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We're seeing a bifurcation in the market where private label and value brands are gaining share. And by bifurcation I also mean the upper end of the market is gaining share as well. So, crystal alternatives are doing very well as well. Getting squeezed in the middle is really -- I mean, we saw probably most significantly in this last quarter, private label gain share well ahead of the big three consumer brands in the category.
In the short term, and you'll see this over the next over the back half of the year, we're totally focusing our consumer demand spend on the lightweight segment, really shifting from, you know, previously where we focused on litter for good. That's probably the closest in, most tangible thing that you'll be able to see play out in the marketplace again over the next -- over the coming month through the end of the fiscal year and beyond. In addition to that, we're extremely focused on, and Dan says it well, you know, if the product performed as well as heavyweight, why wouldn't everybody -- you know, who's going to choose heavyweight Who's going to want to lug 50% more weight upstairs of their apartment building Really, nobody. Our product performs well.
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By 1988, the cat litter industry had expanded to the point where Fortune published a major article about the main players: Oil-Dri with 14 percent market share, Edward Lowe Industries with a little less than a third of the market, and Excel-Mineral with a 10 percent share based on its Jonny Cat and other brands. Several other smaller firms competed with the big three for the 27 million American families who owned at least one cat, which was 30 percent of all households in the nation. 59ce067264