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Natural, Organic and Eco-Friendly Pet Products in the U.S., 5th Edition

The market for natural and organic pet products continues its upward swing as consumers continue to opt for products they perceive to be both safer and, in the case of natural pet food and treats, a source of better nutrition than traditional fare. Because of the exponential growth this market has experienced in recent years, “natural” alone is no longer enough to make new products fly off the shelves, so most of the new products being launched in the natural product space offer additional features such as condition-specific ingredients or low-glycemic formulations. With the burgeoning interest, even the foremost mass players mass players are becoming concerned by the incursions of leading pet specialty players, as illustrated by the 2014 lawsuit filed by Nestlé Purina against Blue Buffalo. Heightened consumer demand is also causing natural and organic products to appear far more frequently on the shelves of mass merchandisers and supermarkets, including in the form of ambitious new private-label lines such as Whole Foods' Whole Paws line and Wegmans' Simply from Nature.

Representing an ongoing market linchpin, pet owners remain concerned about pet product purity and safety, and ripples from the 2007 pet food recalls are apparent in the number of products now being promoted as “made in the U.S.A.” In Packaged Facts' April 2014 Pet Owner Survey-a key source of primary data for this report-61% of dog product purchasers and 50% of cat product purchasers indicated that they actively seek out pet foods made in the U.S. Another key market driver involves environmentally friendly products, with consumers seeking out not just safer products but those made from sustainable or recycled/recyclable materials and manufactured with a smaller carbon footprint.

Building on the analysis presented in the previous editions of this report, this fully updated 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 2009 through 2019, competitive strategies of key players, and trends in new product development such as grain-free, low-glycemic, superfood ingredients, 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. Featuring exclusive Packaged Facts pet owner survey data, 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. Additional data sources include IRI marketer/brand sales data for mass-market channels, SPINSscan data for the natural supermarket channel and specialty gourmet channels, and Simmons data profiling trends in pet ownership and product purchasing.

