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Natural pet food still the darling of finance, but supplements drive the growth in pet nutrition

Natural pet food still the darling of finance, but supplements drive the growth in pet nutrition

Despite repeat private equity bids and strategic buys, natural & organic pet food companies grew sales only 4% in 2010, the lowest category growth ever recorded. Pet supplements posted healthier growth of 6%, but suffered from a lack of significant new product development. Natural & organic pet supplies had another banner year, and the total animal nutrition market climbed 5% to $3.2 billion.

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