Pet Food Market Research (AMAZON) EU/UK

The following analysis is intended as a helpful guide for Marketing Managers, E-Commerce Managers, and Sales Professionals in the food sector across the UK, US, and Europe, who are looking to embark on or enhance their journey with Amazon Seller Central and/or Vendor Central.

For small brands looking to make a name for themselves, the opportunities are limitless. You can partner with restaurants or hotels to promote your products within their establishments and advertise on TV, social media, or billboards. If you're a more established brand, you might leverage supermarkets, securing dedicated sections in flyers or floor displays featuring your products and brand.

Alternatively, you can promote and gain recognition on the world’s largest marketplace, attracting the attention of buyers from international chains. Monetize immediately and track the results of your campaigns in terms of orders and revenue generated.

In this guide, we will cover the best practices for selling food on an Amazon Seller account in the UK, US, and Europe, including:

Product Detail Page (PDP) Optimization
Main Image – What makes an image convert into a sale
Secondary Images – How to persuade the customer
Brand Store
Variations – Increasing profitability on Amazon with Up-Selling

About Me

I am an Account Director at Storm X Digital, an agency for Amazon Seller & Vendor clients looking to grow on Amazon & Marketplaces through Advertising, SEO, Design, and Catalog Management.

I hold a BA in International Marketing from the University of Hull, UK, and I am accredited in Amazon Advertising Sponsored Ads.

As a Marketing Manager and Director, I oversee programs that impact P&L across onsite and offsite channels including SEO, SEM, Retargeting, Analytics, Affiliate, CSE, Display, Amazon, Social, and Email.

My Podcast in Italian: https://podcasters.spotify.com/pod/show/strategie-amazon-storm-x

EU/UK Pet Care Market Analysis

The European pet food market is projected to reach USD 55.02 billion in 2024 and grow to USD 78.88 billion by 2029, with a CAGR of 7.47%. Dogs account for the largest market share, followed by cats. The UK is the leading market by value, while Poland is the fastest-growing. The rise in awareness of pet health and the shift towards commercial pet food are key drivers of this growth. Mars, Inc. leads the market with a 12.30% share.

UK PET INDUSTRY INSIGHTS

The pet industry in the UK has seen significant growth, driven by an increasing number of pet owners and evolving consumer preferences. As of 2024, the UK pet industry is thriving, with pet care products and services in high demand. This surge is partly due to a growing perception of pets as family members, leading to higher spending on premium products, including specialized nutrition, grooming, and veterinary care.

One notable trend is the rise in pet health and wellness products. UK pet owners are increasingly investing in high-quality food, supplements, and preventive healthcare for their pets. Additionally, there has been a significant shift towards natural and organic products, reflecting broader consumer trends towards health-conscious living.

The growth of e-commerce has also played a crucial role in the pet industry's expansion. Online platforms have made it easier for pet owners to access a wide range of products and services, contributing to increased competition and innovation within the market.

There are 13.5 million dogs and 12.5 million cats in the UK.
57% of UK households keep pets.
The number of pets in the UK rose 9% between 2022 and 2023.
There has been a 50% increase in the number of small pets.
There are approximately 3,000 pet shops in the UK.
The UK spends £8 billion a year on pets.
Vet bills total nearly £5 billion a year.
Pet insurance pays out £1 billion a year.
Pet owners spend £1.2 billion a year on pet grooming products.
The dog food industry is worth nearly £2 billion a year.
The cat food market is worth £1.4 billion a year.
Around two-thirds of pet owners have tried to reduce the amount they spend on pet food.
Butcher’s is the most popular dog food brand.
Purina Felix is the most popular cat food brand.
British owners spend around £500 a year on pet treats.

Creating a high-converting Amazon listing for pet food is all about visually communicating the value and appeal of the product to potential customers. Let's break down the best practices for optimizing the main image and secondary images, as well as leveraging customer reviews to enhance the overall appeal:

1. Main Image Optimization

Show the Product and Packaging Clearly: The main image should prominently feature the product packaging since it’s the first thing customers see. A clean, high-resolution image of the package is essential. This builds trust and sets expectations.
Include Kibbles in the Image: As you pointed out, displaying the kibbles in the main image is a smart strategy. This gives customers a clear idea of the kibble size, shape, and texture, helping them make a more informed decision, especially if their dog has specific dietary needs or preferences.
White Background: Amazon requires a pure white background for the main images. This keeps the focus on the product and ensures compliance with Amazon’s guidelines.