Table of Contents

Chapter 1: Executive Summary

  • Scope of Report: Pet Food and Pet Care
  • Report Methodology
  • Note on Market Sizing
  • U.S. Retail Sales Top $7 Billion in 2014
  • 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, 2014 (percent)
  • Mass-Market Sales Trends
  • Market Share by Retail Channel
  • Natural and Organic Going Strong on the Human Side
  • Natural Pet Products Part of Premiumization Trend
  • Figure 1-2: Wellness/Ingredient-Related Pet Purchasing Attitudes, Any Agreement, 2014 (percent of pet product purchasers)
  • Product Safety/Purity Still a Concern
  • Natural Products a Retail Strategy in Pet Specialty
  • Sales to Top $14 Billion in 2019
  • Competitive Trends
  • Market Structure and Retail Dynamics
  • Traditional Marketers Tap In via Line Extensions, New Brands
  • Growth in Online Sales
  • 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
  • Moving Beyond the Natural Claim
  • Humanization
  • Grain-Free Pet Foods
  • Diets Target Pet Demographics and Lifestyles
  • Raw Foods Marketers Overcome Safety Issues, Convenience
  • Human-Style, Functional Treats Drive Category
  • Eco-Friendly Products Form Core of Pet Care Market
  • Consumer Trends
  • 62% of Dog- or Cat-Owning Households Purchase General
  • Market Natural or Organic Products
  • Natural/Organic Pet Product Purchasing Shows Uptick
  • 47% of Dog Owners and 40% 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, 2014 (percent of pet product purchasers)
  • 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
  • GMO Labeling Initiatives
  • A Basic Natural Pet Food Profile
  • Defining Organic
  • Pet Food Task Force Formed to Clarify Standards
  • U.S. Organic Standards as of September 2014
  • 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 $7 Billion in 2014
  • Table 3-1: U.S. Retail Dollar Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2010-2014 (in millions of dollars)
  • Figure 3-1: Share of U.S. Retail Dollar Sales of Natural Pet Products: Pet Food vs. Pet Care, Total, 2010-2014 (percent)
  • Raw and Refrigerated Pet Food Sales
  • Figure 3-2: U.S. Retail Sales of Commercially Prepared Raw Pet Food: 2010-2014 (in millions of dollars)
  • Litter Dominates Pet Care Classification
  • Table 3-2: U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Cat Litter, Pet Health, Other, 2010 vs. 2014 (in millions of dollars and percent) . 54
  • Figure 3-3: Share of U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Litter, Health, Other, 2014 (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, 2013 vs. 2012 (percent)
  • Figure 3-5: Share of Independent Pet Specialty Store Total Grooming Services Sales Derived from Natural Products, 2013 vs. 2012 (percent)
  • Table 3-3: Share of Independent Pet Specialty Store Sales Derived from Natural Products: By Animal Category and Percentage Level, 2013 (percent)
  • Mass-Market Sales Trends
  • Table 3-4: IRI-Tracked Sales of Natural Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (in millions of dollars and pounds)
  • Table 3-5: Natural Product Share of IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (percent)
  • Table 3-6: Share of IRI-Tracked Sales of Natural Pet Products by Food and Nonfood Category and Segment, 2013 vs. 2014 (percent)
  • Natural Supermarket Sales Continue Upward Path
  • Table 3-7: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014 (in millions of dollars)
  • Table 3-8: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014 (percent)
  • Specialty/Gourmet Supermarket Sales Down 3%
  • Table 3-9: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2013 vs. 2014 (in millions of dollars)
  • Table 3-10: Share of Retail Dollar Sales of Pet Products in the Specialty/ Gourmet Supermarket Channel by Category and Segment, 2013 vs. 2014 (percent)
  • Market Share by Retail Channel
  • Table 3-11: Share of U.S. Retail Dollar Sales of Natural Pet Products by Distribution Channel, 2014 (percent)
  • Market Outlook
  • Natural and Organic Going Strong on the Human Side
  • Environment, Safety and Social Concerns Prevalent
  • Figure 3-6: Attitudes Toward Natural-Related Product Purchases, Overall vs. Pet Product Purchasers, 2014 (percent)
  • Healthy Lifestyles Still a Driving Factor
  • Natural Pet Products Part of Premiumization Trend
  • Figure 3-7: Wellness/Ingredient-Related Pet Purchasing Attitudes, Any Agreement, 2014 (percent of pet product purchasers)
  • Product Safety/Purity Still a Concern
  • Figure 3-8: Level of Agreement with Statement: “I consider natural and organic pet foods to be safer than regular pet foods,” 2014, Pet Owners Overall vs. Natural Pet Product Purchasers (percent)
  • Figure 3-9: Level Of Agreement With Statement: “I am concerned about the safety of the dog food, dog treat, and dog chew products (or cat food and treat products) that I buy,” 2012 vs. 2014 (percent)
  • Figure 3-10: Level Of Agreement With Statement: “Fear of pet food contamination/ product safety is a key consideration in the dog foods/cat foods I buy,” 2014 (percent of cat and dog product purchasers)
  • Figure 3-11: Level of Agreement with Statement: “I prefer to purchase pet products made by smaller companies I trust,” 2012 (percent of pet product purchasers)
  • Made in the USA an Indicator of Pet Food Safety
  • Figure 3-12: Pet Owners Who Seek Out Pet Food/Supplies Made in the U.S.A., Any Agreement, 2014 (percent of pet product purchasers)
  • Natural Products a Retail Strategy in Pet Specialty
  • Figure 3-13: Level of Agreement with Statement: “Natural pet products sold in pet stores and superstores are superior to those sold in general stores such as supermarkets or supercenters,” 2014 (percent)
  • Figure 3-14: Percentage of Pet Products with Natural, Organic and/or Eco-Friendly Marketing Propositions, 2014 (percent)
  • Figure 3-15: “What is the most important factor when evaluating natural products for your store ” (percent)
  • Figure 3-16: “What are the biggest challenges you face in selling natural pet products ” (percent)
  • Figure 3-17: “In which product categories is the ‘natural' movement having the biggest impact ” (percent)
  • Table 3-12: Purchasing Rates for Pet Products in the Pet Specialty Channel: 2010-2014 (percent of dog or cat owners)
  • GMO Debate Crosses into Pet Food
  • Figure 3-18 Level Of Agreement With Statement: “I worry about GMO (genetically modified) ingredients in dog/cat food”, 2014 (percent of product purchasers)
  • Say ‘No' to Natural
  • Natural Products Not Immune to Recalls
  • Arguments Against Raw Pet Food
  • Pet Market Macrotrends
  • Pet Owners Cut Back Due to Economic Doldrums
  • Table 3-13: Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2014 (percent of pet product purchasers)
  • Table 3-14: Level of Agreement with Statement: “Many pet products are becoming too expensive,” 2011-2014
  • Table 3-15: Pet Food Purchasing by Price Level, 2014 (percent of pet product purchasers)
  • Table 3-16: Level of Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” 2012 vs. 2014 (percent of pet product purchasers)
  • Table 3-17: Level of Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” 2012 vs. 014 (percent)
  • Pet Ownership and Population Trends
  • Table 3-18: Household Penetration Rates for Dogs and Cats, 2010-2014 (U.S. households-percent and number in thousands)
  • The Aging Pet Population
  • Table 3-19: Age of Dogs and Cats, 2014 (percent of pet owners)
  • Pet Overweight and Obesity
  • Table 3-20: Percentage and Number of Overweight or Obese Dogs and Cats, 2011 vs. 2013
  • Figure 3-19: “Do you have an overweight pet ” Dog Owners vs. Cat Owners, 2014 (percent)
  • Figure 3-20: Pet Owners Who Use Pet Food Targeting Weight Management, 2014 (percent)
  • Pets as Family
  • Table 3-21: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2014, Pet Owners Overall vs. Natural Pet Product Purchasers (percent)
  • Changes in Pet Food Regulation
  • Market Projections
  • Sales to Top $13 Billion in 2019
  • Table 3-22: Projected U.S. Retail Dollar Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2014-2019 (in millions of dollars)

