When it comes to cat toys, there is a growing number of local manufacturers who are proudly putting “Made in the USA” on their labels and producing a variety of products with feline appeal.
Kitty Boinks are small, flexible mesh tubes that cats can roll and toss and that, when compressed, can spring into the air and fly over 30 feet. They were originally created for children, but the item found its way into pet stores back in 2008.
“For years, we were told that cats loved them and, during the 2008 recession, we decided to put a cat on the label and change our marketing strategy,” explained Joyce Murphy, president of Endless Possibilities, the company that manufactures Kitty Boinks. “And we’ve never looked back.”
“They make a great impulse buy,” said Doug DuBrock, owner of Don’t 4 Get About Me, a pet gift store in Branson, Missouri. “We are situated in a high tourist trade area and, as the name of our store implies, people love to buy gifts to take home to their pets when they’re traveling. The Boinks are lightweight and lots of fun. And because kids love them as well, they are a great toy for children to interact with their cats, too.”
The products are manufactured in a factory in Southfield, Michigan, that is staffed by special needs employees. Following the success of the Boinks, Murphy designed the Bamboozler, a wand toy that utilizes a length of the same mesh fabric attached to a bamboo wand. And, according to DuBrock, they are also popular with customers gift-shopping for their cats.
DuBrock, who also has a wholesaling arm to his business, has collaborated with Murphy’s company and, as a result, Boinks and Bamboozlers are now sold in more than 300 locations nationwide through his distribution network.
Fred Ruckel, owner of SnugglyCat, Inc., and the inventor of the Ripple Rug, works with 10 companies in four states that collectively transform recycled plastic bottles into his polyester Ripple Rugs, which support a cat’s need to hunt, stalk, pounce and hide.
The rugs are designed to create ripples and tunnels when placed on the floor and have holes cut into them so cat owners can interact by dangling toys over them.
“Apart from being manufactured locally, our marketing and sales is strictly focused on supporting individually owned pet specialty stores,” Ruckel said.
Cat Dancer Products, headquartered in Neenah, Wisconsin, has introduced new products to its popular Cat Dancer line. The new Cat Dancer Pro Model has been designed to be used as an interactive wand in a cage or carrier. It comes with a special clip so that it can be attached to a cage or carrier for trips to the vet’s office.
“It’s also ideal for cats in shelters, too, so that they can get a bit of exercise while they are confined,” explained Jim Boelke, president of the company.
The Kong Company’s Kitty Kong, the feline version of the ever-popular rubber canine distraction treat toy, is also made in the U.S., along with the Easy Treat filler that can be squeezed into the toy to keep cats engaged.
“It’s an equally popular treat toy for cats as it is for dogs,” said Kathleen Ives, a member of the company’s marketing team. “Because it’s lightweight and rolls around unpredictably, it has great feline appeal as its taps directly into their need to pounce and play.”
Feline veterinarian Lisa Bahr is the creator of the Dezi & Roo line of cat toys, the most popular being The Hide And Sneak, a tunnel made from recycled paper materials.
The expandable cardboard tunnel is ideal for single and multi-cat households. It has re-enforced openings on both sides and appeals to cats that love the sound of paper being crinkled.
When it comes to catnip toys, Duckyworld Products, Inc., is known for the quirky designs in its Yeowww range of “nip toys,” such as the cigar and banana shapes. New to the line-up are the Chubby Mouse and the Lady Krinkly Bug, both of which are bright yellow and well-stuffed with catnip.
Catnip toys are ideal to hide in a product called Catty Stacks, designer cardboard boxes in fun patterns and colors that can be stacked in various combinations to build a fun amusement center for cats.
Made from industrial-strength recycled cardboard, they are colored using vegetable-based inks. The boxes have holes on all sides, and the newest addition to the line is a pack of two boxes and a bridge that links the two boxes together. This addition to the line makes Catty Stacks’ configurations even more appealing to felines.
Fun From the USA
Like their feline toy manufacturing counterparts, the list of companies now producing dog toys in the U.S. is growing, and their home-based entrepreneurial spirit and commercial success is being recognized and winning them awards.
Last year, West Paw Design, headquartered in Bozeman, Montana, was voted one of America’s Best Small Companies by Forbes magazine. Then, this past February, the company was named the top manufacturer in the state by the Montana Manufacturing Association.
Coinciding with this latest accolade, the company launched its newest Zogoflex toy called the Qwizl, a flexible toy that can be filled with various treats, such as bully sticks and dental chews. The idea is to keep dogs engaged and make those expensive treats last longer. Made from West Paw’s proprietary non-toxic Zogoflex material, the product is dishwasher safe and is available in two sizes and the bright colors of aqua blue, tangerine and apple green. The Qwizl joins the Tux, Toppl and Tizzi in the Zogoflex product line-up.
Colleen McCracken, owner and CEO of Planet Dog, describes her Portland, Maine, company’s toys, the Orbee-Tuff Nooks, as a “‘hole’ new ball for a ‘hole’ new ballgame.”
The balls feature whimsical cutout designs, such as the peace sign, a shamrock, a heart and a smiley face. The cutout areas can be filled with tiny treats and other favorites, such as a liver paste and peanut butter.
Planet Dog’s proprietary non-toxic Orbee Tuff material is known for its durability and bounce, making Orbee Tuff toys great fetch toys and distraction toys for dogs that have to spend hours home alone.
Popular with Pet Owners
Regarding both Planet Dog and West Paw Design toys, AdreAnne Tesene, who owns the Two Bostons Pet Boutique & Gourmet Bakery stores that are located throughout Illinois, has endorsed their products’ durability with her customers who enjoy supporting U.S.-made pet products. Tesene explains how consumers have taken to the two brands.
“Consequently, we merchandise them next to one another since they share other similar traits,” she said. “The designs from both toy lines keep dogs both mentally and physically stimulated. Also, the fact that both toy lines are fully guaranteed, and the respective companies replace damaged toys if necessary, is also a huge selling point with our customers.”
Tesene added that one of her own Boston terriers, a pooch named Beamer, has made himself a self-appointed ambassador for Planet Dog toys and always has a minimum of three different items within his reach at all times.
“He is a great sales associate, and our customers often buy what he is playing with at the time,” she said.
Jerry Moffett, vice president of sales and marketing for Ruff Dawg, a division of Jefferson Rubber Works, confirmed that the company’s American-made dog toys are all manufactured in Worcester, Massachusetts.
“Our rubber throw and retrieve toys are designed to withstand rugged interactive play both indoors and outdoors,” he explained. “Our Ruff Bone chew toys come in three sizes and five flavors, such as roast turkey, grilled steak, smokehouse bacon, peanut butter and mint. They are made of FDA-approved inert recyclable thermoplastic polymer and flavored with natural flavors.”
The retrieval toys include several catapult launcher-styled toys in different shapes, such as a football and a spiked ball. They are designed for fun in the water, too.
Something to Chew on
Pet Qwerks‘ 100 percent nylon antler chew toys are inspired by real elk and deer antlers. The products are available in three sizes and the three flavors of peanut butter, chicken and liver.
“We consider these chews to be a safe alternative to genuine antlers as no shards can break off, leaving sharp points,” said Jeff Fowler, the company’s director of sales. “There’s also significant cost savings to consumers versus real antlers.”
New from the company are BarkBones, chew toys made from nylon and maple wood. The new products have a patented curved design for easy pickup. The nylon BarkBones are infused with peanut butter and chicken mesquite flavors and are designed for aggressive chewers. The wooden BarkBones are mint-flavored and designed for moderate chewers. The wooden chew bones also allow dog owners to fill the flavor cells on the products with their dog’s favorite spreadable treat, such as peanut butter, cheese and banana.
All the products have a “sniff here” feature to allow consumers to “smell test” before purchasing.
Fuzzies Duraplush Bones, which are toys that are hand-sewn in Portland, Oregon, are the newest products from Cycle Dog. The company owes its name to the fact that it uses bicycle inner tube rubbers that would normally end up in landfills for its products.
“We like to draw attention to the fact that they are designed and manufactured in America by stating it on the label,” said Paul Fidrych, co-owner of the company.
Retailers are always welcome to visit the company’s showroom and factory in order to see the products being made by the sewing team. Cycle Dog also produces special custom products on request that are specifically tailored to the needs of a beloved pet.
A Canine Senior Center
As a result of great nutrition, grooming, lifestyle products and state-of-the-art medical care, dogs are living longer than ever before. Currently, more than half the dog population in the U.S. is considered senior (7 years of age or older).
The array of products that cater to these dogs gives pet retailers an opportunity to establish themselves as a go-to wellness center for senior dogs.
Solvit Pet Products, headquartered in Texas, has long been in the forefront of senior pet care, producing home and vehicle accessories as well as special body and rear leg lift harnesses that aid an older dog’s mobility both in and outside the home.
“There is no question that people are pandering to their dogs and purchasing such accessories, but also they are buying out of need,” said Patrick Hoffman, president of the company. “Accessories such as stairs and ramps facilitate convalescence after a surgical procedure and also offer general extended independent mobility for older pets. Stairs are the more popular of these two options, and pet owners often purchase more than one set so they can position them alongside the bed as well as their dog’s favorite seat in the living room.
