Category Catalysts: Natural Litter - World's Best Cat Litter

As the litter category has evolved, it has been led by a variety of unique substrates focused on more natural and environmentally-friendly themes. In addition to being eco-friendly, these litters also provide cats with a healthy alternative while still delivering on clumping, odor management and overall performance. One of the first movers in the category, World’s Best, is still driving fresh growth in the category after decades of category leadership.

“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 of World’s Best Cat Litter. 

“As a brand, we are always going to do the right thing!” Broders continued. “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.” 

The company recently launched a new facility, which will help the company capitalize on distribution.

“With the launch of our multi-million-dollar facility to begin production in the coming months—the largest facility in the world—we are geared for success with growth and new distribution as our goal,” Broders 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 truly unique products, with excellent profitability opportunities for our customers. We want to provide them with the knowledge and tools to drive their success.”

Looking at what consumers are gravitating toward, “Ease and convenience are driving consumer decisions in the litter aisle, especially with the younger demographic. They also want to find a brand they like and performs to their expectations—then they want to remain loyal to the brand,” Broders continued.

“World’s Best is continuing to outpace the category in dollar sales—based on NielsenIQ omnisales data—throughout the past several reporting periods,” Broders said regarding the company’s recent success. 

“Although in some categories, consumers are switching to private label brands, but we are not seeing this within the litter category. This leads us to believe that consumers are continuing to support their brands of choice, but are sizing up and possibly stretching their litter usage and purchasing less frequently.”

The company strives to deliver on quality, value and long-term advantages. 

“Our value proposition to the consumer is our long-lasting benefit, which helps them stretch their dollars, without forfeiting performance,” Broders said. “Offering a variety of larger sizes also helps them make less trips to the litter aisle. If your litter works, you use less and it lasts longer—which means more savings to the consumer.”