Pet Health Care was essential for shoppers on Amazon.br in 2021

By: Beatriz Ambia Zaldivar, LATAM Analytics and Media Manager, and Ashton Brown, Technical Writer

Each year, Amazon Ads researchers analyze shopping trends at the category level to discover actionable insights that advertisers can use to inform their marketing strategies.

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In this article, we present a peer-to-peer analysis of shopping behaviors between November 2020 and October 2021 within the Pet Products industry on Amazon.br (Brazil). To conduct the comparison, we use the Pet Food category as a focal point to analyze the year-over-year growth rate of total sales and shopping trends (shopping queries, entry segments, etc.). Choosing one category as the focal point allows advertisers to better understand how the Pet Food category compares to peer categories.

Pet Food is the second-largest Pet Products category in terms of sales year over year

At the time of our analysis, the Pet Food category second in sales and fourth in sales growth rank amongst other peer categories, including:

  • Pet Health Care (first in sales and sales growth)
  • Pet Habitats and Supplies (third in sales and fifth in sales growth rank)
  • Pet Litter and Odor (fourth in sales and second in sales growth)
  • Pet Grooming (fifth in sales and third in sales growth)

Pet Food category performance between November 2020 and October 2021 on Amazon.br

#2

Sales rank amongst Pet Products categories

#4

Sales growth rank amongst Pet Products categories

Pet Food shoppers also purchase in Pet Litter and Odor and Pet Apparel and Leashes on Amazon.br

Half of all new-to-category shoppers in the Pet Food category (customers purchasing a Pet Food product for the first time) also purchase products within other Amazon.br categories. These categories are referred to as overlap categories, and advertisers can leverage them to reach new customers. Top overlap categories, ordered by purchase propensity, are:

  • Pet Litter and Odor
  • Pet Apparel and Leashes
  • Pet Grooming
  • Pet Toys
  • Pet Habitats and Supplies

New-to-category customers primarily enter the Pet Food category in November and June

Pet Food shoppers who visit the category for the first time are potential new customers, so it is important to understand how and when they enter the category. Our research shows that new-to-category shoppers primarily shopped on Amazon.br in the months of November and June.

Monthly share of annual new-to-category customers (November '20–Oct '21)

Monthly share of new to category customers

November '20–Oct '21

New-to-category customers primarily enter through Dog Dry Food as compared to other sub-categories

Nearly half of all new-to-category Pet Food customers entered the category through the Dog Dry Food sub-category, while Cat Dry Food and Dog Treats accounted for 40% combined.

Top entry sub-categories

Dog Dry Food: 49%

49%

Cat Dry Food: 20%

20%

Dog Treats: 20%

20%

Cat Wet Food: 10%

10%

What were the top shopping trends in Pet Food during the 12 months studied?

In terms of shopping query volume, “pet” is the most-searched term by a wide margin, while terms like “catnip” and “omega 3” are the fastest-growing terms year over year. Advertisers should consider including top generic terms such as “pet” and “gato” and top growing terms such as “catnip” in the Pet Food category in their sponsored ads campaigns.

Conclusion

As seen in this study, Pet Food is the second-largest category in the Pet Products industry on Amazon.br. Over the twelve months studied, customers showed higher propensity to make their first purchase within Pet Food during the month of June as compared to the rest of the year. Pet Food customers also purchase in categories such as Pet Litter and Odor and Pet Apparel and Leashes inside of the Pet Products industry, and customers are most likely to enter the Pet Food category through Dog Dry Food.

Pet Food advertisers can improve performance on Amazon.br by advertising across other Pet Products categories and by including the top search terms (by size and by trending) to their sponsored ads campaigns. Advertisers can also allocate their ad spend between May and November as June, September, and November are when most customers enter the category.