Natural, Organic, and Eco-Friendly Pet Products in the U.S., 4th Edition

• Publication date: November 2002
• Report size: 274 pages

With Hill’s reformulating Science Diet as a natural product, Walmart launching its first natural store brand (Pure Balance), Nestlé Purina coming on strong with Purina One Beyond, and Merrick taking organic to the next level with its acquisition of Castor & Pollux and organic certification—to name just a few recent market developments—big changes are underway in the U.S. market for Natural, Organic and Eco-Friendly Pet Products. More t...

With Hill’s reformulating Science Diet as a natural product, Walmart launching its first natural store brand (Pure Balance), Nestlé Purina coming on strong with Purina One Beyond, and Merrick taking organic to the next level with its acquisition of Castor & Pollux and organic certification—to name just a few recent market developments—big changes are underway in the U.S. market for Natural, Organic and Eco-Friendly Pet Products. More than ever as pet specialty and mass-market brands increasingly look alike, product differentiation is key, with trends including grain-free, human grade, and organic taking superpremium natural pet food to new heights. On the pet care side, eco-friendly products abound, with Petco now fielding its own Planet Petco line and companies embracing sustainable packaging and production processes like never before.



Also underpinning natural pet products’ steady advance is consumer demand for products perceived to be safer, an appeal that got a big boost from the spring pet food 2007 recalls and one that continues to define the way marketers formulate and position products. In Packaged Facts’ August 2012 Pet Owner Survey, approximately two-fifths (38%) of pet owners feel that natural/organic brand pet products are often better than standard national brand products, and 63% report they are very concerned about the safety of the pet products they buy. Featuring exclusive Packaged Facts pet owner survey data such as these, the report homes in on food and nonfood purchasing trends across multiple categories, as well as attitudes and demographic characteristics of natural and organic pet product purchasers.



Building on the analysis presented in the previous three editions of this report, this fully updated fourth edition of Natural, Organic and Eco-Friendly Pet Products in the U.S. divides the market into two classifications—pet food and pet care—with the latter defined as encompassing all nonfood pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.). For each classification, coverage includes historical and projected retail sales estimates from 2007 through 2017, competitive ploys of key players, and trends in new product development such as grain-free, low-glycemic, human-grade, raw pet food (including freeze-dried and dehydrated), refrigerated pet food, eco-friendly nonfood pet products, corporate sustainability initiatives, cause marketing, and social media usage.

Pet Food Industry in the United States

Chapter 1: Executive Summary

Scope & Methodology

Scope of Report: Pet Food and Pet Care

Report Methodology

Market Trends

Market Size & Composition

Note on Market Sizing

U.S. Retail Sales Top $4 Billion in 2012

Litter Dominates Pet Care Classification

Figure 1-1: Share of U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Litter, Health, Other, 2012 (percent)

Mass-Market Sales Trends

Market Share by Retail Channel

Superpremium Increasingly = Natural

Figure 1-2: Level of Agreement with Statement:

“Natural/organic brand pet products are often better than standard national brand products,” 2011 vs. 2012 (percent)

Product Safety/Purity Concerns a Plus

Natural a Key Thrust for the Pet Specialty Channel

Sales to Top $9 Billion in 2017

Competitive Trends

Market Structure and Retail Dynamics

Pet Specialty Channel Marketer Ranking

Natural Cat Litter Leaders in the Pet Specialty Channel

Marketer and Brand Shares of Mass-Market Sales of Natural Dog Food

Marketer and Brand Shares of Mass-Market Sales of Natural Cat Food

Marketer and Brand Shares of Mass-Market Sales of Natural Cat Litter

Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products

Marketing and New Product Trends

Differentiation Via Ingredients Claims

Illustration 1-1: Trade Ad for Nutro Natural Choice Pet Food (Pet Business, May 2012)

Pet Care Products Focus on the Environment

Illustration 1-2: Web Page for Petco’s Planet Petco Products

Consumer Trends

59% of Dog- or Cat-Owning Households Purchase General

Market Natural or Organic Products

Natural/Organic Pet Product Purchasing Shows Uptick 21% of Dog Owners and 15% of Cat Owners Buy Natural/Organic or Eco-Friendly Pet Products

