SUPERZOO Takeaways: Litter
SUPERZOO gave litter brands a chance to connect with retailers, distributors, and industry partners, while also showing what shoppers want next.
“The highlight for us was the response to our new Ultra AutoScoop litter. Retailers were excited to see a product designed specifically for automatic litter boxes without compromising the odor control and clumping performance Dr. Elsey’s is known for. It’s rewarding to see that years of development and testing are resonating with customers,” noted Mat Brost, VP of Marketing at Dr. Elsey’s.
Leah Craft, Senior Brand Manager of Oil-Dri Corporation of America, reported, “One of the most rewarding aspects was being able to demonstrate how Cat’s Pride is continuing to innovate against what we do best—lightweight cat litter and cat litter box accessories. We showcased innovations across performance, convenience and proactive pet care. Ranging from our Cat’s Pride Clumping Crystals, which provide a clean, tight scoop every time while delivering longer-lasting odor control, to our new Cat’s Pride Health Monitor Crystals.”
She added, “Our Health Monitor litter generated particularly strong interest because it brings a completely different dimension to the litter aisle. Its superior vibrant color changes, compared to the leading brand, are designed to help cat parents detect changes in their cat’s urinary pH sooner.”
“One of the most memorable aspects for our team was the response to OdorLock Lightweight. We had many conversations with retailers who were impressed with the technology and immediately understood the consumer opportunity behind a lighter litter format. Seeing that level of curiosity and engagement around a product we have spent years developing was particularly rewarding for our team,” explained Elena Rybalkina, Head of Global Marketing at Intersand.
“The response to the launch of our new product, Furever Cling, was a major highlight. Attendees immediately understood the problem the fur-removal wipe solves, and seeing pet hair visibly cling to the sticky wipe made the product especially memorable,” reported Marlene Ee, General Manager at Dofu Cat.
Feline trends at the show included tech-driven care and more eco-friendly litter options.
“Automatic litter boxes continue to influence the category, but they also raise expectations. Consumers aren’t just looking for compatibility—they expect litter that controls odor, forms durable clumps, produces less dust and performs consistently over time. We also continue to see growing interest in products that address specific feline needs rather than one-size-fits-all solutions. That’s been our philosophy for years, whether it’s odor control, respiratory health or helping resolve litter box issues,” remarked Brost of Dr. Elsey’s.
“We saw new litter formats, including tofu-based products, continued expansion of specialty and premium offerings, and a growing presence of technology and AI-enabled solutions throughout the pet industry,” commented Craft of Oil-Dri.
She added, “What stood out to us, however, was that innovation is increasingly moving from simply being ‘new’ to being meaningful. The opportunity is to solve a specific problem for the pet parent, whether that is odor, cleanup, convenience, waste, wellness or understanding a pet’s behavior. We think that is where the litter category is headed.”
“One thing that stood out was the continued focus on convenience and performance. Consumers are looking for products that make everyday pet care easier, whether that means lighter products, better odor control, less dust, or easier cleanup. We also saw continued interest in alternative materials and more differentiated product formats,” described Rybalkina at Intersand.
“We saw more tofu litter brands at SUPERZOO this year. That signals growing consumer and retailer interest in natural products that support the wellness of pets and the homes they share with us. We expect the litter category to continue moving toward natural, lightweight, and lower-dust alternatives. As more brands enter the tofu litter space, ingredient transparency and meaningful product differentiation are becoming increasingly important,” replied Ee of Dofu Cat.
Dr. Elsey’s was pleased with the outcome at SUPERZOO. “Our primary goal was introducing retailers to Ultra AutoScoop and demonstrating that it delivers the performance consumers already expect from Dr. Elsey’s products. The positive feedback we received reinforced that we’re addressing an important need in the marketplace,” responded Brost.
Oil-Dri wanted attendees to walk away with a simple message: “Cat’s Pride is not only leading lightweight litter innovation, but we are making it smarter, more effective, convenient and valuable for both cats and their people,” replied Craft. “SUPERZOO exceeded our expectations in terms of the quality of conversations and the level of interest in our newest innovations. Our goal was not simply to showcase products; it was to demonstrate where we believe the category is going and have meaningful conversations with retailers about how innovation can create value for the shopper.”
“We wanted attendees to leave with a better understanding of Intersand as an innovation-driven company, not simply as a litter manufacturer. We have been focused exclusively on animal hygiene since 1992, and our goal is to continue bringing meaningful innovation to a category that is evolving quickly,” said Rybalkina at Intersand. “The biggest conversation at our booth was definitely lightweight litter. Retailers were interested in the formula’s performance, consumer benefits, and, importantly, the opportunity to grow the segment.”
“The launch of Furever Cling exceeded our expectations,” reported Ee of Dofu Cat. “We saw immediate interest at the show, followed by an encouraging number of retailers reaching out afterward to tell us how much they loved the product. Furever Cling Sticky Wipes are a one-of-a-kind innovation with no direct equivalent from another pet brand in North America, and the response reinforced the product’s potential. Seeing more tofu litter brands at SUPERZOO also validated the opportunity we recognized when we launched Dofu Cat.”
