New ARM & HAMMER™ Cat Litter Study Finds that Cats Have a Dramatically Positive Effect on Owners' Moods

EWING, N.J., April 23, 2015 /PRNewswire/ -- Today, being a self-proclaimed "cat lady" is a badge of kitty pride, with most owners saying that they treat their cats like people, or even like their children, and proudly post selfies with their cats. Nearly all cat owners also believe their furry felines have a positive impact on their overall well-being. Despite this kitty-craze, dealing with heavy, dusty and smelly cat litter doesn't always lighten their mood. That's why Church & Dwight, Co., Inc., the makers of ARM & HAMMER™ Cat Litter, conducted a study to uncover how new Clump & Seal™ Lightweight litter can ultimately "lighten the day" for cat owners and their pets.  

According to the study, cat owners purchase an average of 230 pounds of cat litter every year – more than the average weight of a baby elephant. In fact, one-third of cat owners (34%) say the weight of the litter is their biggest frustration, and they wish it weighed less. The study also found that nearly half of cat owners (46%) feel that changing cat litter is worse than cleaning the toilet.  

"We understand the frustrations that come with transporting litter and changing the litter box," said Melissa Martin, Vice President, Marketing, Pet Care - Church & Dwight, Co., Inc. "That's why we're inviting consumers to 'lighten their day' with new Clump & Seal™ Lightweight litter that guarantees 7-Day odor control, is 50%  lighter than regular ARM & HAMMER™ clumping cat litter and 100%  dust-free."

To shed light on the study findings and to further educate cat owners about how they can "Lighten the Day" and solve common litter problems, ARM & HAMMER™ has partnered with Mieshelle Nagelschneider, cat behaviorist and author of The Cat Whisperer. "Litter box issues are by far the number one complaint among cat owners," said Nagelschneider. "An easy solution is using a lightweight, quality cat litter, like Clump & Seal™ Lightweight, that's easy to handle, provides long-lasting odor control, and is dust-free."

The "Lighten the Day" study also uncovered the following findings about the positive impact cats have on their owners:

• Cattitudes: According to the survey, cats are naturally soothing animals. Ninety-five percent of cat owners agree that their cat lightens their mood, while 88 percent say that their cat helps them unwind after a long and stressful day. When it comes to relaxing at home with their cat, the majority of cat owners say that it's more relaxing than working out, getting a massage or even interacting with other humans. The same goes for their relationships, too. After a long and stressful day, more than two-thirds (65%) of cat owners would rather hang out with their cat than be intimate with their partner, and over one-third (35%) would rather snuggle with their cat than their significant other.
  
• A Cat's Best Friend: Don't come between a cat and its owner. According to the study, two-thirds of cat owners say their cat is their best friend and for those with children, 72 percent consider their cat to be another child. Many also admit to doing things for their cat that they would typically do with a friend or family member, such as talking (57%), playing games (57%) and buying gifts (46%).
  
• Insta-cats: Cat owners love to share their affection for their cats on social media and more than three-fourths of cat owners (78%) believe that celebrity cat owners make it cool to have a cat. According to the study, over half (53%) of 18 to 24 year olds have posted selfies of themselves with their cat. In addition, one in five of cat owners ages 25 to 34 have created online profiles and posts from the perspective of their cat. To further tap into this trend, ARM & HAMMER™ Cat Litter is launching today a dedicated Instagram channel @armandhammercat that will share content, such as cat-related stats, tips and humorous posts with this community.

To help cat owners better care for their pets and lighten their day, new ARM & HAMMER™ Clump & Seal™ Lightweight litter is the only cat litter that has unique technology that forms a tight seal around odor and destroys it with powerful odor eliminators and ARM & HAMMER™ Baking Soda for up to seven days of odor control. ARM & HAMMER™ Clump & Seal™ Lightweight Cat Litter is available in two varieties: Fresh Scent and Multi-Cat in 9lb. and 15lb. boxes at leading retail outlets nationwide. Suggested retail prices range from $11.99 to $18.49.

Experience the confidence of seven-day odor control with new Clump & Seal™ Lightweight Cat Litter. For more information, visit http://www.clumpandseal.com/, www.facebook.com/armandhammer and @armandhammercat on Instagram.

About the Survey

The was commissioned by ARM & HAMMER™ Clump & Seal™ and conducted by Edelman Berland (www.edelmanberland.com) among 1,514 cat owners and nationally representative U.S. adults, ages 18+, between February 27 and March 12, 2015.  The margin of error for this study is ± 3.1% among the nationally representative sample. 

About ARM & HAMMER™

For more than 165 years, ARM & HAMMER™ Baking Soda's familiar orange box has been a trusted fixture in both the refrigerator and home. The brand was founded in 1846 when Dr. Austin Church and John Dwight began to produce and sell sodium bicarbonate under the ARM & HAMMER™ brand name. Today, Church & Dwight, Co., Inc. manufactures a variety of cleaning, freshening and deodorizing products for the home, family, pets, and body under the iconic ARM & HAMMER™ brand name. For more information visit http://www.clumpandseal.com/.

About Church & Dwight Co., Inc.

Church & Dwight Co., Inc., headquartered in Ewing, NJ, manufactures and markets a wide range of personal care, household, and specialty products under the ARM & HAMMER™ brand name and other well-known trademarks like OxiClean™.

Media Contact:
Amanda Pasquariello
212-704-4509
[email protected]

Photo - http://photos.prnewswire.com/prnh/20150423/201172

SOURCE Church & Dwight Co., Inc.

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