The concept of cats using a litter box correlates with their ancestral roots, and the right litter helps identify abnormal behaviors from normal ones. While the concept itself is simple, brands within the litter sector are constantly providing the right litter products. Brands are also meticulously improving these products to further encourage and enhance cats’ natural instincts while satisfying pet owners from undesirable odors.
Improving upon products is more than just a trend in the pet industry, it’s essential to standing out among brands. In fact, according to Michael Schrekenhofer of Leather Brothers Inc., if you are not consistently trying to improve your products, the industry will leave you behind. This is especially critical in the cat sector, which is constantly changing and providing opportunities and growth.
“We want pet parents to love their cat, not smell their cat,” said Helen Cantrell, director of marketing and sales for Naturally Fresh. “We listen to our consumers’ comments and feedback, and focus on improving our litter to best meet their needs.”
Since hitting the market in 2010, Naturally Fresh’s focus has been to provide an all-natural, walnut shell-based litter with unique odor control and absorbency characteristics that outpace competitive products. Natural litters tend to be lighter in weight, biodegradable and non-GMO. Walnut shells in particular have a natural ability to control ammonia odor.
“Our goal is to continue the mindset of providing the best natural litter with new formulas that make sense for the market. All the while, keeping the Naturally Fresh Cat Litter product line cradle-to-cradle green,” explained Cantrell.
Naturally Fresh recently introduced its enhanced Multi-Cat Formula, which neutralizes ALL odors. It did this by developing a scentless counteractant that tackles both urine and fecal smells, an ideal feature for households with multiple cats. Multi-Cat Formula meets consumers’ desires of being scent-free, low tracking and easy to clean. Just like all Naturally Fresh formulas, the litter absorbs three times better than clay litter, is low tracking and free of silica dust and is biodegradable and annually renewable. It also includes soft walnut shell granules, is non-GMO and non-toxic and is safe for pet parents, cat kids and the environment.
“We believe that you shouldn’t ruin a good thing. That’s why we wanted to maintain the qualities that Naturally Fresh users love about our products when we improved the new Multi-Cat formula,” Cantrell stated.
There’s a general trend toward healthier, improved products, and that trend continues to grow. Consumers are driving the innovation because they are raising their own standards.
“Knowing the features and benefits of natural cat litter will help a retailer evaluate a product and, in turn, equip consumers as well,” said Cantrell.