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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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