This webcast examines the relationship between the U.S. market for natural-positioned products and pet parents’ evolving pet wellness and ethical pet-keeping.  While the growth of the natural pet market correlates in part to the expanding number of natural players exclusive to the pet specialty channel, the incursion (via line extension or acquisition) of companies centered in the mass market has brought the industry’s largest competitors onto the natural playing field.

In this context of a reshaped competitive landscape, including the potentially disruptive role of the Internet, this webcast examines:

• How human market trends are fueling natural pet product growth
• How natural pet foods’ focus on ingredients is transforming the pet industry’s core category
• How natural positioning has spread to encompass non-food pet supplies (including cat litter and clean-up products, grooming products, flea/tick care products, and supplements)

Focusing on products for dogs and cats, this webcast features new national data from Packaged Facts’ ongoing Pet Owner Surveys and draws on Packaged Facts’ recent research report on Natural, Organic and Eco-Friendly Pet Products in the U.S.  The discussion will cover food and non-food purchasing trends as well as psychographic and demographic characteristics of natural pet product purchasers and the new pet parent.