SUPERZOO Preview: Natural Litter

Driven by sustainability and pet health, natural litter is experiencing rapid growth, with usage rising from 12 percent to 17 percent among cat owners in recent years, according to industry reports. Brands at SUPERZOO will showcase a range of biodegradable, upcycled, and plant-based litter alternatives.

“We continue to return because it provides a valuable opportunity to connect face-to-face with retailers, distributors and industry partners. While digital communication is important, there’s no substitute for in-person conversations and relationship building,” commented Leslie Ellis, Digital Marketing & Promotions Manager of Healthy Pet. 

“SUPERZOO also gives us a chance to showcase new products, gather direct feedback from customers and stay connected to emerging trends shaping the pet industry. Year after year, it remains one of the best opportunities to strengthen existing partnerships, build new relationships and share the innovation happening across our brands,” explained Ellis.

She continued, “We’re excited to expand our product offerings across both our ökocat and carefresh brands. For ökocat, we’re preparing to launch a new line of wool cat toys, extending our commitment to natural, sustainably sourced materials beyond litter and into enrichment and play. On the carefresh side, we’ll be introducing a line of new enrichment items for small pets that includes nesting material and chew toys.” 

This will be Dofu Cat’s fifth SUPERZOO. “We keep coming back because some of our most important retail relationships started with a conversation at this show. We leave every year energized by the connections we’ve made and the opportunities ahead. SUPERZOO also provides a fantastic opportunity to keep abreast of buying trends so that our product offering remains attuned to market demands,” stated Marlene Ee, General Manager.

She added, “We’re excited to bring pet parents products that solve real pain points, like managing fur in the home. This year we launched a new cleaning product, Furever Cling Sticky Wipes. It’s a unique cleaning wipe that removes fur from hard surfaces. Made from recycled plastic bottles and coated with a sticky plant-based adhesive, our fur-removing tool is eco-friendly and truly user-friendly.” 

“We expanded on our core tofu litter series with a Tofu Spa Litter (Botanicals in Bloom), which takes everything cat parents already love about our litter: quick-clumping, almost dust-free; and elevates it with a subtle floral scent that makes the whole routine feel more intentional,” continued Ee.

Eco-Shell will also be exhibiting at SUPERZOO with Naturally Fresh cat litter, a sustainable, upcycled product made entirely from walnut shells. The company says the litter absorbs three times as much as clay litter, and is free of silica dust. 

Last year, the company launched its enhanced formula at pet trade shows. “Keeping the consumer in mind, we wanted to deliver on their biggest need: neutralizing unpleasant odors. We conducted a substantial amount of research and testing to produce this enhanced Ultra Odor Control formula,” said Helen Cantrell, Director of Sales and Marketing. “We look forward to this premium product delivering maximum odor control for cat owners and their homes.”

Consumer demand for natural and sustainable solutions is driving growth and litter trends. Jean Broders, Director of Marketing of World’s Best Cat Litter, responded previously, “With our World’s Best Cat Litter growing faster than the category, we are positioned for success and demonstrating our #1 position in natural and sustainable. With boomers leaving the category and Gen Z entering, this audience is eco-conscious, has high sustainability expectations, and is willing to pay more.”

“We’re seeing continued growth in demand for natural, plant-based litter options as pet owners look for products that are better for their pets, homes and the environment. Interest in alternative materials, including wood- and tofu-based litters, continues to rise as consumers seek sustainable solutions without sacrificing performance,” noted Ellis of Healthy Pet.

“At the same time, odor control remains a top priority, creating opportunities for innovation within the natural litter category. Pet owners want products that effectively manage odors without relying on synthetic fragrances or harsh additives. That’s what inspired the development of ökocat Multi-Cat, which combines sustainably sourced, rescued wood fiber with patented natural odor-control technology designed specifically for multi-cat households,” said Ellis. “Overall, we expect the category to continue moving toward solutions that deliver both sustainability and high-performance results.”

“The litter category continues to evolve as consumers become more intentional about what they bring into their homes. Performance remains the top priority,” commented Ee of Dofu Cat. “Shoppers are also asking important questions: about ingredients and why natural litter could be beneficial for their cats. We expect retailers to keep expanding premium assortments while looking for brands that offer real differentiation. Dofu Cat litter is well positioned to deliver exactly that.”

Plant-based litter sales are projected to reach $1.15 billion globally by 2034. SUPERZOO attendees can gain a better understanding of the benefits of natural litter at each booth.

“Across our brands, we’re committed to creating products made from responsibly sourced, renewable and reclaimed materials that help reduce waste without compromising performance,” replied Ellis of Healthy Pet. “From natural litter and bedding to our new toys and enrichment products, we want attendees to see that sustainability can extend beyond a single product category and be part of a more holistic approach to pet care. Ultimately, we hope visitors walk away inspired by the innovative ways sustainable materials can be used to create high-quality products that support both pet wellness and environmental stewardship.”

“We’re changing things up with more activities at the booth. We hope visitors will gain a better understanding of what makes our tofu litter different from other natural litter,” said Ee of Dofu Cat.