{"id":204048,"date":"2025-07-01T09:55:14","date_gmt":"2025-07-01T09:55:14","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=204048"},"modified":"2025-10-21T14:34:54","modified_gmt":"2025-10-21T14:34:54","slug":"pet-industry-trends","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/pet-industry-trends\/","title":{"rendered":"The Digital Trends Redefining the Pet Industry in 2025"},"content":{"rendered":"<p>The pet care industry is moving fast, and so is consumer behavior across search, the digital shelf, and retail channels within the category.<\/p>\n<p>To stay competitive, ecommerce professionals need to spot the right trends and opportunities. Using <a href=\"https:\/\/www.similarweb.com\/corp\/ourdata\/\">Similarweb data<\/a>, we&#8217;ve analyzed the latest shifts in pet food, supplements, and retail media.<\/p>\n<p>If you\u2019re looking to <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/optimize-amazon-listings\/\">optimize product discovery<\/a>, win traffic, and invest smarter in retail media, this guide is for you.<\/p>\n<p><span style=\"font-size: 14pt;\">Summarize with <a href=\"https:\/\/bit.ly\/gpt-pet-industry-trends\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> | <a href=\"https:\/\/bit.ly\/gmode-pet-industry-trends\" target=\"_blank\" rel=\"noopener\">Google AI<\/a> | <a href=\"https:\/\/bit.ly\/perplexity-pet-industry-trends\" target=\"_blank\" rel=\"noopener\">Perplexity<\/a> | <a href=\"https:\/\/bit.ly\/grok-pet-industry-trends\" target=\"_blank\" rel=\"noopener\">Grok<\/a>\u00a0<\/span><\/p>\n<h2>The pet industry is growing, but not where you think<\/h2>\n<p>&#x1f3af; <strong>Ecommerce implication:<\/strong> Audit your channel mix, because traffic isn\u2019t where it used to be.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-204066 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Pet-sites-globally.png\" alt=\"Graph showing how pet sites have increased visits globally. \" width=\"1752\" height=\"906\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Pet-sites-globally.png 1752w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Pet-sites-globally-300x155.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Pet-sites-globally-1024x530.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Pet-sites-globally-768x397.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Pet-sites-globally-1536x794.png 1536w\" sizes=\"(max-width: 1752px) 100vw, 1752px\" \/><\/p>\n<p>Pet-related websites saw a <strong>5% YoY increase in global visits<\/strong>, driven by seasonal interest spikes in March and ongoing demand in key verticals.<\/p>\n<p>However, major players like Chewy, PetSmart, and Petco are seeing <strong>declines in site visits<\/strong>. This suggests consumer attention is increasingly directed toward D2C, niche retailers, and content-first discovery platforms.<\/p>\n<blockquote><p>Key Takeaway: Brands must diversify their presence and reconsider where digital marketing efforts are being allocated. Being dominant on a single retailer is no longer enough.<\/p><\/blockquote>\n<h2>Dog food searches are in decline, except for freeze-dried<\/h2>\n<p>&#x1f3af; <strong>Ecommerce implication:<\/strong> Shift toward high-converting recipes like freeze-dried, and optimize PDPs for quality-conscious queries.\u00a0<img decoding=\"async\" class=\"alignnone wp-image-204067 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Natural-dog-food.png\" alt=\"Brands like Zest Paws that are increasing Amazon OSS\" width=\"1752\" height=\"910\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Natural-dog-food.png 1752w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Natural-dog-food-300x156.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Natural-dog-food-1024x532.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Natural-dog-food-768x399.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Natural-dog-food-1536x798.png 1536w\" sizes=\"(max-width: 1752px) 100vw, 1752px\" \/><\/p>\n<p>Dog food-related search volume is down <strong>14% YoY<\/strong>, but the composition of demand is shifting:<\/p>\n<ul>\n<li>Searches for <strong>freeze-dried dog food<\/strong> <strong>are up 9% globally<\/strong>, with standout YoY growth of 77% in the UK<\/li>\n<li>D2C brands like Nature\u2019s Menu and Open Farm are capitalizing on this trend, with the former seeing <strong>600%+ click growth MoM<\/strong>.<\/li>\n<\/ul>\n<p>On Amazon, dry food still leads in volume, but freeze-dried is rapidly gaining revenue share.<\/p>\n<blockquote><p>Key Takeaway: Brands need to reevaluate product mix and <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/seo-strategy\/\">SEO strategies<\/a> to align with rising interest in premium, health-focused brands.<\/p><\/blockquote>\n<h2>Despite a decline in searches, dog food on Amazon has grown by 4% YoY in revenue<\/h2>\n<p>&#x1f3af; <strong>Ecommerce implication:<\/strong> Monitor fast-growing brands and SKU performance before they claim your share of the digital shelf.