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The pet humanization trend, in which consumers treat their pets as members of the family, has affected many sectors in pet care: clothing, pet health care, pet food, to name a few. However, the trend has yet to reach cat litter. Sales of cat litter have been stagnant in most markets for some time. To combat slow sales, companies are looking to add value. Products launched with claims such as dust free, biodegradable and environmentally friendly have been popping up on store shelves recently.

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