Data: US pet sales shift further online as digital channels drive growth

Pet sales in the US grew 5.5% in value in the 52 weeks to 27 July 2026, reaching $95.1 billion (€81.2B). 

Growth was supported by a 2.1% increase in unit sales and a 3.3% rise in prices, according to data from market research company NielsenIQ.

Online sales drove growth, jumping 14.1% in value and 11.7% in volume year-over-year (YoY). As a result, digital sales now represent 48% of total revenue. Meanwhile, in-store sales declined 1.4% in value and 0.9% in units. 

The American Pet Products Association’s (APPA) 2026 State of the Industry report shows that US pet industry spending reached $158 billion (€134B) in 2025, representing a 3.7% increase.

Channel preference 

NielsenIQ data shows that pet food is still predominantly purchased in-store, which accounts for 63% of sales. However, brick-and-mortar sales declined 1.2% YoY, while online sales grew 13.2%.

Pet supplies, on the other hand, are predominantly purchased online, with the channel accounting for 62% of sales. Online sales grew a further 17.4% YoY, offsetting a 2.5% decline in in-store sales.

Pet treatments are even more heavily skewed toward online purchases, which account for 79% of sales. However, brick-and-mortar sales also grew 0.8% YoY, driven by a 1.2% price increase.

Fresh dog food, cat treats, pet medicine and wet cat food are the subcategories with the highest in-store sales growth in the year to 27 July 2026.

Consumers concentrate pet spending online

Online isn’t always a driver of success, NIQ states, as consumers grow their share of spend in limited channels. Amazon is the clear leader, with 21.4% of market share in the 52 weeks ending 13 June 2026. The figure represents a 1.9 percentage point (pp) gain over the past year. 

Mass retailers excluding Amazon account for 17.4% of the market, but lost 0.6 pp of market share over the past year. The online pet channel lost the same amount, now accounting for a 12.8% share of sales. 

While in-store specialists, grocers and dollar stores also lost share in the past year, the combination of co-op, farm and feed, and club retailers gained participation. 

NielsenIQ attributed online growth to new households and increased trips. For instance, the average number of purchases rose from 12 to 12.6 in the period, while the share of households buying online rose from 67.7% last year to 74.2% this year.

Although fewer consumers bought in-store YoY (from 95% to 94.4%), they slightly increased spending per trip by $0.45 (€0.38) to $22.34 (€19).

Functional claims

Gut health is emerging as a key growth area, with pet care products carrying microbiome claims increasing 8%, outpacing the category average.

Within this segment, revenue from products with prebiotic claims rose 6.5% YoY, while probiotics grew 5.7%. Postbiotics recorded the strongest growth, with revenue surging 148% in 2025 compared with 2024. 

Products claiming other functional benefits are also gaining traction, including those positioned around hydration, collagen, mood and stress support, and mushrooms. Fresh dog food is also maintaining its momentum. 

Products under the freshly cooked label recorded 92% YoY revenue growth, while gently steam-cooked products rose 9%, freshly roasted meals 13%, gently cooked 12% and steam-cooked 11%.

Smart devices and enrichment 

Enrichment is increasingly being incorporated into pet products, with several categories recording strong sales growth.

Electronic toys grew 27% YoY, while sales of lick mats rose 9% and treat-dispensing toys increased 15%.

Pet owners are also showing growing interest in connected care devices. Over the past year, sales of smart pet feeders rose 8%, while food dispensers grew 20%. Treat-dispensing cameras recorded the strongest growth, with demand jumping 32% compared with 2025.

Outlook

Pet care sales are expected to grow in 2026, but gains will remain concentrated in online channels, the company says. 

NielsenIQ forecasts a total revenue rise of 6% in 2026, driven by 14.4% growth online and a 1.1% decline in physical stores. 

“Sustained growth will depend on how effectively brands and retailers connect with evolving expectations, creating experiences that simplify shopping while reinforcing the essential role pets play in consumers’ lives,” concludes Andrea Binder, Pet Industry Thought Leader at NielsenIQ.