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Pairing Cat Parents With the Right Litter

By Amy P. Castro

As a cat parent of three and a foster mom to hundreds over the past 10 years, I’m very conscious of the amount of cat litter we use. In fact, an average cat using an average sized litter box with the recommended amount of litter will use approximately 40 pounds of litter a month. Cat owners have come to expect basic product performance and are constantly on the hunt for added benefits their litter can deliver.

“We find that pet owners want a product that’s not only 100 percent safe and effective for their pet, but also one that performs in keeping their house tidy and odor and dust-free. This has led to growth across the category including lightweight and natural products,” said Joe Toscano, vice president, Trade & Industry Development at Purina.


If your customers are tired of lugging heavy jugs of litter, lightweight litter is a great alternative. Lightweight litter is not only easy to transport home from the store, but also makes for a lighter load on trash day. Purina’s Tidy Cat lightweight litter weighs in at about half the weight of the leading clumping litter, while still maintaining great performance. The product provides tight-clumping and great odor-fighting power through its TidyLock Protection, plus two weeks of ammonia odor prevention.


The natural litter category has continued to grow due to cat owners’ concern about the potential health impact on themselves and their cats of ingredients such as silica gel in some traditional litters. Tidy Cats newest way to kick odor to the curb, naturally: Tidy Cats Naturally Strong Litter. It’s 100 percent natural and 100 percent powerful.

“Our latest innovation is made from simple ingredients to deliver powerful results including natural clay for strong odor control and tight clumps,” said Toscano, adding that Tidy Cats Naturally Strong Unscented has activated charcoal for powerful odor control, and Purina’s Tidy Cats Naturally Strong Clean Lemongrass uses pure extractions from plants to effectively fight odors.


For eco-conscious clients, there are many earth-friendly litter options that perform well not only in absorbency and odor control, but in reduced dust as well. Sustainable litters come in many forms; from plant-based products made from corn, walnut shells, and wheat, to those made from recycled paper products. Purina’s Yesterday’s News cat litter has been on the market since 1987. The product is made with recycled paper and is extremely absorbent with good odor control.

Another great feature is it’s 99.7 percent dust free, which makes it a good choice for those concerned about breathing dust every time they clean the litter box. Yesterday’s News also comes in a clumping formula, which is perfect for customers who prefer the convenience of clumping litter. Additionally, Purina says they continue to see consumer interest in environmentally-conscious packaging.

“Purina has set the goal of having 100 percent of our packaging recyclable or reusable by 2025. Our new Naturally Strong litter is packaged in 50 percent post-consumer recycled plastic jugs and boxes made from Sustainable Forestry Initiative certified materials,” said Toscano.