Clavis Insight, a provider of online retail store analytics platforms for global brand manufacturers, announced the results of its analysis of the US pet food market.
The Clavis Insight Index (Cl²) for leading US online stores shows Champion Pet Foods as best positioned to win in the pet food category, with Orijen winning the dog food brand category and Stella & Chewy’s poised to top the cat food category. The analysis is based on the online presence and performance of the brands during March 2016.
Clavis Insight analyzed the online store representation of more than 150 of the leading US pet food brands across seven online stores including Amazon, Wal-Mart.com and Target.com.
The analysis was based on key performance indicators (KPIs) critical to driving online purchasing. The KPIs include Product Availability, Image Presence, Content Integrity and overall search rank. These metrics form the basis of the Clavis Insight Index, a proprietary benchmark of online retail store presence and performance for brands.
The leading brands among both cat and dog food had consistently strong performances in the ratings and review category. Pet owners are sensitive to what they feed their pets, so strong online content and numerous online reviews are essential for success in the online market.
Champion Pet Foods, which manufactures Orijen cat and dog food and ACANA dog food, came out on top of the Index with the best online presence across the seven retailers.
Stella & Chewy’s was the highest performing cat food brand in the Cl² ranking, benefiting from the top search score among all brands measured in the pet food category. All nine of their products could be found on the first page of search results.
Orijen topped the dog food category, built on a strong search rank and a perfect ranking score based on the Cl² index. Brands in the dog food category proved to have a strong rating score overall, with a number of top brands, including Fromm and Zignature, receiving perfect scores.
To produce the Clavis Insight Index, product level performance is calculated against the most critical KPIs—Availability, Content Integrity, Image Presence and Search Rank—and aggregated by brand. Results are benchmarked against the average score for the category to produce the Clavis Insight Index score. Brands indexing greater than 100 outperform the category average, while those that score less than 100 underperform relative to category.
1 ORIJEN 119
2 ACANA 115
3 FROMM 115
4 THE HONEST KITCHEN 114
5 EVO 113
1 STELLA & CHEWY’S 126
2 CATS IN THE KITCHEN 122
3 ORIJEN 117
4 PURINA KIT & KABOODLE 117
5 RACHAEL RAY 113
Download the full study from the Clavis Insight website at http://clavisinsight.com/insights/.