Figure 1-3: Dog and Cat Owner Purchasing Rates for Natural, Organic or Eco-Friendly Pet Products: Overall and by Gender, August 2012 (percent)

Pet Food and Treats Show Highest Rates of NOEF Product Purchasing

Chapter 2: Introduction

Scope & Methodology

Scope of Report: Pet Food and Pet Care

Report Methodology

Market Definitions and Terminology

Natural Pet Food

Defining Natural

California Proposition 37

A Basic Natural Pet Food Profile

Defining Organic

Pet Food Task Force Formed to Clarify Standards

U.S. Organic Standards as of October 2012

Third-Party Organic Accreditation

Natural vs. Organic

“Ethical” Issues Related to Organic

Raw Pet Food

Freeze-Drying

Pasteurization

Terms Often Associated with Natural and Organic Pet Food

Natural Pet Food Ingredients

Undesirable Ingredients

Natural Pet Care Products

Natural and Alternative Cat Litter

Natural Pet Health Products

Natural Pet Grooming Products

Natural Pest-Control Products

Natural Pet Supplements

Other Natural Pet Care Products

Ethical Issues

Key Ethical Issues

Eco-Friendly (“Green”)

Locally Grown and “Food Miles”

Humane Treatment of Animals

No Animal Testing/Cruelty-Free

No Genetic Modification or Cloned Animals

Fair Trade/Ethically Sourced

Sustainable Agriculture and Development

Corporate Responsibility

FTC Cracking Down on “Eco-friendly” Labels

Illustration 2-1: Greener Choices Online Eco Label Evaluator

Chapter 3: Market Trends

Market Size & Composition

Note on Market Sizing

U.S. Retail Sales Top $4 Billion in 2012

Table 3-1: U.S. Retail Dollar Sales of Natural Pet Products:Pet Food, Pet Care, Total, 2008-2012 (in millions of dollars)

Figure 3-1: Share of U.S. Retail Dollar Sales of Natural Pet Products: Pet Food vs. Pet Care, Total, 2008-2012 (percent)

Organic Pet Food Sales

Table 3-2: U.S. Retail Sales of Organic Pet Food, 2003-2011 (in millions of dollars)

Raw and Refrigerated Pet Food Sales

Figure 3-2: U.S. Retail Sales of Commercially Prepared Raw Pet Food: 2008-2012 (in millions of dollars)

Litter Dominates Pet Care Classification

Table 3-3: U.S. Retail Dollar Sales of Natural Pet Care

Products by Segment: Cat Litter, Pet Health, Other, 2008 vs.2012 (in millions of dollars and percent)

Figure 3-3: Share of U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Litter, Health, Other, 2012 (percent)

Natural Product Percentage of Pet Specialty Sales by Category

Figure 3-4: Share of Independent Pet Specialty Store Total Sales Derived from Natural Products, 2011 (percent)

Table 3-4: Share of Independent Pet Specialty Store Sales Derived from Natural Products: By Animal Category and Percentage Level, 2011 (percent)

Table 3-5: Percentage of Sales Derived from Natural Products by Category, 2011 vs. 2010

Mass-Market Sales Trends

Table 3-6: SymphonyIRI-Tracked Sales of Natural Pet Products: Total and by Food and Nonfood Category and Segment, 2011 vs. 2012 (in millions of dollars and pounds)

Table 3-7: Natural Product Share of Total SymphonyIRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2011 vs. 2012 (percent)

Table 3-8: Share of SymphonyIRI-Tracked Sales of Natural Pet Products by Food and Nonfood Category and Segment,2011 vs. 2012 (percent)

Natural Supermarket Sales Continue Upward Path

Table 3-9: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2011 vs. 2012 (in millions of dollars)

Table 3-10: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment,2011 vs. 2012 (percent)

Specialty/Gourmet Supermarket Sales Up 21%

Table 3-11: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2011 vs. 2012 (in millions of dollars)

Table 3-12: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2011 vs. 2012 (percent)

Market Share by Retail Channel

Table 3-13: Share of U.S. Retail Dollar Sales of Natural Pet Products by Distribution Channel, 2012 (percent)

Market Outlook

Natural and Organic Going Strong on the Human Side

In the Pet Market, Superpremium Increasingly = Natural

Figure 3-5: Level of Agreement with Statement:“Natural/organic brand pet products are often better than standard national brand products,” 2011 vs. 2012 (percent)

