Pet Litter, Clean-Up, and Odor-Control Products: U.S. Market Trends

May 26, 2016
174 Pages - Pub ID: LA5815664
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Pet Litter, Clean-Up and Odor-Control Products: U.S. Market Trends

Bluetooth-enabled litter boxes. Flushable, biodegradable waste bags. “Training pads” consisting of real grass. Clean-up sprays deploying bacteria. A decade ago, these trends in cat litter, clean-up and odor-control products were just hitting the radar or had yet to be realized. Today, products boasting these features and many more are widely available from hundreds of marketers through myriad retail channels including pet specialty, mass market, and Internet. At the same time, the pet litter, clean-up, and odor-control market is being impacted by many of the same trends steering the overall pet market—natural, premium, convenience, safety, efficacy, overall value, etc.—from environmentally friendly cat litter and training pads to cleaners that won’t harm pets, people, or the environment. Factoring in growth of the elderly pet population, the increase in the number of rescue animals, and the “small dog movement” that has gained traction among apartment-dwellers and seniors alike, Packaged Facts forecasts the $3.5 billion pet litter, clean-up, and odor-control market to reach nearly $4 billion by 2020.

Pet Litter, Clean-Up, and Odor Control Products: U.S. Market Trends analyzes this market in depth, dividing the market into five categories: cat litter, litter boxes and accessories, puppy/training pads and accessories, dog waste bags and accessories, and pet clean-up and odor control sprays and concentrates. The report charts historical sales and projections for the market overall and category by category; analyzes marketing and new product trends; and draws on insights from other reports in Packaged Facts’ extensive Pet Market Collection. Statistics provided include marketer and brand shares, sales by retail channel, mass-market sales, and distribution by product type. Consumer profiles of pet owners who use pet clean-up and odor-control products are based on Packaged Facts’ proprietary National Pet Owner Survey fielding questions designed specifically for this report, as well as Simmons data. The report contains dozens of easy-to-read numerical tables and charts, as well as over 80 photographs of new products, advertising examples, website screen shots, and other images across key channels including Internet.
Chapter 1: Executive Summary
The Market
Market Definition
Report Methodology
Slow But Steady Gains in Total Retail Sales
Table 1-1 U.S. Retail Sales of Pet Clean-Up and Odor-Control Products,2010 vs. 2015 vs. 2020 (in millions of dollars)
Cat Litter Comprises 82% of Market
Market Share by Retail Channel
Cat Litter and Accessories
Introduction
Category Sales and Growth
Nestlé Purina Leads the Field by Wide Margin
Oil-Dri Is Top-Selling Litter Accessories Marketer
Litter Users Expect Odor Control, Easy Clean-Up and More
Ease of Use, Smart Design Define Litter Accessories Market
Three-Quarters of Cat Owners Purchase Litter
Walmart Skews High for Litter Purchases
44% of Litter Users Have Two or More Litter Boxes
Dog Waste Management Products
Introduction
Category Sales and Growth
Bramton Leads in Puppy/Training Pads
Bramton Takes Top Spot in Dog Waste Bags
Puppy/Training Pads for More Than Just Training
Demand for Waste Bags Gaining Momentum
Waste Bags the Most Popular Waste Management Product
Pet Clean-Up and Odor-Control Products
Introduction
Category Sales and Growth
Bramton Leads in Mass-Market Pet-Specific Clean-Up Sales
Pet Owners Rely on Clean-Up and Odor-Control Products
