Special Report: Feline Merchandising
Cat ownership increased to 39 percent of US households, with Gen Z and Millennials driving the growth, according to APPA’s 2026 US Pet Industry Trends & Forecast. Gen X is also contributing to growth, with a 12 percent increase in pet ownership.
As the feline customer base grows, brands like Meowijuana are encouraging retailers to think beyond traditional catnip merchandising.
“At Meowijuana, we’re focused on making the catnip category more engaging, interactive, and replenishable. This year we’re especially excited to showcase our new wand-and-lure play system, which combines interactive play with Meowijuana’s premium catnip-infused designs,” explained Mike Bateman, National Sales Director for Smarter Paw, maker of the Meowijuana and Doggijuana lines. “Retailers should be looking at catnip as a category rather than simply a product. Catnip can be incorporated into toys, interactive play, enrichment and different usage occasions that encourage repeat purchases and give consumers more reasons to engage with the category.”
Giddy Kitty sees enrichment becoming a bigger priority for cat parents.
“Enrichment is evolving from an ‘extra’ into an important part of everyday pet care as pet parents better understand the behavioral and emotional needs of indoor cats,” said Carrie Van Wert, Founder of Giddy Kitty. “Retailers increasingly want brands that can help them communicate the ‘why’ behind enrichment, not simply provide another SKU. That requires strong merchandising, demonstrations, video content, and staff education.”
Beyond toys and enrichment, the rise of automated litter boxes is reshaping the litter aisle, with sales projected to grow to $1.99 billion in 2026, according to online media sources.
“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.
“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 while delivering superior odor control, low dust, and less tracking for a cleaner overall litter experience,” said April Liu, Brand Marketing Manager.
Alongside specialized litter solutions, everyday performance and value remain important considerations for cat owners.
“Odor control and value are two of the biggest priorities. Consumers want litter that performs, particularly when it comes to odor control, but they also want to feel like they’re getting the most for their money,” described Leah Craft, Senior Brand Manager of Oil-Dri Corporation of America. “Lightweight litter can provide meaningful benefits for retailers because more units can fit on a truck, helping reduce freight costs.”
Premium pet food brands like Smalls are also paying closer attention to what today’s cat parents want.
“Consumers increasingly look beyond ingredients, seeking brands that understand their lifestyles and bond with their pets. For cat parents, this means recognizing cats and their people as a distinct community, not an extension of the dog market. Our recent ‘Is Cat’ campaign celebrates the independence, individuality, and attitude that make cats and cat people unique,” explained Nate Kredich, COO of Smalls.
Open Farm is noticing a shift in how cat owners approach nutrition.
“Cats account for a growing share of new pet households, especially among Gen Z and Millennial consumers, and multi-cat homes are on the rise. We’re seeing cat parents approach health and nutrition with the same emotional investment that helped accelerate premiumization in dog food several years ago. That creates meaningful room for innovation around cats’ unique nutritional needs and feeding behaviors,” said Mark Sapir, Chief Marketing Officer, Open Farm.
Beyond nutrition, Purina sees potential for retailers to build on growing interest in premium products throughout the feline aisle.
“We’re seeing cat parents seek more engaging, premium and functional solutions for their pets, creating opportunities across the entire cat care ecosystem. Purina is well positioned to help retailers capitalize on that momentum, with a broad portfolio spanning food, treats and litter, continued innovation like our wide variety of lickable treats and Tidy Cats Performance+, and more than a century of science and nutrition expertise behind our approach. We see significant opportunity to continue elevating the cat category and helping retailers meet the evolving needs of today’s cat parents,” revealed Joe Toscano, VP and Director of Trade and Industry Development at Purina.
As cat ownership grows, thoughtful merchandising, product education and strategic assortments can turn feline product interest into lasting customer loyalty.
