Consumers' methods for purchasing pet food are changing in today's hyper-connected retail space. More and more pet owners are adopting an "all of the above" shopping method- using both in-store and online resources- to find the best options for their pets. We are seeing evolution within the retail pet food category.
The Rise of Omnichannel Shopping in the Pet Food Market
Consumers’ methods for purchasing pet food are changing in today’s hyper-connected retail space. More and more pet owners are adopting an “all of the above” shopping method- using both in-store and online resources- to find the best options for their pets. We are seeing evolution within the retail pet food category.
Where Do Pet Owners Shop for Pet Food?
The pet food purchasing data from MRI-Simmons (Spring 2024) shows that most pet food purchasers (56%) still shop discount stores and traditional supermarkets like Walmart. They have substantial online names like Amazon and Chewy that compete strongly for business, with 36% of pet food purchasers using an e-commerce resource for pet food. Pet specialty stores (i.e. PetSmart and Petco) were closely behind at 31%.
Generational Breakdown of Shopping Behavior
Generational influences are contributing to this change. Boomers show largely a preference for brick-and-mortar shopping, while Millennials and particularly Gen Z are much more inclined to omnichannel shopping.
68% of Millennials describe pet shopping behavior as “all of the above” – meaning they shop at least some online, but not exclusively, demonstrating a use of “both/omnichannel”. Millennials switch channels based on their convenience, promotional offers, or availability. For Boomers, omnichannel behaviour is much less common at 45%.
Cross-Channel Retailing Patterns
Chewy and Amazon dominate the e-commerce channel (e.g. online) market. As the largest pet owning generation, Millennials are showing cross shopping activity:
- Amazon and Target. 32% over average
- Amazon and Petco. 19% over average
- Chewy and PetSmart. 15% over average
This appears to indicate that younger shoppers are less brand-loyal and more driven by convenience and pricing & exclusive/rare retail experiences.
What This Means for the Pet Food Marketplace
This evolution to “all of the above” shopping experience is not just an evolution – it is a paradigm shift. Pet food businesses and retailers must rethink how they engage with their customers:
- Retailers must provide seamless transitions between online and traditional experiences.
- Brands must work to unify their marketing and product placement across multiple touchpoints.
- Customer loyalty programs and autoships are no longer nice-to-haves – they are expectations.
The same way that Walmart has executed these integrated service models (with “Pet Care Unleashed” plans in October 2024), which provides in-store services, digital vet consults, and prescription delivery options, pet care businesses will need to provide flexible solutions and level of service.
The Future is Omnichannel
With digital-savvy generations setting new expectations for convenience, the future of pet product retail is flexibility and breadth of offer. Those businesses that think about consumer needs with their “all of the above” mentality will be the most competitive in the emerging pet care ecosystem.
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