How A "Tee-Hee" Category Got The Last Laugh

For the next few minutes, I will be discussing a product and category that many people laughed at for years. The product is cat box filiers or commonly referred to by the brand name KITTY LITTER. This product was introduced in 1947 by Ed Lowe using the name KITTY LITTER. From 1947 to 1964 the product was sold mainly through pet shops. Starting in 1964, the grocery trade began to carry cat litters. From that point, the cate gory began a solid growth trend. Particularly in the '7O's, cat litter has experienced the same kind of explosive growth that has characterized the entire pet market. For example, in the twelve months ending 9/21/79, cat litter unit volume grew by 15% versus the previous twelve months. The basis for this explosive growth is easy to comprehend. The cat population itself is rapidly expanding, reflecting the changing life- styles of Americans. As famiiies grow smaller, there is room for a pet. As apartment and con dominim living shrinks living space, a cat fills the human need for animal companionship more efficiently. Table I illustrates current cat litter market factors and projects major trends into the future to conclude that the cat litter market will equal $205MM in 1985. With this dynamic growth defined, it was imperative that a company such as Lowe's that was totally devoted to the commodity-priced products, evaluate the opportunities for added- value product differentiation. This process was started approximately four years ago with a search for new cat litter products and other new product opportunities.