{"id":59553,"date":"2021-02-11T01:42:15","date_gmt":"2021-02-11T01:42:15","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=59553"},"modified":"2026-05-07T14:02:14","modified_gmt":"2026-05-07T14:02:14","slug":"dog-food","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/dog-food\/","title":{"rendered":"How To Compete in the Dog Food Industry"},"content":{"rendered":"<p>COVID-induced loneliness increased the demand for man\u2019s best friend to replace human companionship over the past year. As a result, pet adoptions <a href=\"https:\/\/www.washingtonpost.com\/nation\/2020\/08\/12\/adoptions-dogs-coronavirus\/\" target=\"_blank\" rel=\"noopener noreferrer\">soared to record numbers<\/a>, and the pet food and supplies industry reached an estimated $99.0 billion according to the American Pet Products Association (APPA). Some of the world\u2019s largest brands, including Mars, Nestle, General Mills, and J.M. Smuckers are already in the dog food industry. We expect competition to surge as <a href=\"https:\/\/www.similarweb.com\/top-websites\/e-commerce-and-shopping\/\">big-box retailers<\/a> enhance their eCommerce channels and <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/d2c-brands-q3\/\">direct-to-consumer (DTC)<\/a> grows in popularity. With the growing challenge to capture shoppers\u2019 attention and dollars, we provide tips for brands to stay relevant:<\/p>\n<h2>Tip #1: Understand the dog food industry\u2019s competitive landscape<\/h2>\n<p>Global pet food and supplies-related <a href=\"https:\/\/www.similarweb.com\/website\/\">web traffic<\/a> grew 72% (YoY) in Q4 2020. <a href=\"https:\/\/www.similarweb.com\/website\/chewy.com\/\">Chewy.com<\/a> harnessed the most <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/traffic-share\/\">traffic share<\/a> (18.9%) for the year, while D2C and wellness-related brands dominated the top 10 fastest-growing websites, with 175% traffic growth on average.<\/p>\n<h3>Amazon and Chewy lead big-box retail<\/h3>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_0755e6c4-edbe-4e46-a08f-44f9b497bf77\" data-title=\"Big-Box Retail: Converted Visits Pet Food &amp;amp;amp; Supplies\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?KOK\"><\/div>\n\n<p>Target, Petco (which recently went public), and Walmart, fell behind Chewy.com and Amazon for the number of converted web visits. However, the laggards are making moves to close in on the competition, including:<\/p>\n<ul>\n<li aria-level=\"1\"><b>Joining forces with pet startups:<\/b> Both Target and Petco announced partnerships with startups (Wild One and Jinx) this Fall. Petco also acquired the subscription service Pupbox to beef up digital offerings and promote <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/brand-loyalty\/\">brand loyalty<\/a>. This activity helps retailers expand their products and customer base.<\/li>\n<li aria-level=\"1\"><b>Launching specialized pet sectors: <\/b>In 2019, Walmart launched its pet pharmacy, walmartpetrx.com, to rival chewy.com\u2019s pharmacy business. The decision paid off &#8211; <a href=\"https:\/\/www.similarweb.com\/website\/walmartpetrx.com\/\">walmartpetrx.com<\/a> became among the <a href=\"https:\/\/www.similarweb.com\/top-websites\/pets-and-animals\/pet-food-and-supplies\/trending\/\">fastest-growing pet supply websites<\/a> in 2020 (+148%) as consumers turned to online channels for subscriptions.<\/li>\n<\/ul>\n<h3>D2C competition disrupts the pet food market<\/h3>\n<p>Pet owners are investing in personalized and premium pet food. This trend fuels the growth of D2C brands. <a href=\"https:\/\/www.similarweb.com\/website\/thefarmersdog.com\/\">Thefarmersdog.com<\/a>, which emphasizes real food <i>\u201ctested by humans&#8217;<\/i>&#8216; and developed under the guidance of vets, took the number one spot for the fastest-growing site in the pet industry (+384%). Ollie (+122%), a company that prides itself in offering healthy human-grade dog food, also made the top ten rankings.<\/p>\n<p>Findings by the APPA indicate that premium, human-grade D2C dog food brands have strong staying power. Despite the coronavirus\u2019s economic impact, less than 20% of pet parents are willing to switch petcare brands to save money. More traditional dry food companies that are losing <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-share-guide\/\">market share<\/a> to D2C should consider offering premium pet foods or emphasizing all-natural ingredients and similarities to human food in their messaging.