SUPERZOO Preview: Catnip

In 2026, the catnip category is growing, driven by a 7 percent CAGR. That growth is fueled by pet owners’ interest in natural, holistic enrichment for cats, increased at-home cultivation and rising demand for eco-friendly, fresh alternatives. At this year’s SUPERZOO, a variety of catnip companies will be exhibiting their latest innovations.

Meowijuana will be showcasing its new wand-and-lure play system, which combines interactive play with the company’s premium catnip-infused designs. 

Mike Bateman, National Account Manager of Meowijuana, reported, “The new platform allows cat parents to swap and replace lures, creating fresh play experiences without replacing the entire toy. It encourages active engagement between pets and their owners while also creating natural opportunities for repeat purchases through lure replacements and collectible designs.”

He added, “We’re continuing to expand our portfolio of compressed catnip toys and enrichment-focused products that go beyond traditional plush toys. Our goal is to create products that tap into a cat’s natural instincts to chase, hunt, stalk, and pounce while delivering the premium catnip experience that consumers expect from Meowijuana.”

Top catnip trends attendees can expect to see at SUPERZOO include herb-blends featuring silvervine, wellness and calming mixes and DIY growing kits that let owners grow fresh catnip at home.

One example of a company that provides live catnip options that will be exhibiting at SUPERZOO is Bell Rock Growers. Founded in 1996, Bell Rock Growers is a leading US-based, family-owned grower of organic live pet grasses and natural treats. They are the parent company behind the Pet Greens brand.

As detailed in Pet Greens’ ultimate guide to cat grass, “A bored cat can sometimes develop unwelcome behaviors, like clawing the furniture or—their favorite—knocking things off shelves. With their own personal catnip plant in the house, a bored cat will be able to find a healthy distraction, and often an anxious cat can be calmed by the euphoric properties of catnip.”

Bateman of Meowijuana discussed the key topics he believes will drive the category’s growth this year. 

He said: “The biggest trend we’re seeing is the continued evolution of catnip from a novelty purchase into a broader enrichment category. Today’s cat parents are looking for products that stimulate natural behaviors, reduce boredom, encourage exercise, and strengthen the bond they have with their pets. As a result, we’re seeing growing interest in premium catnip, silvervine, functional botanical blends, refillable toys, interactive products, and enrichment-focused merchandising.”

He added, “We’re also seeing retailers dedicate more attention to the feline aisle overall. For years, cat categories have often received less innovation than dog categories. That’s changing as retailers recognize the growth potential of cat households and the strong repeat-purchase characteristics of catnip products.”

“Another important trend is education,” declared Bateman. “Consumers want to understand why a product works, how it benefits their cat, and how to incorporate it into daily play routines. Brands that can communicate those benefits quickly and clearly are creating stronger engagement and better sell-through.”

Those trends will be visible on the SUPERZOO show floor, where a range of exhibitors will be exhibiting catnip, silvervine, and enrichment-focused products designed to amuse cats and appeal to today’s more informed buyers. Companies such as CATWANT are expected to showcase its eco-friendly toys that utilize catnip from the company’s own farm. And though the name may suggest dogs, Haute Diggity Dog will exhibit its best-selling Haute Diggity Kitty catnip-filled toys.

Yeowww! Catnip will be at the show with its organically grown catnip and 100 percent filled USA-made toys. The handmade toys use fabric that the company boasts is “strong enough to withstand as much scratching, biting, bunny-kicking and slobber a cat can dish out. Each toy is individually stuffed and hand-sewn, so people know they are getting a toy with a touch of personality as well as being carefully handcrafted.”

Last year Yeowww! Catnip won the runner-up award at SUPERZOO in the Best Point of Purchase Display category for their updated Kitten Kaboodle display—a space-saving, rotating retail stand with its most popular, organically grown catnip toys. The company closed out last year’s show with a tub of catnip for cats to enjoy at its catnip party. 

Meowijuana hopes attendees leave the show with a different perspective on what the catnip category can be. 

Bateman discussed, “Many people still think of catnip as a simple impulse item. We want retailers to see it as a category with tremendous opportunity for innovation, repeat purchase, and consumer engagement.”

He continued, “The message we hope resonates is that Meowijuana is more than a collection of products. We’re building a feline enrichment platform designed to help retailers grow sales while helping cat parents create more meaningful play experiences for their pets. We also want attendees to experience the personality of the brand. Meowijuana has always combined fun, creativity, and premium quality, and we believe those elements can coexist while delivering serious retail performance.”

As catnip continues to be part of a larger feline enrichment conversation, SUPERZOO attendees will see how brands are bringing new energy not just to cats, but to the category through interactive toys, botanical blends and live growing options.