Traditionally, shoppers tended to buy pet food in physical stores. In 2019, 92% of shoppers purchased pet food from a brick-and-mortar store (GfK MRI, US, 2019), but this shifted in 2020. In an Amazon Ads custom Kantar study, we surveyed shoppers who had purchased pet food between June and August 2020. We saw that 27% had purchased online, a noteworthy shift from the year prior, as consumers were staying safe at home and shopping more online.2
In the same Kantar study, we learned that over 40% of customers who purchased pet food and treats through online channels had done so for the first time within the past 6 months, and 66% reported being extremely likely to continue purchasing this way over the next year. As a result, brands like Merrick are revising their advertising strategies, seeking to reach new customers, including new pet parents, through different channels across the customer journey. And they’re starting at the top of the funnel, …