<\/p>\n<p><strong>Read More:<\/strong> <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/dog-food-marketplace\/\">Best Marketplaces for Online Dog Food Sales<\/a><\/p>\n<h2>Tip #2: Develop a targeted keyword search strategy<\/h2>\n<h3>Cater to hooman education<\/h3>\n<p>Consumers are curious about dogs, particularly the different breeds! IAMs.com, owned by Mars, is among the top 10 fastest-growing pet supply websites (U.S.). It generates significant traffic share from inquiries related to dog breeds. For instance, it takes the top and third spots for dog-related keywords with \u201cdog IQ quiz\u201c and \u201cdog breed selector.\u201d<\/p>\n<p>Isolating traffic from IAMs\u2019 dog breed selector, which makes up nearly half of the traffic to its website, we see that it continues to grow, with 82% and 89% rise in March and April. These months were the beginning of the lockdown when many started considering getting a dog. Even if <a href=\"https:\/\/www.similarweb.com\/website\/iams.com\/\">IAM\u2019s website traffic<\/a> was top-of-funnel and exploratory, the low <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/bounce-rate\/\">bounce rate<\/a> (10%) indicates engaged users. These users may return to IAMs.com when they are ready to nourish their new furry family member.<\/p>\n<p>Other manufacturers may <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/increase-website-traffic\/\">increase traffic<\/a> and boost engagement by putting out educational and interactive content like IAMs.<\/p>\n<h3>Leverage Amazon SEO<\/h3>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_8fef2856-8cc4-4602-9b61-4b4383e525d9\" data-title=\"Amazon Dog Food: Top Keywords By Clicks\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?VRo\"><\/div>\n\n<p>Total visits to Amazon\u2019s pet &amp; animal food and supply category grew 70.7% (YoY) worldwide in 2020, making its marketplace an attractive option for brands to expand their distribution channels. With our new <a href=\"https:\/\/www.similarweb.com\/corp\/retail\/\">Retail Intelligence<\/a>, we provide tips to fine-tune this strategy.<\/p>\n<h3>Use generic terms in non-branded Amazon product searches<\/h3>\n<p>Non-branded dog food searches performed strongly. With only four out of ten of the top keyword searches on Amazon related to particular brands, sellers have the opportunity to acquire new customers who are not yet loyal. To do so, companies can prioritize optimizing for generic terms like \u201cPuppy Food\u201d in their listings.<\/p>\n<p>Learn more &#8211; <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/amazon-seo\/\">Amazon SEO Guide<\/a><\/p>\n<h2>Tip #3: Build pet parent customer loyalty<\/h2>\n<p>Switching dog foods may be against most vets\u2019 advice, yet, consumers seem willing to experiment. Though it&#8217;s difficult to ensure repeat customers, here&#8217;s whose customers are the most loyal:<\/p>\n<h3>Big-box retailers<\/h3>\n<p>Among big-box retailers, stickiness, a measure of <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/customer-loyalty-tips\/\">customer loyalty<\/a>, was above average for Chewy.com and Amazon. These retailers have \u201csubscribe &amp; save\u201d or &#8220;autoship &amp; save&#8221; programs that provide discounts to shoppers who sign up for regular shipments. eCommerce channels without \u201c<a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/subscribe-save\/\">subscribe &amp; save<\/a>&#8221; should consider implementing the feature. These programs push consumers towards repeat pet purchases and benefit suppliers who can expect a stable order volume each month.<\/p>\n<h3>Amazon dog food products<\/h3>\n<p>Brands that underperform on customer loyalty should tailor marketing efforts to focus on customer engagement. This will help tap into additional revenue opportunities.<\/p>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_c43ab525-d68e-4016-9fd6-6a2aac721ab4\" data-title=\"Amazon Dog Food Blog: New Vs Returning Users\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?TiS\"><\/div>\n\n<h3>Case study: Hill\u2019s Science Diet<\/h3>\n<p>Hill\u2019s, which is among the top products for Amazon\u2019s dog food category, has the opportunity to increase recurring revenue by $2M a month if returning visits (59%) reach the same level as the category (68%).<\/p>\n<p>In addition to <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/optimize-amazon-listings\/\">optimizing its Amazon listings<\/a>, Hills should use <a href=\"https:\/\/www.hillspet.