Category Analysis: Feline Merchandising
The APPA’s 2024 Dog and Cat Report, which provides strategic insights from its National Pet Owner Survey, presented a mixed bag of findings in regard to American cat ownership last year. Economic pressures were seen as a factor in the decline in the purchase of premium food, but cat owners are also increasingly giving vitamins and supplements to their feline pets. Toy purchases are going strong. Segments often thought of as canine-focused, like training treats, leashes and grooming, were also increasing. Manufacturers are aware that, in spite of budgetary challenges, pet owners want to maintain a strong emotional connection to their cats, and their merchandising strategies align with supporting feline-owning households through these uncertain times.
When it comes to bonding, toys remain a reliable mode for supporting engagement, stimulation and connection, and companies like SmarterPaw have been leading on the innovation front, all the while ensuring they remain consistent partners for their retail customers. “SmarterPaw finished a record year in 2024, driven by innovation, merchandising and collaboration with our partners,” said Managing Partner and CEO Scott Ragan. “We are excited about 2025 but are aware of new and emerging challenges. A new political environment, along with tariffs with China, Mexico, India and Canada, has the potential to disrupt supply chains that provide ingredients and packaging elements. Extended tariffs could impact pricing throughout the go-to-market chain and ultimately affect pet parents.”
Thankfully, SmarterPaw has built a strong foundation of partnership to ensure seamless service this year. “SmarterPaw has been fortunate to collaborate with exceptional partners who embrace the Meowijuana brand and appreciate how it connects with and resonates with younger pet parents,” said Ragan. “Through this, we have developed custom solutions with retail and e-commerce partners that bring the Meowijuana story to life and communicate new usage occasions to drive higher repeat sales. We will continue that successful strategy in 2025.”
Catnip, after all, is a multi-faceted product that can be enhanced and implemented in innumerable ways. “For Meowijuana, aside from the benefits of various herbs and ingredients, we are busy helping feline pet parents see and understand the many different usage occasions for their cats each day—one toy or scratcher does not fit all occasions,” he said. “Retailers continue to find ways to tailor and differentiate their stores and shopping experiences. With that, Meowijuana maintains its high-quality standards in catnip, herbs and toy fabrics and tailors the retailer’s assortment to suit seasonality, product size, packaging and price points.”On top of innovation, Pet Shop by Fringe Studio sees durability, sustainability and interactivity as factors that drive pet owner purchases. “Durability continues to be a big discussion for plush toys, and consumers are looking for safe ways to prolong playtime,” said Jennifer Kruegel, Director of Product Management—Pet. “The use of chew resistant materials, more durable bindings and reinforced materials have become more desirable when they’re still able to offer the soft aesthetic pets tend to love. Sustainability is another big topic. With the rise of environment awareness, offering pet products made from recycled, organic or earth friendly materials continues to be important to reducing our environmental impact. Interactive and multifunctional toys that provide enrichment and stimulation are another key topic among consumers for plush toys. Offering pets toys that can mentally and physically stimulate and keep pets entertained for longer periods of time are continuing to be something consumers are looking for.”
In addition to loving on their pets, owners aren’t cutting back on necessities like cat litter either as they continue to gravitate toward eco-friendly options. “Utilizing recycled or upcycled materials to produce products and the shift of consumer buying habits to online retailers has had a significant impact on the litter industry in general,” said Stan Yamamoto, President of Next Gen Pet Products. “Cat litter has become an intentional purchase that consumers actively research.”
Josh Wiesenfeld, CEO and Founder of Boxie, said consumers are becoming more environmentally conscious. “The demand for sustainable, biodegradable and natural cat litter products continues to grow. Boxie’s lightweight formulas, Air, was crafted with sustainability and performance at its core, using eco-friendly wheat and barley ingredients that are gentle to the planet,” he said.
While litter continues to trend toward eco-friendly options, companies like Healthy Pet have been working on sustainability for many years. “Healthy Pet was founded as Absorption Corp in 1985 in Bellingham, WA with a vision to improve the lives of pets and their parents by providing high-quality, sustainable and innovative pet care products, using local, reclaimed materials that would otherwise go to landfills to make paper bedding for small animals,” said Leslie Ellis, Digital Marketing and Promotions Manager. “In 2014 Healthy Pet introduced ökocat natural cat litter, further establishing itself as a leader in eco-friendly pet products. As Healthy Pet has grown, it has expanded its footprint from local to national and even global markets, partnering with retailers and distributors to reach a broader audience. Healthy Pet supports animal welfare initiatives and pet adoption programs to foster responsible pet ownership and strengthen its bond with the community.”
