In September 2022, online traffic started to branch out as the top three sites lost share to brands like Purina, Hill’s Pet Nutrition, and Pet Supplies Plus.
Health and wellness products are also becoming more popular. For example, PrettyLitter, which helps owners monitor their cat’s health, is up 37%, and Embark Veterinary, which sells dog DNA tests to determine breed, health, and age, is up 42%.
Subscription-based BarkBox also lost ground (down 29%). Which leads us to …
4. Subscription fatigue is setting in