Cat Litter: U.S. Pet Market Trends and Opportunities

Oct 20, 2017
114 Pages - Pub ID: LA5541340
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Cat Litter: U.S. Pet Market Trends and Opportunities

Marketers of cat litter benefit from the product’s status as a must-have in many cat-owning households, with Packaged Facts survey results indicating that 87% of cat owners have purchased cat litter in the past 12 months. Cat Litter: U.S. Pet Market Trends and Opportunities analyzes the factors driving market growth and product innovation, shaped primarily by consumer demand desire for convenience, efficacy, ease of use, environmental concerns, and retail accessibility. The report explores the features most in demand among cat litter users, and identifies opportunities for marketers in new product development, strategic retailing including Internet, and consumer engagement. During 2017, cat litter sales are expected to reach $2.8 billion at retail, and even though the category is mostly mature, Packaged Facts forecasts ongoing growth in tandem with the pet market overall. 

What You’ll Get in This Report 

Cat Litter: U.S. Pet Market Trends and Opportunities provides an in-depth analysis of cat litter through all channels in the U.S. market, focusing on the key factors driving the market and highlighting sales trends and marketing opportunities. The report covers channel shares, competitive strategies of key players, trends and hits in new product development, product type and brand usage patterns, and consumer attitudes. The information and analysis in the report is highly accessible, presented in concise text with easy-to-read and practical tables, charts, graphs, including detailed consumer demographic data.

Report Methodology 

The information in Cat Litter: U.S. Pet Market Trends and Opportunities was obtained from primary datasets including consumer survey data from Packaged Facts’ own National Pet Owners Survey and from Simmons’ Profile Reports. Other primary research includes interviews with pet experts, on-site examination of retail and service provider venues, and Internet canvassing including websites and blogs. Secondary research includes information- and data-gathering from retail sales databases, consumer business and trade publications, company profiles, and Packaged Facts’ own extensive pet product research database and report collection.

