CHICAGO — NielsenIQ (NIQ), a consumer intelligence company, announced the expansion of its Pet Channel with its new Total US Pet Channel Plus. This new channel offers a full view of the entire pet market, with coverage of in-store and online sales of pet food and treats, as well as pet care supplies. With this new offering, NielsenIQ will be able to deliver extensive insights into the pet care industry, according to the company.

Total US Pet Channel Plus integrates all pet retail segments including conventional retailers, specialty pet retailers, farm and feed stores, neighborhood pet shops, online platforms and exclusive e-commerce retailers. 

“The launch of NIQ’s Total US Pet Channel Plus is a game-changer for the CPG industry,” said Raha Alavi, senior vice president of Retail with NIQ. “This comprehensive channel offers a full view of the pet market, covering in-store and online sales across pet consumables and supplies. It will empower manufacturers and retailers with critical insights, enabling innovation and understanding pet owners’ evolving needs.”

According to NIQ, one of the benefits of its new research channel is how it measures the omnichannel landscape in the industry. The company has spent the last several years merging in-store and online purchasing data in order to provide a complete market view.

“Understanding the $83.3 billion omnichannel pet market is crucial, especially with 40% of pet care sales now occurring online,” NIQ said. “However, many shoppers continue to utilize a blended approach to pet care shopping, combining online and in-store experiences. As consumer behavior continues to evolve, understanding online and offline pet shopping behavior is critical for strategic planning.”

NIQ aims to provide pet care industry stakeholders with data and insights to help them enhance product assortments, amplify marketing strategies and streamline supply chain operations.

Keep up with the latest pet food trends on our Trends page.