Healthy Pet in Eugene, Ore., said
many of his customers don’t like
clay litters and are looking for
something that clumps well and
“Sometimes we will try out
new items that might have a new
ingredient, but we’ve found that
a lot of times people will just
stay with what already works,”
he said. “Once someone finds
something they are happy with,
they usually stick with it.”
Lightweight litters are popu-
lar, said Lindsay Mutschler, CFO
of Concord Pet Foods and Sup-
plies, which has stores in Dela-
ware, Maryland, New Jersey and
“We are starting to see a lot of
brands coming out with a light-
weight version, and the sales have
been extremely good,” she said.
“That is by far the biggest trend
out there right now and what cus-
tomers are looking for.”
“As most litter companies
will share, ‘lightweight’ is
the new buzzword in cat lit-
ter,” said Jean Broders, senior
brand manager for Kent Pet
Group, maker of World’s Best
Litter preferences can vary by cat.
A Breath of
MARKETING AND DISPLAY
Successfully marketing cat litter requires a good balance of building awareness for
brands and driving trial of the products along the path to purchase.
Some manufacturers provide The Healthy Pet in Eugene, Ore., with coupons that
let customers try out litter for free or at a discount. Brett Sliger, the store’s manager,
said the litter is displayed in a section against the wall, and the store offers a wide
range of litter products, so there’s something for everyone.
At Concord Pet Foods and Supplies, which has stores in Delaware, Maryland,
New Jersey and Pennsylvania, in addition to being in a litter section, some of the
traffic-driving litter is stacked up closer to the register, said Lindsay Mutschler, CFO.
“Consumers do not always think to buy litter at a pet store, so having it where
it is visible helps them not to forget,” Mutschler said. “The best tip to increase sales
of cat litter is if a customer comes up to the register and is purchasing cat products,
ask them if they also need litter. Just by asking them, I would say 75 percent of the
time they will.”
Packaging also can be an attention getter.
When Joey Herrick, founder and president of Lucy Pet Products in Thousand
Oaks, Calif., was asked to do something different for the company’s new Cats Incredible litter, he came up with a fun packaging design that stands out on shelves.
“It’s always hard to carry bags of litter out of the pet store, so we made it into a
two-handled bag,” he said. “We also incorporated our cat Ricky, our mascot who we
rescued out of an animal shelter, onto the bag. He has this cool tail that curls, and
that acts as a handle on the bag. People love it.”
The packaging on Ultra Pet’s new Neon Litter is eye-catching enough to stop
customers and make them look, said Tom Atyeo, marketing manager for the Ander-
son, S.C., company. The company’s mascat, Max, is on the bag sporting Wayfarer
sunglasses that show the color of the litter in the bag.
“Color doesn’t take a lot of explanation—it’s different enough and fun enough to
get the shopper’s attention,” Atyeo said. “Directions on the bag are in Ikea-type icons
to help make the bag friendly for the 12-plus languages to cover most consumers in
North America, Central America and the EU.”
To encourage multiple bag purchases, Ultra Pet works with retailers to offer free
litter scoops to customers that purchase multiple bags.
Jean Broders, senior brand manager for Kent Pet Group, maker of World’s
Best Cat Litter, in Muscatine, Iowa, said the company’s displays are stickered with
instantly redeemable coupons on the bags and come pre-assembled, hassle free for
Healthy Spot, which has stores in Southern California, displays cat litter with the
litter trays and, typically, by the other nonfood items.
“It is a basic consumable for the client to come in and purchase regularly, and
we want them to see the other products we carry for cats as well,” said Andrew
Kim, co-owner. “Having a selection that works and that meets the different needs is
important. Visual displays showing the difference in the litter also help the customer
see and feel the difference.”
Cat Litter, in Muscatine, Iowa.
“Another important focus from
consumers is litter that’s conve-
nient and easy. This is true of
baby boomers and millennials.
Convenience is tied to perfor-
mance—if a litter doesn’t per-
form, it takes longer to do the
daily cleaning of the litterbox.”
Jane Wasley, brand manag-
er for Healthy Pet in Ferndale,
Wash., said the growing popular-
ity of natural litter demonstrates
both consumer demand for nat-
ural, high-performance choices
and retailers’ better understand-
ing of cat litter trends and the ex-
pectations of today’s cat owners.
Contact your local
pet supply retailer
With you can check your cat’s urine
in a calm home environment. Increased weight of
urine balls can be a sign of kidney compromise,
diabetes and hyperthyroidism.
Use the chart provided on the box to compare
the weight of your cat’s urine balls. If the weight of the urine balls is at or above
the levels of the chart, your cat is urinating too much, regardless of diet. Weigh your
cat’s urine balls every three months and if the weight of the urine balls increases and
your cat’s diet is the same, see your veterinarian. Your veterinarian can recommend
a special diet that can add years to your cat’s life.
Is My Cat
Urinating Too Much?
Should I Change the Diet?
Consistent particle sized (calibrated)
scoopable litter that will help you
monitor kidney function, diabetes
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