Vanguard Awards: Unscented Litters

Cat owners looking to reduce allergies and respiratory irritation are increasingly choosing unscented cat litter, a segment projected to grow at a 5.33 percent CAGR, according to online financial sources. 

For almost 80 years, Oil-Dri has provided innovative cat care solutions. Laura Scheland, Vice President and General Manager, Consumer Products Division, reflected on the past year. “We successfully introduced new crystal litter products despite a turbulent freight environment. Recently, we have expanded our offerings by launching our new health-monitoring crystal litters under the Cat’s Pride, Ultra by Cat’s Pride, and Litter Pearls brands, featuring superior color-changing technology that helps provide early detection of potential urinary health issues along with powerful 30-day odor control.”

As the inventor of lightweight litter, Oil-Dri emphasizes performance alongside convenience. Scheland commented, “Our leadership in lightweight litter innovation stems from the unique properties of our naturally lightweight and absorbent clay minerals. Our lightweight products are easy for cat owners to lift, carry and pour yet provide the same number of uses as traditional scoopable litter—with all the performance cat owners have come to expect.”

That expertise now extends into the growing crystal litter segment. “We recently launched Cat’s Pride Health Monitor crystal litter with superior odor control and vibrant color changes that make it easier for cat owners to monitor pH changes and spot potential urinary health concerns early,” she added. “Beyond our branded portfolio, we partner with retailers to offer high-performing private label solutions that support their category growth objectives. Our vertical integration helps us deliver consistent value and quality through manufacturing scale, supply chain efficiency, and dependable service.”

Another leader, Catalyst Pet Cat Litter, was named one of the best natural cat litters by Modern Cat last year. It’s made from clean, upcycled pine softwood. “Shoppers are increasingly choosing lightweight, plant-based, low-dust litters that deliver real performance at a competitive price, even compared to clay,” said Jim Gallman, VP of Marketing for Catalyst Pet. “It’s rewarding to see Catalyst Pet lead the category and set a new standard for what cat owners expect from their litter.”

Catalyst Pet just introduced a new resealable cat litter bag. “This new bag makes pouring and storing litter simple,” said Gallman. “It gives Walmart shoppers the convenience, value, and performance they want—without compromising the high-quality litter our customers love and trust.”

“With so many households watching their budgets right now, it was important for us to offer a high-performance litter that truly goes further,” commented Gallman. “Many sustainable litters trade performance and price for eco-friendliness, but Catalyst is different—it’s simply more efficient than clay. It lasts longer, so pet parents aren’t buying litter as often, and that real-world savings adds up fast.”

Odor and fragrance remain a central concern because a cat’s sense of smell is far more sensitive than a human’s sense of smell. Dr. Elsey’s takes that science to heart. 

Mat Brost, Marketing at Dr. Elsey’s, said, “Our leadership is rooted in feline veterinary experience and problem-solving. Every product we develop is designed to address a real issue—whether it’s litter box aversion, odor control, or dust sensitivity. We don’t follow trends; we focus on what is biologically appropriate for the cat and build solutions around that.”

That approach resonates with pet owners. “Pet owners value reliability and results. Our Ultra Unscented Litter is a go-to because it consistently delivers strong clumps, odor control, and low dust without added fragrance,” noted Brost. “Products like Cat Attract stand out because they solve serious behavioral issues that keep cats in homes rather than being surrendered.”

He continued, “A key success has been reinforcing trust in our core litter line—particularly around performance claims like 99 percent dust-free and showing consumers why a solid clump is critical for odor control. The category is moving toward health-first, unscented solutions. As awareness grows around the impact of artificial fragrance on cats, we expect unscented litter to become the standard—not the alternative.”