Track
Monitor brand movement across e-commerce retailers, categories and countries.
You’ll keep a pulse on which products increase online distribution, amplify market presence and enter adjacent categories.
How to Track NPD with Passport Innovation
Category Focus: Pet Food
LEADING BRANDS
Absolute Holistic—the leader of online pet-food brand entrants in recent years—launched nearly 70% of its new varieties in 2022 with 49 products.
All new product varieties launched in one country—Singapore—across two online retailers—RedMart and NTUC FairPrice. The brand captures 4.8% of pet food sales and is the third-largest player in this market1.
Absolute Holistic Grain Free was the brand’s biggest launch with 15+ varieties across flavours, functionalities (e.g., urinary care) and formats.
Source: Euromonitor International, Passport Innovation
Pedigree Multivitamins was the brand’s biggest launch with three varieties—Immunity, Joint Care and Digestion—hitting the UK market on Tesco’s website in January 2023. The Multivitamins line expanded into 10+ European markets last year and more than 15 online retailers as of June 2024.
1Source: Euromonitor International, Passport Pet Care
![](https://assets.foleon.com/eu-central-1/de-uploads-7e3kk3/49708/infographic_v6.e58e53015e25.gif)
Source: Euromonitor International, Passport Innovation
pet food products expanded online retail distribution between January 2021 to June 2024
of pet food product expansions appeared on Miscota websites
of pet food product expansions appeared on zooplus websites
Source: Euromonitor International, Passport Innovation
ONLINE DISTRIBUTION
Italian brand Disugual recorded the most retail expansions for existing pet food brands due to a strong partnership with e-commerce player Miscota. In November 2022, more than 200 Disugual varieties were added to Miscota websites across 10 countries, primarily in Europe.
Disugual Metabolic Balance was the brand’s biggest online expansion with 10 varieties tailored towards pet health with digestive, intestinal and joint care formulations.
Miscota and zooplus are the top-two retailers that added existing pet food products to their online assortments, accounting for more than half of brand expansions in the category.