An update on the cat litter category

Sustainable litter

A recent report by Accenture (April 2020), mentions that 45% of international consumers said they seriously consider the health and environmental impacts of their shopping choices.

At the same time, the 2021 American Pet Products Association Report, mentions that spend by cat owners on litter products is $3.9 billion (€3.35 billion) yearly. While less than 3% of these owners say they purchase litter made from sustainable products! A reason for this discrepancy in actual shopping behaviour (versus intention) could be due to the higher price of sustainable litter.

Clumping for easy disposal

The 2021 APPA report indicates that 63% of cat owners prefer clumping litters. Ideal for this purpose are wheat starches that clump when moisture is added, as is tofu-based litter.

Lightweight, low bulk

Disposable litter is needed in large quantities, meaning costly transport. Shredded paper, compressed into soft pellets, reduces weight, if not volume, and is sourced as post-consumer material. Therefore, it is a sustainable choice.

Odour protection

This requirement is a key expectation of cat owners. For paper litter, baking soda is added to reduce odours. Reclaimed and recycled wood in the form of sawdust and shavings have their own natural deodorisers with scents of pine and cedar. Packaged to perfection Amcor research indicates that 90% of European pet owners would pay more for sustainable pet product packaging. The ease with which packages can be properly closed after use, is also much appreciated by customers.

Subscription litter

As consumers look for more convenience, the demand for cat litter delivered to the door is growing. It is why premium litter suppliers now offer a subscription service. Health litter With pet parents being increasingly concerned about pet health, litter brands have launched litter that changes colour based on the cat’s urine pH levels. This would help owners detect illnesses, such as worms or urinary tract infections.

Flushable litter

Another convenience-based litter innovation is litter that can be flushed down conventional toilets. Increasingly popular, such litters are made from wheat, newspaper and corn. However, whilst such litter is made from biodegradable materials, it can still clog pipes and contaminate water supplies.

Washable litter

Plastic litter granules – or litter made from recycled tyres – can be washed and sanitised. They are often sold with a mechanised litter tray that washes and dries the bowl and granules each time.

More than just litter

However, it is not only the litter category that is evolving. Pet wipes is a new category on Amazon, with a staggering choice of over 300 products!