The pet industry has overcome COVID-related challenges for a year and continues to thrive, reaching a milestone in 2020, with sales exceeding $100B in the United States. During the lockdown, people are now more than ever adding pets to their families for companionship, leading to a surge in ownership. This is supported by a September 2020 study by the American Pet Products Association (APPA), which reported that 11.38 million American households bought new pets during the pandemic. Spending more time with pets at home during lock-in means that owners can better determine their pet needs. In the past few years, the demand for quality products with brand transparency has increased, but recently it has expanded due to the pandemic.

Although pricing, visual appeal, and functionality are still important factors that consumers consider when choosing a product, the method and location of the product's manufacturing and the source of its materials or ingredients are ranking first. Pet parents are looking for brands with the same ethics and values. In the heyday of the digital age, people have instant access to ingredient lists and can study on their own what these ingredients mean for cats’ health. Leaders in the cat industry have noticed this and are working hard to create products that can satisfy both owners and cats. Whether it is a cat bed, toys, food or cat litter, owners are looking for brands that can meet their needs at every stage of the cat’s life development without affecting its moral principles.

As we all know, humans need a comfortable bed, and cats are no exception. On average, cats can sleep for 12 to 16 hours or more per day. However, materials and odors play an important role in the design and production of cat beds.

The distinctive Himalayan Dharma Dog Karma Cat brand offers a series of cat caves handmade by Nepalese women's groups. The brand was created in 2013 to “provide economic stability to our artisan partners in an environmentally sustainable way, while maintaining the highest style and quality standards you and your customers expect.” These caves are made of Tibetan wool and New Zealand Blended with wool, it contains lanolin, which is a natural oil in wool that reminds them of their mother's scent. Cats are naturally attracted to this oil because it relieves stress and anxiety, and helps keep paws and fur healthy. Wool rich in lanolin can adjust the temperature, keeping your cat warm in winter and cool in summer. Lanolin also has antibacterial and deodorant functions, but the owner must also be considered when making it. For convenience, these cat litters can be machine washed.

"There are a lot of details that need to be put into production. We really focus on the types of wool we use. Because we have such a deep understanding of the production process, we understand every detail of the business," said Jennifer Neufeld, co-owner of Distinctly Himalayan. "We know the source of wool, how it is processed, it is harvested humanely, it is dyed in the right way, it contains the required long fibers and has not been chemically cleaned, so it contains a lot of lanolin."

Himalaya specifically ensures that their wool does not come from carpet factory floors, which may contain dirt and dangerous particles such as metal shards and glass, which is a common practice in the Nepalese felt industry. Himalaya clearly uses safe, azo-free (no toxic chemicals) dyes, and does not ingest synthetic microfibers that may be harmful.

Walking Palm is another company dedicated to creating quality products while maintaining the company’s mission of using its business "as an economic opportunity to provide a better life for our extended family in Nepal. We handcrafted us with our friends in Kathmandu, Nepal For all products, we pay 200% of the average salary."

Each cat hole in Walking Palm is unique because each cat hole is hand-felted with high-quality natural wool from New Zealand and can be personalized with your cat's name. The wool cave is designed to be a place where cats can dig holes, rest, feel safe and call themselves, while attracting their owners.

"The cool thing about our caves is that they are very colorful. We can dye wool to any color we want, and we use natural plant dyes to do this," said Alonzo Guess, co-owner of Walking Palm. "By having different colors, it enables the item to balance with any color in your home. It must look attractive, but it must also be practical. You cannot sacrifice function over form, and vice versa."

In addition to the existing cat litter series, Walking Palm also introduced a new cat basket. These felt wool baskets are available in white and gray, with twine handles, like an open cat hole, but also very beautiful. Cats like the smell of merino wool hiding places and baskets and the soft, flexible feeling, curled up after a long and hard day of play.

Cat toys are popular items during the pandemic because they can entertain your cat while you are working. Toys can be a useful tool when dealing with problem behaviors caused by excessive energy storage, as well as when looking for physical and mental stimulation. Interactive puzzles can improve the cat's overall attention and cognitive abilities, while durable toys can promote the health of teeth and gums.

The demand for sustainable products also applies to the toy category. Consumers are aware of the environmental impact of traditional plastic and rubber toys and are looking for safe alternatives. Brands have heard the desire for environmentally friendly toys and are capitalizing on this trend by using nylon, recycled polyester, and biodegradable materials to make toys. Retailers who consider storing these types of toys in inventory can better meet customer needs.

Primetime Petz brand Hausspanther cork bomb is designed to encourage you to exercise and interactive games with cats. This toy is made of natural cork, light and flexible, with attractive texture. Kittens are attracted to toys because they can easily stick their teeth and paws into the cork.