2. Secondary Images Strategy

Answer the Key Question: “Why is this relevant for my dog?”: Each secondary image should serve a purpose and answer a potential question from the customer. This could include:

Nutritional Information: Highlight key ingredients, nutritional benefits, and any unique selling points like "grain-free," "high-protein," or "made with natural ingredients."
Kibble Size and Shape: Include a close-up image of the kibble with a size reference, possibly alongside a measuring tool or compared with a common object, to give customers a better sense of scale.
Lifestyle Images: Show happy dogs eating the food, ideally in a natural setting (e.g., at home, in the park). These images should convey the message that dogs enjoy the product, which can greatly influence a purchase decision.
Feeding Guidelines: A simple, clear image detailing the recommended serving sizes based on the dog's weight or breed. This adds value for the customer who might be unsure about portion sizes.
Unique Selling Points (USPs): Use infographics or icons to highlight the key benefits—such as improved coat health, joint support, or digestibility.

3. Utilizing Customer Reviews and UGC

Feature Top Reviews in Images: Include images or excerpts of positive reviews in your listing. These can be integrated into lifestyle images or standalone graphics, showing customer satisfaction and social proof.
User-Generated Content (UGC): If possible, incorporate images or videos from satisfied customers. This authentic content can be very persuasive, showing real dogs enjoying the product.
Video Reviews: Including a video section where customers can see actual dogs enjoying the food adds another layer of authenticity and can help push customers toward making a purchase.

4. Compliance and Quality

Amazon Guidelines: Always adhere to Amazon’s image requirements, including the minimum and maximum resolution, no added text in the main image, and keeping the product the focal point.
High-Quality Images: Ensure all images are of the highest quality possible, with proper lighting, focus, and composition. Blurry or poorly lit images can significantly hurt the listing’s credibility.

5. Additional Tips

A/B Testing: If possible, run A/B tests on different image sets to see which resonates best with your target audience. Amazon provides some tools for this, or you can use external software.
Seasonal and Promotional Imagery: Consider updating images to reflect seasonal promotions or new product launches, keeping the listing fresh and relevant.

Optimizing your Amazon listing for pet food involves more than just high-quality images; it also requires a strategic approach to SEO and content presentation. Here’s a comprehensive breakdown based on your points:

1. SEO-Optimized Title

Keyword Research: Utilize tools like Helium 10 or Jungle Scout to conduct thorough keyword research. Identify high-traffic keywords related to pet food that potential buyers are searching for.
Title Structure: Incorporate primary keywords naturally into the title. A well-structured title should include:

Brand Name: Start with your brand name.
Product Name: Include the specific name or type of pet food.
Key Attributes: Mention key attributes such as size, flavor, or type (e.g., grain-free, high-protein).
Target Animal: Specify if it’s for dogs, cats, etc., and potentially their size or breed if relevant.
Value Proposition: Highlight any unique selling points, such as "natural ingredients" or "made in the USA."

2. Bullet Points

Key Features: Use bullet points to highlight key features and benefits, such as ingredients, nutritional value, and benefits.
Keywords: Integrate secondary keywords naturally within these points without keyword stuffing.

3. Ingredients and Product Details

Ingredient Transparency: List all ingredients clearly in the ingredients section. This not only helps with SEO but also builds trust with potential buyers.
Product Form: Specify the form of the product (e.g., kibble, wet food) and detail the kibble size or shape.
Target Audience: Indicate if the food is suitable for certain sizes or life stages (e.g., puppies, adult dogs).

4. Value Proposition

Highlight USPs: Make sure to prominently display high-value attributes such as "high in protein," "natural salmon," or any unique selling points in the title, bullet points, and images.

5. Made In Information

Location Credibility: Clearly state the manufacturing location (e.g., Made in the USA) as it can influence buyer trust and decisions.

7. Brand Story A+ Content

Brand Story: Use this section to provide background on your brand, showcase your products, and build a connection with the customer.
Catalog Integration: Feature other products from your catalog to encourage cross-selling and upselling.
Reviews and Certifications: Display positive reviews, certifications, and any relevant credibility-enhancing information.

8. Premium Content A+

Product Details: Focus on providing detailed information about the product, including its benefits and features.
Visual Appeal: Use high-quality images and persuasive copy to engage potential buyers.
Alt Text: Add descriptive alt text to images for better SEO and accessibility.
Comparison Chart: Include a comparison chart at the bottom to highlight the differences between your product and competitors’ offerings.

9. Maximizing Retail Space

Occupy Space: Ensure that your A+ Content and Premium A+ sections are comprehensive and occupy significant space on the product detail page. This reduces the chances of buyers being distracted by competitor ads.
Pre-Ad Strategy: Prioritize optimizing your listing before launching advertising campaigns to ensure that you’re making the most of your retail space.

10. BOOST Listings Through Advertising

Giving visibility to your products and creating a sensible paid marketing strategy that captures the customer's attention is important.

As mentioned above, this starts with optimizing listings: only spend a penny on advertising if your main best products are optimized first.

Amazon offers several types of paid advertising, which are: Sponsored Products, Sponsored Brands and Sponsored Displays.

How to use them and create a winning strategy?