Chapter 4: Competitive Trends

  • Market Structure and Retail Dynamics
  • Acquisitions and Mergers
  • P&G Sells Most of Its Petcare Business to Mars
  • Treats Get Gobbled Up
  • Illustration 4-1: Three Dog Bakery's Beg-als
  • Illustration 4-2: Zuke's Power Bones
  • Del Monte Foods Acquires Natural Balance, Becomes Big Heart Pet Brands
  • Illustration 4-3: Big Heart Pet Brands
  • Blue Buffalo Faces Litigation, Considers IPO
  • IPO in the Works for Freshpet
  • Absorption Corp. Becomes Healthy Pet, Acquires Simply Pine
  • Globalinx Rebrands to Hillside Farms, Opens U.S. Plant
  • Harbinger Group Makes an Offer for Central Garden & Pet
  • Other Deals
  • Investors Tap In
  • Traditional Marketers Tap In via Line Extensions, New Brands ..
  • Nestlé Purina Renames, Revamps Beyond Line
  • Illustration 4-4: The New Look of Purina Beyond
  • Science Diet Still Feeling Pressure Despite Ideal Balance Launch
  • Despite Image Overhaul, Bravo! Plagued by Recalls
  • Big-Name Retailers Enter the Natural Market, Revamp Products .. 115
  • Whole Foods Introduces Whole Paws
  • Illustration 4-5: Whole Foods' Whole Paws Pet Food
  • Wegmans Goes Head to Head with Pet Specialty
  • Illustration 4-6: Simply from Nature Comparison Chart
  • Illustration 4-7: Wegmans' Simply From Nature Pet Food
  • Kroger Partners with “I and love and you”
  • Illustration 4-8: “I and love and you” Banner Ad for Kroger
  • Freshpet Powers Growth of the Fresh Segment
  • Illustration 4-9: Freshpet Refrigerator
  • Natural Pet Care Leaders and Up-and-Comers
  • Pet Care Category Specialists
  • Growth in Online Sales
  • Figure 4-1: Level of Agreement with Statement: “I am buying pet products online more than I used to,” 2014, Pet Owners Overall vs. Natural Pet Product Purchasers (percent)
  • Social Media
  • Cause Marketing
  • Figure 4-2: Level of Agreement with Statement: “The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy,” 2014: Pet Owners Overall vs. Natural Pet Product Purchasers (percent)
  • Figure 4-3: Level of Agreement with Statement: “The participation by pet product retailers in pet welfare and rescue causes plays a role in where I buy pet products,” 2014: Pet Owners Overall vs. Natural Pet Product Purchasers (percent)
  • Figure 4-4: Percentage of Pet Owners Who Have Contributed Time or Money to Pet Welfare or Rescue Causes, 2014 (percent)
  • Sustainability Initiatives
  • Illustration 4-10: Pet Sustainability Coalition Founding Members
  • Mars
  • Nestlé Purina
  • Other Companies' Efforts
  • Eco-friendly Packaging
  • Marketer and Brand Rankings
  • Methodology for Estimates
  • Pet Age Retailer Ranking of Dog and Cat Food Market Leaders .
  • Natural Cat Litter Leaders in the Pet Specialty Channel
  • Table 4-1: Pet Specialty Channel Marketer and Brand Leaders in Dog Food and Cat Food: 2008-2012 (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
  • Marketer and Brand Shares of Mass-Market Sales of Other
  • Natural Dog/Cat Products
  • Table 4-2: U.S. IRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
  • Table 4-2a: Share of U.S. IRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
  • Table 4-3: U.S. IRI-Tracked Retail Sales of Natural Cat Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
  • Table 4-3a: Share of U.S. IRI-Tracked Retail Sales of Natural Cat Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
  • Table 4-4: U.S. IRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
  • Table 4-4a: Share of U.S. IRI-Tracked Retail Share of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
  • Table 4-5: U.S. IRI-Tracked Retail Dollar Sales of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
  • Table 4-5a: Share of U.S. IRI-Tracked Retail Share of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago
  • Period (in millions of dollars)
  • Caru Pet Food
  • Illustration 4-11: Caru Pet Food Stews
  • Illustration 4-12: Caru Pet Food Bites and Bars in Compact, “Green” Pouches .
  • Small-Batch Preparation, Trusted Suppliers Key to Quality
  • Illustration 4-13: Caru's Logo freshfetch
  • Illustration 4-14: freshfetch Intact Unprocessed Food for Dogs Beef Entrée
  • Improving on Pet Food, Raising Expectations
  • Illustration 4-15: Food Preparation in the freshfetch Kitchen
  • Illustration 4-16: freshfetch Serving Size Calculator
  • The Honest Kitchen
  • Illustration 4-17: The Honest Kitchen Smittens Pure-Fish Cat Treats
  • FDA Approval, Packaging Redesign Among New Developments
  • Illustration 4-18: The Honest Kitchen Packaging Redesign
  • Primal Pet Foods
  • Consumers Seeking Allergy-Friendly Ingredients, Convenient Preparation
  • Illustration 4-19: Primal Pet Foods Dog Food Formulas Featuring Alternative Proteins
  • Illustration 4-20: Primal Pet Foods' New Pronto Formula
  • Marketer and Brand Listing
  • Table 4-6: Marketers and Brands of Natural and Organic Pet Food, 2014
  • Table 4-7: Marketers and Brands of Natural, Organic and Eco-Friendly Pet Care Products, 2014

