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

Date: November 1, 2012
Pages: 274
Price:
US$ 3,750.00
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Publisher: Packaged Facts
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: NF8391DAC50EN
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Natural, Organic, and Eco-Friendly Pet Products in the U.S., 4th Edition
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.
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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