<\/p>\n<p>Legacy leaders like Hill\u2019s and Blue Buffalo hold the lion\u2019s share of Amazon\u2019s dog food revenue. However, new entrants like Badlands Ranch (a celebrity-owned D2C brand) <strong>are seeing quadruple-digit YoY growth<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-204063 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Dog-food-on-Amazon.png\" alt=\"Dog food on Amazon has grown 4% YoY\" width=\"1754\" height=\"912\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Dog-food-on-Amazon.png 1754w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Dog-food-on-Amazon-300x156.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Dog-food-on-Amazon-1024x532.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Dog-food-on-Amazon-768x399.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Dog-food-on-Amazon-1536x799.png 1536w\" sizes=\"(max-width: 1754px) 100vw, 1754px\" \/><\/p>\n<blockquote><p>Key Takeaway: Use market intelligence to identify disruptor brands early. Monitor category-level unit and revenue growth to spot gaps or rising threats in real time.<\/p><\/blockquote>\n<h2>Cat food shoppers are becoming less brand loyal<\/h2>\n<p>&#x1f3af; <strong>Ecommerce implication:<\/strong> Tailor messaging for value-seeking consumers and invest in educational content.<\/p>\n<p>Overall search demand for cat food is down <strong>10% YoY<\/strong>. But interest in non-branded terms like \u201c<em>best cat food<\/em>\u201d is growing by <strong>~30%<\/strong>. This points to a drop in <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/brand-loyalty\/\">brand loyalty<\/a> and a rise in price or value-first shopping behavior.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-204065 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Overall-demand-cat.png\" alt=\"Demand for cat food search terms have dropped\" width=\"1752\" height=\"908\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Overall-demand-cat.png 1752w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Overall-demand-cat-300x155.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Overall-demand-cat-1024x531.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Overall-demand-cat-768x398.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Overall-demand-cat-1536x796.png 1536w\" sizes=\"(max-width: 1752px) 100vw, 1752px\" \/><\/p>\n<p>Additionally, YouTube is showing the highest growth in cat food-related traffic, revealing <strong>an extended research phase<\/strong> in the consumer journey.<\/p>\n<blockquote><p>Key Takeaway: Focus on search-driven category visibility and top-of-funnel content that answers consumer questions and builds trust.<\/p><\/blockquote>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Nail your Amazon strategy<\/p>\n                                    <p class=\"post-banner__subtitle\">Use Shopper Intelligence to analyze consumer behaviors and optimize your growth strategies on Amazon<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/account.similarweb.com\/journey\/registration?ntflow=shopper-solution\"\n                           data-disable-dynamic-tracking\n                        >Try for free<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<h2>Pet supplement demand is flat, but natural formats are driving conversion<\/h2>\n<p>&#x1f3af; <strong>Ecommerce implication:<\/strong> Optimize for ingredient-level search and retail readiness.<\/p>\n<p>Pet supplement searches remain flat. But within the category, <strong>herbal supplements grew 36% YoY<\/strong> in Amazon revenue. Dog multivitamins still dominate at <strong>31% category share<\/strong>, indicating that pet owners prefer all-in-one formats.<\/p>\n<p>Brands like Zesty Paws are leveraging non-branded OSS terms (e.g. \u201c<em>salmon oil for dogs<\/em>\u201d) and outperforming the <a href=\"https:\/\/www.similarweb.com\/corp\/custom-market-reports\/category-insights\/\">category benchmark<\/a> for internal search traffic, <strong>earning 47% of traffic via <a href=\"https:\/\/www.similarweb.com\/corp\/shopper\/on-site-search-optimization\/\">Amazon OSS<\/a> vs. 42% average<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-204068 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Zesty-paws.png\" alt=\"Zesty paws\" width=\"1754\" height=\"908\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Zesty-paws.png 1754w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Zesty-paws-300x155.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Zesty-paws-1024x530.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Zesty-paws-768x398.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Zesty-paws-1536x795.png 1536w\" sizes=\"(max-width: 1754px) 100vw, 1754px\" \/><\/p>\n<blockquote><p>Key Takeaway: Target mid-funnel search intent with specific, benefit-driven keywords. Ensure top-performing SKUs are backed by paid search and highly optimized PDPs.<\/p><\/blockquote>\n<h2>Start-of-life products: Search demand for puppies and kittens has dropped<\/h2>\n<p>&#x1f3af; <strong>Ecommerce implication:<\/strong> Match content and merchandising to Spring spikes and high-question volume queries.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-204062 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Demand-for-puppy-and-kittens.png\" alt=\"Demand has dropped for puppies and kittens\" width=\"1752\" height=\"906\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Demand-for-puppy-and-kittens.png 1752w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Demand-for-puppy-and-kittens-300x155.