Chapter 5: Marketing and Product Trends

  • Pet Food
  • Moving Beyond the Natural Claim
  • Illustration 5-1: Merrick's New Grain-Free and Gluten-Free Treats
  • Humanization
  • Human-Grade Ingredients
  • Illustration 5-2: Human Grade Description from The Honest Kitchen Website ...
  • Personalized Pet Food
  • Illustration 5-3: Petbrosia Website Screen Shot
  • Grain-Free Pet Foods
  • Illustration 5-4: Catswell Nutrisca Dry Cat Food
  • Gluten-Free Fills Grain-Free Niche Market
  • Ancestral Lines Focus on Meat-First
  • Illustration 5-5: EVO Ancestral Pet Food Website
  • Illustration 5-6: Blue Buffalo Blue Wilderness Website
  • Illustration 5-7: Taste of the Wild Website
  • Exotic Proteins
  • Illustration 5-8: Delca Corp. Alligator, Crab and Crawfish Dog Biscuits
  • Diets Target Pet Demographics and Lifestyles
  • Limited Ingredient Diets
  • Healthy Weight
  • Illustration 5-9: Halo, Purely for Pets Grain-Free Healthy Weight
  • High Performance Diets
  • Illustration 5-10: Nulo Website Promoting Active Lifestyles for Pets and Owners
  • Glycemic Index
  • Illustration 5-11: Dogswell LiveFree Website
  • Source: Dogswell LiveFree website
  • Aging Pets
  • Illustration 5-12: Ark Naturals' Gray Muzzle
  • Novel Product Forms for Cats
  • Illustration 5-13: Nutro Natural Choice Soft Loaf Cod Recipe
  • Refrigerated Niche Continues to Advance
  • Raw Foods Marketers Overcome Safety Issues, Convenience
  • Illustration 5-14: Sojos Turkey Complete Cat Food
  • Focus on Product Safety
  • Human-Style, Functional Treats Drive Category
  • Human-Food Inspired Offerings Abound
  • vIllustration 5-15: Yaff Bar Energy Bar to Share
  • Functional Ingredients Provide Multiple Benefits
  • Freeze-Dried/Dehydrated Treats Combine Convenience and Quality Proteins
  • Illustration 5-16: Stella & Chewy's Carnivore Crunch
  • Oven-Baked, Meat-First Treats Play to Guilt-Free Trend
  • Illustration 5-17: Wellness Pure Delights Turkey & Salmon Jerky
  • Cat Gardens
  • Pet Care Products
  • Eco-Friendly Products Form Core of Market
  • Cat Litter
  • Illustration 5-18: Blue Buffalo BLUE Naturally Fresh Herbal Attraction Cat Litter .. 216
  • Illustration 5-19: Healthy Pet Cat Litter
  • Flea/Tick Products
  • Illustration 5-20: Alzoo Natural Flea & Tick Repellant
  • Pet Supplements
  • Illustration 5-21: “I and love and you” Natural Remedies
  • Illustration 5-22: Nordic Naturals Pet Supplements
  • Illustration 5-23: Boneo Bone and Joint Health Supplement
  • Illustration 5-24: Herbsmith Nutrients Superfood for Superdogs
  • Health Remedies
  • Illustration 5-25: FFD Designs FouFou Pet Fou-sticks
  • Grooming Products
  • Beds
  • Illustration 5-26: P.L.A.Y. Lounge Bed
  • Toys
  • Illustration 5-27: West Paw Design Zogoflex Toys
  • Collars and Leads
  • Illustration 5-28: Lupine Pet ECO Line Colors
  • Illustration 5-29: Wagging Green Rescue Dog Saving the Earth Collar