“Many people initially purchase a rear lift when their dog first has issues standing up and then consider the full body design as an overall better option for their dog,” he said, adding that the Deluxe Telescoping ramp is the company’s most popular senior dog travel accessory.
Making Life Comfy
Many veterinarians and veterinary orthopedic specialists are recommending memory foam beds for pets recovering from surgery as well as for the overall comfort of senior pets.
“Our Petlinks TheraMax is a great bed for a senior dog,” said Wonjung Song, the company’s director of innovation and product development. “It’s filled with reclaimed human-grade memory foam that would otherwise end up in landfills. It features a patented channel liner for even foam distribution that conforms to body contours and supports joints and pressure points without losing its shape. It also has the convenience of a machine washable cover for odor control and any accidents.”
A lot of science and research went into the design of Worldwise’s newest goDog RhinoPlay toy line.
“The patented durable yet non-toxic soft foam material called PopFoamNT used in the goDog RhinoPlay toys is ideal for senior dogs with aging teeth and gums,” said Neil Werde, managing director of canine toys and accessories. “Also, blue and yellow are the colors on the color spectrum that dogs can see the best. That is why we selected these colors for this toy range, so that older dogs will still be able to locate their toys even if their vision is challenged.”
The Pet Therapeutics line from Enchanted Home Pet features four therapy pads offering pets therapeutic relief for conditions such as post-operative inflammation as well as general support for aching joints and aiding improved blood circulation. There is the TheraCool gel cooling pad, the TheraWarm self-warming pad, the Orthopedic Foam Comfort pad, and the company’s top seller, the Magnetic Powered Relief Pad. They are available in standard crate and flat dog bed sizes.
“The legendary properties of magnets have been studied for centuries as a natural way to help ease chronic pain and discomfort,” said Fred Silber, company founder and president. “Our magnetic mat is engineered with 180 magnets that are strategically placed to help relieve all-over discomfort. In addition, it’s padded with memory foam for comfort and support.”
According to John Sandiford, CEO of Gen7Pets, the company’s Monaco stroller accommodates pets up to 60 pounds. The Regal Plus pet stroller is the most lightweight in the company’s line, weighing only 11 pounds.
“Pet owners purchase strollers for a number of reasons, including as an aid for older dogs who enjoy going places but can’t walk long distances,” Sandiford said. “Strollers are also great for older owners who may have difficulty walking a dog on a leash, too. Our strollers all have safety tethers and zipped canopies, which enable pet owners to take their pets to places that restrict access to pets that are not contained.”
Ken Wilks is director of marketing and sales for W.F. Young, Inc., whose pet division manufactures the Missing Link line of supplements. He says older dogs can no longer absorb and metabolize vital nutrients as efficiently as they did when they were younger.
“This can lead to diet-related health problems,” he explained. “Some of the signs of poor nutrition in a senior dog can include listlessness reducing mobility, itchy skin and a dull coat. At The Missing Link, we believe that the raw, unprocessed trace nutrients that come from superfoods and are added to the food bowl are more easily absorbed by the body than from a cooked daily pet ration.
“While any of The Missing Link superfood supplement formulas can be beneficial to senior dogs, we’ve created a Senior Formula that specifically addresses their needs,” he continued. “We put an extra level of nutrients in the formula to help with less efficient digestion and absorption of nutrients, and also added green lipped mussels in this product to naturally support joint health. We guarantee that pet parents will notice improved attitude and energy levels in three days, improved mobility in seven days and will see improvements in skin and coat health within 30 days.”
The company offers a 30-day trial sample so pet owners can gauge for themselves how their pet can benefit by adding supplements to their diet.
The Ark Naturals Grey Muzzle products are designed specifically to target issues facing aging dogs. The products are in the form of soft chew treats. Brain’s Best Friend supports cognitive issues associated with aging such as disorientation, recognition, memory and learned behaviors. There are treats to promote heart health and joint issues for both big and small breeds, while the Grey Muzzle No Shampoo! Shampoo is a waterless formula for older dogs that have difficulty standing and find the grooming process tedious and stressful.
Food for Thought
With regard to the latest innovation in senior dog foods, a recent article on VetVine, an online educational resource, addressed the issue of the classification of life stages in dogs and the differentiation of an adult dog from a senior or a geriatric dog. These age categories have been considered arbitrary over the years and linked to various pet/human age analogy charts.
However, because the lifespan of dogs can be associated with breed type—toy breeds typically live longer than giant breed dogs—it’s been suggested that the classification of life stage should be associated with the weight of the dog and not its age.
Carbon Paw Print
For retailers keen to promote a green and eco-friendly lifestyle for cats, this task has been ameliorated by the large variety of products being designed to reduce a feline’s carbon paw print manufactured across numerous cat-orientated categories.
Illinois-based The Green Pet Shop is an example of the diverse selection of products available, as its inventory includes biodegradable litter boxes, pet wipes, bamboo food bowls, charcoal mats designed to offer relief for aching joints and hemp products that tap into the growing trends of cannabis products that offer pain and stress relief for pets.
“The KatPak is a hooded tray made from heavy duty recycled paper that folds up like an accordion and is 100 percent biodegradable,” explained Larry Wright, president of the company. “It’s designed for apartment-living convenience and, because they pack flat, are ideal for travel.”
Last year, tapping into the growing trend of cannabinoid products for pets, the company introduced its CBD Pet Care Calming and Soothing Lotion. Designed in the form of a gel pen that contains 50 pump applications, the product dispenses 50 “pumps” of precisely 1 milligram of purified CBD that is applied to the cat’s inner ear or any exposed, venous skin.
“Our product is derived from 100 percent organic hemp plants grown in Colorado and has been very well received by both consumers and members of the holistic veterinary community,” Wright said. “A transdermal application allows for complete and much faster absorption compared to edible products that lose a large percentage of the dosage through the digestive process.”
Worldwise, Inc., headquartered in Novato, California, has been committed to environmentally responsible materials since the 1990s.
“Our cat beds and soft toys are manufactured from our proprietary EcoRest fiberfill made from post-consumer recycled plastic bottles,” said Sarah Stone, the company’s director of marketing. “Some of our beds include BeneFoam, a soybean-based foam that is a resilient and comfortable alternative to the petrochemical-based foams typically used in pet bedding.”
The company uses natural sustainable materials such as sisal, jute, seagrass and coconut husks for many of the scratchers in their feline catalog.
“Durable seagrass is an ideal alternative because it is rarely found on furnishings in the same form that it’s found on scratchers, so cats are able to differentiate,” Stone explained. “Woven coconut husks have the same texture as coir doormats and are another scratching surface that cats love.”
Petfusion uses recycled corrugated cardboard on a wooden frame to create their functional feline furniture like their figure eight-shaped Ultimate Cat Scratcher Lounge.
“Apart from scratching, the curved double-decker design makes it easy for cats to nap on it and also play,” explained Kevin Krueger, one of the co-founders of the company.
The company also makes a scratching triangle, which gives a cat options to scratch both vertically and horizontally. It is available in two sizes and gives felines an opportunity to get a good stretch in, too.
Green’s the Future
According to Jane Wasley, brand manager of ökocat litter manufactured by Healthy Pets, the popularity for green cat products is set to sky rocket as it’s being driven by millennial cat owners.
“Millennials are now the largest group of cat owners and research has shown that natural and organic products are very important to them,” Wasley said. “And further, they are willing to pay a premium to give their cats a green lifestyle to match their own. As more and more consumers are educated about the importance of sustainable, biodegradable products that are good for the planet, the natural cat litter category will continue to grow even more. In just two short years, ökocat is now on-shelf in more than 5,000 retail stores. This growth demonstrates both consumer demand for natural, high performance choices and the retailers’ better understanding of the trends and expectations of what today’s cat owners are seeking.”
She added that, while ökocat is available in a variety of different litters, the Natural Clumping Cat Litter in the blue packaging remains the most popular.
From The Field, based in Seattle, Washington, is an eco-friendly cat toy company that uses hemp material for its catnip-filled toy products.
“Many of our toys are filled with a blend of catnip and silver vine, a plant that is popular in Asia with similar stimulating effects to cat nip in its toys,” explained Pascal Bedard, the company’s owner and toy designer. “Interestingly, many cats that don’t react to catnip will react to silver vine instead.”
Catnip is fast becoming one of the most popular organically grown products in the pet space. Many companies, including Bedard’s, are selling it in bud form in containers, in packages to refill toys and also in sachets attached to scratchers to entice cats to try the products for themselves.
“American-grown catnip has a reputation for being ranked amongst the best catnip grown in the world,” Bedard confirmed.
The Newest Kibble
In the category of dog food, 85 percent of dog owners used dry food most often in 2014, according to the 2015-2016 APPA National Pet Owners Survey. What’s more, the level of use is even higher (91 percent) among owners of large dogs.
However, according to the American Kennel Club, there has been a steady increase in the popularity of small breeds (dogs under 20 pounds) in the past decade. Currently, they account for about 47 percent of dogs in American households. Further, a report published by Wakefield Research indicates that the small dog population is still on the increase, as more than 60 percent of all millennials are looking for “portable dogs” to match their lifestyles.