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Demand-for-puppy-and-kittens-1024x530.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Demand-for-puppy-and-kittens-768x397.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-Demand-for-puppy-and-kittens-1536x794.png 1536w\" sizes=\"(max-width: 1752px) 100vw, 1752px\" \/><\/p>\n<p>Search demand for \u201cpuppy\u201d and \u201ckitten\u201d has dropped <strong>25% YoY<\/strong>, with a stronger decline in the U.S. post-COVID. However, Spring (March\u2013August) remains a <strong>seasonal high-intent window<\/strong>.<\/p>\n<p>Google data shows spikes in queries like:<\/p>\n<ul>\n<li><em>\u201cHow much to feed a 25 lb puppy\u201d<\/em><\/li>\n<li><em>\u201cWhen to switch puppy to adult food\u201d<\/em><\/li>\n<\/ul>\n<p>Purina is capturing that traffic by investing in educational SEO content.<\/p>\n<blockquote><p>Key Takeaway: There is still a clear conversion opportunity if your PDPs and blog\/FAQ content address consumers&#8217; product-related questions in real time.<\/p><\/blockquote>\n<h2>Retail media trends: On-site search and PDP ads are the new battleground<\/h2>\n<p>&#x1f3af; <strong>Ecommerce implication:<\/strong> Maximize ROI by focusing investment on high-yield retail media placements.<\/p>\n<p>On Chewy, <strong>74% of users begin their journey on-site<\/strong>, not via external search. That makes internal visibility critical. The most effective internal marketing channels in 2024:<\/p>\n<ul>\n<li>Product Page Ads (PDPs)<\/li>\n<li>On-Site Search (OSS)<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-204064 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-OSS-and-PDP-ads.png\" alt=\"How Chewy is gaining traffic \" width=\"1758\" height=\"906\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-OSS-and-PDP-ads.png 1758w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-OSS-and-PDP-ads-300x155.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-OSS-and-PDP-ads-1024x528.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-OSS-and-PDP-ads-768x396.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/06\/attachment-OSS-and-PDP-ads-1536x792.png 1536w\" sizes=\"(max-width: 1758px) 100vw, 1758px\" \/><\/p>\n<p>Ingredient- and condition-specific searches dominate:<\/p>\n<ul>\n<li>\u201c<em>Grain-free dog food<\/em>\u201d (+243% YoY) \u2192 Nature\u2019s Recipe<\/li>\n<li>\u201c<em>Kidney care dog food<\/em>\u201d (+1658% YoY) \u2192 Hill\u2019s<\/li>\n<li>\u201c<em>Probiotics for dogs<\/em>\u201d (+5998% YoY) \u2192 Purina<\/li>\n<\/ul>\n<blockquote><p>Key Takeaway: Prioritize investment in OSS and PDPs. Optimize product titles, meta descriptions, and keywords for focused discovery.<\/p><\/blockquote>\n<h2>Winning pet ecommerce requires cross-channel intelligence<\/h2>\n<p>What ecommerce leaders should do next:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>Align media, SEO, and <a href=\"https:\/\/www.similarweb.com\/corp\/teams\/ecommerce\/\">retail teams<\/a> around real-time consumer intent<\/li>\n<li>Monitor new entrants disrupting category share<\/li>\n<li>Prioritize performance-based placements over branded display<\/li>\n<li>Invest in educational content that matches emerging queries<\/li>\n<\/ul>\n<p>Ecommerce leaders who monitor trends and adapt their <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/ecommerce-strategy\/\">ecommerce strategy<\/a> in real time will capture the next wave of growth.<\/p>\n<p>Use Similarweb to identify demand signals, optimize shelf presence, and stay ahead of competitors with data that moves at your speed.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Nail your Amazon strategy<\/p>\n                                    <p class=\"post-banner__subtitle\">Use Shopper Intelligence to analyze consumer behaviors and optimize your growth strategies on Amazon<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/account.similarweb.com\/journey\/registration?ntflow=shopper-solution\"\n                           data-disable-dynamic-tracking\n                        >Try for free<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The pet care industry is moving fast, and so is consumer behavior across search, the digital shelf, and retail channels within the category. To stay competitive, ecommerce professionals need to spot the right trends and opportunities. Using Similarweb data, we&#8217;ve analyzed the latest shifts in pet food, supplements, and retail media. If you\u2019re looking to [&hellip;]<\/p>\n","protected":false},"author":543,"featured_media":204121,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6602,6189],"tags":[],"class_list":["post-204048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-insights","category-ecommerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital Trends In The Pet Industry In 2025 | Similarweb<\/title>\n<meta name=\"description\" content=\"Get the latest data on 2025\u2019s top digital trends in pet ecommerce: Insights on D2C, SEO, retail media, and where pet industry growth is headed next.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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