In some cities, there are now more households with dogs than children. That’s a seismic shift in how families spend their money — and it’s reshaping the pet industry.
Even Royal Canin, long a veterinarian favorite, is losing market share. The takeaway? Credibility alone isn’t enough. Brands also need consumer excitement.
On Amazon, dog food is a multi-billion-dollar industry. Here’s a look at the top performers and those struggling to keep up.
The Winners
Blue Buffalo – $109.4M | 10.82% market share
Hill’s Science Diet – $170.9M | 15.50% market share
Purina ONE – $84.2M | 7.56% market share
Purina Pro Plan – $196.9M | 16.66% market share
Orijen – $23.5M | 2.11% market share
The Losers
Iams – $47.5M | 3.68% market share
Nutro – $34.4M | 2.56% market share
Nutrish – $32.4M | 2.56% market share
Wellness – $31.9M | 2.55% market share
Royal Canin – $81.3M | 6.50% market share
Key Takeaways
- Premium is winning. Purina’s Pro Plan, its premium brand, leads in both revenue and market share, outperforming the more affordable Purina ONE.
- Health-focused brands are growing. Blue Buffalo and Hill’s Science Diet are seeing strong year-over-year gains as consumers prioritize science-backed, health-first products.
- Legacy brands are slipping. Iams, Nutro, and Nutrish are losing ground, struggling to maintain relevance.
- Credibility needs more than expertise. Even with veterinarian backing, Royal Canin’s market share is shrinking, showing the importance of brand appeal and consumer engagement.
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