The consumer energy behind supporting earth-friendly companies and products isn’t waning either. “Consumers are increasingly prioritizing environmentally friendly and sustainable products for themselves and their pets. This trend is particularly strong among younger demographics, who seek brands committed to reducing their carbon footprint,” said Ellis. “Nearly 75 percent of pet owners indicate a preference for sustainable pet care products, a number expected to grow as environmental awareness increases.”
Increasing consumer desire to support smaller businesses and to support local is helping see companies like Pioneer Pet Products through today’s increasingly internet-driven economy. Shannon Supanich, Director of Marketing and Customer Service recounts the company’s history and its evolution into an enterprise that operates on sustainability principles. “What was once a farmhouse operation is now a mission and dream come true,” she said. “Our brands are one that pet parents have come to love and trust. Our mission, however, has never changed-to provide superior products that will improve the quality of life for pets and their guardians. In 1999 Pioneer Pet was founded. In 2001 we sold our first products, the Ultimate Scratching Post, Scoop and Holder and the Corner Litter box. In 2004 our current president started. In 2009 we introduced the first stainless steel and ceramic fountains. In 2014 we sold our first bag of SmartCat All Natural Cat Litter. In 2019 our beloved founder passed away, but her husband and nephew continue to run the company in her memory. In 2022 Our SmartCat Corn + Wheat Litter launched. In 2025 we are focused on climate-smart growing practices and hope to purchase more from farmers who use no-till farming practices.”
There’s also a desire for products that do less harm. “Cats are beloved members of the family, and as pet parents increasingly prioritize their cats’ health and well-being, the demand for litters with added health benefits has grown,” said Wiesenfeld with Boxie. “This includes clumping litters that help reduce bacterial growth, hypoallergenic formulas for better respiratory health and advanced odor control. At Boxie, all of our litters are thoughtfully designed and formulated with these health benefits in mind.”
Reducing harm was also what drove Dr. Elsey’s to remove its scented litter product from store shelves in the last year. “While scented litter is a very popular option with cat owners, it is not the best for the cat and the household. The choice for us is simple, we will only produce products that help improve the lives of cats,” said Dr. Bruce Elsey, Owner and Founder of Dr. Elsey’s. “When it comes to the best litter for cats, unscented 100 percent sodium bentonite is the clear leader for the wellbeing of the cat. Scented litters are marketed to people, not to cats. Scented litter inhibits the cat’s ability to detect dangers, leading to anxiety and a variety of feline health issues including kidney disease and house soiling.”
“We determined it was time for us to take action immediately after Dr. Elsey read an article in The Feline Practitioner that suggested scented litters can cause pain in cats,” said Mat Brost, VP of Marketing and Innovation. “Just the chance that perfumes are painful was all it took for us to discontinue our Ultra Scented Litter. Shortly thereafter, after reviewing studies and conducting our own research on scented litters, we determined it was time for somebody to educate consumers around the dangers of scented litters. Ideally, other brands will join us in making households more cat friendly.”
Dr. Elsey’s focus has long been to bring solutions to market that reduce the number of cats surrendered to shelters, and removing scented litter helps the company move closer to that objective. “We continue to develop solutions that address the No. 1 reason cats are abandoned and placed in shelters: non-use of the litter box and house soiling,” said Brost. “Our discontinuation of scented cat litter is the first step. The overwhelming scent of many litters is a contributing factor to house-soiling behavior and emphasizes the need for products that are more aligned with feline needs. Between our innovative Cat Attract litter, the discontinuation of our Scented Litter and our educational plan for cat parents, we truly hope to shape the future of the litter industry by focusing on products that prioritize the well-being and natural behaviors of cats.”
Supporting feline health continues to drive premium food makers to not let down their guard either, even if owners are increasingly watching their wallets. In February, Reveal Pet Food, a brand under the MPM umbrella that also includes Applaws, unveiled its new premium wet cat food line of Reveal Entrées, along with the expansion of its Lickable Treats with two new flavors: Tuna Puree and Chicken Puree.
“We know how important it is for cat parents to provide the best naturally nutritious meals, but taste always comes first. Far too often owners find their feline friends turning up their nose at what’s offered,” said Steve Hilker, Head of Marketing at Reveal Pet Food. “With Reveal Entrées, owners can be assured that their cats will enjoy the deliciously soft and smooth paté while knowing they’ve provided their cat the natural ingredients and high-quality nutrition they need. Our promise is simple with Reveal Entrées—you can make every meal a special moment with your cat.”
