According to Euromonitor’s latest research, the internet is growing in importance as a distribution channel for dog and cat food in many markets, most spectacularly in China. In the US and the UK, it accounted for 3.0% and 8.3% of value sales in 2016.
Damian Shore, contributing analyst at Euromonitor International comments, “The rise in internet retailing within pet food is putting pressure on bricks and mortar retailers, particularly pet superstores like PetSmart and Pets at Home, and lowering barriers to entry for aspirant premium brands. 2016 saw the emergence of London-based Tails.com and The Farmer’s Dog in New York City, which both utilise an internet-based subscription model to market bespoke pet food. Owners sign up online and receive regular deliveries. While Nestlé already markets bespoke dog food in North America, this does not seem to have resonated with consumers. This may reflect the distrust of established brands in the premium segment that Blue Buffalo has so assiduously exploited, perhaps creating a niche for the likes of Tails.com and The Farmer’s Dog.
