By Lindsey Getz
cat owners find the value
in natural litters that are
not only safer for their
cats and homes, but also
deliver solutions to
common litterbox issues.
When it comes to natural products, cat owners are typically willing to pay ex- tra for an item if they see value in it. In recent years, more consumers have been recognizing the value that natural itters offer.
The increased consumer interest in natural litter can be attributed to an awareness of health issues, said Shannon Supanich, marketing manager for Pioneer Pet Products LLC in Cedarburg, Wis.
“People are so much more conscious of health and harmful
chemicals,” she said. “Shoppers are looking for items that will
make their pets, themselves and their home healthier. It just
creates such a stress-free environment when you don’t have to
worry about anything harmful in the home.”
Awareness of the impact that products have on the environ-
ment is another driving factor behind cat owners’ decision to
use natural litter, said Nicole Spain, brand manager for BPV En-
vironmental in Byron Center, Mich. Consumers are looking for
products that are less harmful to themselves and their pets, but
also to the planet.
“Fresh News is a great example of this trend coming to life,”
Spain said. “Fresh News is made from post-consumer recycled
paper, so it helps divert paper from landfills, increases aware-