The Future of Litter
The global cat litter market is expected to grow from $6.6 billion in 2026 to $12.9 billion by 2036, with a CAGR of 6.9 percent over the next decade, according to online media sources. This growth is largely driven by urban pet ownership, repeat purchasing and premiumization.
Jean Broders, Director of Marketing for World’s Best Cat Litter, discussed the opportunities ahead. “Premium litters are still growing in the category, from both consumers trading up and expansion in distribution. When consumers see the value of their chosen litter—it’s giving them the benefit of better odor control, low tracking and dust and providing convenience—even with the economy, they are still willing to invest in their premium choice.”
Mat Brost, VP of Marketing at Dr. Elsey’s, sees growth in litter centered on premium performance, low-dust formulations, and products designed for modern convenience.
“Even with economic pressure, consumers remain loyal to products that consistently control odor and improve the home environment. We’re also seeing continued momentum behind unscented litter as consumers become more aware of feline stress and litter box behavior. The rapid adoption of automatic litter boxes is also creating new opportunities and expectations in the category.”
“The greatest growth opportunities in the litter category are centered around premiumization, health and wellness innovation, and solving real pain points for modern cat parents,” reported Josh Wiesenfeld, Boxiecat Founder and CEO. “Consumers continue to prioritize products that offer superior odor control, dust reduction, sustainability, and cat well-being. While inflation has made shoppers more value-conscious, we’re seeing resilience in products that clearly deliver performance, convenience, and long-term benefits. Cat parents are increasingly willing to invest in litter solutions that improve the home environment, reduce stress for their cats, and simplify daily routines. This has created strong momentum for scientifically backed, high-performance litters that can justify their value through measurable outcomes rather than competing solely on price.”
Jim Gallman, VP of Marketing of Lignetics Group, sees growth happening where two critical trends meet: “Sustainable materials and lightweight products. But more importantly, we are overwhelmingly seeing that consumers want sustainable litters that actually perform—with strong clumping, odor control, and low dust, equal to or better than clay litter.”
He continued, “For years, many ‘natural’ litters came with trade-offs, and pet parents noticed. In today’s economy, people are even more focused on value. That doesn’t mean buying the cheapest option—it means choosing a litter that performs at a fair price and doesn’t need to be replaced constantly. That’s where demand is headed: natural, lightweight litter that performs like clay and is priced fairly.”
More consumers are seeking alternatives to traditional clay.
Healthy Pet Consumer Communications and Promotions Manager, Leslie Ellis, reported, “Multi-cat households remain a major driver, particularly as demand grows for stronger odor control and absorbency in natural litter solutions, which helped highlight the need for a dedicated multi-cat formula such as ökocat Multi-Cat, designed for higher-use environments with more frequent odor challenges. At the same time, economic pressures are making pet owners more focused on overall value, with increased interest in products that perform consistently, last longer and help reduce waste at a reasonable price point.”
Wiesenfeld at Boxiecat sees a focus on feline behavioral wellness on the horizon.
“It’s about creating litter experiences that cats naturally prefer and that help prevent common litter box issues before they start. Products designed around feline instincts, sensory experience, and behavior science represent a major untapped opportunity within the category.”
Gallman at Lignetics Group thinks the litter category is going to get tougher.
“Competition in natural and alternative litters has become much more intense—and much noisier. Many brands are making big claims about new materials, odor control, and sustainability. Some products deliver, and some don’t, but consumers can’t always tell the difference yet.”
Ellis of Healthy Pet revealed that the company will be expanding beyond litter and launching a new line of cat toys. “Extending our focus on natural, sustainably-minded materials into products designed for play and enrichment. More broadly, we see growing consumer interest in brands that can support a more holistic approach to the home environment, where litter, toys and other everyday pet essentials alike are expected to align around the same standards for safety, sustainability and quality.”
Broders of World’s Best Cat Litter discussed how reaching cat owners through education is critical. “Capturing the consumers’ attention and building a memory of your brand is key in driving awareness and trial. Litter brands need to find creative ways to educate and capture attention. We feel we’ve done just that with our advertising campaign over the past five years—World’s Best Cat Litter for the World’s Best Cat. Using humor and music to educate has been a key driver of awareness and trial for us.”
The future of litter is no longer just about cleanup—it’s about performance, wellness and sustainability that improve life at home for both cats and their people.
