Pet Products
For over 15 years, GfK Audits & Surveys has provided this strategic measurement service to the major pet product marketers in the U.S. This syndicated service permits our clients to track sales and inventory patterns in each of three key trade channels – pet stores, farm & feed stores and veterinary clinics.
Trade Channel Coverage
Our program measures the major non-grocery outlets where pet food and supplies are sold in the U.S. Each outlet type (and sub-type, in the case of Pet Stores) is reported separately.
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Pet Stores (Shops & Supply)
Pet Superstores |
Farm & Feed Stores |
Veterinary Clinics |
Geographic Coverage/ Sample Sizes
The program reports measurement data for the Total U.S. and by region – for Census and/or client-defined territories. Overall, the program includes over 1,700 stores among the channels measured. Our sampling experts ensure that the design and allocation of the sample stores is representative of and projectable to each channel for each reported geographic area.
Data Collection Methodology
Multiple methodologies are employed in the data collection process. In the case of Pet Superstores and most other participating chain operations, electronic POS data are provided directly to GfK Audits & Surveys by each chain’s HQ office, for all stores within that chain. In some instances, we receive such data only for sample stores which we have designated. In other cases, primarily with smaller independently owned outlets where no POS system is in place, our trained field staff conducts manual audits using the traditional formula of:
Participants in Panel
National Chains |
Local Chains |
Petco |
Chow Hound (MI) |
Pet Depot ( AL) |
Pet Supplies Plus |
Chuck & Don’s (MN) |
Pet People (CA) |
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Dave’s Pet City (MA) |
Pets-N-Such (OH) |
Regional Chains |
Hollywood Pet Star (TN) |
Soldan’s (MI) |
Bomgaars (IA) |
J-B Pet Supply (NJ) |
Speck’s (IN) |
Jack’s Aquarium & Pets (OH) |
New Jersey Pets (NJ) |
Tomlinson’s (TX) |
Pet Food Express (CA) |
Noah’s (LA) |
Zamzow’s (ID) |
Scamps (OR) |
Panhandle Pet Supply (FL) |
…and more |
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Plus Independents across the U.S. |
Information Provided
All data are collected at the individual UPC/SKU levels which are then also aggregated to provide data by types, formulas, sizes, brands, etc. up to and including the overall product category. Standard measurements include:
- Retail Sales - units, dollars, equivalent units
- Brand Shares - units, dollars, equivalent units
- Inventory - units, equivalent units
- Average Sales per Store
- Distribution and Out-of-Stock
- Retail Pricing Analysis
- In-Store Promotional Activity – store count, category volume basis
Reporting Examples
Major Brands in Pet Shops
– Ton Shares
Total U.S.
Brand A Dog Food
Share of Ton Sales by Food Type
Program Benefits
- Measure your performance, and that of your key competitors, across each specialty channel
- Track emerging trends in product types, varieties and sizes to refine your product offerings
- Allocate your sales force efforts by channel and region to maximize ROI
- Identify and quantify opportunities for promotions and line extensions
- Develop your strategic business plans from the reliable, in-depth PETS database
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