“With this trend comes a growing demand for high quality dog food that’s specially formulated to meet their particular dietary needs,” said Pete Brace, vice president of communications and pet parent relations for Merrick Pet Care. “We launched Merrick Lil’ Plates to cater specifically to the big appetites of these small dogs. This line of dry (and wet food) contains probiotics and prebiotic fiber for optimal digestion and industry-leading levels of glucosamine and chondroitin, which help promote healthy joints.
“Further, the kibble is small in size to make it easier for small dogs to pick up and chew comfortably,” Brace said. “And, like all Merrick recipes, Lil’ Plates start with deboned meat, fish or poultry as the first ingredient and include fresh fruits and vegetables. There are three grain-free kibble recipes and they mirror current trends in the dry food category, namely a variety of protein options as well as products that are completely poultry-free.”
Health Extension will be showcasing a number of new additions to the company’s food line at Global Pet Expo. Following the recent packaging updates made to its Grain Free Line, it will also introduce revamped packaging for its Original Line. The company is also releasing a new line of dog food specifically for large breeds.
“We will be launching our first breed specific product, a highly palatable large breed recipe formulated as a complete and balanced food,” said Brad Gruber, Health Extension’s president and COO. “With this product, calcium and calorie content can be monitored by the provided feeding guidelines that also prevent over feeding. This recipe was formulated to help lower the risk of skeletal issues while helping a large breed puppy cope with issues associated with rapid growth periods.”
Dry Food Predictions
When it comes to dry dog food, Gruber believes baby boomers, which he views as a growing generation, are driving current and future trends.
“I believe that the trends we have seen in 2016 will continue into 2017 and beyond,” Gruber predicted. “Recipes in pet foods will continue to mirror the trends driven in human diets. This includes local sourcing of premium ingredients and customized recipes, and addressing issues such as allergies and obesity. Also, the entire grain free category will continue to explode as well as growth in raw and limited ingredient category diets.”
Building on a Brand
According to Heather Hickey, national sales director for Nature’s Logic, the company has no current plans to add to the line but instead is focusing on creating a larger retail footprint for its existing products. Its K9 beef recipe, she notes, remains a top seller.
“It meets all the needs pet parents consider important in a food,” she added. “Further, it’s produced from beef sourced in the USA, contains no GMO fruits or vegetables and offers great value as a whole food diet.”
The family-owned company’s website notes that the food it manufactures provides all the amino acids, vitamins and minerals listed in the Association of American Feed Control Officials (AAFCO) Nutrient Profile for dogs without using synthetic fortification. The AAFCO states “it would be false and misleading to use the term ‘natural’ if any chemically synthesized ingredients are present in the product.”
The focus for Evanger’s Dog & Cat Food Co Inc. at the Global Pet Expo will be the debut of the new packaging for its Hi-Bio line, dubbed by the company as “a new generation ‘Super Food’ for dogs that combines the benefits of raw food, the convenience of kibble, and the deliciousness of real meat.”
“Promoting this packaging is our goal for the first quarter of this year,” said Holly Sher, president of the company. “The idea is to make it easier for the consumer to better understand the content and benefits of the recipes.”
Sher says her company prides itself in its ongoing educational efforts that first and foremost are aimed at retailers so they are better placed to pass this information on to their customers. The company is hosting a dinner/workshop in Orlando just before the start of the Global Pet Expo that will highlight the Hi-Bio line (which stands for High-Biological) and explain the benefits of this high-nutrient food that contains nine essential amino acids for robust canine health throughout all life stages.
Canadian company Petcurean launched its Gather product line in response to the growing consumer expectation for manufacturing transparency of pet foods and sustainable and organic ingredients. The recipes are free from rendered or genetically engineered ingredients and feature single source, fresh and dehydrated primary proteins.
Endless Valley is a vegan recipe in this Gather lineup that features the Certified Vegan trademark, which guarantees that the recipe does not contain any animal ingredients or animal by-products, and has not been tested on animals.
“Endless Valley provides all of the essential amino acids and complementary ingredients that provide complete and balanced nutrition,” said Jenna Fortin, the company’s marketing manager. “It is a great option for dog owners who want to switch to a plant-based diet. Unlike cats, dogs can meet their nutrient requirements from a plant-only diet. We consider this recipe as a possible solution for dogs with sensitivities to animal proteins, too. The response from retailers and consumers has been overwhelmingly positive.”
Last year, Royal Canin launched a nationwide TV campaign that will continue through 2017 that focuses on individual breed nutrition with new formulas debuting in the coming months.
“I think we’re moving beyond ‘one size fits all’ nutrition, towards more and more specialization,” said Brent Mayabb, DVM, vice president of corporate affairs at Royal Canin USA, forecasting trends in pet nutrition. “Instead of ‘dog food,’ the focus will be on ‘your dog’s food.’ It’s a very exciting time!”
Another company intending to make a splash at Global is Lucy Pet Products, which is debuting Formulas for Life. Using the latest advanced science on gut health, the company has created its Prebiotic Balanced Fiber (PBF) blend, a dry dog food line that creates a healthy digestive system to feed the entire body system. The food includes proteins like duck, salmon and chicken meal, as well as unique ingredients sourced globally from only trusted suppliers.
“I love all my animals and I would never want to be in a position where they were not healthy because I was not feeding them the best food possible,” said Rick Rockhill, executive vice president and partner at Lucy Pet. “And that is the driving force behind everything we do here at Lucy Pet Products.”
Cats Love to Lounge
When it comes to beds, a cat has a lot in common with Goldilocks. They both desire the ultimate comfort zone.
From a retailer’s standpoint, however, there is a variety of innovative choices to build an inventory that will offer consumers plenty of options to meet their felines’ needs.
While cats traditionally like to sleep “in the round,” many also enjoy stretching out. In multi-pet households, cats are not shy about sharing a sleeping area with a housemate, so there is definitely some crossover from the dog bed category that will appeal to cat owners, too.
From Firm to Soft
“Nearly all of our products are appreciated by both cats and dogs,” said Bill Parsons, sales manager at P.L.A.Y. (Pet Lifestyle and You), in San Francisco. “Our Lounge Bed line is a particular feline favorite. They seem to like our Pet Teepees, too, and the classic canvas color and the denim remain firm favorites. While in our specially designed feline Snuggle Bed Collection, the most popular color has always been charcoal gray, because it offers such a rich selection of color shades.”
Snuggle Beds feature a plush velvet on one side and a smooth, sturdy canvas on the other, with the cotton-mix canvas being breathable and light for summer while the velvet keeps pets warm in the winter. Stuffed with a high-loft, eco-friendly PlanetFill, the Lounge Bed collection is crafted with furniture-grade materials that include natural cotton canvas and ultra-soft velvet materials.
Meanwhile, Pet Teepees offer a stylish sanctuary that is constructed of 100 percent natural cotton canvas and pine wood poles. The ergonomic inner foam cushion has a removable washable cover.
When it comes to designs, hooded beds offer felines comfort and the privacy to temporarily opt out of household activities. Albeit, other cats prefer being able to see around and above them or snoozing in a raised position.
“Cats enjoy materials like soft, plush fabrics,” said Nancy Waters, marketing manager for R2P Group Inc. “But, ultimately, apart from being comfortable, if they don’t feel secure, they are not likely to use the bed. Thus, our selection includes hideout options such as hooded bed tents, igloos and designs like our Stuft Snuggle Sack. We also have a large selection of couch-styled beds as well as round designs with high sides, which give cats the option to stretch out or sleep with a fury friend.
“It’s our policy to always cater to season demands in terms of fabric selections,” she added. “Consequently, we will be debuting a lot of new designs at the Global Pet Expo this month.”
In keeping with criteria such as comfort and privacy, Josh Feinkind of The Refined Feline, headquartered in New York, confirmed that his new A-Frame cat bed, available in mahogany and espresso brown, was created after seeing photographs of customers’ cats lying on top of home heating vents.
“We knew that, while cats may like a warm surface in the winter or a cool surface in the summer, this couldn’t be comfortable. Plus, they block the airflow of the vent itself,” Feinkind said. “Our goal with this design was to create a raised bed that was comfortable while allowing airflow rise into the microsuede foam-covered cushion as well as out the sides of the bed.
“To complete the piece, we added a large sisal scratch pad and a top platform to create an A-Frame style end table that can be placed against a wall or by a sofa,” he added. “Also, the sisal pad can be swapped out and replaced with a designer carpet floor square for cats that prefer a softer surface and a pattern that will further enhance the room’s décor.”
Functional beds from K&H Manufacturing include the EZ Mount Window Bed and the EZ Mount Kitty Pod that turn a window lookout into an “entertainment center” by tapping directly into the notion that cats love to bask in the sun and observe the activity this viewpoint has to offer. The products attach with a suction cup mounting system and come with the Amazin’ Kitty Pad designed to trap hair, dirt and dander.
K&H is known for its outdoor cathouses designed for outdoor cats and feral communities. Recently, the company introduced the K&H Outdoor Kitty House Extra-Wide to their lineup, which offers additional space for multiple cats to escape the cold.
According to Wonjung Song, director of bedding innovation and product development at Worldwise Inc., cat bed styles offered in the marketplace generally tend to be smaller based on the premise that cats like to sleep “in the round.”
However, concurring with Parsons, Song added that Worldwise is aware of the feline propensity to hijack a dog’s bed.