Chapter 6: Consumer Trends

  • Overview of Natural/Organic Product Purchasing
  • Note on Data Sources
  • 62% 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. Use Any Organic Foods: Households Overall, Dog
  • Owners, and Cat Owners, 2012 vs. 2014
  • Table 6-1: General Market Purchasing Patterns for Organic/Natural Products: Households Overall vs. Dog- or Cat-Owners, 2012 vs. 2014 (percent of U.S. population)
  • Natural/Organic Pet Product Purchasing Shows Uptick
  • Figure 6-2: Purchasing Rates for Selected Natural, Organic or Eco-Friendly Pet Product Classifications, 2012 vs. 2014 (percent)
  • Table 6-2: Purchasing Patterns for Selected Natural or Organic Pet Product Classifications: Dog- or Cat-Owning Households, 2012 vs. 2014 (percent of U.S. households)
  • Purchasing Patterns by Product Type
  • 47% of Dog Owners and 40% 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, 2014 (percent of pet product purchasers)
  • 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, 2014 (percent of dog product purchasers)
  • Table 6-4: Natural, Organic or Eco-Friendly Product Purchasing Rates for Cat Supplies by Type, 2014 (percent of cat product purchasers)
  • Pet Superstores, Walmart Are Top for NOEF Product Purchasing
  • Table 6-5: Where Natural, Organic or Eco-Friendly Dog Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural food purchasers)
  • Table 6-6: Where Natural, Organic or Eco-Friendly Cat Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural cat food purchasers)
  • Table 6-7: Where Natural, Organic or Eco-Friendly Dog Supplies Other Than Dog Food or Treats Are Purchased: Selected Channels, 2014 (percent of dog supplies purchasers)
  • Table 6-8: Where Natural, Organic or Eco-Friendly Cat Supplies Other Than Cat Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural cat supplies purchasers)
  • Table 6-9: Where Natural, Organic or Eco-Friendly Cat Litter Is Purchased: Selected Channels, 2012 vs. 2014 (percent cat-owning households)
  • Natural, Organic 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, 2014 (percent among product purchasers)
  • Consumer Profiles
  • Mixed Demographics for Organic Pet Food
  • Strong Relationship Between Purchasing General Market Natural/Organic Products and Organic Pet Food
  • Figure 6-5: Top Demographic Indicators for Purchasing Organic Pet Food, 2014 (percent of dog- or cat-owning households)
  • Table 6-10: Overview of the Organic Pet Food Purchaser, 2014 (percent, number and index of dog- or cat-owning households)
  • Regional Skews for Purchasing of Natural Dog Foods
  • Table 6-11:Demographic Indexes for the Natural Dog Food Brand Purchaser, 2014 (dog-owning households)
  • The Nutro Dog Food Purchaser
  • Table 6-12: Selected Demographic Indicators for Purchase of Nutro Brand Dog Food, 2014 (percent, number and index of dog-owning households)
  • The Natural Balance Dog Food Purchaser
  • Table 6-13: Selected Demographic Indicators for Purchase of Natural Balance Dog Food, 2014 (percent, number and index of dog-owning households)
  • The Nature's Recipe Dog Food Purchaser
  • Table 6-14: Selected Demographic Indicators for Purchase of Nature's Recipe Dog Food, 2014 (percent, number and index of dog-owning households)
  • The Goodlife Recipe Pet Treat Purchaser
  • Table 6-15: Selected Demographic Indicators for the Purchase of Goodlife Recipe Brand Pet Treats, 2014 (percent, number and index of dog- or cat-owning households)
  • The Natural Cat Litter Purchaser
  • Table 6-16: Selected Demographic Indicators for Purchasing of Natural Brand Cat Litter, 2014 (index of cat-owning households)
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