Dog Owners More Likely to Purchase General-Use Cleaning
Products
Cat Owners Seek Out Fur Removers, Sprays
Chapter 2: The Market
Key Points
Introduction
Market Definition
Exclusions
Report Methodology
Market Size and Composition
Slow But Steady Gains in Total Retail Sales
Table 2-1 U.S. Retail Sales of Pet Clean-Up and Odor-Control Products,2010 vs. 2015 vs. 2020 (in millions of dollars)
Cat Litter Is Top Segment
Table 2-2 U.S. Retail Sales of Pet Clean-Up and Odor-Control Products by Category, 2010, 2015 and 2020 (in millions of dollars)
Figure 2-1 Share of U.S. Retail Sales of Pet Clean-Up and Odor-Control Products by Category, 2015 (in millions of dollars)
Market Share by Retail Channel
Figure 2-2 Share of U.S. Retail Sales of Pet Clean-Up and Odor-Control Products by Retail Channel, 2015 (percent)
IRI-Tracked Sales Reach $2 Billion
Table 2-3 IRI-Tracked Sales of Pet Clean-Up and Odor-Control Products by Category: 2015 vs. 2014 (dollars and percent change)
Pet Clean-Up and Odor-Control Market Drivers
Overall Pet Market Expanding
Natural and Eco-Friendly
Pet Ownership and Population Trends
Growing Number of Aging Pets, Rescues
Table 2-4 Pet Ownership Projections: Percent and Number of Pet Owners with a Senior Pet, 2015 vs. 2020 (in thousands and percent)
Pet Owners Downsizing to Smaller Dogs
Table 2-5 Size of Pet Dogs, 2012-2016 (percent of dog owners)
Table 2-6 Pet Ownership Projections: Percent and Number of Pet Owners with a Senior Pet, 2015 vs. 2020 (in thousands and percent)
Channel Expansion and Exclusivity
Online Sales of Pet Clean-Up and Odor-Control Products
Legislating Pet Waste
Chapter 3: Cat Litter and Accessories
Key Points
Category Overview
Introduction
Category Sales and Growth
Table 3-1 U.S. Retail Sales of Cat Litter and Accessories by Category:2010, 2015 and 2020 (in millions of dollars)
Figure 3-1 Share of U.S. Retail Sales of Pet Clean-Up and Odor-Control Products by Category, 2015 (in millions of dollars)
Competitive Overview
Marketers: Number and Types
Nestlé Purina Leads the Field by Wide Margin
Table 3-2 Leading Mass-Market Cat Litter Marketers by IRI-Tracked Sales,2015 (millions of dollars)
Table 3-3 Top Growth Mass-Market Cat Litter Brands by IRI-Tracked Sales, 2015 (millions of dollars)
Oil-Dri Top-Selling Litter Accessories Marketer
Table 3-4 Leading Mass-Market Litter Accessory Marketers and Brands by
IRI-Tracked Sales, 2015 (millions of dollars)
The Challenges of Marketing Litter
Social Media
Illustration 3-1 Nestlé Purina Tidy Cats Twitter Feed
Illustration 3-2 Ökocat’s Rufus YouTube Video Still
Cause Marketing
Illustration 3-3 Katherine Heigl and Cat’s Pride Fresh & Light Ultimate Care
Litter
Illustration 3-4 Lucy Pet Products Cats Incredible Litter
Illustration 3-5 World’s Best Cat Litter GiveLitter Campaign
Litter-Related Startups Turn to Crowdfunding for Capital
Illustration 3-6 Litter-Related Crowdfunding Campaigns on indiegogo.com
Litter and Litter Accessories Retail Trends
Illustration 3-7 Petco So Phresh Cat Litter Self-Serve Refill Station
Cat Litter Marketing & New Product Trends
Litter Users Expect Odor Control, Easy Clean-Up and More Ease of Use, Smart Design Define Litter Accessories Market
Illustration 3-8 UltraPet Neon Litter
Lightweight Litter
Illustration 3-9 UltraPet’s UltraClump Litter
Illustration 3-10 New Tidy Cats LightWeight 4-in-1 Strength
Illustration 3-11 Kroger’s Luvsome Lightweight Multi-Cat Litter
Odor Control
Illustration 3-12 Arm & Hammer Clump & Seal MicroGuard
Illustration 3-13 Clorox’s Fresh Step Extreme with Febreze
Illustration 3-14 Pestell Pet Products Easy Clean Probiotic Litter
Natural Litter
Illustration 3-15 Arm & Hammer Natural Litters
