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High Cost, Ordinary Mess: The Truth About Enzyme Cleaners

1. Pet Odour & Cleanup Market Size and Growth

The pet odour control and cleanup market — including sprays, enzymatic cleaners, odour eliminators, and absorbents — is a large and growing category both globally and in Australia.

  • The global pet odour control & clean‑up market was estimated at USD 14.16 billion in 2024 and continues to expand
  • The Australian pet odour control & clean‑up market generated an estimated USD 321.3 million in 2024, with sprays and aerosols the fastest‑growing segment

This market revenue reflects both strong product sales and the incentive for brands to invest heavily in advertising and marketing to capture pet owners’ attention

2. Enzyme‑Based Cleaners Are a Primary “Spray/Aerosol” Marketing Focus

Sprays and aerosols, including enzyme-based stain and odour removers, are the most lucrative segment in the Australian pet odour control market

  • Spray and enzyme brands often position themselves as “premium solutions” — using influencer partnerships, scientific-sounding claims, and eye-catching retail placement
  • This positioning drives larger advertising budgets compared with simpler product categories

3. What Enzyme Brands Are Doing in Advertising

While exact advertising spend is not publicly disclosed, industry behaviour shows significant investment

Premium Positioning and Branding

  • Many enzyme brands (Nature’s Miracle, PetLab®, Simple Solution, Enzyme Wizard, etc.) emphasise scientific trademarks, multi-action formulas, and premium performance
  • This requires ongoing advertising to maintain visibility both online and in-store

Variety of Formats and Channels

  • Enzyme products are marketed across supermarkets and big-box stores
  • Pet-specific retailers
  • Online marketplaces with sponsored placements
  • Sponsored content, paid social ads, and influencer reviews

Use of Technological Claims

  • Advertising often highlights “Biological action”
  • “Molecular breakdown”
  • “Prevents re-marking”
  • “Deep stain removal”

These claims are used in paid search, SEO, and social advertising to capture high-intent dog owner traffic searching for stain removers or urine odour neutralisers

4. Absorbent Powders Are Lower on Marketing Spend

By contrast, simple absorbent powders like Eco Pawz CleanUp™ generally receive less advertising investment

Category Perception

  • Powders are seen as basic utility products, not “premium” solutions
  • Consumers search more for functional terms like “pet odour powder” rather than “enzyme stain remover,” which means less competition for paid advertising

Lower Retail Marketing Presence

  • Enzyme sprays often have eye-catching packaging, prominent shelf placement, and promotional pricing
  • Absorbent powders rely mostly on organic search, utility-driven search terms, and direct marketing

5. Advertising Spend Trends vs Consumer Search Trends

  • Search traffic for “enzyme pet stain & odour remover” shows strong volume and seasonal spikes, indicating where advertising dollars are flowing
  • Product pages and reviews emphasise premium enzyme technology, complex chemical formulations, and multi-step solutions, reflecting invested marketing narratives
  • Adsorbent powders are functional and practical, so they are less competitive in advertising spend, yet often more effective for everyday accidents

6. Natural Transparency of Absorbent Powders

Unlike enzyme sprays, which can rely on trademarks and proprietary formulations, often leaving ingredients and chemical processes undisclosed, Eco Pawz CleanUp™ is completely transparent

  • Made from natural attapulgite clay and diatomaceous earth (DE)
  • 100% Australian sourced, no chemicals or hidden processes
  • No trademarks on production methods — what goes into the product is fully natural and safe
  • Environmentally friendly — used powder can be returned to the earth
  • Practical for everyday poos, wees, and vomit without unnecessary additives

This contrast highlights that while enzyme sprays may appear “high-tech” or premium, Eco Pawz CleanUp™ delivers practical outcomes with transparency and sustainability at the core

7. Why This Matters for Dog Owners and Retailers

  • Heavy enzyme advertising can mislead consumers into thinking sprays are the only solution
  • Fresh accidents — urine, faeces, and vomit — are best handled at the source, where adsorbent powders like Eco Pawz CleanUp™ excel
  • Enzyme sprays have a role, mainly for older stains and stubborn odours, but are not necessary for day-to-day cleanup, which is faster, cheaper, and safer with natural powders

8. Conclusion

  • The pet odour control and cleanup market is high-revenue, encouraging substantial advertising spend, especially on enzyme sprays and aerosols
  • Enzyme sprays receive more marketing, visibility, and retail presence but are costly, slower, and chemically complex
  • Absorbent powders like Eco Pawz CleanUp™ are under-advertised, yet they are effective, natural, safe, and cost-efficient — perfect for daily pet mess and odour management

Takeaway: Eco Pawz CleanUp™ proves that simple, natural, outcome-driven solutions can outperform “fancy” enzyme products, without hidden chemicals, expensive marketing, or environmental compromise

BUY Eco Pawz CleanUp® Now!

Available Sizes

  • New 7L Bags – Now available at your local IGA store through Metcash – ask for Eco Pawz CleanUp® 7L bags
    Let’s all support Australian manufacturing and Australian jobs! with Australian sourced 100% natural earth and clay
    Email us at ecopawz@hpgl.com.au with any queries
  • 500mL Pouches – Available as single or bulk buy. Premium, eco-friendly, easy to store, and designed for everyday cleanup.
    BUY from AmazonAU: here
    Or email us ecopawz@hpgl.com.au to order
  • 10L Tubs – Available at stockists.
    Simply enquire where to buy at ecopawz@hpgl.com.au or for bulk orders.
    BUY from: ECO PAWZ CLEAN UP 10 LITRES – Head to Tail Pets

Contact Us

Retail Stockists 10L tubs Eco Pawz CleanUp®

Wholesalers 10L tubs Eco Pawz CleanUp®

Connect with Us on Social Media

Stay updated with the latest tips, promotions, and community events by following us on social media. Don’t forget to tag us when sharing your Eco Pawz CleanUp® moments—we love seeing happy pets, fresh lawns, and cleaner homes!

  • Facebook: @EcoPawzCleanUp
  • Instagram: @ecocleannrefresh
  • TikTok: @ecopawzcleanup

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