DUBLIN, Dec. 12, 2014 /PRNewswire/ --Research and Markets

(http://www.researchandmarkets.com/research/j2h28m/natural_organic) has announced the addition of the "Natural, Organic, and Eco-Friendly Pet Products in the U.S., 5th Edition" report to their offering.

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The market for natural and organic pet products continues its upward swing as consumers continue to opt for products they perceive to be both safer and, in the case of natural pet food and treats, a source of better nutrition than traditional fare. Because of the exponential growth this market has experienced in recent years, natural alone is no longer enough to make new products fly off the shelves, so most of the new products being launched in the natural product space offer additional features such as condition-specific ingredients or low-glycemic formulations.

With the burgeoning interest, even the foremost mass players mass players are becoming concerned by the incursions of leading pet specialty players, as illustrated by the 2014 lawsuit filed by Nestlé Purina against Blue Buffalo. Heightened consumer demand is also causing natural and organic products to appear far more frequently on the shelves of mass merchandisers and supermarkets, including in the form of ambitious new private-label lines such as Whole Foods' Whole Paws line and Wegmans' Simply from Nature.

Representing an ongoing market linchpin, pet owners remain concerned about pet product purity and safety, and ripples from the 2007 pet food recalls are apparent in the number of products now being promoted as made in the U.S.A. In April 2014 Pet Owner Surveya key source of primary data for this report61% of dog product purchasers and 50% of cat product purchasers indicated that they actively seek out pet foods made in the U.S. Another key market driver involves environmentally friendly products, with consumers seeking out not just safer products but those made from sustainable or recycled/recyclable materials and manufactured with a smaller carbon footprint.

Building on the analysis presented in the previous editions of this report, this fully updated edition of Natural, Organic and Eco-Friendly Pet Products in the U.S. divides the market into two classifications pet food and pet care with the latter defined as encompassing all nonfood pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.).

For each classification, coverage includes historical and projected retail sales estimates from 2009 through 2019, competitive strategies of key players, and trends in new product development such as grain-free, low-glycemic, super food ingredients, human-grade, raw pet food (including freeze-dried and dehydrated), refrigerated pet food, eco-friendly nonfood pet products, corporate sustainability initiatives, cause marketing, and social media usage.

Featuring exclusive pet owner survey data, the report homes in on food and nonfood purchasing trends across multiple categories, as well as attitudes and demographic characteristics of natural and organic pet product purchasers. Additional data sources include IRI marketer/brand sales data for mass-market channels, SPINS scan data for the natural supermarket channel and specialty gourmet channels, and Simmons data profiling trends in pet ownership and product purchasing.

Key Topics Covered:

Chapter 1: Executive Summary

Chapter 2: Introduction

Chapter 3: Market Trends

Chapter 4: Competitive Trends

Chapter 5: Marketing and Product Trends

Chapter 6: Consumer Trends

For more information visit http://www.researchandmarkets.com/research/j2h28m/natural_organic

Media Contact: Laura Wood , +353-1-481-1716, press@researchandmarkets.net

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SOURCE Research and Markets