CPG enterprises are turning toward the pet care industry to reinvigorate growth among slowing legacy businesses.
Our latest Digital Share of Shelf tool provides a comprehensive view of brand performance across e-tailers.
The tool depicts the share of organic search results owned by 58 brands tracked in Gartner L2’s Digital IQ Index: Pet Care, as well as two private label brands. The searches focus on unbranded terms specific to five product categories (dog food, dog treats, cat food, cat treats, and cat litter); the analyzed e-tailers are Amazon, Chewy, Petco, PetSmart, and Walmart.
The interactive offers insight into the success of brands like General Mills’ recent acquisition Blue Buffalo, which continues to drive robust growth across e-commerce channels: retail sales soared 35% in the most recent quarter. From the tool, we can see that Blue Buffalo consistently outperforms its peers in search visibility across e-commerce channels, partially explaining its success. This makes clear that with e-commerce penetration in pet care outpacing nearly all CPG categories, winning on retailers such as Amazon and Chewy is critical for driving growth.