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">its website<\/a> to direct consumers to Amazon or another online retailer where they can purchase its&#8217; product. Right now, the site\u2019s \u201cWhere To Buy\u201d section lists brick-and-mortar stores before online channels. Streamlining will also help <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/increase-organic-traffic\/\">increase relevant organic traffic<\/a> (via high-quality, educational content) and turn it into sales.<br \/>\n<strong>Download: Dog Food Performance Insights Report\u00a0<\/strong><\/p>\n<div class=\"stepped-form stepped-form--background\">\n  <div class=\"stepped-form__content\">\n      \n<div data-contact-us-hidden-sub-subject=\" \"\ndata-contact-us-should-get-chilipiper=\"false\"\ndata-contact-us-boolean-always-show-phone=\"false\"\ndata-contact-us-i18n-subtitle3_tell_us_more=\" \"\ndata-contact-us=\"split\"\ndata-contact-us-hidden-subject=\"no cu\"\ndata-contact-us-hidden-asset-type=\"Report\"\ndata-contact-us-hidden-campaign-name=\"Amazon Dog Food Category Performance\"\ndata-contact-us-hidden-campaign-solution=\"All\"\ndata-contact-us-hidden-campaign-region=\"ALL\"\ndata-contact-us-hidden-form-location-breadcrumbs=\"Form Corp\/Reports\/How To Compete in the Dog Food Industry\/Content\"\ndata-contact-us-hidden-message=\"I want to download the file\"\ndata-contact-us-hidden-sfcmpid=\"70167000000c3HgAAI\"\ndata-contact-us-hidden-member-status=\"Downloaded\"\ndata-contact-us-hidden-button-caption=\"Download\"\ndata-contact-us-hidden-cta-description=\"null\"\ndata-contact-us-hidden-cta-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/02\/Amazon-Dog-Food-Category-Performance_-Insights-Report-1.pdf\"\ndata-contact-us-i18n-title=\"See the full analysis of Amazon dog food category\"\ndata-contact-us-i18n-submit_button=\"Download\"\ndata-contact-us-i18n-success_title=\"Thanks for downloading!\"\ndata-contact-us-i18n-success_subtitle=\"Sit back, relax, and enjoy!\"\ndata-contact-us-i18n-success_sub_subtitle=\" \"\ndata-corp-form-type=\"split-download\"\ndata-contact-us-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/02\/Amazon-Dog-Food-Category-Performance_-Insights-Report-1.pdf\"\ndata-contact-us-hidden-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/02\/Amazon-Dog-Food-Category-Performance_-Insights-Report-1.pdf\"\n>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<h2>Tip #4: Gather more insights to drive Amazon sales<\/h2>\n<p>Our discussion only scratches the surface of pet food industry insights, which we can generate using our new Retail Intelligence and Similarweb platform. Retail Intelligence provides Amazon product research, sales data, and customer journey insights. It reveals metrics to optimize Amazon listings like product views, units sold, purchase frequency, and brand basket mix.<\/p>\n<p>Ready to try Retail Intelligence and start pulling insights? <a href=\"https:\/\/www.similarweb.com\/corp\/shopper\/contact-us\/\">Set up a demo<\/a>.<\/p>\n<p>We\u2019re huge dog lovers at Similarweb, so stay tuned for more pawfect reading!<\/p>\n<div id=\"attachment_59688\" style=\"width: 1181px\" class=\"wp-caption alignnone\"><img decoding=\"async\" aria-describedby=\"caption-attachment-59688\" class=\"wp-image-59688 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/02\/Rocky-Pic.jpg\" alt=\"Amazon Dog Food Industry\" width=\"1171\" height=\"781\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/02\/Rocky-Pic.jpg 1171w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/02\/Rocky-Pic-300x200.jpg 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/02\/Rocky-Pic-1024x683.jpg 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/02\/Rocky-Pic-768x512.jpg 768w\" sizes=\"(max-width: 1171px) 100vw, 1171px\" \/><p id=\"caption-attachment-59688\" class=\"wp-caption-text\">Rocky, Similarweb&#8217;s Chief Barketing Officer<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>COVID-induced loneliness increased the demand for man\u2019s best friend to replace human companionship over the past year. As a result, pet adoptions soared to record numbers, and the pet food and supplies industry reached an estimated $99.0 billion according to the American Pet Products Association (APPA). Some of the world\u2019s largest brands, including Mars, Nestle, [&hellip;]<\/p>\n","protected":false},"author":314,"featured_media":81510,"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-59553","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>Dog Food Industry: Learn How To Compete | Similarweb<\/title>\n<meta name=\"description\" content=\"Learn how to compete in the dog food industry, including tips to leverage Amazon and eCommerce channels, in the wake of rising pet demand due to COVID.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, 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