Figure 3-6: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer natural/organic and other specialty brand products,” 2011 (percent)

Figure 3-7: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer the best products available, even if they are more expensive,” 2011 (percent)

Product Safety/Purity Concerns a Plus

Figure 3-8: Level of Agreement with Statement: “I am very concerned about the safety of the pet products I buy,” March 2012 vs. August 2012 (percent)

Figure 3-9: Level of Agreement with Statement: “I prefer to purchase pet products made by smaller companies I trust,”2012 (percent)

Natural a Key Thrust for the Pet Specialty Channel

Figure 3-10: Level of Agreement with Statement: “Natural products sold in pet specialty stores (such as Petco,PetSmart, or independent pet stores) are superior to natural products sold in regular stores (such as Walmart,supermarkets, drugstores),” 2012 (percent)

Figure 3-11: “In which product categories is a natural marketing proposition important?” (percent)

Table 3-14: Purchasing Rates for Pet Products in the Pet Specialty Channel: 2007-2011 (percent of dog or cat owners)

Petco Advances Unleashed

Illustration 3-1: Natural Brands Carried by Unleashed by Petco (Website Screenshot)

Product Recalls Muddy the Natural Pet Food Waters

Raw Food Roadblocks?

Pet Market Macrotrends

Pet Owners Cut Back Due to Economic Doldrums

Table 3-15: Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2012 (percent)

Pet Ownership and Population Trends

Table 3-16: Household Penetration Rates for Dogs and Cats,2007-2012 (U.S. households—percent and number in thousands)

The Aging Pet Population

Table 3-17: Age of Dogs and Cats, 2012 (percent of pet owners)

Pet Overweight and Obesity

Table 3-18: Percentage and Number of Overweight and Obese Dogs and Cats, 2011

Figure 3-12: “My pet would be considered overweight or obese,” 2012 (percent)

Pets as Family

Table 3-19: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2012 (percent)

Market Projections

Sales to Top $9 Billion in 2017

Table 3-20: Projected U.S. Retail Dollar Sales of Natural Pet

Products: Pet Food, Pet Care, Total, 2012-2017 (in millions

of dollars)

Table 3-21: Level of Agreement with Statement: “Many pet

products are becoming too expensive,” 2011 vs. 2012

(percent)

Table 3-22: Level of Agreement with Statement: “If

natural/organic pet products were more available where I

shop, I would buy them more often,” 2011 vs. 2012 (percent)

Table 3-23: Level of Agreement with Statement: “If

natural/organic pet products were more affordable where I

shop, I would buy them more often,” 2011 vs. 2012 (percent)

Chapter 4: Competitive Trends

Market Structure and Retail Dynamics

Acquisitions and Mergers

Investors Tap In

WellPet Doing Well

Traditional Marketers Tap In via Line Extensions, New Brands

Purina One Beyond

Illustration 4-1: Purina One Beyond

Illustration 4-2: Purina One’s Bowl by Bowl Shelter Support Game

Dad’s Reorganization as Ainsworth Breeds Success

Walmart Launches Pure Balance Store Brand

Hill’s Science Diet Going Natural

Illustration 4-3: Hill’s Science Diet Ideal Balance

Illustration 4-4: Science Diet’s Better Life Product Groupings

Illustration 4-5: Science Diet’s Better Life Package Design

Natura Opens Innova Distribution to Pet Specialty Chains

Organic Pet Products Growing Up

Illustration 4-6: Merrick/Castor & Pollux’s Natural/Organic Food Revolution (Website Screenshot)

Natural Pet Care Leaders and Up-and-Comers Pet Care Category Specialists

Worldwise and Walmart?

