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Cat Grooming Products Score Big

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Cats are known to be competent self-groomers, but there are still times when they can certainly benefit from a little help with their grooming routine from their owners.

“Irrespective of coat type, there are other contributing factors, such as age-related mobility issues and obesity, which makes it more difficult for cats to get to certain parts of their bodies and groom themselves efficiently,” Norm Shrout, owner of Long Leash On Life in Albuquerque, N.M., said. “At one stage, cat owners bought a basic brush or comb, but they are certainly beginning to understand the need to help their cats from suffering from matted fur and other issues.”

Not all cats are comfortable in a professional grooming setting with barking dogs and the noise from electric grooming tools. As a result, Shrout said, he has seen an increase in sales in a large variety of feline grooming tools, including the Scaredy Cut grooming system, which is a manual clipper with a variety of grooming comb attachments, which owners can use safely at home on all types of cat fur.

According to statistics released in the 2013-2014 National Pet Owners’ Survey produced by the American Pet Products Association, 80 percent of cat owners own a brush.

“However, there is definitely a growing demand for more grooming tools,” Brittany Green, assistant product manager with Petmate, said. “In particular, we’ve had an increased demand for pin and slicker brushes, nail trimmers and grooming gloves.”

The company is adding to its feline grooming category over the coming months with a variety of tools, including the Petmate Self-Cleaning Slicker, designed to make cleaning the brush easier with the push of a button, as well as the Petmate Palm Nail Grinder, which features an adjustable speed dial, LED lights and a wrist strap. It also fits comfortably in the palm of the hand.

According to Green, Petmate advises their retailers to merchandise cat grooming items in the same area as other cat products, as opposed to all grooming products in one area.

“We believe this dramatically increases cat-consumer awareness and purchase potential,” she said.

Finding Solutions

According to Justin Crout, group marketing manager for Jarden Animal Solutions/Oster Animal Care, cat owners are eager to find solutions that will help manage shedding issues which, if not addressed, result in hairballs.

“While we originally launched our de-shedding tool, the ShedMonster, as an As Seen on TV product, it was immediately available to pet specialty retailers,” Crout said.
Crout added that products, such as Oster’s feline Hairball Formula Shampoo, works well when used in conjunction with a de-shedding tool for cats who don’t mind being bathed.
Furminator already has an extensive range of feline grooming tools, and has added to its feline grooming product line with the recent launch of its Shed Control Cloths.
“The cloths manage surface shedding and also cleanse the coat,” Amanda Hilton, United Pet Group’s director of consumer marketing, said. “They feature a proprietary 3D looping technology that is new to the pet industry. This looping design enables you to capture hair and keep it on the cloth, so you aren’t just moving loose hair around. Cats seem to enjoy the hands-on attention received during this type of gentle grooming process.”

For water-phobic felines, there is an extensive list of waterless shampoos to chose from.

“We had many inquires from our dog customers, who also had cats, to produce a feline-centric shampoo,” Lonnie Schwimmer, president and CEO of Nootie, said. “And since the majority of domestic cats that aren’t involved in the showering are not fond of water, we wanted to create a delivery system for cat owners that would cater accordingly. The benefits of a waterless shampoo is that you don’t have to rinse off after it’s been applied.”

Schwimmer added that the company is planning on expanding its range of cat grooming products in the near future.

While Wahl’s focus has primarily been on dog grooming products, the company is now putting a focus on feline needs, and has introduced its All-Natural No-Rinse Waterless Shampoo, a foaming product that can be removed from a cat’s coat with just a towel.

According to the company’s spokesperson, Laura Lazzara, there is a growing trend toward all-natural products as pet owners become more concerned about what they are putting on their pets. As a result, the All-Natural No-Rinse Waterless Shampoo is made from plant-derived ingredients.

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