With the pandemic forcing people to spend more time at home and some businesses now making the move to work from home permanently, this has provided people with the opportunity to buy a new furry friend as they can now dedicate the time to taking care of a new animal.

Pet Care in the UK has been growing consistently year on year and the most recent stats from the UK’s Office for National Statistics showing that expenditure on pets and related products reached a massive £7.9bn in 2020, up 170% from 2005. This recent boom in pet purchases has unsurprisingly led to an increase in demand for pets and related products and the channels through which they are purchased.

Amazon alone has seen sales of pet food grow by 67% in the past two years, and their sales of wider pet supplies by 79%, with dog and cat food now generate £11.5m of revenue per month (£138m/year) in the UK – this is huge business that is not to be sniffed at.

The top ten most successful wet and dry dog food brands on Amazon

As a trusted Amazon partner, we have researched the leading brands in the dog food category available on Amazon and compiled a list of the top-selling brands by delving into a variety of data such as annual sales totals and other performance metrics. Here is our list of the current top 10 dog wet and dry food brands on Amazon:

Dry dog food

Dry dog food accounts for £5.75m of sales on Amazon UK every month, with the best-selling brand being Harringtons at £1.45m sales per month and the three subsequent brands taking £1m+ each per month.

  1. Harringtons – average monthly sales – £1,453,940
  2. Arden Grange – average monthly sales – £1,078,860
  3. Lily’s Kitchen – average monthly sales – £994,571
  4. AATU – average monthly sales – £393,981
  5. Purina Beta – average monthly sales – £352,371
  6. Purina Bakers – average monthly sales – £289,478
  7. Pooch & Mutt – average monthly sales – £269,037
  8. Gilberston & Page – average monthly sales – £262,067
  9. Wagg – average monthly sales – £198,646
  10. Iams – average monthly sales – £108,230

Wet dog food

Wet dog food is a slightly smaller category, but a small number of brands still take the lion’s-share of the market. Lily’s and Forthglade do well here, taking £360k+ each per month in sales.

  1. Lily’s Kitchen – average monthly sales – £370,942
  2. Forthglade – average monthly sales – £361,088
  3. Pedigree – average monthly sales – £201,700
  4. Harringtons – average monthly sales – £137,562
  5. Butchers – average monthly sales – £134,282
  6. Winalot – average monthly sales – £130,135
  7. Naturediet – average monthly sales – £96,363
  8. Hilife – average monthly sales – £81,188
  9. Natures Menu – average monthly sales – £73,341
  10. James Beloved – average monthly sales – £63,182

The top ten most successful wet and dry cat food brands on Amazon

Wet cat food

Mid-market brands like Felix and Whiskas dominate this category on Amazon. With keen price points and OK listings, they both have a great market share.

  1. Felix – average monthly sales – £604,390
  2. Whiskas – average monthly sales – £494,469
  3. Sheba – average monthly sales – £262,010
  4. Applaws – average monthly sales – £255,528
  5. Gourmet – average monthly sales – £237,810
  6. Purina ONE – average monthly sales – £108,451
  7. Lily’s Kitchen – average monthly sales – £90,717
  8. Hilife – average monthly sales – £72,868
  9. Lifelong – average monthly sales – £47,284
  10. Encore – average monthly sales – £36,162

Dry cat food

Purina has real dominance of the dry cat food market on Amazon UK, with £393k of sales through their premium ONE range and £196k per month through their mid-market Go Cat range.

  1. Purina ONE – average monthly sales – £393,887
  2. Iams – average monthly sales – £225,601
  3. Purina Go Cat – average monthly sales – £196,920
  4. Whiskas – average monthly sales – £120,495
  5. James Wellbeloved – average monthly sales – £108,663
  6. Purina Pro Plan – average monthly sales – £98,703
  7. Applaws – average monthly sales – £91,255
  8. Arden Grange – average monthly sales – £54,340
  9. Perfect Fit – average monthly sales – £49,972
  10. Lily’s Kitchen – average monthly sales – £40,745

How to become a best-selling pet food brand on Amazon

As a leading Amazon agency, we can offer proven industry experience and expert insight for dog and cat pet food brands on how they can become leaders in this sector. Our key points to help any brand enter and succeed in this specific category are:

  1. Treat Amazon as your number one sales channel – treat Amazon as your number one sales channel, rather than a key account, which will set you in good stead for growth.
  2. Have an Amazon strategy, not a grocer strategy – create an Amazon strategy for selling on Amazon and not a grocer or key account strategy
  3. Excel at everything – with large, mature markets, dominated by big brands with huge budgets you must use every opportunity you have to your advantage on Amazon. In dog and cat food, being exceptional at everything on Amazon is a minimum requirement.

To find out how Venture Forge can help your pet food brand achieve significant growth on Amazon contact us at [email protected], through our website or call us on 01422728435.