Advertising Trends

Illustration 4-7: Consumer Ad for Blue Dog Food (Natural Dog,2013 Annual)

Social Media

Illustration 4-8: Merrick’s “Faces of the Revolution” Facebook Page

Illustration 4-9: Natural Balance’s Tillman page

Illustration 4-10: Petco Nutro Discussion on Facebook

Illustration 4-11: PetSmart World’s Best Cat Litter Promotion on Facebook

Cause Marketing

Illustration 4-12: Rachael Ray Nutrish and Rachael’s Rescue (Website Screenshot)

Direct Selling Via Internet

Illustration 4-13: Sojos Online Pet Food Store

Corporate Responsibility and Sustainability

Rolf C. Hagen

Cardinal Labs

Novus International

Natura

Mars

Nestlé Purina

Eco-friendly Packaging

Pet Food Producers Position on Safety

Marketer and Brand Rankings

Methodology for Estimates

Pet Specialty Channel Marketer Ranking

Pet Age Retailer Ranking of Dog Food and Cat Food Market Leaders

Table 4-1: Pet Specialty Channel Marketer and Brand Leaders in Dog Food and Cat Food: 2006-2010 (percent)

Natural Cat Litter Leaders in the Pet Specialty Channel

Figure 4-1: Pet Specialty Channel Marketer and Brand Leaders in Cat Litter 2006-2010 (percent)

Marketer and Brand Shares of Mass-Market Sales of Natural Dog Food

Marketer and Brand Shares of Mass-Market Sales of Natural Cat Food

Marketer and Brand Shares of Mass-Market Sales of Natural Cat Litter

Table 4-2: Share of U.S. SymphonyIRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (percent)

Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products

Brand Leaders in the Natural Supermarket Channel

Table 4-3: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Segment: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars)

Table 4-4: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Cat Food by Marketer, Brand, and Segment: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars)

Table 4-5: U.S. SymphonyIRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars)

Table 4-6: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars)

Table 4-7: Marketers and Brands of Natural and Organic Pet Food, 2012

Table 4-8: Marketers and Brands of Natural, Organic and Eco-Friendly Pet Care Products, 2012

Chapter 5: Marketing and Product Trends

Pet Food

Differentiation Via Ingredients Claims

Illustration 5-1: Trade Ad for Nutro Natural Choice Pet Food (Pet Business, May 2012)

Grain-Free Pet Foods

Illustration 5-2: Hill’s Science Diet Ideal Balance Grain-Free Dog Food

Illustration 5-3: Blue Buffalo’s Freedom Grain-Free Dog and Cat Food

Illustration 5-4: Trade Ad for Spring Naturals Grain-Pet Food (Pet Age, October 2012)

Illustration 5-5: Trade Ad for Against the Grain Pet Food (Pet Business, September 2012)

Grain-Free Treats

Low-Glycemic

Illustration 5-6: Trade Ad for Darford’s Zero/G Low-Glycemic Dog Food (Pet Business, March 2012)

Meat First—No Byproducts

Illustration 5-7: Consumer Print Ad for Blue Buffalo Pet Food

Illustration 5-8: Purina One Beyond vs. Blue Buffalo Comparison Chart

Human Grade

Natura Forced to Retract Human-Grade Claims, Pay Settlement

Limited Ingredients

Illustration 5-9: Natural Balance’s L.I.D. Limited Ingredient Diets (Website Screenshot)

Made in the USA, Locally Grown, Family Farms

Functional Ingredients and Specialized Diets

Illustration 5-10: Consumer Ad for Solid God Sun Dancer Dog Food with Curcumin (AKC Family Dog, September/October 2012)

Illustration 5-11: Dogswell Functional Dog Treats

Illustration 5-12: Trade Ad for Fruitables Skinny Minis Dog Treats (Pet Product News International Buying Guide, 2013 Annual)

Illustration 5-13: Trade Ad for Fromm’s Large and Small Breed Dog Food (Pet Age, October 2012)

Illustration 5-14: Banner Ad for Castor & Pollux’s New Organix Small Breed Kibble (Website Screenshot)

Hypoallergenic

Natural Plus Gourmet

Illustration 5-15: Trade Ad for Evanger’s Slow Cooked Grain-Free Stews (Pet Business, May 2011)

Illustration 5-16: Consumer Ad for Natural Balance Delectable Delights (Natural Dog, 2013 Annual)

Baked Treats

Illustration 5-17: Three Dog Bakery’s Bake to Nature Dog Treats

Focus on Raw Pet Food

Market Leaders and Upstarts

Illustration 5-18: Trade Ad for Stewart Raw Pet Food (Pet Business, May 2012)