Illustration 3-16 Swheat Scoop Updated Packaging
Illustration 3-17 Our Pet’s Booth at Global Pet Expo 2016
Illustration 3-18 Litter One Tear Sheet
Health Monitoring and Special Needs Litter
Illustration 3-19 Pretty Litter Comparison Chart
Illustration 3-20 Perfect Litter Tear Sheet
Illustration 3-21 Dr. Elsey’s Precious Cat Senior Litter
Litter Additives
Illustration 3-22 Hartz Fresh Scent Deodorizing Litter Beads
Some Pet Owners Not Happy About Discontinuation of Cat Litter Products
Illustration 3-23 Blog Post from Thecatsite.com
Illustration 3-24 Purina Purpose Marketing Image
Litter Boxes and Accessories Marketing & New Product Trends
Convenience and Automation
Illustration 3-25 CatGenie Self Washing Cat Litter Box
Litter Box Innovation
Illustration 3-26 OurPet’s SmartScoop Intelligent Litter Box
Illustration 3-27 OurPet’s Kitty Potty
Illustration 3-28 Litter Robot III Open Air
Illustration 3-29 Van Ness Corner Enclosed Cat Pan
Illustration 3-30 Hometec Pet Products’ Lift n’ Sift Litter Box
Hidden Litter Boxes
Illustration 3-31 Aquiline Innovations Hidden Litter
Illustration 3-32 Merry Products Cat Washroom
Illustration 3-33 PetEdge Meow Town Windsor Cat Litter Bench
Disposable Litter Boxes
Litter Disposal Systems
Illustration 3-34 Litter Genie Plus Litter Disposal System
Other Litter Accessories
Illustration 3-35 Pioneer Pet Ultimate Litter Mat
Illustration 3-36 Drymate Litter Trapping Mat
Illustration 3-37 New Age Pet’s Scoopy the Cat Litter Scoop
Consumer Trends
Three-Quarters of Cat Owners Purchase Litter
Figure 3-2 Cat Owners Purchasing Litter and Litter-Related Products in the Past 12 Months, 2016 (percent)
Walmart Skews High for Litter Purchases
Table 3-5 Cat Owner Shopping Patterns by Retail Channel: Cat Litter vs.Pet Food vs. Pet Supplies, 2016 (percent)
Figure 3-3 Cat Owner Shopping Patterns in Mass-Market Channels:Cat Litter vs. Pet Food vs. Pet Supplies, 2016 (percent)
Figure 3-4 Cat Owner Shopping Patterns in Pet Retail Channels:Cat Litter vs. Pet Food vs. Pet Supplies, 2016 (percent)
Tidy Cats Most Frequently Used Brand
Figure 3-5 Cat Litter Purchaser Shopping Patterns by Brand, 2015(percent)
Key Demographics by Brand
Table 3-6 Key Demographic Indicators for Purchasing Tidy Cats Litter,2015 (percent, index and number of cat-owning households)
Table 3-7 Key Demographic Indicators for Purchasing Fresh Step Litter,2015 (percent, index and number of cat-owning households)
Table 3-8 Key Demographic Indicators for Purchasing Arm & HammerLitter, 2015 (percent, index and number of cat-owning households)
Table 3-9 Key Demographic Indicators for Purchasing Scoop Away Litter,
2015 (percent, index and number of cat-owning households)
Table 3-10 Key Demographic Indicators for Purchasing Cat’s Pride Litter,2015 (percent, index and number of cat-owning households)
Table 3-11 Key Demographic Indicators for Purchasing Store Brand Litter,2015 (percent, index and number of cat-owning households)
Table 3-12 Key Demographic Indicators for Purchasing “Green” Litter Brands, 2015 (percent, index and number of cat-owning households)
Cat Owners Prefer Higher Priced Litter to Bargain Products
Clumping Litter Bests Non-Clumping, Eco-Conscious Options
Figure 3-6 Relative Cost of Cat Litter Typically Purchased, 2016 (percent)
Figure 3-7 Types of Cat Litter Purchased, 2016 (percent)
Odor Control, Multi-Cat Usage Most Sought-After Features
Figure 3-8 Usage Rates of Specially Formulated Cat Litter by Type, 2016(percent)
Half of Litter Purchasers Choose Mid-Sized Litter Bags
Table 3-13 Size of Litter Usually Purchased: 2010, 2012 and 2014
44% of Litter Users Have Two or More Litter Boxes
Figure 3-9 Number of Litter Boxes in Use at Home, 2016 (percent)
