Consumer packaged goods (CPG) organizations are racing to capture the growth of the pet care industry. As ingredient-conscious pet care shoppers continue to shift toward digital channels, enterprises are targeting fast-growing pet care brands with e-commerce prowess to compensate for slowing legacy businesses. Some established pet care brands have met shifting consumer demands with product innovation and new messaging. However, smaller, more premium brands dominate the digital shelf across e-commerce platforms. To navigate the intense competition of the pet care category, brands must remain nimble in identifying, prioritizing and scaling digital investments.