category and Amazon Program, 2017
    • Amazon Subscribe & Save
      • Pet product subscription services
        • Table Online Pet Product Purchasers and Subscription/Auto-Ship Orders, by Internet Retailer, 2017
      • Amazon Subscribe & Save
        • Table Amazon Subscribe & Save Usage, By Product Category, 2016-2017
    • Amazon Fresh
      • Elbow butter in Amazon Fresh? Genius!
      • FreshPet front and center
      • Private label pet? Not yet
  • Appendix
    • Consumer survey methodology
    • Indexes in Table 1-8

Abstract

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U.S. Pet Market Focus: The Amazon Pet Food & Supplies Shopper

For participants in the widening range of industries being sharply impacted by the growth of Amazon, understanding Amazon’s value proposition and its evolving relationship with consumers across categories and channels is essential to market success. U.S. Pet Market Focus: The Amazon Pet Food & Supplies Shopper provides groundbreaking insight on the role Amazon plays in shaping growth in the pet food and non-food supplies market. This report focuses on pet products purchasing trends over time to assess shifts (online, in-store and multi-channel) by major retailer and channel. As part of this focus, this report analyses retailer loyalty over time and, for active Internet users, share of spend by purchase channel.

Gauging the Amazon Threat


Amazon's purchase usage penetration among pet owners has risen to 31.6%, up from 19% over the course of just three years. The share of pet owners purchasing from Petco and PetSmart who also purchase from Amazon has simultaneously grown, and at least 36% of Petco and PetSmart shoppers now buy from Amazon. Although cross-store pet owner purchasers may not be buying Amazon pet products, it does make them more vulnerable to the powerful Amazon Prime loyalty proposition.

Amazon's Approach to Pet Products


Amazon offers countless pet products and supplies, with more than 384,000 dog products, some two-thirds of which are offered as part of Amazon Prime. Amazon is framing its pet products to maximize interest and usage of Amazon Prime membership services. 

Amazon has key pet product trends covered, offering more than 10,500 "all-natural" pet products for dogs as of July 2017 by keyword search. Amazon offers more than 10,2000 dog food products, with more than 1,750 categorized as grain-free. There are even 61 results for "ancestral".

While Amazon has made private label inroads in other retail categories, the pet products industry has largely been left to brands: only 21 pet product choices for Amazon Basics-branded pet products are available. 

Report Scope

U.S. Pet Market Focus: The Amazon Pet Food and Supplies Shopper analyzes the role Amazon plays in shaping these trends in pet food and supplies. The report includes cross-usage among major pet product retailers over time, and analyses Amazon Subscribe & Save, Amazon Fresh, and other features and services as they relate to the company’s evolving approach to the pet products category.



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