Dan Jaffee
Analyst · Ethan Starr, Private Investor. Please proceed
Okay. Well, good question. Let me just start 50,000 feet, and then I will get as down to ground level as I can; looking at IRI information, it's interesting to see if you look at what the growth of the category has been, so you can see the scoopable sales and then what they've grown, how much of that growth is represented by lightweight, because it's all the lightweight litters other than Fresh & Light are off a base of zero, as you know Tidy Cat lightweight has launched, Fresh Step has launched, we are out there. So 91% of the scoopable growth in the category in dollars has come from lightweight litters. So clearly that's the trend, that's the disruptive innovation that's going on, which is very exciting. As I've said all along as this gets to be a significant portion of the category or certainly category growth, then retailers are going to want to have private-label lightweight litter. As you know, we don't dance till we get in the end zone, and so, until we start shipping any of these customers, we are really not going to talk about any specifics, but suffice it to say historically when it was all heavy and scoopable and what I would call a race to the bottom denominated on a price-per-pound basis, we were at a significant disadvantage, and so our share was less than 2% of the private-label scoop category. We expect our share going forward will be significantly higher than that on the lightweight segment. And then as the lightweight segment continues to grow and gets to be a greater percentage of the overall scoopable segment, our overall share will go up as well. So I'm not sure I'm totally answering your question other than to say we are in the best position to benefit from lightweight private-label, we have the best products. What we are starting to see is some people have made the decision that the way to get lightweight is to put in fillers, very light density fillers, and I call it a filler; to me, anything that doesn't absorb or control odor is a filler because people buy cat litter for the absorbency and then to control odor. So if you are putting something in there that doesn't do that, then, from my vantage point and from any kind of empirical in-home use test or any kind of scientific data standpoint, you are diluting the performance of the product. So you could imagine, you could put cotton balls, you could put all sorts of things in cat litter to make it lightweight. Well, our competitors have decided that they're going to put in fillers, they're going to put in very light density fillers and then trying to surround those fillers with clay in order to control the odors and get absorbency. So our products are the only one with no fillers added. We have all clay blends in our products. And so, historically, with Fresh & Light we had a blend between sodium bentonite, which is very heavy density and calcium bentonite, which is light in density and highly absorbent. And that allowed us to make a claim of up to 25% lighter than …