"The cork bomb really represents the trend of environmentally friendly, natural materials," said Kate Benjamin, head of product development and marketing at Primetime Petz. "This is definitely not a temporary trend. Raising cats and understanding what cats really need to thrive in a family environment. Cats are all about home, so the idea of ​​staying at home for a year is just working. Hope we can see To more innovation, to understand more truly what helps cats live their best lives."

This series of cat toys is designed to satisfy the hunting instinct of cats. Each toy encourages different types of play behaviors, from tracking and swooping to chasing and tossing to keep the cat active and entertained.

"When it comes to cat toys, you need to consider the texture. We have different fabrics with different feelings for scratching and biting, creating toys that mimic prey," Benjamin said.

DuckyWorld Products created its catnip toy series Yeowww! Catnip focuses on the quality of catnip. It is grown organically, using only the leaves and flower tops, while discarding the stems to ensure that the cat's most sensitive parts of the plant are included. Having healthy plants means cats have a strong reaction to catnip. Every DuckyWorld toy is 100% filled with this catnip mixture; there is no filling of any kind. In addition, DuckyWorld products are designed with safety in mind.

“There are no strings, plastic fragments or fillings in our toys that could be accidentally swallowed during play, so they are safe for kittens and adult cats. Kris Kaiser, a digital marketing expert at DuckyWorld, said: “We have Toys of various shapes and sizes can satisfy any cat's preferences. "

Finding a specific solution-based product can have a big impact on the type of care an animal receives. Products that are specifically targeted at specific life stages or diseases can provide cats with a better quality of life. Retailers who understand cat health knowledge are better able to recommend products to parents who are raising pets for the first time. Working with companies to understand why their products are made for a specific age range or disease is the key to helping cats, customers, and driving sales.

For example, kittens have a series of necessities, such as food, cat litter, litter box, toys, and everything in between. Research-oriented consumers need products that enhance the senses and overall health of kittens. Therefore, there are a variety of products to choose from, with the right ingredients or materials, and the kitten as the design concept, so that these consumers have the opportunity to find the exact product they are looking for. These specific products cater to consumers because they meet the basic needs of each kitten while providing features that are beneficial to the individuality and individuality of the kitten.

Inappropriate weeding is the number one reason for cats to be abused and surrendered to the shelter. Dr. Elsey's is the only cat product company that specializes in cats and is owned by a veterinarian based on original solutions that can meet the needs of cats and their pet parents. Dr. Elsey’s goal is to help keep cats at home and use litter boxes while minimizing the company’s litter footprint. Good habits start when cats are young, which is why Dr. Elsey created Kitten Attract. This training cat litter is made of high-quality cat litter with excellent clumping ability, and is ground to the ideal particle size and texture suitable for the soft paws of kittens. Kitten Attract cat litter contains natural herbal attractants unique to kittens, which can stimulate the curiosity of kittens in using the litter box. The combination of herbs, texture and particle size provide a unique and effective solution for kitten owners.

One of the latest products released by Dr. Elsey is Respiratory Relief Clumping Clay Litter. This low-dust and hypoallergenic cat litter helps control cat’s respiratory diseases. The cat’s formula does not contain plant protein, perfume or deodorant. The natural essence and low dust in the litter help reduce stress, which may be an important factor in controlling respiratory diseases in cats.

"We don't add any perfume or baking soda to the trash. It's just high-quality clumping clay bedding," said Gina Zaro, Marketing Director of Elsey's Cat Products. "It has all the attributes that customers are looking for; low dust, hard agglomeration and excellent odor control."

Although cat owners may think they know what they need, Kent Pet Group takes time to educate customers and retailers on cat care to ensure that people make the most informed decision when choosing cat litter. Loyalty programs and a wide variety of natural cat litter are the two highest exponential buying drivers in the pet channel. This means that retailers can use to provide a range of cat litter, because owners will definitely continue to come back to buy brands they trust.

"In the past 20 years, Kent Pet Group has made great strides in creating absorptive and odor control products that promote sustainable pet care. I think it's important for retailers to understand what these products are and how they work," Gordon, president of Steve Kent Pet Group, told Pet Times in an article in February 2021.

Kent's World's Best Cat Litter uses a patented process to compress corn into super-absorbent pellets, pushing the order deep into the interior and forming tight clumps when in contact. This cat litter is made of plants or recycled paper and does not contain harmful chemicals, artificial perfumes and silica dust. It is a natural choice and is made of natural plant extracts that are safe for cats. Because the best cat litter in the world is made of whole grain corn and other plant materials, it has natural water absorption and washability.

Jean Broders, Marketing Director of Kent Pet Group, said: “Consumers want a product that performs well and is easy to clean the trash can, but at the same time it also requires safety and performance.”

