Did Social Media influence Beneful Sales?
An inside source told TruthaboutPetFood.com that reportedly sales of Beneful Dog Food have dropped dramatically since the announcement of the Beneful law suit. What do readers think…can consumers make a significant difference in pet food sales through social media?
Note: The information provided to TruthaboutPetFood.com is from a trusted source; however it could not be completely verified. The conversation was brief and to the point – no other details were provided.
A friend of TruthaboutPetFood.com told us that Purina Pet Food is “restructuring” due to dropping sales with Beneful Dog Food. It was shared that talk of sick and dying pets believed to be linked to Beneful dog food in social media has been “devastating” to the company. I was informed Beneful sales dropped to “$600 million” – down from over “$1 billion”.
How much pet food does Beneful sell? The website Statista.com provides the following market share information for dry dog foods sold in the US in 2015…
Find more statistics at Statista
Beneful is listed twice – totaling 8.9% of the dry dog food sold in the US in 2015. Total market share for all Purina dry dog foods was 27.5% in the US in 2015.
Most of the information provided on Statista.com is for subscribers, but the following was found for total market share information for Purina in 2011. The website stated in 2011 Purina held a 48.2% market share of all pet food sold in the US in 2011.
It is a bit challenging to compare total market share (dry and wet pet foods) with only dry dog food – but that is all that could be found. So…in 2011 Purina held 48.2% of the totals sales of pet food
[one_half]2011 Market Share US (dry and wet pet food)
48.2%[/one_half][one_half_last]2015 Dry Pet Food Market Share US
Though this is only an assumption based on limited information, it does appear the information provided to TruthaboutPetFood.com is accurate.
So, my questions to readers are…
Can consumers make a significant difference in pet food through social media?
If the information provided to us is accurate, did consumer to consumer warnings of sick pets in social media cause a drop in sales for Purina/Beneful?
I recently received this comment from a pet food consumer: “I’ve shed more than one tear thinking about how I’ve been poisoning my beloved with every meal.” Many of us have shed those tears. I have.
My opinion: I believe we (consumers) ARE making a difference. Words that few of us knew or understood (myself included) ten years ago have become common language to a growing number of pet food consumers (feed grade, human grade, carrageenan, GMO, glyphosate, FDA Compliance Policies, and on and on). We are learning and we are sharing what we learn with others that love their pets as we do. I believe we are changing the future of pet food. Go us!
Wishing you and your pet(s) the best,
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