Product Mainstreaming

Complete and Balanced

Freeze-Dried and Dehydrated

Illustration 5-19: Honest Kitchen Dehydrated Raw Dog Food Mixes

Illustration 5-20: Trade Ad for Sojos Pet Food Mixes (Pet Business Guide to Buying, Selling and Marketing—Natural Pet Products special issue, May 2012)

Illustration 5-21: Trade Ad for Stella & Chewy’s Freeze-Dried Cat Dinners (Pet Age, 2012)

Illustration 5-22: Dogswell Nutrisca Freeze-Dried Dog Food

Illustration 5-23: Halo’s Liv-A-Littles Freeze-Dried Treats Convenience Forms and Packaging

Illustration 5-24: Nature’s Variety’s New Instinct Raw Bites (Website Screenshot)

Illustration 5-25: Trade Ad for Nature’s Variety’s New Instinct Raw Boost (Pet Business, May 2012)

Focus on Product Safety

The Freezer Case Factor

Illustration 5-26: Trade Ad for Nature’s Variety’s Freezer Case Program (Pet Business, March 2011)

New Zealand Appeal

Other Trends in Raw Foods

Frozen Treats

Illustration 5-27: Nature’s Variety SweetSpots Frozen Dog Treats

Refrigerated Pet Food: Freshpet Drives Category to New Heights

Expanding Distribution, Product Lines

Illustration 5-28: Freshpet Pet Food and Treats Brand Lines (Website Screenshot)

Big Investors, National TV Advertising

Pet Care Products

Focus on the Environment

Illustration 5-29: Online List of Eco-friendly Petmate Products

Illustration 5-30: Web Page for Petco’s Planet Petco Products Cat Litter

Illustration 5-31: Petco’s Planet Petco Pine Cat Litter

Illustration 5-32: PetSmart’s ExquisiCat Naturals Cat Litter (Website Screenshot)

Illustration 5-33: Cat’s Pride Fresh & Light Multi-Cat Scoopable Litter

Illustration 5-34: Trade Ad for World’s Best’s New Cat Litter Packaging (Pet Business, May 2102)

Flea/Tick Products

Illustration 5-35: Dermagic’s Diatomaceous Earth Flea Bar Grooming Products

Illustration 5-36: Tropiclean’s Spa Pet Shampoo and Conditioner Line with Redesigned Packaging

Illustration 5-37: Trade Ad for Wahl’s Pet Grooming Line Including All Natural Shampoo

Illustration 5-38: Tropiclean “Green” Shampoo and Conditioner Clean-Up Products

Illustration 5-39: Pawganics Pet- and Baby-Safe Pet Clean-up Products

Illustration 5-40: Greenberry Eco Industries’ Eco-Friendly Puppy Pads

Pet Supplements

Illustration 5-41: Herbsmith’s Microflora Plus for Digestion for Dogs and Cats

Health Remedies

Illustration 5-42: Dermagic Pet All Natural Pet Skincare Products

Illustration 5-43: Opie and Dixie’s SnoutStik Dog Nose Balm

Illustration 5-44: PetZLife Oral Care Spray and Gel Beds

Illustration 5-45: Trade Ad for West Paw Design’s New Hemp Dog Beds (Pet Age, October 2012)

Toys

Illustration 5-46: Katie’s Bumpers Eco-friendly U.S.-Made Toys

Illustration 5-47: Scratch Lounge Cat Scratchers

Collars and Leads

Illustration 5-48: Trade Ad for Coastal Pet Products’ New Earth

Collars and Leads

Other Eco-friendly Pet Products

Illustration 5-49: Van Ness’s Pureness Eco-Friendly Pet Dishes

Chapter 6: Consumer Trends

Overview of Natural/Organic Product Purchasing

Note on Data Sources

59% of Dog- or Cat-Owning Households Purchase General Market Natural or Organic Products

Figure 6-1: Percentage Who Especially Look for Organic/Natural Foods Generally vs. Buy Any Packaged Organic Foods: Households Overall, Dog Owners, and Cat Owners, 2010 vs. 2012

Table 6-1: General Market Purchasing Patterns for Organic/Natural Products: Households Overall vs. Dog- or Cat-Owning Households, 2010 vs. 2012 (percent of U.S. households)

Natural/Organic Pet Product Purchasing Shows Uptick

Figure 6-2: Purchasing Rates for Selected Natural, Organic or Eco-Friendly Pet Product Classifications, 2010 vs. 2012 (percent)

