Pet food brands vs. private label in the US: an analysis

The total dollar sales of pet products accounted for $48.6 billion (€44.3B) in 2022, according to NielsenIQ data seen by GlobalPETS.

In-store sales of branded pet products represented $40.2 billion (€36.6B) compared to $27.5 billion (€25B) spent via online purchases.

NielsenIQ figures revealed that the purchase of traditional pet brands in the offline channel grew 11.2% in 2022. Online sales for traditional pet brands increased by 19.7%.

Branded pet food offline sales increased by 14.7% year-on-year, representing $32 billion (€29.1B). Pet treatments saw a 20.8% increase in online purchases, while the same category posted a 7.5% decline in dollar sales in-store.

Private label

Sales of private-label pet products also registered growth but at a slower pace, according to the data.

NielsenIQ concluded that own-branded pet products dollar sales accounted for $8.4 billion (€7.6B) in-store in 2022, an increase of 5.3%.

These brands seem to be gaining momentum online as dollar sales increased by 9.4%, hitting $1.5 billion (€1.37B) last year.  

Pet food registered the biggest increase, with a hike of 15.3% ($3.59B/€3.27B) in the offline channel. A similar increase happened in e-commerce, where private-label pet food brands accounted for $741 million (€675.7M).

Own-branded pet treatments registered a tiny increase of 1.8% in-store. This contrasts with the 10% increase the category reached in e-commerce players in the US.