Consumer concern over pet food safety, stemming from continuing pet food recalls, combined with an already high consumer interest in natural and organic products, will propel the market for natural pet products from $1.3 billion in 2007 to $2.5 billion by 2012, according to Natural, Organic and Eco-Friendly Pet Products in the U.S., a new report from Packaged Facts.
The report shows tracked sales of natural pet food through supermarkets, drugstores, and mass merchandisers surging in 2006, rising more than 200% to reach $29 million. Sales exploded during the first two quarters of 2007, however, nearly tripling to $82 million and further showing the impact of changing consumer perceptions in the wake of the recalls.
“The impact of the pet food recall may be felt for years to come, as consumers make product safety a top concern and marketers respond by placing appeals like product safety, reliability, and quality at the forefront,” notes Don Montuori, Vice President of Publishing. “Although pet specialty outlets are still the primary venue for natural and organic products, these products are rapidly infiltrating mass-market outlets, where growing demand represents big opportunities for natural and organic marketers.”
Packaged Facts expects to see full-year 2007 tracked sales of natural pet food at approximately $180 million, more than a 500% jump over 2006 sales. Yet the surge in natural sales isn’t limited to pet food alone. Accounting for approximately one-fifth of 2007 sales, natural pet care products registered a 19% Compound Annual Growth Rate from 2003 to 2007, and are forecast to turn in a 10% CAGR from 2007 to 2012, bringing sales to $458 million.
A recent Newsweek article entitled “How to Cut Your Carbon Paw Print” highlights some of the products being marketed to pet parents. Among them are biodegradable waste containers, environmentally friendly cat litter, dog and cat toys made from earth-friendly products and all-natural pet shampoos and sprays.