Category Catalysts: Unscented Litter - Dr. Elsey's

Dr. Elsey’s’ focus on creating unscented cat litter has enhanced performance and feline wellness by meeting veterinary standards, refining sodium bentonite sourcing and addressing a common pain point for pet owners by improving clumping abilities and removing unnecessary ingredients. These decisions have allowed Dr. Elsey’s to stand out from competitors by improving effectiveness. 

“Since going fully unscented, we’ve doubled down on what matters: performance and feline wellness,” said Mat Brost, Marketing Director for Dr. Elsey’s. “Every formula we produce is held to veterinary standards—the same rigor Dr. Elsey applied in his All Cat Clinic. We’ve refined our sodium bentonite sourcing, improved clumping efficiency, and eliminated unnecessary additives across our entire line. The result is litter that works better because it’s designed for cats, not marketing departments.”

Dr. Elsey’s made the choice to remove fragrances and perfumes from its litter line, effectively restructuring the litter category and demonstrating that the company puts feline’s health and welfare above all. 

“We didn’t enter the unscented category—we helped define it,” Brost said. “Dr. Elsey’s has always offered unscented litter, but our decision to discontinue scented litter made our position clear: fragrance doesn’t belong in cat litter. As a feline-only veterinarian, Dr. Elsey saw firsthand how artificial scents trigger litter box aversion and stress in cats. By taking scented products off the shelf entirely, we shifted the conversation from what smells good to humans to what works for cats—and gave retailers a clearer story to tell customers about feline health.”

Dr. Elsey’s has been debunking the myth scent equals odor control which has involved enlightening pet owners to the fact that the quality of the sodium bentonite is at the root of the issue. High quality sodium bentonite leads to absorbing the stinging stench of ammonia, moisture and foul smells without masking waste with perfumes. The right quality of sodium bentonite is evident in tight clumps and low dust which is meaningful to anyone who has emptied a cat litter box. 

“The biggest myth: that scent equals odor control,” Brost said. “It doesn’t. High-quality 100 percent sodium bentonite absorbs ammonia, moisture and odor so effectively that fragrance becomes unnecessary—even counterproductive. Lower-grade clays and plant-based blends can’t match that performance, so manufacturers mask the problem with perfume. We’ve helped retailers understand superior clumping, low dust and natural odor control come from the quality of the clay—not what’s sprayed on top. When you start with premium sodium bentonite, you don’t need to hide anything.”

To sum it up, “this year, we’ve continued to make unscented litter the standard, not the alternative,” Brost added. “We’ve provided retailers with education tools that help staff explain why fragrance-free matters for feline health. We’ve partnered with veterinary professionals to reinforce the connection between litter choice and cat behavior. And we’ve shown that when you lead with science instead of scent, customers respond—because they trust solutions that put their cats first. By keeping the focus on feline wellness, we’re helping retailers build loyalty and grow a category that truly serves cats.”