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Cat Litter: U.S. Pet Market Trends and Opportunities


Attention: There is an updated edition available for this report.

Cat Litter: U.S. Pet Market Trends and Opportunities provides an in-depth analysis of cat litter through all channels in the U.S. market, focusing on the key factors driving the market and highlighting sales trends and marketing opportunities. The report covers competitive strategies of key players, highs and lows in new product development, and consumer trends and attitudes. All of the information and analysis in the report is highly accessible, presented in concise text and easy-to-read and practical charts, tables, and graphs.


  • Executive Summary
    • The Market
      • Introduction
      • Market Size and Composition
      • Market Drivers
      • Looking Ahead
    • Competitive Trends
      • Competitive Overview
      • Retail Trends
    • Marketing & New Product Trends
      • Cat Litter Conundrum: New-and-Improved vs. Tried-and-True
      • Litter Users Expect Odor Control, Easy Clean Up and More
      • Lightweight Litter
      • Odor Control and Multi-Cat Litter
      • Easy-Clean Litter
      • Eco-Friendly Natural Litter Features Innovative Materials
      • Health Monitoring and Special Needs Litter
      • Packaging Innovations
    • Consumer Trends
      • 87% of Cat Owners Purchase Litter
      • The Cost of Cat Litter
      • Litter Changing Frequency
      • Cat Litter Usage by Type
      • Mass-Market Channels Skew High for Litter Purchases
      • Packaged Facts Brand Usage Data
      • Simmons Brand Usage Data
    • Opportunities
      • Opportunity: Ease of Use and Efficacy
      • Opportunity: Sustainability
      • Opportunity: Small Dogs
      • Opportunity: Private Label Litter
      • Opportunity: Internet Engagement
      • Opportunity: Environmental Education
      • Opportunity: Internet Sales
      • Opportunity: Encouraging Owners to Try New Products
      • Opportunity: Promoting In-Demand Features
      • Opportunity: Bringing Lightweight Litter to the Next Level
      • Opportunity: "Cat-Centric" Litter
  • The Market
    • Chapter Highlights
    • Introduction
      • Market Definition
      • Report Methodology
    • Market Size and Composition
      • Cat Litter Tops $2.7 Billion
        • Table U.S. Retail Sales of Cat Litter, 2012-2017 (in millions)
      • Market Share by Retail Channel
    • Market Drivers
      • Overall Pet Market Expanding
      • Odor Control and Convenience Drive Litter Sales
      • Opportunity: Ease of Use
      • Opportunity: Product Efficacy
      • Environmental Impact of Cat Waste
      • Natural and Eco-Friendly Litter
      • Opportunity: Sustainability
      • Pet Ownership and Population Trends
      • Opportunity: Small Dogs
      • Cat Elimination Habits
    • Looking Ahead
      • Sales to Near $3 Billion by 2021
        • Table U.S. Retail Sales of Cat Litter, 2012-2017 (in millions)
  • Competitive Trends
    • Chapter Highlights
    • Competitive Overview
      • Marketers: Number and Types
      • Partnerships and Expansion Activity
      • Select Mass-Market Competitors
      • Litter in the Pet Specialty Channel
      • Private Label Litter
      • Opportunity: Private Label Litter
      • Marketers Rely on Creativity to Connect with Cat Owners
      • Opportunity: Internet Engagement
      • Environmental Initiatives
      • Opportunity: Environmental Education
    • Retail Trends
      • Channel Expansion
      • How to Retail Litter
      • Online Sales of Cat Litter
      • Opportunity: Internet Sales
  • Marketing & New Product Trends
    • Chapter Highlights
    • Marketing and New Product Trends
      • Cat Litter Conundrum: New-and-Improved vs. Tried-and-True
      • Delivering Innovation with Exclusive Technology
      • Opportunity: Encouraging Owners to Try New Products
      • Litter Users Expect Odor Control, Easy Clean Up and More
      • Opportunity: Promoting In-Demand Features
      • Lightweight Litter
      • Opportunity: Bringing Lightweight Litter to the Next Level
      • Odor Control and Multi-Cat Litter
      • Easy-Clean Litter
      • Eco-Friendly Natural Litter Features Innovative Materials
      • Health Monitoring and Special Needs Litter
      • Opportunity: "Cat-Centric" Litter
      • Packaging Innovations
  • Consumer Trends
    • Chapter Highlights
    • Consumer Trends
      • 87% of Cat Owners Purchase Litter
      • The Cost of Cat Litter
      • Litter Changing Frequency
      • Cat Litter Usage by Type
        • Table Cat Litter Usage by Type of Litter (Scoopable vs. Non-Scoopable vs. Crystals), 2017 (percent of cat litter purchasers)
        • Table Cat Litter Usage by Type of Litter (Clay Clumping, Clay Non-Clumping, Crystals, Pine/Wheat/Corn, Recycled Paper, Other), 2017
      • Mass-Market Channels Skew High for Litter Purchases
        • Table Cat Owner Shopping Patterns by Retail Channel: Cat Litter vs. Pet Food, 2017 (percent)
      • Packaged Facts Brand Usage Data
      • Simmons Brand Usage Data
        • Table Cat Litter Brand Usage by Number of Cats, 2017 (index of cat litter purchasers)
        • Table Cat Litter Brand Purchase Patterns by Channel, 2017 (index of cat owners)
        • Table Key Demographic Indicators for Purchasing Tidy Cats Litter, 2017 (percent, index and number of cat litter purchasers)
        • Table Key Demographic Indicators for Purchasing Fresh Step Litter, 2017 (percent, index and number of cat litter purchasers)
        • Table Key Demographic Indicators for Purchasing Scoop Away Litter, 2017 (percent, index and number of cat litter purchasers)
        • Table Key Demographic Indicators for Purchasing Arm & Hammer Litter, 2017 (percent, index and number of cat litter purchasers)
        • Table Key Demographic Indicators for Purchasing Store Brand Litter, 2017 (percent, index and number of cat litter purchasers)

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