Category Analysis: Litter

It’s estimated that the cat litter products market size hit $4.4 billion in 2023 and is expected to grow at a compound annual growth rate of 4 percent from 2024 to 2030, based on the findings included in a market analysis report conducted by Grand View Research published in early 2025. The combination of rising cat ownership rates along with rising pet costs are expected to further propel market expansion. Leading the charge is Millennial pet owners who not only adore felines but are also highly educated about the types of litter available to them. Knowledge has made these pet owners particular and critical of their options—clay powder vs. silica crystals or pellets vs. tofu and weighing which brands eliminate odors, are void of perfumes which irritate kitties’ respiratory tracts while leaving a minimal environmental impact. 

Manufacturers are doing their due diligence to navigate well-intentioned pet owners through litter options. The right litter for each cat and household is individualized and manufacturers’ options reflect this diversity. Kitty litter manufacturers are experiencing a positive 2025 marked with innovation inspired by cat owners’ feedback and pain points, products influenced by the move towards eco-friendly and sustainable materials and packaging and remaining a steadfast and dependable partner for retailers and pet owners who depend on this household staple. 

“In 2025, Dr. Elsey’s has maintained a strong position in the litter category,” Marketing Director Mat Brost previously said. “Consumer trust in our brand remains high, and that’s been reflected in sustained demand across e-commerce and brick-and-mortar channels. Our Dr. Elsey’s Ultra litter remains a top seller and fan favorite. We’ve also seen a positive response to our continued investment in consumer education, reinforcing the health benefits of our unscented, low dust composition of our clay-based litters.”

“This past year was a year of accomplishments, with continuing to support the launch of our newest innovation of our Poop Fighter formula, as well as launching into the litter additives category with our Boosters line—all while still growing faster than the category,” said Jean Broders, Director of Marketing for World’s Best Cat Litter. “As a brand, we are always going to do the right thing! This past year, we had more demand for our product than supply available. We strategically weathered the storm to make sure we were meeting our customers’ expectations and more importantly, supplying our consumers with the brand they love! We have the highest consecutive repeat rate in the category, which means our consumers rely on us to provide a safe and natural product—that truly works—for their homes.”

“Speaking to the litter side of our business, things have been going well,” Shannon Supanich, Director of Marketing at Pioneer Pet Products previously said. “We manufacture our litter right here in Cedarburg, WI with Midwest-grown grains. Our employees are amazing, dedicated and hardworking, and they have kept everything running smoothly.”

“2025 has been a strong year for Boxie in the litter category,” CEO Josh Wiesenfeld previously said. “We’ve seen growing consumer interest in health-conscious, vet-recommended litter solutions, which aligns perfectly with Boxie. A major win has been the continued momentum behind our Boxie Glo litter. Its unique UV factor that guides cats to the litter box has resonated with cat parents looking to ease litter training or address litter behavioral challenges.”

Dr. Elsey’s is attuned to consumers who are willing to invest in high-quality pet products that provide peace of mind, particularly emphasizing health benefits and scientific backing. This presents an opportunity for Dr. Elsey’s to strengthen consumer loyalty by spotlighting the science-driven quality and proven health advantages of their formulas which is a top priority for pet owners. “While economic uncertainty remains, there’s growing consumer willingness to invest in high-quality products that deliver peace of mind—especially in the pet care space,” Brost said. “This gives us a unique opportunity to deepen loyalty by reinforcing the health benefits of our formulas and the science-backed story behind the brand.”

One reason Next Gen Pet’s litter stands out is its unparalleled clumping ability, which allows for the product to last longer and requires less replenishing. “Consumers today strive to be more educated about the products they support,” Director of Marketing Janice Yamamoto previously said. “The quest for information encourages new and unique perspectives like the detail that because our litter clumps so effectively, you use less litter per clump meaning, one small bag of our litter costs half of the equivalent amount of clay you would use because that small bag will last one cat about four to six weeks.”

“With the launch of our multi-million-dollar facility to begin production in the coming months, we are geared for success with growth and new distribution as our goal,” Broders with World’s Best said. “The growth rate of cat households is outpacing the growth of dog households, so anyone selling a cat product has a bright future ahead. Education also continues to be a huge focus for our sales team. We have unique products, with excellent profitability opportunities for our customers. We want to provide them with the knowledge and tools to drive their success.”

“The category as a whole grew 4.2 percent vs. YA, making it a $5.1 billion category,” she added. “The units were also up 3.1 percent vs. YA—the future is bright for the litter category, especially with the number of cat households continuing to grow. Truly new innovation, not me-too products, will help these numbers continue to head in the right direction. Brands need to be creative in how they are reaching new consumers, offering products that truly meet a benefit the consumer is missing in their current litter box experience. The product needs to work, and it needs to be easy to clean. If your brand meets this criteria, you are positioned for growth, along with the category.”

By focusing on increasing efficiency and innovation, companies are positioned for continued growth and success in the litter space.