Trends in Online Purchasing of Pet Products · Online Purchasing of Pet Food/Treats Within Last 12...

Trends in Online Purchasing of Pet Products

David SprinkleResearch Director, Packaged Facts

retail shopping and cross-shopping patterns online pet product purchasing demographics online product purchasing patternswebsite leaders by percentage draw the home delivery and high-tech angles

Trends in Online Purchasing of Pet Products

Retail Shopping Channels for Pet Products, 2010-2016

Source: Packaged Facts, U.S. Pet Market Outlook, 2017-2018 (upcoming April 2017);Simmons Market Research National Consumer Surveys. Copyright: 2017

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

2010 2011 2012 2013 2014 2015 2016

PETSMART/PETCO

SUPERMARKETS

DISCOUNT STORES

OTHER

OTHER PET STORES

VETERINARIANS

WAREHOUSE CLUBS

ONLINE

DRUGSTORES/C-STORES

Retail Shopping Channels for Pet Products, 2010-2016

2010 2011 2012 2013 2014 2015 2016

PETSMART/PETCO 45.6% 46.5% 46.8% 49.6% 46.5% 49.2% 46.8%

SUPERMARKETS 45.8% 46.7% 47.8% 45.8% 44.2% 44.8% 46.7%

DISCOUNT STORES 31.6% 29.2% 29.8% 27.5% 26.8% 23.4% 27.0%

OTHER 13.6% 15.0% 16.3% 14.5% 17.5% 17.0% 15.8%

OTHER PET STORES 11.4% 11.3% 12.7% 12.8% 12.5% 12.8% 14.8%

VETERINARIANS 16.7% 16.6% 14.8% 15.1% 14.3% 13.8% 13.4%

WAREHOUSE CLUBS 12.5% 11.3% 12.0% 12.1% 12.1% 12.2% 13.1%

ONLINE 6.2% 6.5% 7.1% 7.3% 8.7% 9.4% 11.3%

DRUGSTORES/C-STORES 4.9% 5.3% 6.2% 5.8% 6.1% 6.1% 5.0%

Source: Packaged Facts, U.S. Pet Market Outlook, 2017-2018 (April 2017);Simmons Market Research National Consumer Surveys. Copyright: 2017

Cross-Channel Shopping for Pet Products, 2016

Source: Simmons Market Research National Consumer Surveys. Copyright: 2017

DISCOUNT STORES

ONLINEOTHER PET

STORESSUPER

MARKETSVETERIN-ARIANS

WAREHOUSECLUBS

PETSMART/PETCO

DISCOUNT STORES 25% 23% 26% 28% 32% 25%

ONLINE 10% 18% 11% 23% 13% 16%

OTHER PET STORES 12% 24% 13% 23% 15% 16%

SUPERMARKETS 44% 44% 40% 49% 45% 42%

VETERINARIANS 14% 27% 21% 14% 15% 20%

WAREHOUSE CLUB 16% 15% 14% 13% 15% 15%

PETSMART/PETCO 43% 67% 51% 43% 68% 53%

“I am buying pet products online more than I used to,” 2011-2017

Source: Packaged Facts, U.S. Pet Market Outlook,2017-2018 (April 2017)

2011 2012 2013 2014 2015 2016 2017

Strongly Agree 4% 6% 8% 11% 15% 18% 27%

Somewhat Agree 10 12 14 14 18 19 13

Neutral 23 19 23 25 20 20 19

Somewhat Disagree 18 20 18 15 17 14 13

Strongly Disagree 45 43 38 35 29 29 27

Most Recent Online Purchase of Pet Products, 2012-2017(among pet owners who buy pet products online)

Within the last … 2012 2013 2014 2015 2016 2017

7 days 16% 14% 19% 27% 29% 35%

30 days 29 27 25 41 39 40

3 months 24 24 30 20 17 17

6 months 12 17 14 6 8 412 months 12 14 8 5 3 3

Over 12 months ago 7 4 5 2 3 1

Source: Packaged Facts, U.S. Pet Market Outlook,2017-2018 (upcoming April 2017)

Online Share of Pet Product Spending, 2017(among pet owners who buy pet products online)

Pet Food/Treats Pet Meds

OtherPet Supplies

1– 5% 14% 14% 18%

6 – 10% 12% 11% 16%

11 – 19% 6% 10% 13%

20 – 39% 11% 14% 15%

40 – 59% 18% 12% 10%

60 – 79% 14% 4% 6%

80 – 100% 10% 8% 8%

Source: Packaged Facts, U.S. Pet Market Outlook, 2017-2018 (upcoming April 2017)Packaged Facts National Pet Owner Survey, February/March 2017

who shops for pet products

online

Source: Simmons Market Research National Consumer Survey, Fall 2016. Copyright: 2017

165

155

153

148

143

140

135

126

123

Asian (Non-Hispanic)

Graduate Degree

Undergraduate College Degree (Only)

Northeast

Kind of Residence: Owned Condo or Co-Op

Household Income: $150K+

# of People in HH: Two

Age 25-34

# of Adults in HH: Two

Demographic Gains (in Thousands of Households) in Online Shopping for Pet Products, 2010-2016

