The number of new organic and natural pet products skyrocketed from 92 in 2000 to 288 in 2006, according to research presented at the 2008 Global Pet Expo by Packaged Facts, a consumer market intelligence research firm.

Packaged Facts study found that:

- 42% of Americans are willing to pay more for products that are organic, environmentally friendly or fair trade. That figure increases to 50% among 18- to 29-year-old consumers.
- Almost half of ¡V or 25.1 million ¡V U.S. pet households seek out natural or eco-friendly products.
- Sales of natural pet food have gone from $417 million in 2003, to $1 billion in 2007 and are projected to climb to $2 billion by 2012.
- Natural pet care products have grown from $141 million in sales in 2003 to $279 million in 2007 and are projected to rise to $458 million by 2012. That translates into an average annual growth rate of more than 14%.
"This research confirms what people in the pet care industry have long recognized: consumers want natural and organic products produced in a eco-friendly and sustainable manner," said Don Tomala, Managing Partner of Matrix Partners, a Chicago marketing firm that specializes in consumer pet products, including a growing roster of natural and organic clients. Successful consumer pet product companies are working hard to capitalize on this trend, which shows no signs of slowing down.

Once the purview of specialty pet stores, organic and natural products are increasingly available in supermarkets and big box retailers, the research found. "Although pet specialty outlets are still the primary venue for natural and organic products, these products are rapidly infiltrating mass-market outlets, where growing demand represents big opportunities for natural and organic marketers," Don Montuori, Vice President of Publishing for Packaged Facts, said when the study was released.

ABOUT MATRIX PARTNERS
Headquartered in Chicago, Matrix Partners is an award-winning marketing firm specializing in pet products brand strategy and communications. The Matrix pet products client roster includes national and regional brands ranging from cat litter, pet treats and supplements, to pet foods, toys and grooming products. For more information, visit www.matrix1.com.

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