Building a Comprehensive Strategy for Selling Natural Litter

For conscientious pet parents, every ingredient counts when shopping for products that will not harm their animals or the environment. A pet parent's priority of finding natural supplies, such as litter, should also be a primary concern for retailers. To identify the best litter formulas to meet the discerning needs of customers who seek these litter products, retailers must be prepared to work closely with suppliers to ensure ingredients that claim to be natural will deliver and are not simply greenwashing, or making false claims of offering ecologically sound goods. As pet parents search for natural litter, they will expect retailers who advertise as trustworthy sources of these products to also deliver on their own promises.

The new naturals in litter are being created upon the foundations of first-generation ecologically safe and sound formulas. Rather than being limited to the few formulas that served as the natural litter trailblazers prior to the surge in ecological trends that took place years ago, consumers are now searching for formulations that comprise materials that are good for the planet and yield products that ease the task of caring for pets.

Years ago, the term "natural" wasn't easily defined when discussing products in any industry. The muddying of the word and greenwashing by brands that simply wanted to relay messaging of being responsible without performing the work became common—but consumers became wise to the game. When shoppers started to research the characteristics that could be considered natural, in the true sense of being ecologically sound and safe for pets, these consumers were able to make informed decisions and weed out the players who were simply engaging in marketing tactics to ride the wave of the trend.

"Certainly, natural cat litter is made with the earth in mind at all levels of production," says Glenn R. Godley, sales director at Windsor, Colo.-based Intersand USA. "That includes renewable sources like corn, recycled paper, pine, cedar, wheat, bamboo and more. Natural cat litter is biodegradable and compostable, including environmentally friendly packaging. There should be no synthetic additives in a natural cat litter, ensuring is it safe for cats."

What began as a segment within the eco-friendly pet products category, natural litter is now part of the norm. While pet parents expect retailers to carry natural litter formulas, carrying these products isn't enough. As pet parents continue to gain an education, becoming more informed regarding the products they want to purchase, they rely on retail associates to engage in discussions with them regarding these goods to assist in the decision-making process. Retailers must train their associates to remain educated and honest regarding the ingredients comprising natural litters and the purposes each element serves.

"Cat litter is unique in that it doesn't have the same labeling requirements as other pet products," according to Kristi Ross, chief marketing officer at Targeted PetCare in Warren, Penn. "Historically, ‘natural’ claims have been used on products with renewable and sustainable substrates, but recently, the claim has been used on clay products as well. Natural cat litter is the eco-friendly choice and key benefits of natural cat litter include: biodegradable, flushable, dust-free, odor control, and high absorbency."

The evolution of pet products often mirrors trends in human goods and litter also follows the lead of sanitary items used by people. In the natural-product category, bathroom tissue and similar products made from more sustainable resources that contribute to a circular economy are gaining shelf space in stores. As consumer demand for these products continues to grow in the human segment, these customers who are also pet parents will channel their preferences for natural goods into shopping for their litter choices.

"It is a very interesting time in cat litter," says Ross. "We believe the category follows other household trends and that, like other home cleaning or health categories, natural offerings will continue to grow and be defined. As new products come to market, we believe there will continue to be balance of performance and natural ingredients so that consumers can have it all."

As manufacturers of litter continue to build upon the innovations in earth-friendly materials that have been established over the last few years, natural formulas are being developed with the consumers’ lifestyles in mind. Trends in litter are building upon their natural elements to also afford ease to pet parents.

"More and more, cat litter is made with convenience and the environment in mind," Godley reveals. "More litters made from renewable sources are available in the market. Efficiency in odor control formulas has also improved and developed over the years. As we look ahead, there's a lot to look forward to, but we are excited about a growing consumer interest in environmentally friendly products that contribute to overall waste-reduction."

To sell products in the natural space, retailers must be as authentic in their presentation of the products as consumers expect their manufacturers to be when making these goods. Many consumers who shop the natural litter space are knowledgeable and remain current on new trends, which means they want to speak with associates who are able to discuss information beyond product labels.

"Retailers can help in clearly articulating the benefits of different eco-friendly substrates and making it easier for pet parents to understand the role ingredients play in their cat's litter box," explains Ross.

Customers will look to the informed associates at their retailers to fill in any gaps regarding the characteristics of natural litter. Each customer will want natural litter that will perform according to the distinctive goals that are unique to how these shoppers prioritize their environmental efforts. Associates are responsible for assisting shoppers with choosing the best natural litter to suit their specific needs of their different lifestyles and the comfort levels of their animals.

"Customers should be educated on expectations around litter performance," says Godley. "Plant-based litters and clay litters react very differently. And so, it's important to focus on the product performance, disposal and safety. Every cat takes to new litter differently, and so be sure to frame the customer's cat training expectations accordingly."

By engaging with customers, associates can learn about the personalities of the animals who will use the litter and their preferences. Retailers should also emphasize the importance of learning about the litter characteristics that will fulfill the needs of each customer, according to their way of life. Through working with their brands and suppliers to examine the best natural litter options that will create a comprehensive selection, retailers will be able to align their offerings with customer demands. PB

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