NIQ Enhancing Coverage of Pet Category
NielsenIQ (NIQ) is expanding its Pet Channel with the introduction of Total US Pet Channel Plus. The new endeavor integrates pet retail segments, including conventional retailers (xAOC), specialty pet retailers, farm and feed stores, neighborhood pet shops, online platforms, and pure-play e-commerce retailers.
According to NIQ, its Total US Pet Channel Plus offers a full view of the total pet market, encompassing expansive coverage of in-store and online sales across pet consumables and supplies. Key benefits of NIQ’s enhanced efforts in the pet segment include:
- Complete Coverage: NIQ’s Pet Channel Plus includes exclusive specialty pet retailers.
- Pet Item Coverage & Attribution: NIQ delivers custom pet characteristics and product attribution with its pet item database.
- Measuring the Omni Landscape: NIQ has embarked on a multi-year journey to merge in-store and online purchase data into one universe. Pet Channel Plus provides a complete market view, bridging the physical and digital retail gap.
- Pet Industry Leadership: NIQ’s pet insights support organizations such as American Pet Products Association (APPA), and the World Pet Association (WPA), and IndiePet.
“This comprehensive channel offers a full view of the pet market, covering in-store and online sales across pet consumables and supplies,” said Raha Alavi, SVP Retail with NIQ. “It will empower manufacturers and retailers with critical insights, enabling innovation and understanding pet owners’ evolving needs.”
NIQ officials said understanding the $83.3 billion omnichannel pet market is crucial, especially with 40% of pet care sales now occurring online. Many shoppers continue to utilize a blended approach to pet care shopping, combining online and in-store experiences.
Gen Z consumers, for example, start shopping online and are heavily influenced by social media, yet spend more in mass merchandise stores than any previous generation.
