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PET NEEDS CLEANING UP THE CATGEORY FibreCycle products ‘kind to all’ FibreCycle, owned by the Kent Pet Group, has been operating in Australia for 28 years. Its philosophy is that pets make us better people, therefore it makes only products that are “kind” to them and the planet. The company claims to sell the only recycled paper pellets in Australia, under the brands Breeders Choice in cat litter and Back 2 Nature in small animal bedding. According to FibreCycle Head of Sales Tim Miller, shoppers are increasingly looking to make good selections for themselves, their pet, and the environment. “We’re seeing a real shift in the feedback that we’re getting from consumers that sustainable and environmentally friendly options are the future,” he said. “While clay and silica crystals are still very popular, both consumers and retailers are starting to understand the devastating environmental impact these substrates have on the planet. “Without doubt, products that are more environmentally friendly are starting to accelerate within the category. We’ve seen a strong move towards more natural and compostable products coming to the fore. Nearly one in two cat litters sold in the Australian market are now made from recycled paper, which is great for the environment and for the kittens and cats who use it.” Mr Miller says he believes both retailers and their supplier partners have a role in helping educate and inform consumers more about the products they choose. “In-store education is critical, but increasingly we’re seeing the role that social media can play in helping consumers make better choices,” he said. “Online sales also continue to grow across the pet category, particularly for larger and bulk purchases, so having an online sales platform will become increasingly important for retailers in this space.” FibreCycle has an “exciting” pipeline of innovation for the category, which Mr Miller says has had “little if any significant innovation” since the launch of Breeders Choice more than 20 years ago. “We think that pet clean-up can prove to be as exciting as any other part of the category,” he said, “and we’d like to help drive that as part of a total category solution.” Making a difference one poop at a time While Oh Crap’s compostable dog poop bags aren’t available in the major chains just yet, says Chief Crapologist Bruce Hultgren, among the independents they are ranged in, the products are “moving very well”. “We’ve recently celebrated the milestone of saving 10 million plastic dog waste bags from landfill across the country and \[are\] growing rapidly,” he said, adding that a “mental shift” applies if people can find an alternative to plastic bags – they’ll pay a little more to make a difference using a product such as Oh Crap. The brand is in the process of developing a mascot, ‘Captain Crap’. “\[The mascot\] is very fun and his mission is to oppose members of the DDOG (Dumping Dog Owners Group) Empire who don’t pick up after their dogs,” Mr Hultgren said. He advises retailers to say no to carrying plastic waste bags. “The word biodegradable isn’t good enough anymore,” Mr Hultgren said. “They need to carry compostable waste bags. “If you’re serious about making a difference, your community will definitely support you.” “Without doubt, products that are more environmentally friendly are starting to accelerate within the category.” AUG, 2020 RETAIL WORLD 61