Start with creating a sales funnel that must include the TOFU, MOFU and BOFU. Prioritise your campaign structure by giving 90% of the advertising budget to Sponsor Products, which are the ones that will bring you more sales in both the short and long term. While the remaining 10% to be divided between Brand and Display Sponsors.

Why this?

By doing this you will immediately start to get sales from consumers through Sponsor Products and through Display Sponsors implement a Remarketing strategy by targeting users who have viewed your product page in the last 7 and 14 days.

At the same time you will need to have Sponsor Brands with Top-Of-Search Placement at 20%-50% to be in the first keyword search results, so that you are the first choice for your new user who does not know you yet.

11. Sales Velocity

We are talking about pet food and so one action that we can apply on amazon is that of subscriptions, or 'subscribe and save'.

This allows the user to subscribe and receive their pet's food every x months and at the same time is a great way to increase the turnover of your products in stock, increase sales and the average receipt and at the same time reduce stock management costs.

12. BSR Hack

The BSR, Best Seller Ranking, is a tool not only to monitor the daily position of products in search results but is especially good when there are holidays and other important events: e.g. Prime Day, Black Friday, Cyber Monday.

But how to make the most of it?

You have to start warming up your engines early and start pushing products through advertising.

For example, for Prime Day, special focus must be given to the two weeks preceding the event, the so-called Lead Up Time, in which the advertising budget will be gradually increased, focusing on the objective of increasing sales through the placement of products in the first search results within Amazon and, at the same time, launching promotional campaigns of discounts and price reductions.

What are the benefits of this action?

Positioning in the first search results thanks to advertising, which will lead to more sales
Improved Organic Product Ranking, which will result in increased sales
Positioning in the first search results organically thanks to active promotions

Acquisition of new consumers who had never bought from us before.
This is one of the biggest benefit: increasing the number of new users who discover the brand in the long term will allow you to spend less on advertising and better focus on improving the quality of listing content

You can replicate this strategy of acquiring new customers and increasing the average receipt of existing ones even during the various holidays and events throughout the year and make sure you don't lose a single one.

FAQ: Selling Pet Food on Amazon

1. What are the key elements of a high-converting Amazon listing for pet food?

A high-converting Amazon listing should include:

Main Image: A clear, high-resolution image of the product packaging, with visible kibbles if applicable, and a white background.
Secondary Images: Images showing nutritional information, kibble size and shape, lifestyle images of pets enjoying the food, feeding guidelines, and unique selling points.
Title and Bullet Points: SEO-optimized with primary and secondary keywords, highlighting key features, benefits, and unique selling propositions.
Customer Reviews and UGC: Feature top reviews, user-generated content, and video reviews if possible.

2. How can I optimize my main image for better performance?

To optimize your main image:

Ensure it clearly shows the product and its packaging with a clean, high-resolution image.
Include kibbles or key product features if relevant.
Use a pure white background to comply with Amazon’s guidelines and keep the focus on the product.

3. What should I include in my secondary images?

Secondary images should:

Highlight nutritional information and key ingredients.
Show kibble size and shape with a reference object if necessary.
Feature lifestyle images of pets enjoying the food in natural settings.
Provide feeding guidelines and unique selling points using infographics or icons.

4. How can customer reviews enhance my listing?

Customer reviews can:

Provide social proof and build trust with potential buyers.
Be featured in images or graphics to highlight positive feedback.
Include user-generated content such as photos or videos of pets enjoying the product.
Show video reviews to add authenticity.

5. What are the best practices for writing an SEO-optimized title and bullet points?

Title: Include primary keywords, brand name, product name, key attributes (size, flavor), target animal, and value proposition.
Bullet Points: Use clear, concise points to highlight key features and benefits, and integrate secondary keywords naturally.

6. How should I present the ingredients and product details?

List all ingredients clearly in the ingredients section to build trust and aid SEO.
Specify the product form (kibble, wet food) and detail any size or shape specifics.
Indicate suitability for certain sizes or life stages of pets.

7. What is the importance of the "Made In" information?

Clearly stating the manufacturing location (e.g., Made in the USA) enhances credibility and can influence buyer trust and purchasing decisions.

8. How can A+ Content and Premium A+ Content improve my listing?

A+ Content: Use it to provide detailed product information, tell your brand story, and feature other products in your catalog.
Premium A+ Content: Focus on high-quality visuals and detailed product benefits, and include comparison charts to highlight differences with competitors.

9. What are the best practices for using Amazon’s retail space?

Ensure A+ Content and Premium A+ sections are comprehensive and occupy significant space to minimize distractions from competitor ads.
Optimize your listing before launching advertising campaigns to maximize the effectiveness of your retail space.

10. How can I track the effectiveness of my Amazon listing?

Use Amazon’s reporting tools and analytics to monitor key metrics such as impressions, clicks, and conversions.
Track the performance of your images, title, and content to make data-driven adjustments.
Conduct A/B testing on different image sets and content variations to determine what works best.