(This article appeared in the June 2007 issue.)

Dirty Litter Secret
All-natural alternatives give litter category a fresh appeal.
By Scott and Ann Springer

Litter boxes are every cat owner's dirty little secret. But these days, cat litters have become so advanced that cat owners don't have to try so hard to disguise their kitties' waste.

Value-added litters such as low-tracking, scented, and multi-cat varieties have seen tremendous growth, says Trevor Russwurm, the national sales manager for Pestell Pet Products, located in New Hamburg, Ontario, Canada.

"If you look in the litter section at a store it's hard to find Plain Jane, clumping litter," Russwurm says. "Everyone expects a value-added feature to their litter now."

Additionally, the trend for all natural pet products has spilled over into the litter category and retailers are seeing increased sales of natural or alternative litters.

"We see a new product enter the market every few months," Russwurm says of the alternative segment, which accounts for about 10 percent of the entire liter category.

With so many products on the market, it's important for you to stay up to date on what's available.

Market Overview
Clumping Litters. By far these products still make up the majority of the marketshare – about 60 percent, up from 30 percent a decade ago.

By contrast, previously popular clay-based litters have rapidly declined and now account for only 30 percent of all litters sales, Russwurm says

Among the best-selling clumping litters are low-tracking litters.

Low-tracking litters actually produce visible changes for cat owners, and are favored by long-haired cats, says Russ Herman, the general manager of Pet Saver Superstore, in Rochester, N.Y.

Scented litters also offer a similar tangible change for cat owners willing to shell out the extra cash for this feature.

Popular with some owners, other owners find scented litters to be a nuisance. "Some consumers don't want to have a scented litter because it's irritating to them," Herman says.

Some manufacturers have looked at the statistics that reveal that most cat owners have two or more cats and are formulating litters designed for use by multiple cats.

These specially designed products have a harder binding, enabling the granules to withstand more traffic in the box.

Look for these types of value-added litters to continue to grow on store shelves as new additives such as baking soda and charcoal are constantly being added to pique consumers' interest.

Silica litters. In a silica litter, "each crystal acts like a mini sponge," Russwurm says. "The silica litters work best at controlling odor of stools because they draw the moisture out so quickly."

Be aware, however, that the shape of the crystal can create sharp edges that deter a cat from entering the box. "Cats, by instinct, want something they can easily dig into," Russwurm says. "It may be uncomfortable to step into."

Silica litters, which have been on the market for about 10 years, have dropped in price as more manufacturers introduce competitive product lines.

"Silicone litters came in and were really big, but have come down in popularity," says Dave Ratner, the owner of Dave's Soda & Pet City, a small chain of retail stores in the Western Massachusetts area.

Natural litters. These biodegradable products come in all forms—mineral, pine, wheat, corn and paper.

Russwurm has seen manufacturers use everything from green tea leaves to recycled orange peels as a basis for their litters.

"They make litters from things that 10 years ago the industry wouldn't have given a single thought to," Russwurm says.

Litters made from natural ingredients appeal to environmentally friendly consumers as well as those seeking fragrance-free products, says Cindee Kohagen, the director of sales for Planetwise Products in Pine Bluff, Ark.

Mineral-based litters, which are also low-tracking and virtually dust-free, don't attract bugs or bacterial growth the way grain-type litters might, says Alfred Batke, the vice president of Inline Supply, Ltd., a Chilliwack, B.C., Can.,-based manufacturer.

"I only see this category continue to grow as the competition increases and the prices come down for alternative litters," Ratner says.

Natural filler prices have already dropped and are comparable to traditional litter types, Kohagen says.

"Over the past decade, manufacturers have become savvier in their processes, and as volume has increased we're able to save money on raw materials and packaging," Kohagen says.

Also, many of the natural-based litters are lighter in weight, making them more appealing to older consumers while also bringing down the price tag for end users because they require less to ship, Batke says.

Stores with high-end clientele, such as Ratner's, have seen sales of alternative litters grow to 20 percent of their overall litter sales in recent years.

"This trend goes hand-in-hand with the growth of the high-end category," Ratner says. "Customers who are buying all natural cat foods aren't using a regular litter."

Ratner says the recent pet food recalls that attracted widespread media attention will only drive sales of natural products, including litters, across the board.

Boosting Sales
If you're not seeing sales from cat litter in your store, you're just losing money, Ratner says. "Every cat owner buys litter yet the most neglected category in most stores is cat litter," Ratner says.

Ratner recommends that you select a few brands to highlight by listing their benefits on signage.

"Customers are coming in to smaller stores because they're looking for better products," Ratner says. "So if you tell them why they're better, they'll be drawn to it and buy it, even if it's more expensive."

New products carry a lot of weight with cat owners.

"If there's a new litter on the shelf, people will ask questions about it," Herman says. "People are looking for a product that works to control odors and is easy to use."

Be ready to review the pros and cons of each of the products that you carry and recognize that each cat may have its own preferences.

"Everyone has a different set of circumstances so they need a large range of litters to pick from," Kohagen says.

In-store demos of the products can help drive impulse sales, Kohagen says.

"When our retailers use the products in their stores, I've seen them really increase their sales," Kohagen says.