Blue Buffalo Takes Top Spot in Online Pet Food War
Despite expensive lawsuits and admissions of false advertising, Blue Buffalo turns out to be online consumers’ top choice for pet food.
According to the 2016 Online Pet Food Category Report by 1010data, Blue Buffalo is #1 when it comes to online sales, despite a years-long $32 million consumer class action settlement.
The accusations began in 2014, when Purina sued Blue Buffalo for false advertising; Purina claimed that a portion of Blue Buffalo’s commercial pet food contained poultry by-product meal, despite advertising claiming the opposite. In May of 2015, Blue Buffalo admitted that there was by-product meal in a “substantial” and “material” portion of their food – although the company stands by the claim that it was the misconduct of a former ingredient supplier and a broker that’s to blame.
Regardless, Blue Buffalo moved up the list, making a surprising sprint to to the finish line – last year, they came in second place. This year, they can boast 12.3 percent of all online pet food sales. Wellness come in second with 9 percent of sales, Hill’s in third with 7.5 percent and Purina taking fourth with 7.5 percent of sales.
Fun fact: consumers tend to favor specialty brands online, as 9 out of the top 10 brands offer specialty pet food!
There are also new stats on where pet parents like to shop for their pet food, no matter the brand. This year, Chewy.com takes the top spot with an amazing 40.5 percent of consumers choosing to shop on their website, while 23.5 percent of pet parents choose to buy their pet kibble at Amazon.
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Since last year, pet food subscription sales have nearly tripled. Subscribing makes buying food for your pet automatic, meaning you never have to think about re-ordering and running out, and it’s delivered right to your door. Between Amazon and Chewy, subscription sales now make up 22 percent of all their sales, up from 15 percent last year!
It looks like online shopping is going to be the future of pet food sales. We don’t mind – anything that lets us spend more time with our pets is fine by us!