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AFIA's Ambitious Plan to Elevate Pet Food Industry Globally | Pets and Trends Newsletter

PLUS: The Future of Sustainable Pet Nutrition

Author

Zihan Lyu
February 27, 2025 • Estimated Reading Time: 8 minutes

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Welcome to Pets and Trends, your essential newsletter for pet product marketers and eCommerce professionals.

The Growth Hack 🔥

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.

With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.

Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.

Sector Spotlight 🎥

ECOMMERCE INSIGHTS

Exploring influencer marketing for pet products, the piece uncovers strategies blending entertainment with purchasing. Key tactics include micro-influencers, pet celebrities, and expert podcasts. Examples from PetCo and BarkBox demonstrate innovative approaches to boost loyalty and visibility.

SUSTAINABLE NUTRITION

Did you know that insect-based pet food could reduce carbon emissions by up to 85% compared to traditional meat options? Forward-thinking brands are tapping into this potential, combining novel protein sources like fungi and insects with regenerative agriculture practices. The result is a win-win situation where sustainability meets profitability, as eco-conscious pet owners increasingly reward brands that align with their values through repeat purchases and brand advocacy.

PET FOOD STRATEGY

The American Feed Industry Association (AFIA) outlines a forward-thinking strategy to boost the US pet food sector. By advocating for regulatory updates, supply chain diversification, and export growth, especially in Vietnam, AFIA seeks to elevate industry capabilities. This approach provides substantial opportunities for digital commerce innovation within the pet products market.

MARINE NUTRITION BOOST

Symrise has partnered with Hofseth BioCare to enhance marine nutrition in pet food by expanding market access for salmon-based ingredients. This strategic alliance boosts production capacity and leverages Symrise's channels, promoting sustainable, science-driven nutrition with demonstrated health benefits in the human and pet markets globally.

PET PRODUCTS GROWTH

Gray Growth Strategies and PetFood Brokers join forces to enhance pet food brands' reach in U.S. and global markets. This strategic partnership centers on eCommerce advancement and supply chain optimization. PetFoodConnect.com emerges as a pivotal tool, navigating regulatory and logistical complexities, facilitating seamless market entry, and fostering robust customer engagement in the U.S.

Influencer Corner 📣

Barry Hott on LinkedIn: Make beautiful ads! Seriously. If your brand is at significant scale, you should invest in polished, high-production ads!

Yes, I, the "make ugly ads guy" am saying you can go make pretty ads and run them on TV, YouTube, or other placements where consumers want and expect to see that style of content (or where they can't skip it 😅) and it will probably benefit your business significantly...

BUT do not expect them to perform well or be relevant to your audiences on TikTok or IG/FB, especially not as an ad.

Attending eTail Palm Springs?

Performance Pulse 📈

AD PLATFORM EVOLUTION

Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.

"It's great to see the general shift from the old and fundamentally broken way of doing measurement - user level and cookie-based MTA, towards a machine learning probabilistic approach"

DIGITAL MARKETING EVOLUTION

The seismic shift in advertising is unlocking new avenues through AI-driven, hyper-personalized strategies, as highlighted by JGroup's Imad Jomaa. Embracing AI, big data, and automation enables brands to craft predictive, tailored experiences that optimize ad spend and elevate consumer engagement.

ECOMMERCE INNOVATION

Amazon's AI-driven advertising platform is transforming how brands engage consumers in eCommerce. Innovations like automated bid adjustments, data-driven keyword targeting, and predictive budget allocation boost ad spend efficiency. As AI advances, ethical considerations remain. Yet, marketers who embrace these tools can significantly enhance brand presence and consumer engagement by 2025.

DIGITAL BRAND STRATEGY

The creator economy's evolution offers valuable lessons amid TikTok's volatility. Influencer marketing is set for growth, as creators pursue impactful feedback and enduring brand alliances. Diversification across platforms is essential, fostering resilience and innovation. Anticipate AI's increasing significance in campaign strategies, optimizing brand integration and engagement opportunities in digital landscapes.

Social Media Marketing

📍 Seattle, Washington, USA

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