1. Natural, Organic, and Eco-Friendly Pet Products in the U.S., 4th
Edition
Report Details:
Published:November 2012
No. of Pages: 274
Price: Single User License – US$3750
With Hill’s reformulating Science Diet as a natural product, Walmart launching its first natural store
brand (Pure Balance), Nestlé 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

2. 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.
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Major points covered in Table of Contents of this report include
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

3. 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

4. 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

5. 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

6. 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

7. 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?

8. 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

9. 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)

10. 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

11. 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

12. 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)

13. 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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