Published Aug 17, 2017 |
48 Pages |
Pub ID: LA15438544
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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.
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.