“We have found that many consumers also consider our Petlinks Supreme Soother dog bed for multi-cat or multi-pet households,” she said. “However, we have developed many designs in our Petlinks line in all sizes and shapes to meet all sleep needs as well as the tendency to hide and play in their bedding.
“In general, cat beds tend to offer additional functionality as opposed to standard dog beds,” Song added. “For example, adding a sachet of catnip to a bed is a popular accessory.”
The Touch Test
According to Song, cat beds is a pet category that many consumers like to shop for in a brick-and-mortar store as opposed to online.
“Pet parents like to touch and feel the fabrics and textures, as they envision the bed as an extension of their furniture and decor in the home,” she explained. “The goal is to blend and complement, not stand out and contrast. Over the last few years, we have continued to use super soft, high pile plush that consumers are already familiar with in comfortable human bedding like blankets and comforters.
“We are seeing the cat bedding market just starting to expand as more options are offered,” Song concluded. “In the past, pet owners have tended to spend less on their cats than on their dogs. This is definitely changing. Our Petlinks design team is excited to launch new technologies and designs in 2017 that address our Complete Needs product policy. And at the same time, the goal is to keep the price point affordable.”
We all know the expression “like a kid in a candy store.” Well, dog owners are probably experiencing that same feeling when they stand in front of the dog treat section in a pet specialty store. The selection is huge, the variety mind-boggling, and manufacturers promise more on the way.
Carnivore to Cookie Lover
Merrick Pet Care’s Backcountry Treats are an addition to the company’s popular Backcountry dog food line designed to tap into the trend to promote a dog’s carnivorous ancestral diet.
“Merrick’s grain-free Backcountry treats are available in jerky strips, sausage cuts and patties,” said Pete Brace, vice president of communications and pet parents relations. “They meet the demand for all-natural, cooked-in-the-USA meat treats and chews that pet parents are looking for at treat time. And they have a hearty, wood-smoked taste that dogs really enjoy.”
The company’s Jerky Chip Treats are oven-baked cookies for dogs that replicate popular human chocolate chip cookies.
“These grain-free gluten-free ‘cookies’ offer a meaty taste, as they feature jerky chips made from real deboned chicken, beef or salmon,” he added. “They can easily be broken into smaller pieces and used for training, too.”
According to Ward Johnson, co-founder of Sojos Dogs, dog owners are looking for treats that they know are high in protein and low in fat.
“Sojos SimplyMeat treats meet these criteria and are gently freeze-dried to lock in all the natural enzymes, vitamins and minerals,” Johnson said. “They are perfect training treats for dogs of all sizes as they come in small, medium and large bone sizes and in flavors that appeal to pets and humans alike, such as blueberry cobbler and bacon cheddar.”
Paragon Pet Products, maker of WHIMZEES natural dog chews, reports great success with its refillable Variety Value boxes that provide dog owners with a combination of their favorite WHIMZEES Hedgehogs, Alligators, Toothbrushes and Stix.
“Our chews range in size from XXS to XL to cater for every breed and support our mission to offer high quality, healthy ingredients in a taste that dogs love in celebration of our commitment to pet health and fun,” said Jeff Camosci, vice president of marketing and sales for the North American region. “Currently, we are putting greater focus on smaller dog breeds and adding smaller sizes to our value boxes and bags.”
Also following the trend to focus on smaller dogs, Loving Pets, based in Cranbury, New Jersey, has introduced a line called Houndations Dog Treats. They are bite-sized, soft-chew treats for small dogs, or what company CEO Eric Abbey called “little learners,” as they are designed to be training treats as well as for general spoiling.
Houndations are grain-free, wheat-free, gluten-free, soy-free and corn-free and made in the USA. To help promote them in stores, each pack comes with a free carabiner to make it easy to take Houndations on the go for training, hiking or to the park. They are available in five flavors: beef, chicken, duck, lamb and salmon.
According to Jenna Fortin, marketing manager for Petcurean, the duck Spike Jerky is the company’s top-seller.
“What makes Spike stand out is that it’s a snack full of antioxidants, high in micronutrients and filled with superfoods like chia, pomegranate and kale,” Fortin said. “Each treat is made with high-quality protein and all-natural ingredients that are free from by-products, glycerin, added growth hormones, artificial preservatives, flavors and colors. The selection also includes venison, duck, catfish and turkey recipes.”
Last year, Lindy & Company added five new flavors to Lindy’s Bakery line of gourmet pet treats, bringing its total number of SKUs to 10, including two vegan options: Cranberry Supreme and Peanutty Puppers.
“We are responding to consumer demand for healthier treats for their dogs,” said Linda Kramer, CEO of Daybreak, the nonprofit organization that runs Lindy & Company and whose prime focus is to provide emergency shelter, housing and support for over 500 homeless teens and young adults each year. “Daybreak’s employment program helps Daybreak youth develop the skills necessary to get and keep jobs. Thus, many of them work at Lindy & Company producing the treats.”
With regard to more unusual proteins, Bette Schubert, Bravo co-founder and senior vice president of sales, reports that the company’s all-meat Bonus Bites are a big seller with one of the standout flavors being dry roasted Duck Feet.
“Also, we see dog owners becoming very calorie-conscious,” she said. “Our freeze dried Training Treats measure a quarter-inch square in size and provide a lower calorie option for when pet parents are treating frequently during a training session. The two flavors are Turkey Bits and Trail Mix Bits, a combination of turkey, beef, bison and cheddar cheese. They are also ideal for overweight dogs, as it still allows them to have a delicious treat, but without the extra calories.”
Know the Source
Zuke’s has expanded its treats selection with the introduction of PureNZ Jerky Treats.
“When it came to sourcing the primary ingredients for our new jerky treats, New Zealand was an easy choice,” said Chris Meiering, the company’s director of innovation. “This country’s unparalleled commitment to quality and the ethical treatment of animals, along with its rolling hills and pristine waters, make New Zealand home to some of the best natural ingredients in the world.”
The treats are crafted in small batches for ‘farm-to-dog’ freshness,” he added. “The limited-ingredient recipe contains 80 (to) 90 percent real meat protein plus high-quality fruits and vegetables.”
The PureNZ are available in four forms: bites, cords, cuts and steaks. There’s also a map on the back of every bag that shows where each ingredient was sourced.
According to Maggie Marchese, vice president of marketing at Petmatrix, the company is expanding its SmartBone line of treats by adding additional flavors, shapes and novelty chews that include additional chicken wrapped on the outside of the product.
“Our proven flavor winners are always chicken, beef and peanut butter, and classic hand-tied bone shapes and sticks are always our top-selling shapes,” she said, adding that though SmartBone treats resemble rawhide treats in shape, they do not contain any rawhide. “It’s very important to us to convey this message to consumers. Consequently, we have a large ‘No-Rawhide’ seal on every package to visually communicate why this formula is unique and better for dogs.”
Barkworthies recently introduced a line of cannabidiol (CBD) treats for dogs dealing with ailments ranging from mood disorders to pain that can benefit from this naturally occurring compound found in the hemp plant.
“This extract is highly therapeutic and can help relieve many common symptoms, like inflammation, lack of appetite and anxiety,” explained Bill Chilian, marketing vice president of the company. “These all-natural treats are available in two flavors, Blueberry Cannabidiol Treats and Pumpkin Cannabidiol Treats, and offer a spectrum of comforts that can be enjoyed by dogs of all ages, breeds and sizes. And by utilizing ingredients like gluten-free oat flour, organic coconut oil, vanilla, cinnamon, delicious blueberry, pumpkin and peanut butter, these treats combine the curative effect of CBD and hemp seed with healthful, tasty flavors that dogs love.”
These biscuit-styled treats tap directly into a new and growing trend of cannabidiol products for both dogs and cats that are becoming available in a variety of forms including supplements and transdermal applications.
Snacking Without the Guilt
Freeze dried raw treats made from proteins like chicken or salmon are one of the biggest trends currently being highlighted on the feline treat shelf. They are healthy, neat and do double duty, as they can be added to both kibble and wet recipes to entice finicky eaters to the food bowl.
“Our Merrick Backcountry freeze-dried raw cat treats are available in chicken and salmon and bring together two mega trends in the pet food aisle—namely, freeze-dried raw products and single ingredient proteins such as chicken and salmon,” explained Pete Brace, vice president of communications and pet parent relations. “And yes, they are perfect to be added to the food bowl in their treat form or crushed and sprinkled onto kibble to enhance mealtimes.”
Scott Brownell, director of sales for Grandma Lucy’s, concurred with Brace.
“We have definitely seen a shift in the cat treat market with customers looking for a single source option with no fillers and overall a healthier option to feed to their pets. Our Singles Chicken and Singles Fish options are currently our most popular treats.
“When it comes to promoting them with our retail partners, we offer in-store discounts, social media boosted announcements, coupons and taste testings,” he added. “We like to take a multi-faceted creative approach to promote our products and introduce them to new customers.”
The company also has new treats debuting at the Global Pet Expo next month but is keeping the information under wraps until the trade show.
Caru Pet Food reports that its Salmon and Chicken Baked Bites Recipes, which are part of their Soft ‘n Tasty line that launched at Superzoo in 2016, are selling well.
