Challenges posed of marketing new cat litter to reluctant consumers

How can litter companies get pet — or to be more specific — cat owners to switch to a new brand of product? It’s a question Packaged Facts brings up and tries to solve for marketers in Cat Litter: U.S. Pet Market Trends and Opportunities. With 87% of cat owners purchasing litter within the last 12 months, it’s become the largest category in the non-food pet supplies market, which is expected to hit sales of almost $3 billion by the end of 2017.

With a market size that large, there are plenty of opportunities for companies to engage with cat owners about the challenges surrounding litter use and deliver products tailoring to those needs. When promoting new types of litter, one thing that must be simple for pet owners is making the transition from one brand to another as seamless as possible.

Aside from hitting that mark, companies also must avoid pitfalls, such as cats refusing to use the product altogether. Making the litter easy to use with efficient maintenance, while keeping odors under control, and ensuring safety for the pet and environment are facets consumers look to when figuring out what works best for them.  

The study from the Rockville M.D.-based company also makes note of the importance behind competitively priced store brands and incorporating features equivalent or superior to those of national brands, which consumers are more receptive to. Another way to catch the eye of the targeted audience lies within the power of social media and the Internet. It’s already become the ideal way for many pet owners to get the products their furry companions love, and litter is sure to follow suit.