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

  • ID: 3961287
  • Report
  • Region: United States
  • 174 Pages
  • Packaged Facts
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Pet Litter, Clean-Up and Odor-Control Products: U.S. Market Trends

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.
Note: Product cover images may vary from those shown
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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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