“Cat owners are becoming increasingly conscientious about the edibles they select for their felines. They’re migrating toward meaty, limited ingredient treats that are rich in antioxidants, Omega 3s and other healthy nutrients,” said Adrian Pettyan, CEO and co-founder of Caru Pet Food. “There is no question that made in the USA continues to be a purchase driver and now more consumers are further seeking treats that are also made from non-GMO ingredients. Our Soft ‘n Tasty line meets all these criteria. And we have plans to expand the line.”
According to Bette Schubert, co-founder and senior vice president of sales for Bravo, another growing trend in the treat aisle is products specifically formulated to meet unique feline nutritional needs.
“The industry as a whole is more cognizant of the fact that cats require double the amount of protein that dogs do,” Schubert said. “This translates to more treats being formulated with higher protein levels, organs and amino acids, including the recommended levels of taurine and arginine, essential for feline nutrition. We are going to see more treats being made with added organs and less with added vegetables, as cats really have no dietary requirement for carbohydrates.
“Our Healthy Bites and Healthy Medleys freeze dried treats provide nutritionally-sound options for feline pet parents,” she said. “Our top proteins in the Healthy Bites line are salmon and chicken, while the Mariner’s Medley, a combination of salmon, cod, and shrimp, is another favorite among our feline fans.”
It’s important that cat owners take the calories in treats into account in a cat’s overall calorie count for the day.
“That’s why treats should never be considered junk food and wasted calories,” said Chanda Leary-Coutu, senior marketing communications manager at WellPet. “Healthier snacking is becoming a major priority for pet parents. Similar to the human snack industry, we’re making sure that treats for cats (and dogs) are made with wholesome, quality ingredients that can help supplement their regular diets. Our snacks contain no fillers, artificial colors or flavors or meat byproducts. We’re seeing a growing interest in grain-free treats to help with weight control in training and also to accommodate pets with grain allergies or sensitivities.
“We recently introduced three new flavors of Kittles. They are Duck & Cranberries, Turkey & Cranberries and Whitefish & Cranberries,” she said. “Cats are known for having finicky palates, so these new flavors give cat parents even more options to choose from when it comes to treat time.”
It’s Purely Natural is a single ingredient line of cat treats from Loving Pets and is available in four flavors: beef lung, chicken, buffalo and shrimp.
“This line also promotes the single ingredient protein trend along with ingredient labeling that easily identifies the contents, and, most importantly, shows what is not included,” said Eric Abbey, president and founder of the New Jersey-based company. “And, to this end, Purely Natural Cat Treats have no additives, glycerin, artificial preservatives or fillers.
“Our research has shown that cat owners seek out high quality, yet affordable treats on the retail shelf for their feline friends,” he said. “We believe our treat line is competitively priced. Cats need a diet focused on healthy proteins because in terms of their dietary needs, protein is the cornerstone of their nutrition, keeping them both healthy within and looking good.”
The Sky is the Limit
Allowing cats to safely and securely experience the great outdoors is an overall boon to their general health and well-being. With this trend comes increased interest in feline collars, harnesses and leashes, and the selection is growing to meet this need in a variety of materials—from genuine leather, vegan leather and nylon to hemp and bamboo.
“We have seen excellent growth in the cat accessory market and have several new products currently in development,” said Kasumi Forth, technical design manager for RC Pet Products. “Our Kitty Breakaway Collar comes in nine plain colors with cyan and raspberry being the most popular shades. The Kitty Clip Collar line is available in 24 signature RC patterns, with the pirate cat and love birds designs being our best sellers.”
Forth added that the company tries to refresh its products’ pattern assortments twice a year, with the recent fish and bird patterns that were released in August 2016 being very well received by consumers. While the company also produces feline harnesses and leashes, they are not sold in conjunction with collars.
“But our customers do create their own matching sets or mix and match patterns as they please,” Forth explained.
Coastal Pet Products, Inc., offers a large selection of collars for both cats and kittens as well as a line of mesh harnesses sold with attached 6-foot matching leashes in several colors, including red, blue, pink and lime green. The harness sits on the shoulders so that it can be worn in conjunction with a collar. They are also adjustable around the tummy area.
The company’s newest collar selection is a range of glow-in-the-dark designs with a magnetic breakaway clasp.
“The glow-in-the-dark collars charge during the day, even indoors, to glow all night and feature a pivoting breakaway buckle,” explained Brooke Bower, marketing specialist for Coastal Pet Products, Inc. “The magnetic buckles self-align and provide a consistent breakaway point for maximum safety.”
Late last year the company also expanded its Li’l Pals Kitten line, introducing five high fashion safety collars.
“The Ribbon Safety Kitten Collar is available in green stripes and pink stripes and features a fashion forward, color-coordinated bead embellishment and a bell,” Bower added. “The other popular design has a decorative bow and is available in black silk, white silk and pink and grey velvet. They also have bells.”
According to Elizabeth Littlejohn, visual specialist for Petmate, the company’s research indicates that about 30 percent of cat owners put collars on their cats, and that safety features, rather than fashion trends, drives them to purchase a specific collar.
“Reflective prints in glow-in-the-dark ink and breakaway buckles top the list of important features for cat parents, and our various collections offer these important details,” Littlejohn said. “Such patterns not only look fashionable and on trend during the daytime, but glow for added safety and security at night. It’s an ideal combination.”
PetSafe Brand offers a free bungee leash to consumers who have purchased one of the company’s breakaway, snag-proof collars or the Come With Me Kitty harnesses.
“These sets are available in six colors, the most popular being blue, red, then black,” said Mandie Sweetnam, product manager for this category. “The advantage of a bungee leash is that it prevents kitty whiplash.”
Lupine Pet Products is known for its replacement collar guarantee for collars that have been chewed or badly frayed through scratching and exuberant play.
“We mostly get chewed dog collars back but occasionally there’s a chewed cat collar, too,” said Tracy McCarthy, a marketing repesentative for Lupine Pet Products.
According to McCarthy, many of Lupine’s customers who own both cats and dogs purchase matching collars and leashes for their pets. Consequently, the company makes matching breakaway feline collars in a narrower band and in one size intended for cats ranging between an 8-inch and 12-inch collar size.
Lupine’s H-shaped harness is available in two sizes; the 9-inch by 14-inch design is for kittens and svelte cats, while the 12-inch by 20-inch model is for cats with larger necks.
New York-based Around The Collar, which has built a strong reputation on its high fashion, handmade leather dog collars, recently started producing matching designs for cats as a result of requests from pet owners.
“Many of our canine designs cross over well for cats if the patterns can be replicated on a narrower collar that is between ⅝-inch to ½-inch wide,” explained Sharon Romero, creative director for the company. “Our small harnesses for tiny dogs are well-liked by cat owners, too.”
“And we have found that cat owners also love bling in the form of Swarovski crystals,” Romero added. “Flower patterns are very popular, as well as appropriately sized studs and spikes collars for larger cats like Bengals and Main Coons.”
Angel Pet Supplies also produces matching cat and dog collections.
“Our Athens rhinestone collection and our Alpine plain designs are the most popular amongst cat consumers,” said Eran Konorty, CEO of the company. He added that Angel Pet Supplies often offers retailers special promotions by discounting an entire collection.
“This allows us to offer deals on seasonal collections,” Konorty said. “It also gives retailers an opportunity to try a collection from Angel that they currently do not carry knowing they are getting the most popular colors and sizes within that deal.”
“And throughout the year, we also offer ISO deals (Initial Stocking Order) for new customers,” Konorty added. “We realize that new customers still need to familiarize themselves with our products, so we will either offer a certain percentage off of the order or we will recommend a pre-built or custom built collection based on their store type, location and budget. We want to ensure the success of the brand and will recommend our best starting point.”
Number One Fan
America is a nation of sports fans, though the revenue earned is not only from ticket sales in stadiums and arenas around the country. A large portion of sales comes from fan support in the form of team apparel merchandise worn at games as well as at home, on the couch, in front of the TV. Due to the fact that we have such a strong emotional connection with our pets, this “alma mater” effect often includes the family dog, making team sports pet apparel an equally lucrative niche market.
Since 2008, the main business for pet apparel manufacturer All Star Dogs, Inc. in Marlboro, New Jersey, has been licensed sports products.
“With over 5,000 colleges and universities in all 50 states, there’s a team in nearly everyone’s backyard,” said Elan Ovadia, vice president of sales for the company. “Overall, for us, the collegiate properties are the most popular nationwide.
“Over the last five years, we have acquired the licensing rights to over 200 new properties and several new leagues, effectively doubling our licensing program,” Ovadia said. “Our retail footprint is very strong in the pet specialty market, but it has also grown tremendously in the sporting goods and campus bookstore channels, too.
“Because our manufacturing is U.S.-based, we are able to produce licensed pet gear for not only the Big 10 teams, such as Notre Dame, Ohio State and Penn State, but also teams and universities that are on the second and third tier of NCAA divisions,” he added. “And, in fact, we sell as much team apparel that represents such teams like North Dakota State, TCU and Baylor, too.”
NASCAR and the NFL
With the closing of Hunter MFG, a former competitor in the pet sports apparel market, All Star Dogs was able to acquire the exclusive license to manufacture NASCAR pet gear as well.
