Continuing the trend of channel migration, the pet food and pet supply retail channels are experiencing much of their growth outside of the core mass-market and pet specialty channels, namely online, where annual percentage sales gains have been in the mid double digits. Both channels are feeling the e-commerce heat, with big-box pet specialty especially hard hit even as mass appears poised to gain from the transfer of the premiumization trend, driven in large part by Blue Buffalo's cross-over and acquisition by General Mills.