SOURCE: Packaged Facts

Packaged Facts

July 13, 2010 15:11 ET

Natural/Organic Pet Food and Supplies Strengthen Position Despite Recession, Reveals Packaged Facts

NEW YORK, NY--(Marketwire - July 13, 2010) -  Natural and organic pet products are becoming the standard for premium pet products in the pet specialty channel while edging into mainstream channels on the strength of consumer demand for safer products, mass- and cross-channel marketers further tapping into the trend, niche marketers upscaling their products in response, and celebrity-backed contenders entering into the competitive fray, according to Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition by market research publisher Packaged Facts. 

Packaged Facts pet owner survey data published in the report reveal that 62% of dog owners and 56% of cat owners have purchased natural/organic pet products in the last three months, with 16% of dog or cat owners purchasing organic food within the same period. Moreover, 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 expensive -- an indication that affordability is an even bigger issue than availability in this price-conscious, recessionary era. 

Nevertheless, the recession hasn't 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," explains 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."

By embracing the natural and organic trend, mainstream marketers can carve out a niche or strengthen their foothold in pet specialty stores, natural supermarkets, and online -- thus setting themselves apart from convention-bound competitors. This especially holds true in mature categories such as food and litter, where many traditional formats and brands have slipped into commodity status, notes Montuori.

Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition focuses on dog and cat products specifically positioned as natural or organic. The report groups the products into two classifications -- pet food and non-food pet supplies. Also covered in report are related trends and issues including sustainability, corporate responsibility, and other "ethical" initiatives such as fair trade and support of family farms. Exclusive consumer data from Packaged Facts' pet owner survey are featured in this report. For further information, please visit:

About Packaged Facts -- Packaged Facts, a division of, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services. To learn more, visit: Follow us on Facebook, LinkedIn and Twitter.

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