"Similar to other categories, we believe that consumers will continue to demand improvements in sustainability and animal welfare. Advances in packaging, ingredients and delivery models will continue to shape the future of cat litter in good ways that benefit pets, humans and the planet."

In addition to providing high-quality cat litter, World's Best Cat Litter is also a charity brand. Last year, Kent donated more than 1 million pounds of garbage to shelters across the country. “The first reason the cat was sent to the shelter was that the cat did not enter the box, so we treated the shelter’s work and our work with garbage as a kind of in-depth cooperation,” Gordon said.

When looking for food and snacks, cat parents are looking for transparency of ingredients, which means natural and fewer ingredients. According to a study by APPA, 72% of respondents stated that their pet’s diet is “very important to them” and that “regardless of their financial situation, they do not intend to make any changes to it”.

Not every cat can eat anything, because nutritionist restrictions such as allergies or picky eaters require owners to look for products based on solutions. The growth of natural and raw food categories is increasing rapidly and is expected to continue to grow in the next few years. According to a survey conducted by Blue Buffalo, 55% of cat owners said that they “feel the need to choose between foods that are good for cats and foods that cats like.”

Fortunately for cat owners, the company is developing recipes that are not only healthy but also delicious.

"Most of these pet parents are very ingredient-conscious and want to provide their pets with healthy choices; they want to give their pets the equivalent of an apple instead of an apple.

A bag of potato chips or chocolate," said Andrea Bourne, a senior marketing expert at PureBites. "Therefore, during the pandemic, pet parents tend to use PureBites because we have 1 to 3 purely human-grade ingredients. "

Recently, freeze-dried foods and snacks have become popular in the cat food field. The freeze-drying process is delicate, but if done properly, it can maintain the structure and nutritional integrity of fresh raw food.

"Because most freeze-dried snacks are made from only one or two ingredients, they are perfect for cats who are overweight, diabetes, allergies, gastrointestinal disorders, or dietary restrictions," said Byrne. "Retailers should challenge pet parents to actually read the ingredient labels on pet food and snacks."

Although pet parents may conduct their own research, retailers must be able to educate owners about what they feed their feline friends. PureBites provides stores with a series of sales tools to help promote, including special promotional offers, floor-standings, clips, shelf talkers and samples. If the brand has not yet provided materials to help educate consumers, retailers are encouraged to request them. Having an informative brochure to train store employees will in turn educate customers and translate into increased sales. People usually want to make healthy decisions, but they may need to point in the right direction.

Another steady growth trend in the cat industry is the wet food category. Advances in product development and packaging technology have enabled this category to flourish. Pet parents no longer worry about the confusion and trouble of opening cans and the correct storage of opened cans. The demand for high-quality raw materials has opened the door for brands to try and create new innovative products.

Tiki Pet has a series of cat food called Tiki Cat, which is characterized by wet food and distortion.

Ann Hudson, Vice President of Brand Marketing for Whitebridge Pet Brands and Tiki Cat, said: "Tiki Cat After Dark Pate takes full advantage of the growth of the wet product category, the popular form of meat sauce, the knowledge that cats need meat, and the demand for foreign proteins such as rabbits." According to Hudson, despite the pandemic, Tiki Pet has not slowed down and launched more than 50 new products in 2020.

"Retailers are very excited about the future and there is a high demand for new products," she said. "Brands continue to enter the grocery store and FDM channels, so specialty retailers have new space in the store to support channel exclusive brands."

Bill Frey, Marketing Director of Champion Petfoods, agrees that demand has not wavered in the past year. If anything, the pandemic encourages manufacturers to be flexible in how they work with retail partners.

Billy Frey, Marketing Director of Champion Petfoods, said: "During COVID-19, the demand for high-quality pet food and strong channels of innovation have continued, and we believe that this demand will not slow down after the pandemic." "The biggest demand component. One is the flexibility of shopping choices. We continue to work with retailers to support choices that meet the changing needs of pet lovers and provide them with sufficient resources to promote these new shopping methods."

If the pandemic has any impact on the pet industry, it is the availability of products, and Frey assured retailers that Champion’s two brands, ORIJEN and ACANA, have no problems. Both are in high demand, partly because of their ingredient lists. ACANA Indoor Entrée is specially developed for indoor cats to help maintain a healthy weight, skin and hair. On the other hand, ACANA First Feast is designed for new kitten parents who want to start raising cats on the right path of nutrition.

"We have a strong supply chain to ensure that ORIJEN and ACANA are always available," he said. "By providing different purchase options and maintaining a strong supply chain, we can ensure that pet lovers can still reliably purchase pets' favorite foods and snacks."

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