Table 6-2: Purchasing Patterns for Selected Natural or Organic Pet Product Classifications: Dog- or Cat-Owning Households, 2010 vs. 2012 (percent of U.S. households)

Purchasing Patterns by Product Type

21% of Dog Owners and 15% of Cat Owners Buy Natural/Organic or Eco-Friendly Pet Products

Figure 6-3: Dog and Cat Owner Purchasing Rates for Natural, Organic or Eco-Friendly Pet Products: Overall and by Gender, August 2012 (percent)

Pet Food and Treats Show Highest Rates of NOEF Product Purchasing

Table 6-3: Natural, Organic or Eco-Friendly Product Purchasing Rates for Dog Supplies by Type, August 2012 (percent of dog owners)

Table 6-4: Natural, Organic or Eco-Friendly Product Purchasing Rates for Cat Supplies by Type, August 2012 (percent)

Pet Superstores, Walmart Are Top Retailers for NOEF Product Purchasing

Table 6-5: Where Natural, Organic or Eco-Friendly Dog Food or Treats Are Purchased: Selected Channels, August 2012 (percent among product purchasers)

Table 6-6: Where Natural, Organic or Eco-Friendly Cat Food or Treats Are Purchased: Selected Channels, August 2012 (percent among product purchasers)

Table 6-7: Where Natural, Organic or Eco-Friendly Dog Supplies Other Than Dog Food or Treats Are Purchased: Selected Channels, August 2012 (percent among product purchasers)

Table 6-8: Where Natural, Organic or Eco-Friendly Cat Supplies Other Than Cat Food or Treats Are Purchased: Selected Channels, August 2012 (percent among product purchasers)

Organic, Grain-Free Lead by NOEF Pet Food Formulation Type

Figure 6-4: Types of Natural, Organic or Eco-Friendly Pet

Food or Treats Purchased: Dog Owners vs. Cat Owners, August 2012 (percent among product purchasers)

Purchasing Rates by NOEF Pet Food Brand

Table 6-9: Selected Brands of Natural, Organic or Eco- Friendly Dog Food or Treats Purchased, August 2012 (percent among product purchasers)

Table 6-10: Selected Brands of Natural, Organic or Eco- Friendly Cat Food or Treats Purchased, August 2012

(percent among product purchasers)

Fresh Scoop Natural Step Is Natural Cat Litter Brand Leader

Table 6-11: Selected Brands of Natural, Organic or Eco- Friendly Cat Litter Purchased, August 2012 (percent among product purchasers)

Consumer Profiles

Mixed Demographics for Organic Pet Food

Strong Relationship Between Purchasing of General Market Natural/Organic Products and Organic Pet Food

Figure 6-5: Top Demographic Indicators for Purchasing of Organic Pet Food, 2012 (percent of dog- or cat-owning households)

Table 6-12: Overview of the Organic Pet Food Purchaser, 2012 (percent, number and index of dog- or cat-owning households)

Regional Skews for Purchasing of Natural Dog Foods

The Nutro Dog Food Purchaser

Table 6-13: Demographic Indexes for the Natural Dog Food Brand Purchaser, 2012 (dog-owning households)

Table 6-14: Overview of the Nutro Brand Dog Food Purchaser, 2012 (percent, number and index of dog-owning households)

Figure 6-6: Top Demographic Indicators for Purchasing of Nutro Dry Dog Food, 2012 (dog- or cat-owning households)

The Natural Balance Dog Food Purchaser

Table 6-15: Selected Indicators for Purchase of Natural Balance Brand Dog Food, 2012 (percent, number and index of dog-owning households)

The Nature’s Recipe Dog Food Purchaser

Table 6-16: Selected Indicators for Purchase of Nature’s Recipe Brand Dog Food, 2012 (percent, number and index of dog-owning households)

The Goodlife Recipe Pet Treat Purchaser

Table 6-17: Selected Indicators for the Purchase of Goodlife Recipe Brand Pet Treats, 2012 (percent, number and index of dog- or cat-owning households)

The Natural Cat Litter Purchaser

Table 6-18: Selected Indicators for Purchasing of Natural Brand Cat Litter, 2012 (index of cat-owning households)