26% of Cat Supplement Shoppers Buy From Their Vet

Nextin Research was recently featured in Petfood Industry's look at pet supplement retail, with data from our Dog and Cat Trends reports and research manager Jon Copeland as the lead source.

The finding: supplement buyers don't pick a channel. They use all of them. About 12% of cat owners and 13% of dog owners bought from their vet in the past year, but among supplement shoppers that jumps to 26% and 20%. Cat supplement shoppers are also more than twice as likely to buy direct from a brand website, at 22% versus 9% of average cat owners.

"People who buy pet supplements are truly omnichannel shoppers," Copeland said. "They're more likely than the average dog or cat owner to buy products for their pet at pet specialty stores, their vet office, club stores, as well as online via Amazon, Chewy and brand websites."

The same pattern holds for how they research. Supplement shoppers ask friends, family, and their vet, then go to Instagram, YouTube, and TikTok for pet health content.

For brands, that means shelf space and search visibility are the same fight, not two different ones.