“We are always looking to add new teams and licenses to our portfolio,” Ovadia said. “Product innovation is a top priority for us and we like to keep things fresh by debuting new designs constantly. Several new deals are in the works and we plan to add four or more new products to our lines during 2017.”
In 2012, Hip Doggie, a manufacturer of high fashion for small canines, formed a partnership with Little Earth Productions to design a collection of National Football League (NFL) pet apparel and harnesses in line with the sports license that Little Earth Productions had acquired.
“Little Earth approached us because it was looking to develop high quality and unique NFL products that would differentiate it from what was currently being offered in the market,” explained Sue Kim, Hip Doggie president and CEO. “Our partnership also extends to distribution of the merchandise.
“Our NFL puffer vest is our top seller,” she said. “The line also includes a hoodie, which can be worn year-round, as well as a harness vest that is often purchased in conjunction with our NFL retractable leash.”
There is also a knitted ski hat that has a built-in stretch scarf that allows the hat to stay on without fuss. It’s available in three sizes, making it suitable for dogs both big and small.
Pets First, based in New Jersey, originally started in 2004 by manufacturing character licenses, such as SpongeBob and Disney favorites, before adding about 60 NBA sports licenses as well as some colleges to their portfolio. Then, in 2014, the company bought Sporty K9, a company well established in the pet retail space with NFL and MLB (Major League Baseball) licenses for pet wear.
“This acquisition made us the country’s largest sports-licensed pet product company,” said Mark Sok, national sales manager for Pets First Company.
Pets First currently boasts a vast library of officially licensed apparel and products that are sold through pet retailers and specialty gift shops. This includes licenses with nearly 50 of the top colleges in the country, including Iowa, Michigan State, Ohio State University and the University of Southern California.
“Currently, jerseys and collars are our most popular items, followed by T-shirts, bandanas and leashes,” Sok noted. “In the past couple of years, we’ve seen a dramatic shift in size purchases. When we produced merchandise ranging from X-small to large, medium-sized apparel used to be our most popular size. However, retailers started lobbying for even bigger sizes, so we added XL jerseys and then last year we extended our lines to include XXL sizes, too. And we will be adding more XXL sizes starting with our MLB apparel this spring.”
Ovadia concurred with Sok, endorsing a growing market for sports apparel for bigger dogs.
“There’s no question that pet owners are as likely to gear up their mastiff as they are their beagle,” Ovadia said. “You’d be amazed how many photographs we get of 200-pound dogs wearing our apparel.”
The “alma mater factor” extends beyond dogs joining family members on the couch at home. Now pet owners can ocassionally attend special sports days for dogs in stadiums across the country, which means the market for canine sports apparel (and accessories such as collars and leashes) continues to expand.
“Dressing your dog in a team jersey—whether you are at home or at a tailgating party—is another great way of enhancing the human-animal bond,” Ovadia said.
Getting Closer to Nature
When families sit down to a traditional meal, it’s a way of celebrating familial roots and enhancing family ties. This custom has crossed over into the pet space, as meal times are a great way of bonding with your dog. In addition, meals comprising raw or freeze-dried raw foods replicate a dog’s ancestral diet, providing a carnivorous meal they love.
A recent study produced by GfK, an international market research and consumer insights company, cited Merrick Pet Care’s Backcountry product line as the top-selling new natural dog food launch in pet specialty in 2015. Merrick joins a plethora of new and established names offering both freeze-dried raw and frozen raw canine options available in pet specialty stores nationwide.
“Backcountry raw infused recipes deliver a perfect combination of protein-rich, grain-free kibble plus real whole pieces of raw, freeze-dried meat for the nutritional benefits and fresh taste of a raw diet in a convenient format for pet parents,” said Pete Brace, vice president of communications and pet parent relations at Merrick Pet Care. “And given this success, we’ve expanded the line with Backcountry Freeze-dried Raw Meals or Mixers, available in beef and chicken, to provide a nutritional raw boost in a convenient and safe format. It can be served either as a complete and balanced meal or as a mixer on top of kibble.”
Meanwhile, Bravo! offers both frozen raw diets and freeze-dried raw foods based on a simple, single protein, limited-ingredient formula philosophy.
“Our product line of raw foods called Bravo Blends was developed to allow for easy customization to meet the specific nutritional needs of our customers’ dogs,” said Bette Schubert, Bravo! co-founder and senior vice president of sales, new product development and education. “Our formulations run the spectrum from healthy, complete and balanced diets, to condition-specific, limited-ingredient, single-protein diets, especially for dogs who are allergy or food-sensitive.
“Our Homestyle Complete freeze-dried dinners have really been a game changer for us in terms of sales and bringing new pet parents into the category,” Schubert said. “This line offers grain- and gluten-free formulas with added veggies, cranberries and vitamins and minerals. We’re gaining new and loyal customers one bite at a time.”
According to Matt Koss, founder and president of Primal Pet Foods, freeze-dried formulas can be a stepping stone to raw frozen foods.
“Once a customer has transitioned to freeze-dried raw, a natural progression can be the addition of raw frozen foods into the feeding rotation,” he said. “Frozen foods can offer a wider variety of protein sources and will typically be less expensive per pound when compared to a rehydrated freeze-dried formula. Our gateway products, such as raw bones and raw goat milk, are a very approachable introduction to the freezer. These nutritionally functional products have proven to be strong selling SKU’s for our brand.”
Primal Foods runs promotions with pet specialty retailers throughout the year, offering a variety of deals to its consumers.
“These promotional deals can cross promote products or introduce a new product line or the expansion of a line, to name a few,” Koss said. “Our promotions are exclusive to brick and mortar retailers and often feature a raw frozen item to help insulate the retailer from the threat of online sales. We are looking to build long-term and lasting relationships with our specialty pet retailers and our promotional tools are one of many ways we accomplish this.”
“We just launched two new recipes specially formulated for growing puppies,” explained Ward Johnson, Sojos co-founder. “Sojos Complete for Puppies is the first life-stage food in the raw, shelf-stable category. It combines raw, freeze-dried turkey and Omega-rich salmon with select superfoods and a targeted blend of essential vitamins and minerals. It rehydrates in just five minutes to minimize prep time for both puppies and new pet parents, and the ‘soft serve’ mix is particularly friendly for puppies with developing teeth and gums. Also new this year is Sojos SimplyPuppy, raw all-meat treats that come in two varieties: protein-rich turkey and salmon or beef and venison.”
According to Johnson, the company’s “new puppy recipes come at an exciting time… as they represent the next wave of innovation in raw nutrition for pets.”
Stella & Chewy’s has embarked on an active educational drive with their pet specialty retail stockists to inform dog owners how freeze-dried raw food is different from traditional dog food by offering in-store samples, promotional discounts and in-pack coupons that offer consumers savings on their first and repeat purchases.
“Freeze-dried foods can be easily sampled in-store or at pet-centric events and are an ideal way to introduce new potential purchasers to the raw food segment, as they eliminate some barriers that can exist when learning more and trying raw food for the first time,” Stella & Chewy’s Director of Marketing Lee Hessenthaler said.
Stella & Chewy’s Meal Mixers have been well-received by pet parents since owners can “add raw food nutrition to their dog’s existing diet by adding the product to their current food.”
“Research has shown two thirds of pet parents ‘mix’ kibble with other foods before feeding,” Hessenthaler explained. “So instead of suggesting a change in feeding behavior, it can serve as an easy way to complement and enhance their current brand to deliver raw food nutrition to any meal.”
According to Heather Hickey, national sales director for Nature’s Logic, the company’s raw diets offer complete and balanced nutrition for all life stages.
“With over 95-percent meat, Nature’s Logic raw frozen diets emulate a pet’s ancestral carnivorous diet,” Hickey said. “Our very palatable muscle and organ meat, along with our proprietary dried veggie and fruit concentrate, ensures that dogs are getting all the nutrients they need without any added chemical or synthetic vitamins or minerals.”
For convenient preparation and serving, Nature’s Logic patties come in two sizes, 3.2 ounces or eight ounces and are available in beef, chicken, rabbit and venison.
“We also offer cooking instructions on the package if you prefer to cook for your pet,” explained Hickey, who added that if you reverse the process by initially cooking the meat patties, it’s another way of converting to raw.
Lots of Litter Options
The cat litter category has always been proactive in terms of innovations. However, the last two years have seen some real game changers come to market, giving consumers lots to consider before making a selection that best suits their needs.
Despite the advent of so many types of litter, such as those made from wheat, corn, silica gel and plant products such as cassava, coconut husks and even paper, clay-based litters remain a popular choice. So the introduction of lightweight clay formulas has had a positive impact on the litter shelf.
“Tidy Cats has always been an innovator in the litter category,” said Paul Cooke, vice president and director of trade and industry development at Nestle Purina PetCare Company. “We were the first brand to launch a truly lightweight litter, and we’re changing the litter game once again with the introduction of TidyLock Protection. This new technology, which better absorbs liquids and features an improved deodorizing system that helps neutralize odors, has been added to Tidy Cats 24/7 Performance and Tidy Cats Instant Action traditional and LightWeight cat litters.”
“We are driven to continuously improve upon the odor control capabilities of our litters and provide different options for our consumers’ needs,” Cooke added.
