SUPERZOO Preview: Litter

At SUPERZOO, attendees will find litter companies of all sizes represented across the show floor. As cat ownership continues to rise globally, the cat litter market is expanding alongside it. In the US, the category has posted multiple consecutive years of growth, with retail dollar sales increasing at a 7 percent CAGR.

Dr. Elsey’s has been exhibiting at SUPERZOO for many years to connect directly with retailers, distributors and industry partners. “The show brings together a wide range of perspectives from across the pet industry and provides valuable insight into where the category is headed. It’s also an opportunity to listen, learn and better understand the needs of both retailers and cat owners,” said Mat Brost, VP of Marketing at Dr. Elsey’s.

He continued, “We’re excited to showcase a new litter developed specifically for automatic litter boxes. In addition to maximum odor control, it incorporates our Cat Attract technology to ease the transition for cats moving from traditional boxes to automatic systems and keeps them coming back. As more households adopt self-cleaning litter boxes, we want to ensure the experience is successful for both cats and their owners. We’re also excited to discuss a new format of our high-protein, low-carbohydrate clean protein food.” 

Oil-Dri is attending SUPERZOO this year to demonstrate how the company can meet a broad range of consumer needs. “Oil-Dri, with its portfolio of Cat’s Pride, Ultra, Jonny Cat and Litter Pearls brands, is excited to be at SUPERZOO. This year, we’re showcasing our lightweight, high-performing cat litters and accessories, with a particular focus on our Cat’s Pride lightweight clay lineup and new crystal innovations,” commented Leah Craft, Senior Brand Manager, Consumer Division.

She continued, “Our lightweight clay litters deliver powerful odor control in a formula that’s up to 40 percent lighter than traditional scoopable clay, making them easier for consumers to carry, pour and store without sacrificing performance. We’re also highlighting our new Clumping Crystal Litter, offering a clean litter box with tight, easy-to-scoop clumps. Its odor control lasts up to six times longer than the leading brand, offering a compelling convenience story for cat owners. In addition, our Health Monitor Crystal Litter combines that same trusted odor control with vibrant color-changing technology designed to help identify potential pH changes.”

Intersand has exhibited at SUPERZOO since 2018. “While we have several exciting initiatives underway, our biggest focus this year for Intersand is the official launch of OdorLock Lightweight, our first lightweight cat litter formula,” explained Jean-François Chevigny, Brand Manager. “First introduced at Global Pet Expo 2026, OdorLock Lightweight is the result of several years of in-house research and development. We designed it to deliver the premium odor control and performance consumers expect from the OdorLock brand while offering the convenience and ease of a lightweight formula. We believe it has the potential to become a flagship product within our portfolio as consumer demand for premium, easier-to-handle litter solutions continues to grow.”

Brost of Dr. Elsey’s reported on two trends that continue to stand out. “First, the rapid growth of automatic litter boxes is creating demand for litters that can perform consistently in those systems while maintaining strong odor control and cat acceptance. Second, alternative litter substrates continue to gain attention. However, many still struggle with clump durability and shedding, which contributes to litter box odor. The category continues to evolve, but consumers ultimately want products that make litter box maintenance easier and more effective.”

Craft of Oil-Dri highlighted additional trends shaping consumer behavior. “Consumers increasingly expect litter to do more than one job. They want strong odor control, lightweight handling, low dust, easy-to-scoop clumps, convenience and value in a single product. That’s one reason lightweight litter continues to gain traction and is outpacing overall cat litter category growth. It addresses a real consumer need while still delivering the performance cat owners expect. We’re also seeing growing interest in products that offer additional benefits, whether that’s longer-lasting performance or wellness-focused features like our Health Monitor’s color-change technology. Value also remains critical. Consumers are looking for products that work harder and last longer, making performance and convenience key drivers of purchase decisions.” 

Chevigny of Intersand pointed to trends driven by consumer expectations and product innovation. “We’re seeing continued interest in alternative litter materials as manufacturers explore new ways to meet changing consumer preferences. At the same time, performance remains a top priority. Technologies that improve odor control, reduce dust, minimize tracking, and enhance the overall user experience continue to shape product development across the category. We’re also seeing increased global competition, particularly from manufacturers in Asia entering the North American and European markets.”

SUPERZOO also gives exhibitors an opportunity to connect with retailers and demonstrate how products address the needs of today’s cat owners. “We hope attendees leave with a clear understanding that Dr. Elsey’s remains focused on solving real-world problems for cats and cat owners. Our goal is to develop products that deliver meaningful benefits and measurable performance.”

“We want attendees to see how our portfolio addresses the biggest opportunities in today’s litter category. Ultimately, we want retailers to see a portfolio that offers innovation, performance and value across multiple consumer needs and that we have the resources and expertise to deliver it,” noted Craft of Oil-Dri.

“We hope visitors leave with a clear understanding that cat litter isn’t simply one category we participate in—it is our expertise and our passion,” responded Chevigny. 

SUPERZOO will give retailers a firsthand look at the products, innovations and category expertise that will shape the next stage of litter growth.