MPM is continuing to build momentum for cat premium foods at this year’s Global Pet Expo as well. “At Applaws, we’re very excited to showcase our newest product lines, just rolling out—like our new Applaws Vitality lineup of wet cat foods made with natural ingredients boosted with vitamins and minerals that are sure to fuel your cats’ taste for adventure,” said Hilker. “The new Vitality products come in a range flavors, like Tuna Fillet, Chicken Breast, Tuna Fillet with Mackerel and Tuna Fillet with Salmon, as well as product types including shredded/flaked in broth recipes, as well as our delicious new smooth paté, a first for the brand. The line promotes cats’ overall well-being, keeping them happy and healthy and thriving, whether they’re playing, climbing or exploring. Applaws is also launching an exciting array of other new limited ingredient wet cat foods and treats, like our 50-count variety selection of 100 percent natural lickable treats and our new Salmon Bone Broth product that support feline hydration.”
Traditional dog treat makers have also expanded their offerings, attuned to the needs of today’s cat owners. “Founded in 1996, NPIC began by developing natural, biodegradable alternatives to plastics using vegetable proteins, leading to the creation of N-Bone in 1998, one of the first highly digestible dog bones made from wholesome ingredients,” said Sam Chen, VP of Sales and Marketing. “Over time, we’ve become a leader in premium, healthy pet treats with our brands N-Bone and Get Naked. Our products, including functional treats and dental chews, combine nutrition with great taste.”
Chen explained how NPIC’s Get Naked cat treats line come in multiple formats to address any number of functional concerns that pet owners might have. “There’s a growing demand for functional pet treats that address health concerns like digestion, joint health and dental care. Consumers want treats that offer both enjoyment and benefits. For example, our Get Naked Joint Health chews are grain-free, fortified with glucosamine, chondroitin and omega-3s to support mobility in adult and senior dogs. We also offer treats for senior health, calming, digestion and skin and coat care, providing comprehensive health support for pets,” he said.
These multi-functional chews for cats reflect a move in the supplements category toward more feline-related products as well. “For 40 years, VetriScience has been a trusted name among dog trainers, performance champions, veterinarians and pet owners for premium, vet-formulated and clinically tested pet supplements,” said Marisa Schmidt, Animal Portfolio Brand Manager for FoodScience, parent company for both the VetriScience and Pet Naturals brands. “Our commitment to quality and innovation remains steadfast, ensuring we continue to bring out the best in pets.”
The company’s leadership in pet supplementation goes back more than four decades. “In 1981, we launched GlycoFlex as the first commercially available glucosamine supplement for dogs. In 2006, our GlycoFlex formula became the first dog joint supplement to be clinically tested for efficacy,” Schmidt said. VetriScience now offers an assortment of hip and joint products for cats, also featuring GlycoFlex.
“Both Pet Naturals and VetriScience prioritize health, safety and innovation in our products,” said Schmidt. “While Pet Naturals uses simple, gentle ingredients to make approachable and accessible products, VetriScience focuses on scientific research to create evidence-backed and targeted products. Despite their differences in approach, both brands are committed to improving pet health and maintaining high standards of quality and transparency. Our historical missions continue to serve as a foundation for creating effective and reliable products that resonate with pet owners seeking quality care for their pets. Pet Naturals’ emphasis on wellness is inspired by nature and VetriScience’s commitment to scientifically backed products both drive our current objectives to lead the pet care industry with trustworthy, health-focused solutions. These missions help each brand navigate our respective markets and expand our reach while staying true to our core values of innovation, transparency and pet health.”
The upshot of feline owners’ purchasing decisions seems to rest on value. “In 2025, we see the ‘barbell’ value trend continuing,” said Ragan with SmarterPaw. “The barbell represents how pet parents perceive value—some are looking for the absolute best or lowest price, while others seek premium quality and want to ensure that when they spend on their pets, they are getting great value in quality—something that lasts and enhances their time and satisfaction with their pet family members.”
While it might be tempting to generalize that consumers want to spend less at this time, it doesn’t serve the pets, pet owners or the manufacturing companies to not dig deeper into how to best support the health and wellness of cats. The feline segment of the pet industry continues to offer opportunities for manufacturers who have their fingers on the pulse of what is driving pet owners’ purchasing decisions.
