Wood-based cat litter sees biggest market share growth

Capell Ltd boost production– Wood-based cat litter well established in Finland


Environmentally friendly, clean wood, superior odour control, a fair price-quality relationship. These arguments from the domestic cat litter producer have reached the consumers too. The wood-based cat litter has found its way to nearly all wholesalers and daily consumer goods firms in Finland as well as some Japanese ones.

The wood-based cat litter CatWC’s market growth has been greatest in Finland; the brand rose 31% between September 2004 and September 2005. As a single product, the market share of CatWC is 5% of all cat litters. The company has been spreading the word about the superb qualities of wood-based litter to change consumer behaviour for 8 years. Their second product, Pesäpuru, a litter for rodents, has gained a market share of 58 % of all rodent litter in Finland.

New premises enable tripling of production

Capell Ltd boosts production by opening their own new factory in Teuva in Western Finland. 600 square meters of modern facilities enable production to triple. Capell product sales are growing in line with the whole market for pet supplies so production can grow without limitations. The availability of local raw materials and the hardworking, motivated and skilled workforce are two of the benefits of the company’s location in Western Finland. The company delivers quickly; goods ordered today are transported during the night and in stock at the wholesalers’ the next day. For exports, the trip to the harbours of Kaskinen and Pori is short.

Towards Japanese and French markets

Capell’s wood-based cat litter CatWC can also be found on the shelves in Japan and Taiwan. The company aims to increase exports, targeting the Japanese and French markets. Both countries are becoming more ecologically aware. In Japan the strong image of clean Finnish nature speaks for the product as well as the rising trend of wood products in general. The Japanese tend to be conservative consumers and 90% look for clumpable cat litter .That demand is going to be met in the coming months. Small Japanese apartments require excellent odour control, which is one of the most appreciated qualities of the product. None of the consumers that tried the product wanted to return to their old cat litter.

New products

Capell’s first developed product, CatWC, is a 100% natural product made of Finnish spruce and pine. Sawdust is pressed into a hard pellet that absorbs an extensive amount of liquids, up to three times its weight. The efficient absorption means efficient odour control. Capell develops products for rodents and reptiles as well. These pets can enjoy a dry nest with PESÄPURU made of Finnish spruce and PESÄOLKI made of Finnish barley straw.

Product development this fall has resulted in two new products. TALLIPURU is 100% pure Finnish wood shavings. It is designed as a bedding for stables or other animal sheds. According to studies, wood-based bedding causes less respiratory problems to horses than vegetation-based ones. The product is sold in 25kg bales, 30 pieces on a pallet.
EKOPURU is targeted at bulk users as a versatile litter for rodents and reptiles or the outhouses of summer cottages. The packed size of 25kg equals 90 to 100 litres of ready to use wood chips.

For more information and interviews:
Oy Capell Ltd
PL 5
64700 TEUVA
FINLAND

Managing Director Mika Peltoniemi
Tel: +358 50 338 0719 or +358 6 2671 322

Export Manager Johanna Peltoniemi
Tel: +358 50 518 5138

Oy Capell Ltd homepage: www.catwc.com
email: info@catwc.com