Natural, Organic Pet Products Strengthen Market Position

ROCKVILLE, Md.Natural pet products continue to edge into mainstream channels while expanding from their pet food base into non-food pet supplies, according to market research publisher Packaged Facts recently released Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition report.

The report focuses on dog and cat pet food and non-food pet supplies specifically positioned as natural or organic. The report groups the products into two classificationspet food and non-food pet supplies. The report also examines related trends and issues including sustainability, corporate responsibility, and other ethical initiatives such as fair trade and support of family farms.

Pet owner survey data published in the report reveal that 62 percent of dog owners and 56 percent of cat owners have purchased natural/organic pet products in the last three months, with 16 percent of dog or cat owners purchasing organic food within the same period. Nearly half of pet owners would buy more natural/organic pet supplies if these non-food products were more widely available, and nearly two-thirds would do so if the products were less expensivean indication that affordability is an even bigger issue than availability in this price-conscious, recessionary era.

Nevertheless, the recession hasnt prevented natural and organic pet products from remaining a top growth segment in the market, posting double-digit annual percentage increases.

In the vast U.S. pet market, formulating and positioning products along natural, organic and holistic lines is a way for traditional marketers to pique pet owners interest and convert them to more expensive fare, said Don Montuori, publisher of Packaged Facts. The top five U.S. marketers of pet food (i.e., Del Monte, Science Diet, Nestlé Purina, Mars and Iams) are now heavily invested in the natural segment via new product introductions, evidence of the major market shift that has occurred since 2005.

Mainstream marketers can carve out a niche or strengthen their foothold in pet specialty stores, natural supermarkets and online by embracing the natural and organic trend. This especially holds true in mature categories such as food and litter, where many traditional formats and brands have slipped into commodity status.