CHAPTER 1: EXECUTIVE SUMMARY
THE MARKET
Introduction
Market Size and Composition
Figure 1-1 Share of U.S. Retail Sales of Cat Litter by Retail Channel, 2017 (percent)
Market Drivers
Looking Ahead
COMPETITIVE TRENDS
Competitive Overview
Retail Trends
MARKETING & NEW PRODUCT TRENDS
Cat Litter Conundrum: New-and-Improved vs. Tried-and-True
Litter Users Expect Odor Control, Easy Clean Up and More
Lightweight Litter
Odor Control and Multi-Cat Litter
Easy-Clean Litter
Eco-Friendly Natural Litter Features Innovative Materials
Health Monitoring and Special Needs Litter
Packaging Innovations
CONSUMER TRENDS
87% of Cat Owners Purchase Litter
The Cost of Cat Litter
Litter Changing Frequency
Cat Litter Usage by Type
Mass-Market Channels Skew High for Litter Purchases
Packaged Facts Brand Usage Data
Simmons Brand Usage Data
OPPORTUNITIES
Opportunity: Ease of Use and Efficacy
Opportunity: Sustainability
Opportunity: Small Dogs
Opportunity: Private Label Litter
Opportunity: Internet Engagement
Opportunity: Environmental Education
Opportunity: Internet Sales
Opportunity: Encouraging Owners to Try New Products
Opportunity: Promoting In-Demand Features
Opportunity: Bringing Lightweight Litter to the Next Level
Opportunity: “Cat-Centric” Litter
CHAPTER 2: THE MARKET
CHAPTER HIGHLIGHTS
INTRODUCTION
Market Definition
Report Methodology
MARKET SIZE AND COMPOSITION
Cat Litter Tops $2.7 Billion
Table 2-1 U.S. Retail Sales of Cat Litter, 2012-2017 (in millions)
Market Share by Retail Channel
Figure 2-1 Share of U.S. Retail Sales of Cat Litter by Retail Channel, 2017 (percent)
MARKET DRIVERS
Overall Pet Market Expanding
Odor Control and Convenience Drive Litter Sales
Opportunity: Ease of Use
Opportunity: Product Efficacy
Environmental Impact of Cat Waste
Figure 2-2 Methods of Cat Waste Disposal, 2017 (percent of cat owners)
Natural and Eco-Friendly Litter
Opportunity: Sustainability
Pet Ownership and Population Trends
Opportunity: Small Dogs
Cat Elimination Habits
Illustration 2-1 Litter Kwitter and CitiKitty Toilet Training Systems
LOOKING AHEAD
Sales to Near $3 Billion by 2021
Table 2-2 U.S. Retail Sales of Cat Litter, 2012-2017 (in millions)
CHAPTER 3: COMPETITIVE TRENDS
CHAPTER HIGHLIGHTS
COMPETITIVE OVERVIEW
Marketers: Number and Types
Partnerships and Expansion Activity
Select Mass-Market Competitors
Litter in the Pet Specialty Channel
Private Label Litter
Illustration 3-1 Dollar General’s EverPet Private Label Litter
Illustration 3-2 Cat & Co. Private Label Litter
Illustration 3-3 Kroger’s Luvsome Advanced Odor Control Multi-Cat Litter
Illustration 3-4 So Phresh Self-Serve Litter Refill Station
Illustration 3-5 Grreat Choice Private Label Litter
Illustration 3-6 Member’s Mark Private Label Litter
Illustration 3-7 Target up & up Private Label Litter
Illustration 3-8 Paws & Claws Private Label Litter
Opportunity: Private Label Litter
Marketers Rely on Creativity to Connect with Cat Owners
Opportunity: Internet Engagement
Environmental Initiatives
Figure 3-1 Environmental Psychographics (percent of cat owners)
Opportunity: Environmental Education
RETAIL TRENDS
Channel Expansion
How to Retail Litter
Online Sales of Cat Litter
Illustration 3-9 Pretty Litter Auto-Ship Cat Litter Service
Illustration 3-10 Tidy Cats Direct
Opportunity: Internet Sales
CHAPTER 4: MARKETING & NEW PRODUCT TRENDS
CHAPTER HIGHLIGHTS
MARKETING AND NEW PRODUCT TRENDS
Cat Litter Conundrum: New-and-Improved vs. Tried-and-True
Delivering Innovation with Exclusive Technology
Illustration 4-1 Lucy Pet Products Cats Incredible Litter
Opportunity: Encouraging Owners to Try New Products
Litter Users Expect Odor Control, Easy Clean Up and More
Figure 4-1 Types of Cat Litter Purchased, Past 12 Months, 2017 (percent of cat litter purchasers)
Opportunity: Promoting In-Demand Features
Lightweight Litter
Opportunity: Bringing Lightweight Litter to the Next Level
Odor Control and Multi-Cat Litter
Illustration 4-2 Sanicat Wildflower Scented with Oxify
Illustration 4-3 Tidy Cats LightWeight Litter with TidyLock Ammonia Blocker
Illustration 4-4 Fresh Step Extreme with Febreze Hawaiian Aloha Scent
Easy-Clean Litter
Illustration 4-5 Arm & Hammer SLIDE Non-Stick Litter
Illustration 4-6 World’s Best Cat Litter Zero Mess and Zero Mess Pine Scented
Eco-Friendly Natural Litter Features Innovative Materials
Illustration 4-7 OurPets Switchgrass Natural Cat Litter with BioChar
Illustration 4-8 sWheat Scoop premium+ Litter
Illustration 4-9 AltaGama Diatomaceous Earth Cat Litter
Illustration 4-10 Next Gen Pet Products Timber Fresh
Illustration 4-11 CatSpot Organic Cat Litter
Illustration 4-12 Mediterranean Gold Litter Additive
Illustration 4-13 CatGenie Washable Litter System
Illustration 4-14 Fuzzybutts Cat Box
Health Monitoring and Special Needs Litter
Illustration 4-15 Dr. Elsey’s Health Monitor Everyday and Senior Cat Litter
Opportunity: “Cat-Centric” Litter
Packaging Innovations
Illustration 4-16 Purina Pro Plan Renew Natural Litter with Recycled Packaging
Illustration 4-17 Fresh Step Compact Packs
CHAPTER 5: CONSUMER TRENDS
CHAPTER HIGHLIGHTS
CONSUMER TRENDS
87% of Cat Owners Purchase Litter
Figure 5-1 Use of Cat Litter and Litter-Related Products, 2017 (percent)
The Cost of Cat Litter
Figure 5-2 Average Price of Cat Litter Purchased, 2017 (percent of cat litter purchasers)
Figure 5-3 Amount Spent Monthly on Cat Litter, 2017 (percent of cat litter purchasers)
Litter Changing Frequency
Figure 5-4 Number of Times Cat Litter Changed in Past 14 Days, 2017 (percent of households purchasing litter)
Cat Litter Usage by Type
Table 5-1 Cat Litter Usage by Type of Litter (Scoopable vs. Non-Scoopable vs. Crystals), 2017 (percent of cat litter purchasers)
Table 5-2 Cat Litter Usage by Type of Litter (Clay Clumping, Clay Non-Clumping, Crystals,
Pine/Wheat/Corn, Recycled Paper, Other), 2017 (percent of cat litter purchasers)
Figure 5-5 Regular/Conventional Litter vs. Natural Litter, Any Use and Only Use, 2017 (percent of cat litter users)
Mass-Market Channels Skew High for Litter Purchases
Table 5-3 Cat Owner Shopping Patterns by Retail Channel: Cat Litter vs. Pet Food, 2017 (percent)
Figure 5-6 Cat Owner Shopping Patterns in Mass-Market Channels: Cat Litter vs. Cat Food, 2017(percent)
Figure 5-7 Cat Owner Shopping Patterns in Pet Specialty Channels: Cat Litter vs. Cat Food, 2017(percent)
Packaged Facts Brand Usage Data
Figure 5-8 Litter Use by Brand, 2017 (percent of cat litter purchasers)
Simmons Brand Usage Data
Figure 5-9 Litter Use by Brand, 2017 (percent of cat litter users)
Table 5-4 Cat Litter Brand Usage by Number of Cats, 2017 (index of cat litter purchasers)
Table 5-5 Cat Litter Brand Purchase Patterns by Channel, 2017 (index of cat owners)
Table 5-6 Key Demographic Indicators for Purchasing Tidy Cats Litter, 2017 (percent, index and number of cat litter purchasers)
Table 5-7 Key Demographic Indicators for Purchasing Fresh Step Litter, 2017 (percent, index and number of cat litter purchasers)
Table 5-8 Key Demographic Indicators for Purchasing Scoop Away Litter, 2017 (percent, index and number of cat litter purchasers)
Table 5-9 Key Demographic Indicators for Purchasing Arm & Hammer Litter, 2017 (percent, index and number of cat litter purchasers)
Table 5-10 Key Demographic Indicators for Purchasing Store Brand Litter, 2017 (percent, index and number of cat litter purchasers)

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