More cats and improved products propel global litter business

With the cat population increasing in many countries, the market for cat litter products – which according to data from Euromonitor International was worth $10.2 billion (€9.8B) globally in 2023 – is projected to continue to grow strongly for the rest of this decade.

Regional growth projections

At a regional level, Grand View Research predicts a compound annual growth rate (CAGR) of 4.1% from 2024 to 2030 in North America, which accounted for a share of about 39% of the global revenues in 2023.

This growth outlook is supported by analysis by Packaged Facts, which found that dog ownership rates in the US declined from 42% to 38% of households between 2018 and 2024, whereas cat ownership rates rose from 23% to 24% of households.

Grand View Research’s figures show that the European cat litter market is projected to grow even more strongly, at a CAGR of 5.1% until 2030. This is attributable to increased cat adoption among consumers, with a growing trend towards multi-cat households.

According to the European Pet Food Industry Federation (FEDIAF), more than 110 million cats were present as pets in 88 million European households in 2020.

The highest growth rates between now and the end of the decade are projected in Asia Pacific (a CAGR of 7%), China and India.

In China, for example, the pet adoption rate has increased by almost 50% since 2015 according to the 2021 White Paper on China’s Pet Consumption Trends. The Chinese cat litter products market was valued at about $762 million (€734M) and is expected to grow at a CAGR of 6.2% until 2030.

Similarly, the surge in cat ownership has directly contributed to a significant rise in pet product sales, including cat litter products in India. There, the market for cat litter is expected to grow at a CAGR of 8.2% during the same period.

Ramping up production

Various litter and litter box companies are now gearing up to capitalize on this growth in the sector. For example, Nestlé expanded a Purina cat litter facility in the US state of Virginia in 2023. The $128 million (€123M) expansion increased bentonite clay production for the company.

Meanwhile, Whisker, an international leader in connected pet care, is preparing for long-term expansion. The company has bought 5 acres of land adjacent to its factory in Wisconsin, although it currently has no active plans to build on the property.

The search for new materials

Besides the rise in cat ownership leading to higher demand for cat litter, pet parents are also increasingly seeking new litter solutions. This is driving innovation and investment in a sector long dominated by bentonite clay-based litter.

One popular alternative to clay is wood pellet cat litter. The pellets can absorb moisture and are both biodegradable and cheap to produce. They are often marketed as a ‘natural’ litter solution, owing in part to the often visible grains of organic matter in the product.

Pros and cons of silica

Another alternative that has entered the market is silica-based cat litter, which offers improved odor control and absorbency. Silica litter can also last longer, meaning a smaller carbon footprint and more value per purchase for consumers.

According to market research company Straits Research, as more consumers try out crystalline litter, there is a shift away from clay in the sector.

While silica has its benefits, dust from the product can be harmful to humans when inhaled, presenting a vulnerability for the category. Nevertheless, Straits Research projects that the segment will see a CAGR of 3.1% until 2029.

One company anticipating this growth is Oil-Dri. This major US manufacturer of clay-based litter acquired silica gel-based crystal cat litter supplier Ultra Pet for $46 million (€44M) in 2024 to expand both its private label and branded litter-manufacturing activities. When announcing the deal, the company claimed that the silica litter industry saw growth of 500% between 2019 and 2024.

For companies such as Texas-based Alpha Paw and LA-based PrettyLitter, the use of silica has opened up an opportunity to add value to their everyday products.

Both companies produce silica-based litter incorporating pH detection, so that the litter changes color based on the acidity of a cat’s urine.

This dual-use approach supports veterinary health monitoring and can indicate urinary problems before symptoms become obvious.

Eliminating inconvenience

Innovation in the sector is not just being driven by new cat litter materials. Tech has also made its way into the industry, and a number of businesses offer ways of eliminating one basic inconvenience of owning a cat: the need to clean the litter box.

One of these companies is the US-based Whisker, maker of the automated self-cleaning solution called the Litter-Robot. In August 2024, Chicago-headquartered investment firm Pondera Holdings was reportedly exploring options to sell its controlling stake in the firm for a valuation nearing $1 billion (€924.9M).

Not only does the Litter-Robot mean cat parents never have to scoop again, but it also helps them monitor their cat’s health and habits, according to Whisker, which claims to have sold over 1.5 million robots so far.

Several Chinese companies, including PetLink and Petkit, have also seized the opportunity to automate litter cleaning. Since such solutions allow consumers to think less about their litter altogether, they represent an opportunity for companies producing long-lasting litter, including silica-based products.

Growth expected to continue

The current high price of such machines presents a barrier for most consumers, but mass production could bring down costs over time and increase growth in the sector. In the US, for instance, Grand View Research estimates that automatic litter boxes will see a CAGR of 6.6% compound from 2025 to 2030.

While more players are entering the litter and litter box sector, positive trends in terms of both cat ownership and product development mean that growth is likely to continue. A shift toward cats means more opportunity for feline-focused businesses in a traditionally dog-dominated industry.