Two Top Dogs in the Dog Health Supplies Category on Amazon
John Rode
on May 27 2019

Greenies (Mars) and Milk-Bone (Smuckers) are running away with the Dog Health Supplies category. However, this is a highly distributed category with a particularly sharp falloff in share of voice after these two leaders. This is also a generally healthy category, with only a few brands with very high revenue leakage. 

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This BrandIQ Quadrant benchmarks brand performance by the critical disciplines of supply chain operations and marketing. Who is best able to both drive and fulfill demand on Amazon in this category? The metric that underpins marketing is Share of Voice (how often your brand appears in organic or paid search results), and for operations it's revenue leakage (how well are you able to avoid losing sales because shoppers are unable to buy your product because it's unavailable, lost buy box to 3Ps, etc.). Given Amazon's ever-increasing complexity and speed, mastering both is not simple.      

 
High IQ Brands

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Greenies and Milk-Bone are chewing up the competition. With 5.2% and 5.0% share of voice, respectively, they are a few steps ahead of the next closest brand Zesty Paws, who has 3.1%. Greenies leans heavily on advertising with 6.2% paid share of voice to Milk-Bone's more modest 1.7%. In fact, Milk-Bone is all the way down in 4th place for paid share of voice.

Get the full BrandIQ report to see all the data on all the brands in this category.

For revenue leakage, Greenies and Milk-Bone are #6 and #7. Their revenue loss metrics of 3.1% and 5.1% are nothing to scoff at, it's just the brands in the niche performers category (see below) really have their supply chains dialed in.

Niche Performers

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Here we have seven modest marketers who excel at capturing the demand they generate. Pedigree (Mars) is the only brand that stands out for paid share of voice with 2.8% which is good enough for #3 in the category. That's pretty rare for a brand in the niche performers quadrant. Overall, the brands have between 0.8% and 1.7% share of voice, which is a pretty tight (and low) range.

Looking at revenue leakage, the brands in this quadrant of course have outstanding metrics ranging from just 0.8% (Nutramax) leakage to 5.8% (Benebone). No brand is suffering significantly higher leakage due to availability issues versus loss of the buy box to 3Ps. Get the full BrandIQ report if you'd like to see the details charts for this category.

Large leakers

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Zesty Paws is lonely up there in the large leakers quadrant all by itself. It actually looks like it's sniffing around the laggards quadrant, which is definitely not the direction they should be going. Zesty Paws is losing almost all of it's revenue to leakage - about 1/3 to 3Ps and 2/3 to availability issues. Get the full BrandIQ report to see how all the brands rank or to request another category report.

On the marketing side the brand is comfortably in third place for share of voice at 3.1%. They have an aggressive 5% paid share of voice which puts them at #2 on the advertising front. They just need to take control of all that demand they're generating.

 

Laggards

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On the marketing side there isn't any big news for these four brands. Their share of voice ranges from 0.8% (TropiClean) to 1.6% (Frontline). On the revenue leakage side they are of course struggling, otherwise they would not be stuck in the lower-left quadrant. Frontline and Virbac are not too shabby at 12.9% and 15.1% revenue leakage. However, TropiClean and NatureVet are leaking at pretty high rates of 24% and 41%. NatureVet really seems to be struggling with availability issues, while the other brands are moderately tangled by both availability and 3Ps.

Get the full BrandIQ report to see the detailed report on all the brands. 

 
Look-alike Categories 

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The Dog Toys category on Amazon is conveniently quite similar in structure to the Dog Health Supplies category. They both have a sparsely populated High IQ Brand quadrant and most of the other brands are pressed down in the niche performers and laggards quadrants. And they're both fairly well distributed in terms of share of voice, though dog health supplies more so than dog toys.

 

 

 

 
Methodology

dog_health_supplies_amazon_keywordsOur data was drawn from an automated, daily analysis of top keywords in the Amazon L3 Dog Health Supplies category over a one-year period. Our method focused on 1P brands and their associated SKUs. Marketing performance was determined by analyzing Share of Voice which essentially divides how many times a brand appears in search results, by the total available slots in the search results. Our system looked at both organic and paid ads for the top keywords discovered for the Dog Health Supplies category on Amazon. Our system focused on page 1 search results and the product page for each SKU. Each appearance of the brand in organic search and paid ad slots was given equal weighting. Revenue Leakage was determined by an algorithm that analyzes inventory availability of the SKUs on the product page and translates that into estimated revenue missed for each brand due to things like a SKU being Currently Unavailable, Inventory Encumbrance, Item Under Review, a 3P seller taking the buy box, etc. 

 

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