To promote this new technology, the company has embarked on an extensive advertising campaign across TV, print and digital platforms. The tongue-in-cheek Tidy Cats Stank Face campaign features actress and cat-lover Angela Kinsey and also directly targets consumers via social media platforms.
Another game changer in the litter category comes from Cats Incredible, the new litter from Lucy Pet Products.
“No company has ever addressed the health issues for cats and people due to ammonia exposure from the litter box,” explained Joey Herrick, president of Lucy Pet Products and the Lucy Pet Foundation. “The fact that Cats Incredible has breakthrough technology that stops ammonia from ever forming makes it a one-of-a-kind product that is revolutionizing the litter industry. Further, there’s a worldwide patent pending on the two-handled bag with a side spout that’s easy to pour. We’ve produced a premium-priced litter that actually lasts up to 30 percent longer due to no ammonia odor, which makes it less expensive in the long run.”
There’s no question that eco-friendly litters are growing in popularity as cat owners mimic their own lifestyle habits to maintain a small carbon footprint.
According to Jane Wasley, brand manager for Healthy Pet, ökocat Natural Clumping Cat Litter (the blue box) is the most popular one in the extensive line of ökocat natural litters.
“We are incredibly proud that our distribution has expanded to over 5,000 retail stores in the US alone,” Wasley indicated. “Our initial region that had the largest distribution was the western/northwestern US, but now we have expanded national distribution partners in all regions, with the biggest growth occurring in the Northeast.”
He credits this increase in large part to a specific generation.
“This growth is being boosted by millennials who are now the largest group of cat owners in the country,” Wasley said. “Research has shown that natural and organic products are very important to them and they are willing to pay a premium for a litter that is a safer, healthier alternative for both their cat and themselves.”
Garfield, America’s favorite orange tabby cartoon cat, has recently been “endorsing” a variety of pet products, including a new clumping litter from 7pets, based in Miami, Florida. The company partnered with Paws Inc. to license the cat litter formula using Garfield’s brand.
“There are three formulas combining only natural ingredients from South America, and the blend of these ingredients enables instant clumping and eliminates the strong ammonia odor in cat urine,” explained Luana Francischini, communications director for 7pets. “Two of the products are made of a specific type of cassava (tropical root also known as yucca) and corn and are biodegradable and flushable in the toilet (the green and purple packages). The third litter in the line-up is not biodegradable. It is made of cassava, corn and dolomite, which is a mineral. So there are no chemicals at all, which makes our three products 100 percent natural.”
According to Francischini, consumers have a particular interest in biodegradable litters.
“Since launching in the U.S. in March 2016, we’ve seen more interest in the biodegradable versions, without a major preference between the tiny or standard grains,” she said. “It tells us that the local market seems to be more sensitive to renewable resources and/or practicality, since the biodegradable options are flushable and completely dust-free.”
Endorsing the growing power of millennial spending and their influence over trends, Ultra Pet Company is tapping directly into this generation of cat lovers with their vibrantly colored clumping crystal litter called Neon Litter.
The company suggests combining the three neon pink, green and orange colors in the litter box and allowing feline creativity to take over and create interesting patterns as they scratch and cover up as part of their basic toilet habits.
According to Tom Atyeo, the company’s vice president of marketing, the product is 70 percent lighter than clay products, making the cartons easy to use for an in-store display.
“The absorbent micro crystals are soft on paws and offer excellent odor control, too,” he said.
The company is also on another new trend bandwagon, namely the latest innovation of diagnostic litters that change color and alert cat owners to potential serious health issues, such as kidney disease, urinary tract infections and diabetes. This allows owners to effectively monitor the situation on a daily basis and refer this detailed information to a veterinarian.
Atyeo pointed out that although the term “diagnostic litters” is being bandied about as a generic term in the industry, such products are not truly diagnostic. Instead, they are “indicators” of possible problems. There are now several on the market, including products from Pestell Pet Products, such as LifeMate Health Alert and Dr. Elsey’s Health Monitor Everyday Cat Litter.
“Only a veterinarian or a trained member of their staff has the diagnostic tools necessary to do a true diagnostic,” Atyeo said. “We specifically point this out on the bag and on the instruction card that is inside each bag of our product called Monthly Monitor.”
Atyeo explained how the product works.
“Most indicator litters use assorted pH indicators that react to the introduction of urine,” he said. “The pH indicators are either applied to a form of litter (silica gel or clay) or are added to the cat’s normal litter as an additive (silica gel or treated paper strips). Indicator litters and litter additives will turn colors once the urine is introduced. The cat parent then needs to compare the color to those on the provided color key. However, there is no doubt that litters that alert to a problem can potentially help to save lives.”
Sleeping in Style
Our dogs spend approximately 13 hours a day in snooze mode. Fortunately, pet bed manufacturers have created plenty of new options for dogs to enjoy both indoors and outdoors.
According to Gary O’Donnell, vice president of marketing at Snoozer, the company’s new Forgiveness mattresses are fully washable.
“If a dog soils his or her bed, the mattress can be simply washed with soap and water, which will not only eliminate any smells but simultaneously rid the mattress of any dust mites, allergens or other contaminates that build up in mattresses over time,” he explained.
Snoozer is using the same Forgiveness material, which is crafted from recycled bottles for crate mats. Both the bed mattresses and crate mats are available in a variety of sizes. In addition, the company produces a special stand to display a selection of mattress covers in a variety of sizes and stunning patterns, enabling pet specialty retailers to offer customers a large selection without taking up too much floor space.
With the growing demand for orthopedic dog products, Snoozer is promoting the orthopedic Cozy Cave, a hooded bed for small dogs, along with its popular lounge dog flat mattress-styled option.
West Paw Design recently celebrated its 20th anniversary at Superzoo with the debut of new styles in their Heyday Bed collection. The beds are available in a micro suede fabric and plush top in a variety of muted colors such as oatmeal, midnight blue and a burgundy wine shade designed to blend well with popular home decoration schemes. Special features include pillow-styled bolsters and a double-stuffed base for maximum canine comfort and a low profile offering easy access.
The company’s popular Montana Nap flat mats are available in a variety of sizes and new patterns that have been added to the line. As with all West Paw Design products, the flap mats are manufactured in Montana.
As part of a year-long celebration marking the 100th anniversary of the National Park Service, the Carolina Pet Company has collaborated with the iconic Pendleton Woolen Mills apparel company. The result of the partnership is the Pendleton National Parks Collection of pet beds, collars, leashes, jackets and totes inspired by the colorful Pendleton blankets representing 10 of the most famous U.S. National Parks. Among the iconic parks featured in the collection are Yosemite, the Grand Canyon, the Great Smoky Mountains and Yellowstone. The collection includes over-stuffed fleecy beds sporting these blanket patterns. There are also jackets and other accessories to match.
“We welcome the opportunity to collaborate with Pendleton, and future collections will feature the stripe patterns of early camp blankets,” said Penny Stolfe, speaking on the compnay’s behalf. “With regard to the beds in the line, we have focused on supreme comfort, as the beds are made of memory foam, orthopedic foam and have special moisture barriers to protect and preserve.”
The Dream Sleeper multi-functional bed from Tall Tails is reversible, with one side featuring plush fabric and the other side a durable twill. The bed is available in four sizes and is completely washable.
“The plush fabric provides warmth for a cozy nap or night’s rest and twill allows air to circulate, creating a cool, comfortable space for dogs after a long walk or day at the park,” explained Stephanie Krol, Tall Tails’ publicist.
The company’s new 3-in-1 Blanket Bed, which is available in two sizes and two colors, transforms into three different resting options. Pets can get cozy by configuring a nest to snuggle into for a nap, a pad to lie on after a long day of adventures and an opening to crawl and burrow inside of on a chilly night.
Tall Tails has a wide range of fleece blankets and throws that can be used separately or on an existing pet bed for additional warmth. The company also produces special dog and puppy gift sets that include a luxurious fleece blanket, a trademarked Waterwoof pad and a soft squeaky bone toy that are being promoted for the holiday season.
These products work well for special occasions and as gifts for new pet parents. In addition, Tall Tails offers retailers a variety of display options, including their Accessories Tower that displays a large selection of different products from the company.
New from Urban Paw, manufactured by Los Angeles-based Sentiments, is a selection of uniquely shaped beds in nautical and fish prints, along with cartoon-style dog patterns, that make the bed a focal point in a room.
One popular design is the Teddy Cuddler, which is available in both a navy-and-white and a grey-and-white anchor pattern. The product has a reversible insert with a solid color as an alternative, and the poly cotton canvas fabric is dirt resistant and washable. The fish patterns are available in a variety of blues and sea greens.
Nautical fabrics have become a very popular theme for pet decor, and there are currently plenty of available accessories. Dog beds that match a room’s theme will be a welcome addition in any home. Kids also love cartoon characters as a bedroom theme, so consumers who like to place dog beds in different rooms will welcome the opportunity to have a dog bed with a cartoon theme that matches a child’s bedroom pattern.
The Petlinks Deluxe Dreamer from Worldwise, Inc., continues to be a perennial favorite.
The filling is made from reclaimed memory foam and reclaimed “cluster foam” (shredded standard foam) that conforms to a dog’s body and evenly distributes weight across the bed to provide relief for painful joints and achy muscles.
