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How has the cat litter category
DaviD Taglia Tela: Over the years, the
category has been flooded with clay litters offering the benefit of being lightweight. For clay, this may be innovation,
but for most natural litters, this feature
has always been a benefit. Natural litters
are “naturally” lightweight and easy to
There have also been several introductions of different ways to cover up
the nasty ammonia odors found in litter
boxes. The key is eliminating the odor,
not masking it with a secret sauce or fragrance. The brands that survive in the
category will have litters that truly perform and meet a consumer need.
How have consumers’ purchase
Based on recent reporting from Packaged
Facts, the top three attributes that consumers are looking for when choosing
a litter are convenience, ease of use and
safety. It is good to see that consumers
are finally realizing there are healthier
and safer choices to consider other than
clay litters. Consumers do not want to
deal with litter that does not perform,
creates dust or is heavy. Today’s choice
for consumers is a natural litter, as they
understand the benefits and long-lasting
What is the secret to longevity
in the industry?
Our secret to longevity is staying true to
our core values of producing a natural
litter that actually performs and makes
the consumer’s life easier, so they can
spend less time in the litter box and
more time with their cat. As our new tag
NATURAL CAT LITTER
KenT PeT grouP
Consumers want convenience, ease of use and safety when shopping for cat
litter, says DaviD TagliaTela, director, food, drug and mass channels for the
Ken T Pe T grouP.
line reads, we want consumers to “Think
About Their Cat, Not The Box.”
What are some ways retailers
can maximize visibility and sales
of natural cat litter?
Our top suggestion for retailers would be
to merchandise the aisle the way the consumer shops it. Like natural products in
other categories, creating a naturals section or block in the litter aisle is often the
This merchandising strategy takes
the guess work out for consumers who
are trying to figure out where among an
entire aisle of pet products the natural
cat litters can be found. Shoppers want to
find the products they are looking for in
the most efficient way possible without
having to wade through choices they do
not care about.
What are some of Kent Pet
group’s newest launches?
Our newest launch has been our Lavender
Scented Multiple Cat formula. The
uniqueness about this product comes
from using a natural lavender oil. By
using a natural lavender oil and not an
added fragrance, we are able to keep true
to World’s Best product attributes of being
natural, biodegradable and flushable.
What does the future hold for
the natural cat litter category?
We know that consumers’ needs are constantly evolving, so our job is to make
sure we are listening to them and providing products that meet their needs.
According to Nielson data, we are the
top selling natural litter in the category.
Our goal is to keep that spot by continuing to provide a high-performance product that consumers want to use in their
homes and recommend to their friends
and family. n