Omnichanneling: The wheres and whys of shoppers’ channel choices for pet food – David Sprinkle, research director for Packaged Facts, provides a survey data-rich analysis of channel choice drivers, including new pet owner, generational, income level and urban/suburban/rural patterns. For pet owners, spending management leads to strategic retail behavior including channel choice — or rather choices, with many shopping across multiple channels and retailers/etailers for bargains, as well as trading up for priority products such as pet food. Therefore, the channels that claim double-digit shares of pet food retail sales not only span the mass versus class divide — supercenters/discount stores led by Walmart, pet specialty chains, and grocery stores — but now include the internet, which accounts for 17 percent of pet product sales, according to Packaged Facts estimates.
Sprinkle is the publisher and research director at Packaged Facts, a leading supplier of market research on the U.S. pet industry. In this context, he has presented on the pet market at conference events including Petfood Forum, Global Pet Expo, PIJAC’s Top2Top, Private Label Manufacturers Association Pet Industry Panel, SupplySide MarketPlace, SupplySide West Animal Nutrition Summit, PIJAC Canada National Pet Industry Trade Show and VetHealth Global. Prior to Packaged Facts, Sprinkle worked for the Marigny Research Group as an analyst, editor and research coordinator for consumer product and demographic reports. He also taught business communications at Tulane University’s Freeman School of Business, where he earned his MBA.