Figure 3-10 Reasons for Using Multiple Litter Boxes, 2016 (percent)
Most Cat Owners Own Regular Litter Boxes
Table 3-14 Ownership of Litter Boxes by Type: 2010, 2012 and 2014
Price and Efficacy Key to Automatic Litter Box Usage
Figure 3-11 Positive Response Rate to the Question, “Would any of the following make you more likely to consider using an automatic/selfcleaning litter box?”, 2016 (percent)
Table 3-15 Demographic Indicators for Interest in Automatic/Self-Cleaning Litter Box, 2016 (percent and index)
Chapter 4: Dog Waste Management Products
Key Points
Category Overview
Introduction
Category Sales and Growth
Table 4-1 U.S. Retail Sales of Dog Waste Control Products by Category,2010, 2015 and 2020 (in millions of dollars)
Figure 4-1 Share of U.S. Retail Sales of Pet Clean-Up and Odor-Control Products by Category, 2015 (in millions of dollars)
Marketer and Brand Shares
Methodology
Bramton Leads in Puppy/Training Pads
Table 4-2 Leading Mass-Market Puppy/Training Pads and Diapers Marketers and Brands by IRI-Tracked Sales, 2015 (millions of dollars)
Bramton Takes Top Spot in Dog Waste Bags
Table 4-3
Leading Mass-Market Dog Waste Bags and Accessories Marketers and Brands by IRI-Tracked Sales, 2015 (millions of dollars)
Marketer Profile: The Bramton Company/Bags on Board
Illustration 4-1 Bags on Board Green Pups
Retailing Dog Waste Management Products
Illustration 4-2 PetSmart Cross-Promotional Email
Training Pads Marketing & New Products Trends
Puppy/Training Pads for More Than Just Training
New Training Pads Are Sturdier, More Eco-Friendly
Illustration 4-3 Out! Heavy Duty Quilted Dog Pads
Illustration 4-4 Arm & Hammer Overtime Floor Protection Pads
Illustration 4-5 Simple Solutions Eco-Care Training Pads
Illustration 4-6 The Green Pet Shop’s Bamboo Training Pads
Illustration 4-7 Metro Paws’ Petro Pads
Pad Disposal Systems
Illustration 4-8 Janibell Training Champ Training Pad Disposal System
Illustration 4-9 Puppy Pad Wizard
Artificial Turf-Based Pad Systems
Illustration 4-10 Piddle Place System
Illustration 4-11 Four Paws Wee-Wee Patch Indoor Potty
Real Grass Pad Systems
Illustration 4-12 Fresh Patch Real Grass Training Pads
Illustration 4-13 Doggie Lawn Grass Potty Patch
Pet Diapers
1Illustration 4-14 Emily Rose Happy Pet Diaper Holder
Illustration 4-15 Wiki Wags Disposable Wraps
Waste Bags/Accessories Marketing & New Products Trends
Dog Waste Bags Focus on Convenience, “Green” Technology
Illustration 4-16 Bags on Board Hand Armor Bags
Illustration 4-17 Drymate’s Shmitt Poo Glove
Illustration 4-18 Earth Rated Green Values
Illustration 4-19 Flush Puppies Flushable Pet Waste Bags
Illustration 4-20 Doggie Walk Bags and Coordinating Duffle
Waste Bag Accessories Deliver Form and Fashion
Illustration 4-21 OurPet’s Skoop-N-Pak
Illustration 4-22 Neater Bag Dispenser
Illustration 4-23 Dispoz-A-Scoop
Illustration 4-24 PetEgo Bon Ton Nano Luxury Bag Dispenser
Illustration 4-25 PetEgo Looper Scooper Flex
Illustration 4-26 Nicole Miller Designer Bag Dispenser
Other Dog Waste Management Options
Illustration 4-27 Doggie Dooley Waste Management System
Illustration 4-28 Simple Solution Pee Post
Illustration 4-29 Top Paw Microban Advantage Jaws Scoop
Consumer Trends
Waste Bags the Most Popular Waste Management Product
Figure 4-2 Dog Owners Purchasing Waste Management Products in the Past 12 Months, 2016 (percent)
Waste Management Products Appeal to Urban Dwellers, Puppy Owners
Table 4-4 Demographic Indicators for Purchasing Dog Waste Management Products, 2016 (percent and index)
Chapter 5: Pet Clean-Up and Odor-Control Products
Key Points
Category Overview
Introduction
Category Sales and Growth