San Francisco-based P.L.A.Y. has introduced the Scout and About Outdoor Collection, an extension of its award-winning outdoor bedding line that features outdoor and travel-friendly products for the active human and dog, including tents, beds and mats.
“The Scout and About Outdoor Tent turns rugged adventures into a breeze with its compact and packable pop-up design for easy travel,” explained Bill Parsons, sales manager. “The tent features a water-resistant fabric, mesh sides for ventilation and visibility, fully enclosed floor to keep out unwanted visitors, optional rain shield and provides your dog safety from the elements. The hideaway is completed by a choice of weatherproof, extra durable beds, including our newest outdoor bed design or one of our best-selling Chill pads. This collection offers active humans and dogs ideal accessories for a day of backyard fun, training and events, weekend trips to the beach or lake, and even back country hiking and camping.”
With “pet technology” being a popular term in the pet industry, more pet specialty retailers are considering the addition of tech products to their inventory. Apart from the wide array of fun gadgets, there is a selection of products that solve serious problems such as feeding cats in multi-pet households, tracking the amount of water they drink and finding them when they go into hiding.
According to research conducted in the United Kingdom, makers of the Surefeed microchip-operated feeders and motion sensor pet bowls, found that cat owners waste between 33 percent and 50 percent of their cat’s wet food.
“This is because wet food does not stay fresh for long and subsequently becomes unpalatable,” explained Piers Hampson, marketing manager for the company. “And this is an issue because most cats like to graze throughout the day. Sealed bowls maintain freshness for a longer period. They also keep flies and insects out of the food.”
Thanks to its motion sensor, the bowl only opens when a pet approaches, making it ideal for single pet households. On the other hand, the microchip feeder is programmed to only let a designated animal feed from the bowl—perfect for multi-pet households where pets might be on differing diets. For pets that are not microchipped, the company also supplies a special tag that can be paired to a specific bowl.
Surefeed has also incorporated the same microchip technology to operate a cat door that allows felines access to secure outdoor areas. The door can also be installed inside the home to give cats privacy away from other pets.
New Jersey-based Pet Life produces a range of smart food bowls and water fountains. The Petkit Fresh bowl has a scale that offers four units of conversion: grams, pounds, ounces and milliliters. The bowl has an anti-flow contoured design to prevent food or water from spilling and anti-skid rubberized grips to keep it firmly in place.
The Petkit Eversweet drinking fountain alerts when the water level is low and, when in smart mode, only flows when approached by a pet. In normal mode, it flows continuously. The product has been awarded the International Product and Design Innovation Award for its sophisticated modern design.
“The fountain is engineered on the infinity concept,” said company representative Joseph Braha. “The upstream water flow directly comes into contact with water above the rim resulting in far less noise and complete silence.”
“It also has a five stage carbon filtration system,” he added. “The filtration pads are also re-usable. We recommend a carbon filtration change once every 12 months and they should be cleaned every six months.”
The Eyenimal range of products from French company Num’ Axes has produced an “intelligent pet bowl” with an integrated scale and an LCD screen that enables pet owners to measure the amount of food put out daily as well as monitor the amount of water consumed on a daily basis. The latter is an important feature because cats often do not drink enough water.
Combs and Cameras
The company also has a static comb, a chemical-free alternative to killing fleas. The battery-operated comb uses a harmless electrostatic current to kill and remove fleas hiding in a cat’s thick coat.
In 2010, Num’ Axes made headlines when it collaborated with Friskies to create the first movie made by cats. For this project, a variety of cats wore the first Eyenimal pet camera that filmed their lives. The movie was subsequently edited by a Hollywood film crew and debuted with a red carpet event in Hollywood.
“Since then, we have significantly improved the technology and reduced the size and weight of the cameras,” said Joëlle Thomas, export manager for Num’ Axes.
There are currently three different cameras available. The latest one designed specifically for cats is called the CatCam, which films with HD clarity, features night vision and a motion detector that halts recording when the cat is sleeping.
The latest version of the barrel-shaped POD GPS tracker designed in Australia specifically for cats is now Wi-Fi compatible, which allows for both faster location notifications in the neighborhood as well as inside your own home. The tracker, which is reputed to be the smallest and lightest, weighing in at one ounce, fits onto any collar.
The POD GPS tracker is also waterproof and comes with two batteries so there is no down time. Thanks to smartphone connectivity, pet owners can also monitor their feline’s activity levels and receive alerts if the cat escapes its domestic safe zone.
The Petzi Treat Cam allows owners to treat their pets around the clock from anywhere. Working through an app, owners can check-in and interact with their felines from any smart phone or tablet. The product has a wide-angle camera with night vision and high-quality audio capabilities. The treat launcher can be used with any dry, crunchy treat smaller than an inch in diameter. The unit also comes with a mounting kit so that it can be placed anywhere in the home.
Indoor cats that are exposed to artificial lights tend to shed year-round, making hairballs a perennial issue. This feline issue is best addressed from a nutritional standpoint as well as from a grooming one.
The Wellness Natural Hairball Control recipe is made with a precise blend of fiber to control hairballs.
“It helps move hair and already-formed hairballs through the cats’ digestive track,” explained Chanda Leary-Coutu, senior manager, marketing communications for Wellness Natural Pet Food. “The natural recipe includes wholesome, savory protein sources cats love like deboned chicken and turkey and also includes vitamins and minerals to support skin and coat health, resulting in fewer stray hairs being ingested.”
“Similarly, our new grain-free Wellness TruFood CocoChia Bakes are treats with salmon, coconut oil that contain a healthy dose of coconut oil and chia seeds, which are high in omega-3 fatty acids and probiotics,” she said. “These tasty treats are great for a cat’s skin and coat while helping promote digestive health and keeping cats hairball free.”
Evanger’s Holistic Pheasant Dinner or Organics Turkey & Butternut Squash Dinner are recommended for cats prone to hairballs. Both of these USA-made meals contain optimal levels of fiber and nutrition to help pets reduce the formation of hairballs.
“Premium, highly digestible ingredients can improve coat strength and reduce shedding, as well as add quality fiber to aid in the digestion of hair through the intestinal tract,” said Holly Sher, president and owner of the Evanger’s Dog and Cat Food Company.
Solid Gold also promotes a diet that addresses overall good health, which ultimately promotes a healthy digestive system to cope with a hairball issue.
“We believe that holistic pet health is the key to ongoing hairball management,” said Leasa Greer, nutrition and regulatory affairs manager at Solid Gold Pet. “This means promoting digestive health, supporting the immune system and ensuring skin and coat vitality.”
“If a cat is in a state of overall good health, its digestive system is built to manage the hard-to-digest material in a hairball by moving it through the digestive system quickly,” she explained. “However, if the digestive system is not functioning normally, or, the cat is digesting a large amount of hair during grooming or due to poor skin health, the hair can build up in the intestinal tract, causing upset stomach and vomiting.”
Increasing the fiber content of a cat’s diet can help promote a healthy digestive tract, enabling hairballs to move efficiently through the digestive system. Solid Gold’s Fit as a Fiddle dry cat food contains increased levels of fiber content to support healthy digestion.
“If the digestive system needs additional support, canned pumpkin can be added to our kibble to increase the fiber content of a cat’s diet,” she said. “1-2 tbsp per day mixed with a normal diet will encourage digestive tract health.”
Royal Canin has a specific formula to address a hairball issue called Indoor Intense Hairball formula.
“It’s our top formula for cats who have hairball issues,” said Brent Mayabb, vice president of corporate affairs for Royal Canin. “Our Persian formula is also formulated to help reduce hairballs since the very unique coat (and the hairballs associated with it) is one of the hallmark characteristics of the breed. So this breed-specific Persian formula is designed with hairball reduction in mind. However, all our feline formulas help address hairballs, even if we don’t list it as a specific feature on the packaging.”
The Honest Kitchen, known for their dehydrated food formulas, has two products especially for cats, namely, Grace and Prowl.
“Our feline foods contain natural sources of essential fatty acids and soluble fiber as a result of the whole food ingredients in the recipes, so they support total health, which in turn helps to reduce hair balls,” said Lucy Postins, founder and CEO of the San Diego-based company.
Postins confirmed that her company is working on new cat products to debut in 2017.
Grooming tools such as slicker brushes and combs are basics in the feline grooming tool box along with deshedding tools, including the Furminator range, which can drastically help reduce loose hair from being ingested.
There are other grooming accessories that can help too such as the Catit Design Senses Massage Center which is a self-grooming rubber massage unit that appeals to a cat’s sense of touch by offering a variety of textures that provide a luxurious pampering experience. This is part of the Catit interactive cat products from Rolf C. Hagen Inc. now available in pet specialty stores for the first time. This accessory is designed to help remove loose hair and thus prevent cats from ingesting excess fur when actually grooming themselves. The ripple massager provides intense rubbing pleasure to head, neck and face and the body stroke groomers on the product offer easy-access and an intense massage, removing loose hair in the process. It comes with a sachet of catnip to attract feline attention to the unit. All the Catit accessories come in specially designed boxes that can be saved and utilized at fun hideouts for cats around the home. They have places for owners to cat holes in them and if placed together create a fun cardboard play station.