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

Abstract

With Hill's reformulating Science Diet as a natural product, Walmart launching its first natural store brand (Pure Balance), Nestle 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. Additional data sources include SymphonyIRI marketer/brand sales data for mass-market channels, SPINSscan data for the natural supermarket channel and specialty gourmet channels, and Experian Simmons data profiling trends in pet ownership and product purchasing.

Table of Contents

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)
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