Not Just Litter
Jean Broders, brand manager for Kent Pet Group's World's Best Cat Litter, discusses how the brand's quality and comprehensive marketing keeps it at top of the growing natural cat litter market.
Pet Business: How is the market for natural cat litters performing at retail? How can pet stores ensure that they remain competitive in this product category?
Jean Broders: The natural litters continue to see growth in the category. This is evident with clay manufactures that are known for only producing clay litters now introducing natural litters into the market.
Natural litters typically deliver a higher dollar ring at the register, a higher margin and therefore more dollars in the retailer’s bank. More and more consumers are taking a stand on their litter choice and wanting safe products in their homes. Natural litters are the answer.
To stay competitive, retailers need to listen to their consumers and stock the natural litters they are asking for. Know the category and promote products that really work and are a good value. Value doesn’t necessarily mean the least [expensive]. World’s Best Cat Litter offers concentrated power to help maintain a cleaner litter box—creating a great value to the consumer.
Retailers should utilize marketing programs and promotions that are being offered to them, especially when introducing a new litter. Take advantage of discounts, and pass those savings on to the consumer. Use POS materials that help educate consumers. World’s Best Cat Litter offers LCD monitors that run a one-minute product demo video, making it a really easy product to sell.
PB: What are the latest product trends in the natural cat litter category? What are consumers looking for in a natural cat litter?
Broders: Today’s media is full of advertisements promoting “new” litters highlighting a lightweight feature. This is not new to the natural litter category. World’s Best Cat Litter has always been lightweight and easy to carry. Not only is our litter lightweight, there is very little to no tracking outside of the litter box, and it’s proven flushable. Consumers want hassle-free cat care, and they want convenience. Let’s face it, we’re all busy, and nobody wants to spend a lot of time cleaning the litter box.
PB: What is new and exciting from World’s Best Cat Litter?
Broders: We recently launched a new campaign, which will boost our brand awareness and drive consumers in to stores to buy. This campaign “It’s Just Litter Until…” highlights the features and benefits of World’s Best Cat Litter. It brings to the forefront common issues that consumers are facing with their current litter, but maybe have been ignoring. It is supported through digital, social, print, radio, OOH [out of home] and in-store marketing. It encourages trial by offering consumers a downloadable coupon on their first bag. This campaign is coming on the heels of our #IMACRAZYCATLADY campaign and will nicely complement it, keeping our momentum for World’s Best Cat Litter going strong.
This really sets us apart from other litter companies. I don’t know of any other company that is offering such a comprehensive program and can combine two great campaigns together to reach so many different consumers.
PB: What does the future hold for the natural cat litter category, and for World’s Best Cat Litter?
Broders: The natural category will continue to see growth, and there will continue to be new products that want to play in the natural category. Retailers will see profitable opportunity, which will encourage them to increase their shelf space of natural litters. This will all be driven by consumer demand. It will be important for retailers to partner with companies that not only offer great performing products that work, but also with those that offer supportive programs to help them sell. They will find that partnership in Kent Pet Group and World’s Best Cat Litter.
We will continue to understand our consumer, and what drives them, and offer products that support their needs.