Pet Product News - December 2016

BY LINDSE Y GE TZ

Today’s consumers are increasingly interested in natural and organic products. The market has grown enough that they understand the benefits and see the value. Still, they’ll pass on a product if it doesn’t perform.

“It’s not just natural food
anymore—consumers also
want to buy other pet products
like cat litter that are free of
harmful chemicals and synthetic
perfumes that are just added to
cover up the odor,” said Leslie
Ellis, consumer communication
manager for Healthy Pet in
Ferndale, Wash. “Products made
from sustainable resources that
are biodegradable are better
for the environment. However,
consumers do not want to give
up performance—especially
when it comes to odor control and
cleanup.”
The humanization trend
has crossed over into litter, said
Gina Zaro, marketing director
for Dr. Elsey’s Cat Products in
Englewood, Colo.

“Clients want superior products for themselves and for their cats,” Zaro noted.

She said Dr. Elsey’s focuses
on making litter that meets
consumers’ demands: low dust
and tracking with hard clumping
and no scent.

“Cats do not like scent in their litter, and the scent and texture of the litter can impact cats not consistently using the litterbox,” Zaro said.

There are several factors
driving the natural trend, but the
biggest is safety. Over the past
few decades, consumers have
become increasingly aware that
true health can only be achieved
by eating well, exercising and
avoiding exposure to toxic
materials, said Dr. Steve Tsengas,
CEO of OurPet’s Co. in Fairport
Harbor, Ohio.

“This same lifestyle mode is increasingly followed as related to their pets,” Tsengas added. “After all, they are members of the family.”

Going the Distance
More customers are
enticed by natural
cat litters—as long
as they perform.

GET CREATIVE
WITH CAT LITTER

Merchandising cat products is always a bit tricky, as retailers admit cat owners tend to be set in their ways. If they find a product they like, they often stick with it.

“Cat owners tend to be very loyal to a product that has worked for them—so it
may take a lot to change their mind,” said Darrell Perkins, co-owner of Fin & Feather
Pet Center in Richmond, Va. “But if you can show them how it’s better, it can be
done. Odor control and as little dust as possible are the two key factors that need to
be demonstrated for cat owners.”
Showing off product is important. However, due largely to their bulk size and
weight, cat litters typically are stored on a low shelf. This makes it hard to entice
new customers, let alone try something creative. But Janice Yamamoto, director
of marketing for Next Gen Pet Products in Laguna Niguel, Calif., said that the fact
that her company’s product is lighter allows retailers to display the litter more
prominently.

“The vast majority of litters naturally gravitate toward the bottom shelves,” Ya-
mamoto said. “But because Next Gen litters are 90 percent lighter than clay litters,
stores are able to place our product on higher shelves. It also means people are
more apt to pick up a bag of Green Tea Fresh or Cypress Fresh and learn firsthand
exactly how much lighter our litters are.”
Ryan Oaks, general manager of Mini-Critters in Sioux Falls, S.D., said that he
has found it is helpful to combine litter displays with other cat products. This might
attract cat owners even if they purchase their litter elsewhere.

“We’ll combine litter with cat toys, litter scoops and other accessories such
as litterbox additives,” Oaks said. “We try to make it a one-stop shop where you
can stop and get everything you might need. While a lot of people still buy their
litter at the grocery store, a one-stop-shop display just may encourage them to try
something new.”
While it’s not always easy to sway consumers, actually being able to see what
differentiates a product is helpful. Leslie Ellis, consumer communication manager
for Healthy Pet in Ferndale, Wash., said retailers should try setting up a display
where consumers can see the product outside of its packaging—and maybe even
touch and feel it. Helping them to see the different textures will provide a better
understanding of what sets the product apart.

Brad Hannah, national sales manager for Otter Co-op, a consumer’s cooperative in Aldergrove, British Columbia, Canada, that also manufactures a brand of cat litter, said that nothing sells litter like a display that the store cat utilizes. It’s basically a walking advertisement.

“Still, displays and merchandising are really invaluable—an endcap alone can increase sales by 50 percent,” Hannah said. “If the staff is bored, that’s the time for managers to encourage them to channel their creative side and come up with ideas for merchandising.”