Global Pet Expo Takeaways: Litter

Sustainable, high-performance, and tech-friendly—these were all trends for litter at this year’s Global Pet Expo. Cat owners were pleased to see new flushable alternatives and eco-friendly solutions. Automatic, AI-enabled litter boxes promised clean ease. 

During Global, Next Gen Pet highlighted the fact that natural ingredients are highly effective in combating and eliminating odor-causing bacteria. “We want retailers to know that ‘Natural’ is the new normal, not a compromise,” said Janice Yamamoto, Director of Marketing for Next Gen Pet. “Products like Green Tea Fresh offer clumping and odor control while maintaining a strictly eco-friendly, upcycled profile. We were excited to highlight how Green Tea and Hinoki Cypress can naturally suppress bacteria rather than just masking smells with artificial perfumes.”

She observed, “A common theme throughout the event seemed to be products offering innovation driven by purpose,” said Yamamoto. “Buyers are more discerning about ‘natural’ claims, and are looking for a traceable supply chain.”

Healthy Pet showcased ökocat Multi-Cat—a new plant-based clumping wood litter engineered specifically for multi-cat homes. 

Leslie Ellis, Digital Marketing & Promotions Manager for Healthy Pet, previously commented, “The innovation is a naturally formulated, patented odor-control technology with oko+ that delivers stronger odor control while keeping the familiar, popular texture of ökocat’s Original Premium litter. The product continues Healthy Pet’s focus on sustainability and “clean living” benefits by using responsibly sourced wood fiber and maintaining a low-dust, easy-scoop experience for pet parents with multi-cat homes.” 

Dr. Elsey’s had been gearing up for Global for months to ensure they took full advantage of the opportunities, partnerships, and conversations that the conference delivered. What was their biggest takeaway? Clumping clay remains the top-performing cat litter.Mat Brost, VP of Marketing at Dr. Elsey’s, commented, “There’s a lot of innovation happening in litter right now, especially with alternative substrates. We actually tested many of these at the show. While they’ve improved—particularly in their ability to form a clump—there’s still a consistent gap in real-world performance. Most notably, shedding during scooping remains a major issue, and that directly contributes to increased odor in the litter box over time. At the end of the day, retailers and cat owners want solutions that work. Sodium bentonite litters like Ultra remain the most effective, proven solution on the market for odor control, tracking and scoopability.”

“At Catalyst Pet, we track the trends driving the litter category—shoppers are increasingly choosing lightweight, plant-based, low-dust litters that deliver real performance at a competitive price, even compared to clay,” said VP of Marketing, Jim Gallman. “It’s rewarding to see Catalyst Pet lead the category and set a new standard for what cat owners expect from their litter.” 

Walking around the Expo floor, attendees saw litter in all forms. There were new materials like cassava, green tea and coconut, along with sustainable favorites such as tofu, corn and walnut shell. There were brands like SOYSAND, which is crushed to feel like traditional clay. Calitti Crystals, which showcased their premium silica cat litter. And leaders like World’s Best Cat Litter with its USA-grown sustainable corn litter that’s also safe for septic and sewer systems. 

Litter boxes got high-tech and modern makeovers. Attendees viewed sleek, stainless steel litter boxes that took feline hygiene to the next level and combated the odor issues associated with typical plastic litter boxes. Smart and automated boxes with apps that tracked litter box activity and health. 

For Next Gen Pet, Global is all about meaningful conversations and opportunities before, during, and after the show. The company worked hard to align product messaging on key benefits and trends, and schedule meetings with potential partners. Yamamoto said, “Global Pet Expo is a valuable platform for connecting with retail partners, distributors, and industry colleagues.” Their favorite conversations were those “focused on raising the bar for natural litter performance and helping pet parents make more confident choices.” And those centered on “collaborating with retail partners to share insights on sustainability, innovation, and how best to educate the marketplace.” 

Innovation talk for Next Gen Pet at the show was focused on “Improving performance while staying true to sustainability and everyday convenience for pet parents. We have innovated in the natural litter space with our plant-based, compostable formulas that deliver strong odor control, low dust, and easy clean-up.”

Healthy Pet has exhibited at Global Pet Expo for many years. 

“We return year after year because it’s one of the best places to have high-value, face-to-face conversations with retail and distribution partners, debut what’s new, and get immediate feedback from the industry. It’s also a key moment for staying close to what buyers are prioritizing and where the categories are headed—so we can keep innovating and supporting our partners with the right products and programs,” Ellis said. “It’s the ideal stage to introduce new innovation—like ökocat Multi-Cat. Because you can tell the story in person and let buyers see the product, performance claims, and consumer needs it is built for.”

Brost of Dr. Elsey’s said conversations in their booth centered on two key products: “Ultra+ litter and our Protein Bites cat treats. Ultra+ delivers maximum odor control and excels in smaller spaces like apartments or litter boxes placed in bedrooms and laundry rooms. Protein Bites offer a high-protein, low-carb snack that supports feline health. Together, they highlight our focus on performance, both in the litter box and in nutrition.”

Litter brands at this year’s Global Pet Expo proved that performance, sustainability, and smart design can coexist. From natural materials to intelligent systems, the future of cat litter is focused on making life cleaner and healthier for both pets and the people who love them.