Table 5-1 U.S. Retail Sales of Pet Clean-Up and Odor-Control Sprays and Concentrates, 2010, 2015 and 2020 (in millions of dollars)
Figure 5-1 Share of U.S. Retail Sales of Pet Clean-Up and Odor-Control Products by Category, 2015 (in millions of dollars)
Competitive Overview
Marketer and Brand Shares
Bramton Leads in Mass-Market Pet-Specific Clean-Up Sales
Table 5-2 Leading Mass-Market Clean-Up/Odor-Control Marketers and Brands by IRI-Tracked Sales, 2015 (millions of dollars)
Pet Clean-Up and Odor-Control Crossover
Illustration 5-1 Resolve Pet Formula Cleaners
Marketer Profile: Skout’s Honor
Illustration 5-2 Skout’s Honor Product Line
Retailing Clean-Up and Odor-Control Products
Illustration 5-3 Nature’s Miracle PetSmart.com Brand Banner
Illustration 5-4 Drs. Foster & Smith OdorLogic CleanAway Pet Stain &
Odor Remover
Clean-Up and Odor-Control Marketing & New Product Trends
Pet Owners Rely on Clean-Up and Odor-Control Products
Using “Good” Bacteria to Clean
Natural Cleaning Products Won’t Harm Pets, Planet
Illustration 5-5 Clean + Green Natural Pet Cleaning Sprays
Clean-Up Sprays/Liquids
Illustration 5-6 Simple Solution Orange Oxy Charged Stain & Odor Remover
Illustration 5-7 Nature’s Miracle Tropical Blossom Scent Stain & Odor Remover
Illustration 5-8 TropiClean Clean-Up Products
Illustration 5-9 Arm & Hammer Pet Stain & Odor Remover Plus Oxiclean
Illustration 5-10 Bio-Pro Research’s Urine Off Find It Treat It Kit
Illustration 5-11 Petkin Citrus Scent Pet Stain & Odor Remover
Illustration 5-12 Zero Odor Pet Spray
Odor-Control Products
Illustration 5-13 Drs. Foster & Smith Odor-Control Crystals
Illustration 5-14 Pet Odor Exterminator Creamy Vanilla Scent
Pet-Specific Vacuums
Illustration 5-15 Purina Cat Chow Tweet Promoting Dyson Vacuum Reward
Illustration 5-16 Hoover WindTunnel 3 Pro Pet Bagless Upright Vacuum
Illustration 5-17 Bissell Pet Foundation Donation Coupon
Pet-Specific Air Purifiers
Illustration 5-18 CritterZone Air Purifier
Consumer Trends
Dog Owners More Likely to Purchase General-Use Cleaning Products
Figure 5-2 Dog Owners Purchasing Pet-Related Clean-Up/Odor-Control Products in the Past 12 Months: Pet-Specific vs. General-Use, 2016(percent)
Table 5-3 Demographic Indicators for Purchasing Pet-Related Clean-
Up/Odor-Control Products: Pet-Specific vs. General-Use, 2016
(percent and index of dog owners)
Walmart Most Popular Retail Venue for Pet Clean-Up Purchases
Figure 5-3 Dog Owner Pet-Related Clean-Up/Odor-Control Product Shopping Patterns by Retail Channel, 2016 (percent)
Cat Owners Seek Out Fur Removers, Sprays
Figure 5-4 Cat Owners Purchasing Pet-Related Clean-Up/Odor-Control Products in the Past 12 Months: Pet-Specific vs. General-Use, 2016(percent)
Table 5-4 Demographic Indicators for Purchasing Pet-Related Clean-Up/Odor-Control Products: Pet-Specific vs. General-Use, 2016(percent and index of cat owners)
Half of Cat Owners Purchase Clean-Up Products at Walmart
Figure 5-5 Cat Owner Pet-Related Clean-Up/Odor-Control Product
Shopping Patterns by Retail Channel, 2016 (percent)
Ethnicity, Pet Ownership Impact Odor-Control Efforts
Table 5-5 Level of Agreement with the Statement, “I make an extra effort to have my house smell fresh”: By Race/Ethnicity, 2015 (percent and index)
Table 5-6 Level of Agreement with the Statement, “I make an extra effort to have my house smell fresh”: By Pets Owned, 2015 (percent and index)
Table 5-7 Clean-Up/Odor-Control Product Shopping Patterns by Product Type and Number of Dogs or Cats Owned, 2015 (percent)
Table 5-8 Clean-Up/Odor-Control Product Shopping Patterns by Product Type and Number of Dogs or Cats Owned, 2015 (index)

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