Source: Simmons Market Research National Consumer Surveys. Copyright: 2017

2010 2012 2014 2016 Change

Total 6,585 8,088 10,393 14,717 8,132

White Non-Hispanic 5,313 6,580 8,666 11,862 6,549

# of Children in HH: None 4,334 5,360 8,159 10,515 6,182

Kind of Residence: Owned House 4,705 5,419 7,863 10,425 5,721

Top 25 Metro Areas 3,240 4,629 6,251 8,268 5,028

Presently Married 3,874 5,034 6,136 8,856 4,982

Employed Full-Time 3,888 4,743 6,084 8,855 4,967

Female 3,655 4,401 5,570 8,090 4,435

College Grad or More 2,381 3,602 4,933 6,345 3,963

Employed Adults in HH: Two 2,541 3,655 4,211 6,290 3,749

# of People in HH: Two 2,960 3,136 5,064 6,549 3,589

Household Income: $150K+ 1,029 1,558 2,758 4,035 3,007

Northeast 1,345 1,978 2,420 3,826 2,481

Age 25-34 1,168 1,986 2,144 3,276 2,108

pet parents

Current

Pet Owners

Dog Cat

2014 2016 2014 2016 2014 2016

% % % % % %

Item Purchased Online:

Food 39 48 40 50 39 48

Treats 37 45 42 50 35 44

Medication 34 37 40 44 32 37

Other Supplies 39 47 42 49 40 48

Source: American Pet Products Association, 2017-2018 National Pet Owners Survey

Percentage of Pet Owners Purchasing Items OnlineWithin the Past 12 Months, 2014 vs. 2016

Source: Packaged Facts, U.S. Pet Market Outlook, 2017-2018 (April 2017)Packaged Facts National Pet Owner Survey, February/March 2017

49%

43%

35%

32%

31%

30%

30%

30%

28%

27%

Dry pet food

Pet Treats/Chews

Flea & Tick Medications

Pet Grooming Supplies

Pet Vitamins/Nutritional Supplements

Heartworm Medications

Pet Oral Care

Wet pet food (canned or pouch)

Flea & Tick Collars

Pet Clean-Up, Odor Control, & Training Aids

Online Purchasing of Dog Products Within Last 12 Months, 2017(among dog owners who buy pet products online)


Online Purchasing of Cat Products Within Last 12 Months, 2017(among cat owners who buy pet products online)

42%

42%

38%

35%

34%

31%

28%

26%

26%

24%

23%

22%

Dry pet food

Cat Litter

Cat Litter Boxes

Pet Treats/Chews

Flea & Tick Medications

Wet pet food (canned or pouch)

Pet Grooming Supplies

Pet Clean-Up, Odor Control, & Training Aids

Flea & Tick Collars

Pet Vitamins/Nutritional Supplements

Heartworm Medications

Pet Oral Care

54%

29%

29%

27%

22%

18%

18%

16%

13%

12%

11%

11%

10%

9%

9%

8%

Amazon.com

PetSmart.com

Walmart.com/SamsClub.com

Petco.com

Target.com

eBay.com

Chewy.com

Costco.com

1800PetMeds.com

Dog.com

Drugstore.com

PetCareRx.com

PetFoodDirect.com

Pet360.com

DrsFrosterSmith.com

EntirelyPets.com Online Purchasing of Pet Products Within Last 12 Months: By Website, 2017


Overall 20%+ pet food 40% + pet food

% Sample % Sample % Sample

Amazon.com 54% 339 58% 188 59% 151

PetSmart.com 29% 184 33% 108 31% 80

Walmart.com/SamsClub.com 29% 179 36% 116 34% 88

Petco.com 27% 170 34% 112 32% 82

Target.com 22% 137 27% 87 25% 64

Chewy.com 18% 112 22% 73 24% 63

Online Purchasing of Pet Food/Treats Within Last 12 Months:By Website, Classification, and Online Percent of Spending, 2017

(among pet owners who buy pet products online)


Overall20%+

pet meds20% +

other supplies

% Sample % Sample % Sample

Amazon.com 54% 339 56% 134 56% 137

PetSmart.com 29% 184 34% 82 32% 78

Walmart.com/SamsClub.com 29% 179 38% 90 28% 68

Petco.com 27% 170 34% 80 29% 71

Target.com 22% 137 29% 68 18% 44

Online Purchasing of Pet Meds/Other Supplies Within Last 12 Months:By Website, Classification, and Online Percent of Spending, 2017

(among pet owners who buy pet products online)


Primary Reasons for Buying Pet Products Online, 2016

Source: Packaged Facts, U.S. Pet Market Outlook, 2017-2018 (April 2017)Packaged Facts National Pet Owner Survey, December 2016

Overall 18-34s Urbanites HHI $100K+

Convenience--can shop anytime, any place 44% 33% 36% 38%

Competitive pricing 44% 35% 38% 41%

Good value due to free shipping 41% 32% 36% 38%

Product selection 35% 32% 35% 32%

Can more easily price compare 29% 33% 29% 29%

Shop a lot online generally 28% 29% 28% 30%

Online, it’s easier to get extra product information and reviews 27% 33% 32% 25%

Can more easily find sales and promotions 26% 29% 30% 24%

Online, it’s easier to find new products I might want to try 25% 29% 28% 26%

Good value due to tax savings 23% 22% 25% 24%

Online is convenient for “refill” purchases 17% 17% 20% 19%

Use automatic/scheduled delivery option 15% 18% 21% 20%

Current

Pet Owners (%)

Dog Owners

(%)

Cat Owners

(%)

Shopping 84 84 84

Research/information 78 77 79

Social networking/communication 75 76 76

Entertainment (TV, video, radio) 63 64 64

Financial 53 53 53

Research/information on pets 48 52 49

Education 32 33 32

Finding a pet (to purchase/adopt) 14 17 15

Blogging about pets 8 10 10

Other 7 7 7

Source: American Pet Products Association, 2017-2018 National Pet Owners Survey

Reasons for Using the Internet in the Past Year, 2016

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Trends in Online Purchasing of Pet Products · Online Purchasing of Pet Food/Treats Within Last 12...

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