Category Analysis: Litter

As litter brands gear up for the busy Q4 season, there is growing enthusiasm thanks to rising cat ownership and discerning pet parents.

“I’m really excited with the recent data reported by APPA’s 2026 Cat Report on cat ownership reaching 59 million households, which represents 39 percent of households and a 5 percent increase year over year,” commented Jean Broders, Director of Marketing for World’s Best Cat Litter. “Multiple-cat households are also growing—that’s music to our ears, as the No. 1 natural and sustainable litter in the category.” 

Healthy Pet is encouraged by the growing interest in plant-based alternatives. “Cat parents are increasingly looking for products that deliver on performance while also offering benefits like low dust, lightweight handling and more sustainable materials. That creates a great opportunity for ökocat and our natural wood litter,” remarked Leslie Ellis, Digital Marketing & Promotions Manager.

Oil Dri Corporation of America is kicking off its new Cat’s Pride Health Monitor campaign. “[It highlights] the new No. 1 litter in crystal odor control with more vibrant colors than the leading brand to detect potential urinary health issues early,” said Leah Craft, Senior Brand Manager of Oil Dri Corporation. “More broadly, we’re excited to continue building on Cat’s Pride’s long history of innovation.”

“We’ve invested significant time and resources into developing the best litter for cats and automatic litter box performance. Ultra AutoScoop includes our proven Cat Attract to help reduce stress and encourage cats to use the litter box. It delivers the exceptional odor control and clumping performance Dr. Elsey’s customers expect while addressing the unique sensitivities many cats have to enclosed, automated litter boxes,” explained Mat Brost, VP of Marketing at Dr. Elsey’s.

“Catalyst Pet has seen strong growth, anchored by a loyal direct-to-consumer community of more than 35,000 monthly subscribers. What excites us most is carrying that momentum onto retail shelves and putting Catalyst in front of shoppers who may never have considered an alternative to clay,” reported Jim Gallman, VP of Marketing at Catalyst Pet. 

“Our biggest opportunity is continuing to clearly communicate what makes BoxiePro probiotic cat litter different. Cat litter can be a crowded category, and many products make similar claims around odor, dust and clumping. We want to make it easier for shoppers to understand the technology and benefits behind BoxiePro’s odor control and why those differences can lead to a cleaner litter box,” noted April Liu, Brand Marketing Manager at BoxieCat.

Intersand is thrilled by the momentum of sWheat Scoop and Fresh News. “We are also seeing strong interest in innovation, particularly following the response to OdorLock Lightweight at SUPERZOO. Retailers immediately recognized the consumer opportunity behind a lighter litter format,” stated Elena Rybalkina, Head of Global Marketing at Intersand.

As cat-care routines change, litter brands are adapting. “Another fast-growing niche is litter designed to address a specific behavior challenge. For example, our Good Habits litter helps draw cats to the box. Nearly three-quarters, or 73 percent, of cat owners report experiencing cats going outside the box. Almost half, or 40 percent, of them switch litter when this occurs. Cats are also surrendered to shelters when this happens,” explained Broders of World’s Best Cat Litter.

“Odor control continues to be the No. 1 attribute consumers care about most, and it’s an area where Cat’s Pride consistently delivers,” detailed Craft of Oil-Dri. “Lightweight litter is another important area of innovation, and Cat’s Pride has been leading this space since we invented lightweight cat litter. Our Cat’s Pride Lightweight green jugs can be up to half the weight of traditional scoopable litter while still delivering the performance consumers expect.” 

“We’ve investigated every option imaginable, and the truth is, the only options that check all the boxes for a cat’s wellbeing and cat parents’ requirements of controlling odor, low tracking, etc. are clumping clay and crystal options. 100 percent sodium bentonite clay is king because of its odor control and easy-to-clean clumps, but there’s definitely a place for crystal litter thanks to its amazing absorption and odor control qualities,” remarked Brost of Dr. Elsey’s.

“Automatic litter boxes are changing how people think about litter performance because consumers now need litter that works well not only for their cats, but also with the technology they’re bringing into their homes. One of our newest additions to the category is BoxiePro Bot, engineered specifically for automatic litter boxes. It helps support smoother cleaning cycles,” explained Liu of BoxieCat.

Brands that evolve with consumers will stand out. 

“Litter is a crowded, high-loyalty category. Switching a cat to a new litter takes time and patience, so once a household finds something that works, they tend to stay with it,” remarked Gallman of Catalyst Pet. 

Rybalkina of Intersand noted, “Companies that listen closely to consumers and retail partners and turn those insights into products that improve the cat-care experience while considering their broader impact will be best positioned for long-term growth.”