Today’s cat owners are nearly as picky as their pets about what goes into the litterbox. They’re seeking products that are mess free, safe and, most of all, enticing to their cats.

“Cat owners are looking for a solution to their litterbox problems and a litter that delivers on its promises,” noted Gina Zaro, marketing director at Dr. Elsey’s Cat Products, a manufacturer in Cheyenne, Wyo.

In terms of performance, clumping litters that are easy to scoop without breakage or dust, while offering excellent odor control, are becoming the chief choices among pet owners, according to Luana Francischini, marketing director at Petfive, parent company of Sustainably Yours in Miami.

Ease of use and lack of mess are priorities, with dust-free, low-tracking litters top of mind for consumers, noted Jean Broders, director of marketing for Kent Pet Group, maker of World’s Best Cat Litter in Muscatine, Iowa.

“Consumers are finally understanding that they don’t have to put up with a messy litterbox, especially one that leaves tracking and dust throughout their homes,” Broders added.

Further, intensified consumer awareness surrounding health and safety has resulted in a more educated pet owner who is selective about the litter products they purchase, taking into consideration materials used and where the product is made, Broders said.

Ever mindful of eco-friendly products, younger consumers are leaning toward litters that are made from sustainable, renewable ingredients, Broders added. 

“These consumers want to feel confident about the environment by choosing products that align with their values, and this also applies to the litter category,” Broders said.

Scott Tenner, director of marketing, purchasing and merchandising at Reber Ranch, a retailer in Kent, Wash., noted that customers are interested in these types of litters.

“When seeking solutions in the litter aisle, customers are currently asking for either pine or natural litters,” he said. “Some of the litters are sustainable and are wheat or corn based or made of walnut shells.”

However, clay litters are also strong sellers at Reber Ranch.

“We do carry clay litters, and these are our top-selling formulas,” Tenner said.

As cat owners strive to maintain a cleaner, healthier lifestyle for their pets, including as it relates to the litterbox, manufacturers are addressing their needs with new litter solutions.

Dr. Elsey’s Cat Products plans to launch Ultra+, a high-performing clumping litter, in January 2023, Zaro said.  

“Ultra+ is perfect for single- or multi-cat families and offers extended odor control without perfumes or deodorants, while providing a hard clump that will not break apart,” Zaro said.  

Introduced earlier this year, World’s Best Cat Litter’s Low Tracking and Dust Control litter is quick clumping, flushable and septic safe with outstanding odor control, Broders said.

“Tracking and dust are a huge pain point for consumers, and our newest litter is a solution to this problem,” Broders added.

The unscented, multiple-cat litter is specifically formulated to stay in the box. Made with long-lasting corn, the larger granules drastically reduce tracking and virtually eliminate dust, Broders said.

The Ideal Scoop, new from Sustainably Yours, is constructed using 100 percent upcycled plastic and endorsed by cat behaviorist Jackson Galaxy, also known as “The Cat Daddy,” who is the company’s official partner and brand ambassador.

“Our Innovation Team is always seeking more efficient and renewable sources as they work to develop unique litter solutions,” Francischini said. “This litter scoop helps play a part by minimizing the amount of plastic that might otherwise end up in landfills and is designed to make cleaning quicker and easier for cat parents.”

With a wide range of options available in the cat litter category, retailers agreed that customer demand determines product mix.

At Wag Heaven, a retailer with locations in Georgetown, Texas, district manager Corrina Mantler noted greater attention paid to dogs’ needs than cats’ among pet owners.

“It’s quite strange that pet owners are more informed and concerned about their dogs than their cats,” she said. “But, as a retailer, we always explore the cat market because it can be quite lucrative once captured.”

Cost is largely the first concern in litter purchases for shoppers at Wag Heaven, Mantler noted. 

“Second is odor, third is cleanliness and fourth is the material used,” she said.

Litter pricing is often based upon these substances, Mantler continued. 

“Materials can be from newspaper, walnut, corn, wood, clay, etc.,” she added. “Once shoppers become regular cat customers, we can then lead them to higher-priced choices.”

When approaching customers in the aisle, the key to finding the best solution is to ask questions, according to Tenner. For instance, associates should find out what attributes are important to owners, such as low tracking, clumping or odor control. 

“Based on that, we can narrow the options down to products that meet their top two requirements,” he said. “With all the choices available, it can easily become overwhelming, but providing a balance of choices that are ‘good, better, best’ should provide more than enough opportunity to meet the needs of each customer.”

For cat litter manufacturers, research and development remains central to the success of their efforts, and that means putting cats first.

As a solution-based company that cares about pets, not profit, Dr. Elsey’s Cat Products approaches making litter from a feline and veterinarian perspective, said Gina Zaro, marketing director for the Cheyenne, Wyo.-based manufacturer.

“We try to speak for the cat at Dr. Elsey’s,” Zaro said. “We’ve been able to home in on what cats really need by putting ourselves in the cat’s paws.” 

Company founder Bruce Elsey, DVM, personally conducts research and tests performance of all products at All Cat Clinic, his veterinary clinic in Englewood, Colo., she added.  

“We are the only feline-veterinarian-owned litter company with products that solve specific issues and behaviors using research and our very best customers: cats,” Zaro said.  

At Sustainably Yours, product development considers environmental concerns while working to provide above-average results.

“It’s important that our products respect a cat’s well-being, which is why we use ingredients that are 100 percent safe for their health and won’t have any negative effects on their instincts, their sense of smell or their paws,” said Luana Francischini, marketing director for Petfive, parent company of Sustainably Yours in Miami.

To meet these mandates, Sustainably Yours’ team of scientists and product developers researches and tests renewable sources that will deliver extraordinary performance, she added.

Addressing consumer needs when developing new litter is the top consideration for the innovation team at World’s Best Cat Litter, a brand of Kent Pet Group in Muscatine, Iowa, said director of marketing Jean Broders. 

“This pertains to the entire litter purchase, from the type of litter inside of the package to how the litter is purchased and delivered to the consumer’s home,” Broders added. “IHUT (in-home use test) is part of our DNA for innovation—testing a product in a consumer’s home, and really understanding the entire experience, is key.”

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