CHEW ON THIS PET OWNERS DROOL OVER ALL-NATURAL, BIODEGRADABLE GOODS.

Byline: SUE DOYLE and CONNIE LLANOS 

Staff Writers

Thinking green these days?

How about a solar doghouse for Fido? And while you're browsing, what about some recycled pet tags and whole-wheat animal treats?

As more ecoconscious consumers snap up Earth-friendly products for themselves, they're also reaching for green items for their pets.

From biodegradable doggie poop bags to ecofriendly cat toilet seats, an environmentally aware animal market -- projected to soon top the $1 billion mark -- is stocking up with natural and dye-free goods to sell.

"It's the overall awareness of consumers," said Eduardo Martinez, economist for the Los Angeles County Economic Development Corp. "If it's good enough for them, it's good enough for Fido."

Already, about 70 million pet owners in the United States spend more than $40 billion a year on their beloved animals -- enough money to build about 23 space shuttles, according to the American Pet Products Manufacturers' Association.

While natural and organic food and supplies for pets racked up barely 1 percent of that in 2004 -- with $527 million in sales -- Maryland- based market research firm Packaged Facts projects that to soar to $1 billion by 2009 as speciality stores and traditional chains tap Americans' increasing social awareness.

And there's plenty of room for growth, with 63 percent of U.S. households owning at least one pet -- 44 percent of them owning dogs and the rest cat lovers.

Jillian Roller, manager of pet boutique Maxwell Dog, said green versions of doggie beds, collars, leashes and pet clothing often sell out at her high-end Studio City shop.

Items for felines aren't far behind, since Roller also carries organic kitty-litter box cleaners scented with essential lavender oil.

"As people become more environmentally conscious, this is going to reflect on how they shop for their pets," said Roller, who only stocks biodegradable poop bags and organic and natural dog food.

Growing out of the environmental movement of the 1970s, the market for ecoconscious products is slowly moving out of its niche status, said Barbara Gross, a former retail marketing professor who is now an administrator at California State University, Northridge.

"Along those same lines, the pet industry has also grown since people have found themselves in situations where they are not having children so their primary companions are their pets," Gross added. "This seems like it should be a good match."

Still, some say more education is needed for pet owners.

"We have sold the biodegradable poop bags for at least four years," said Brad Edmonson, manager of Healthy Pet in Thousand Oaks.

"But outside of that and all-natural dog food, I don't get too many customers asking for these types of environmentally friendly products," Edmonson said.

Some dog owners say they would be open to buying more green products -- if they knew where to find them.

"I have made all the regular environment-friendly changes at home -- the windows and energy-efficient appliances," said Susan Odjakjian, a film editor from Woodland Hills and owner of Kirby, a cavalier King Charles spaniel mix.

"And I would do the same for my dog products," she added, "if I knew what I needed to get."

Eric Kelven and his mother, Lynn, said they can often be found at the Calabasas Open Air market on Saturday mornings buying ecofriendly and organic goodies for Dutch, their 13-month-old Labrador mastiff.

The Kelvens are not new to the environmental movement -- Lynn has been an activist for years, even producing films and cartoons promoting awareness.

They say they would buy more environmentally friendly pet gear if they could find it.

"There just isn't enough marketing out there for these products unless I go out of my way," Lynn Kelven said.

Three years ago, Pam Wheelock started Purrfectplay.com -- an online business based in Indiana that makes and sells pet toys from organic, dye-free and chemical- free natural fibers.

Wheelock, a vegetarian, had always shopped around for toys for her cats that were free of plastics and coloring. Coming home empty-handed, she decided to make her own pet toys.

Eventually, she quit her job as a rehab therapist and opened her business. Sales this year have jumped nearly 500 percent, Wheelock said.

"I started making my own," Wheelock said. "It sounds so cookbook, but it's true."

Earlier pet-related organic businesses didn't open to the same warm reception.

David Colella got a lot of snickers 10 years ago when he opened Earth Dog -- a Tennessee-based business that makes hemp collars, leashes, beds and toys for pets.

Not anymore. Business has boomed.

"The more mainstream it gets, the products will get a little cheaper," Colella said. "And hopefully, everybody's quality of life will get a little better, too."

sue.doyle(at)dailynews.com

[phone]

Going green with pets

Use biodegradable rather than plastic bags when picking up after your dog.

Use ecofriendly cat litter.

Buy products and toys made from natural, organic or recycled materials such as hemp collars, leashes and beds.

Use natural or organic cleaning products and deodorizers.

Use chemical-free flea and

tick controls.

Grow organic catnip or cat grass.

Recycle your own items to make things for your pets.

Spay or neuter your pet to stop pet overpopulation.

Adopt animals from local shelters.

-- Daily News research

CAPTION(S):

2 photos, box

Box:

(1 -- color) Maggy, a 2-year-old American bulldog, eyes Greenies dog chews. Ecofriendly pet products are in high demand these days.

(2) Maggy, a 2-year-old American bulldog, chomps on a Greenies dog chew that resembles a toothbrush. The chew helps control plaque and tartar buildup, and it freshens breath, too.

Hans Gutknecht/Staff Photographer

Going green with pets (see text)