Global Pet Expo Preview: Litter

As Global Pet Expo returns to the Orange County Convention Center March 25-27, exhibitors in the litter category are prepared to showcase a wave of innovation driven by changing consumer priorities and evolving household needs.

The Expo promises to be the ideal platform for litter manufacturers to debut new products, strengthen retail partnerships and participate in conversations shaping the category’s future. With hundreds of exhibiting pet product manufacturers and numerous educational sessions, the show is an excellent opportunity for buyers and other industry professionals to explore the latest developments in cat care. Dozens of litter brands will be in attendance as exhibitors, including Dr. Elsey’s, Healthy Pet, Next Gen Pet, Purina, Dofu Cat, ClassyPet, Naturally Fresh, and many more.

For these exhibitors, Global’s value extends beyond product showcases to the significant benefit of in-person relationship building. 

“Global continues to be a valuable opportunity for Dr. Elsey’s,” said Sales Director Michelle Schwechler. “Each year, we walk away with meaningful conversations, strong business leads and insights that help guide our strategy moving forward.” With a growing international presence, she said, the show also allows the company to connect face-to-face with existing partners while building new relationships with distributors from around the world.

Healthy Pet returns each year because “the show is one of the best places to have high-value, face-to-face conversations with retail and distribution partners, debut what’s new and get immediate feedback from the industry,” said Digital Marketing and Promotions Manager Leslie Ellis. “It’s also a key moment for staying close to what buyers are prioritizing and where the categories are headed—so we can keep innovating and supporting our partners with the right products and programs,” she said.

The show is also the ideal stage to introduce new products like ökocat Multi-Cat, which launched last fall, Ellis added. “You can tell the story in person and let buyers see the product, performance claims and consumer needs it is built for.”

Global provides a crucial venue for litter manufacturers to engage in meaningful dialogue with retail partners about category direction and consumer education. Janice Yamamoto, Director of Marketing at Next Gen Pet, said the company is looking forward to participating in conversations focused on raising the bar for natural litter performance and helping pet parents make more confident choices. 

“We’re also looking forward to collaborating with retail partners to share insights on sustainability, innovation, and how best to educate the marketplace,” Yamamoto said.

Dr. Elsey’s will continue leading conversations around unscented litter and feline health as buyers plan and refine their assortments. 

“Ultra+ is our leading Ultra litter with the strongest odor control available while staying fragrance-free—a combination that continues to resonate with retailers and cat parents,” Schwechler said. “While we’re proud that Ultra+ leads our Ultra lineup, we also encourage retailers and show attendees to explore the full breadth of our litter portfolio. Our focus is helping partners understand how different solutions address different needs, ensuring there’s a Dr. Elsey’s option for every cat, every household and every litter box challenge.”

Successful trade show participation requires careful preparation, and litter exhibitors are taking strategic approaches to capitalize on Global’s advantages. Next Gen Pet has been busy preparing product messaging on key benefits and trends and is working to schedule meetings with potential partners, Yamamoto said. The company is looking forward to meaningful conversations and capitalizing on opportunities before, during and after the show.

Dr. Elsey’s preparation starts well before the show. 

“Our team takes advantage of pre-show webinars, carefully reviews exhibitor resources and checklists, and evaluates marketing and out-of-booth opportunities to ensure we’re fully aligned with our goals,” Schwechler said. That planning allows the team to stay focused during the show, making the most of conversations, strengthening partnerships and identifying opportunities that continue well beyond the event itself.

During the show, Ellis said, “every team member has a role—host, account meeting support, and media point—so we can move quickly without missing opportunities. We keep messaging focused on the biggest category needs and capture notes and leads in real time so nothing gets lost.”

The conversations happening at Global this year come at a pivotal moment for the litter category. According to Joe Toscano, Vice President of Trade and Industry Development at Purina, sustained cat ownership growth is creating unprecedented opportunities. With nearly 49 million US households now sharing their homes with cats, according to the American Pet Products Association, the category is becoming more dynamic than ever. 

“This growth brings new opportunities for innovation, stronger retail partnerships and more ways to support pet owners with products and solutions that can help improve life with cats,” Toscano said.

With dozens of other litter brands exhibiting at Global, new innovations are sure to be around every corner, just waiting for you to discover them.