What is your best advice for selling more cat litter?
co-owner of H3 Pet Supply in
special brands such as Weruva and Blue Buffalo that you won’t find in grocery. Finally, each
and every Friday, we run our Cat Lady Friday
promotion and offer 10 percent off all litters. I
do have many customers who only buy litter
on a Friday.”—ILYA AHTARIDIS, co-owner
of Litterpaw Pet Supply & Pet Services in
customers about what they use
and start carrying it.”—SHERRY
REDWINE, co-owner of Odyssey
Pets in Dallas
BE A PROBLEM SOLVER
When it comes to purchasing cat litter, a lot of cat owners already have a product
they know and trust, said Lisa Gay, co-owner of H3 Pet Supply in Stratford, Conn.
But if they are making a switch, they will likely have some questions.
“A lot of times, if people are coming in to shop for a new litter, it’s because
they’re having a problem with the one they’re already using,” Gay said. “Being ed-
ucated on some of the potential problems a cat may be having and the possible
solutions is really important in steering customers in the right direction.”
Of course, these days, consumers are doing a lot of their research at home,
said Jean Broders, senior brand manager for World’s Best Cat Litter, a brand of
Kent Pet Group in Muscatine, Iowa.
“But retailers do have a unique opportunity to provide deeper learning once
a shopper lands in the store,” Broders said. “Successful retailers ensure store
associates are educated on litter products because the consumer will turn to
them for trusted advice.”
For Lucy Pet Products in Thousand Oaks, Calif., proving performance is
“We often show videos of a test that was performed by our chief veterinary
officer, Doc Karen Halligan,” said Joey Herrick, founder and president.
When Dr. Halligan measured ammonia levels in used litterboxes, she found
extremely high, dangerous levels of ammonia in some litters made by leading
brands, Herrick said.
“In the video, Doc Halligan uses a scientific instrument to show that Lucy
Pet Cats Incredible has zero ammonia after weeks of use,” he added. “Consumers
really respond to this video because they see it is objective and science based.”
It’s not always easy to get creative with cat litter displays, said Ryan Oaks,
general manager of Mini-Critters in Sioux Falls, S.D. He said a lot of his customers
admit to buying their cat litter at the grocery store. Oaks even created a funny
video on Facebook on the subject of “no more stinky litter,” which promoted
Weruva natural cat litter. He said a few customers did come in specifically
because of the video and tried the product. But at the end of the day, Oaks said it
is product placement that helps sell the most litter at his store.
“My advice is to not overthink litter displays and sales,” Oaks said. “The
best thing you can do is put it by products that move such as cat toys or food.
Customers aren’t going to go out of their way to search for litter when they can
pick it up at the grocery store, so the best bet is to keep it by something they’re
already coming in to buy.”
There’s also the fact that cat litter takes up a lot of space. But relegating it to
a shelf in the back of the store will guarantee it gets overlooked. Sherry Redwine,
“We have found that doing a couple stack-outs of your favorite litter will
help sell it,” she said. “The more you have, the more you tend to sell. We also
tell customers that we use it personally. When you tell them that, it’s almost a
Because people are so busy these days and often rush through the store,
Jean Broders, senior brand manager for World’s Best Cat Litter, a brand of Kent
Pet Group in Muscatine, Iowa, said that catching shoppers’ attention is the
biggest factor with displays.
“Consumers are increasingly busy and inherently visual, so litter marketing
must be put front and center to get their attention,” Broders said. “Retailers must
reach shoppers via multiple touch points to stay top of mind. Savvy retailers are
using their social channels to push out visual posts promoting litter product purchases and are then closing the deal at the point of sale with impactful endcaps
and signage that make it easy for consumers to find the product.”
CANIDAE PET FOOD adds Witty Kitty recipes of
single-serve, 3-oz. cat food cans to its Under The
Sun line. The grain-free foods are formulated without
potatoes, corn, wheat, soy or carrageenan. Simmered
in broth, the single-serving wet foods are available
in a variety of textures and flavors including: The Big
Catch with tuna and sardine, Ruffle My Feathers with
turkey and turkey liver, and Wingin’ It with chicken
and turkey. canidae.com
CEVA ANIMAL HEALTH offers Catego, the first
fast-acting flea and tick topical parasiticide made
specifically for cats containing the active ingredients
dinotefuran, fipronil and pyriproxyfen, according to
the company. It kills fleas and ticks within six hours,
and it breaks the flea and tick life cycle by killing
them before they have a chance to bite. The easy-to-apply product is formulated for use on cats over
1.5 lb. and 8 weeks of age and lasts for a full month.
Catego is available in three packs and six packs. It is
exclusively available through H&C Animal Health.