The Way to Go: How to Grow Cat Litter Sales, Take Care of Cat-Owning Customers

After spending over 25 years in the litter category, it’s exciting to see the number of cat owners continue to grow and close in on dog ownership. Cat products have always been over-shadowed by dog products, but with more and more Millennials and Gen Z choosing cats and prioritizing them in their households, the demand for cat products is growing. These audiences are buying more units per trip to the store, which is also driving their spend per trip. 51 percent of Gen Z are often buying things spur of the moment. They also over index in utilizing pet store personnel to learn about new products.

Don’t ignore this audience – you want these shoppers in your stores! Are you educating your associates about the various cat litters in your store? Are you leaning on the brands to help drive that education? Choose partners that have feet on the streets to help merchandise your stores, provide POS to help drive attention to products with higher profit margins and collaborate on ways to keep consumer coming back to your stores. I encourage retailers to rethink positioning cat litter as a necessity for cat owners and think of it as a solution that enhances the pet ownership experience!  

There’s good news for retailers investing in cat litter in their stores; growth in the category has increased 3.0 percent in units and 4.0 percent in dollars vs. a year ago (based on NielsenIQ, L52W ending 2/22/25). This growth is coming from innovation in health detecting litters and enhanced odor control, which supports that consumers are demanding more and more from their litter boxes.  

When consumers are looking to choose a cat litter, they are looking to enhance both their pet’s well-being and their own convenience. They are looking for retail associates to help them in this decision process, which is why it’s important to know the benefits of the products sitting on your shelves. Let’s talk about how a litter can enhance the cat’s well-being. Dust-free litters help reduce respiratory issues with both cats and humans, not to mention helps for making a cleaner home. Soft, paw-friendly litters ensure your cat is comfortable using the litter box. The right litter can also encourage positive litter box good habits – reducing the likelihood of going outside of the box. All of these benefits help to enhance the cat and owner relationship!  

Flipping the conversation over to owner-focused benefits and convenience – Cleaning the litter box is the least favorite part of owning a cat – that’s why having the right litter can turn this chore into something less painful. The following makes cat owner’s lives easier, spending less time on the box and more time loving their cat – premium litters effectively eliminate odors in the box, making a fresh and pleasant-smelling home. Litters that offer great clumping and produce minimal dust make cleaning the litter faster and less messy. Throw in a benefit of lightweight and low-tracking litter and you’ve exceeded the consumer’s expectation and made their day. 

Loyalty is key for retailers. Packaged Facts states that 62 percent of shoppers have one main store they choose for in-store shopping of pet products. Providing a range of litters in your stores allows customers to find the right fit for their household, leading them to higher satisfaction and loyalty to your store. How easy are you making it for consumers to shop cat litter in your stores? Are you offering curb side pickup or in-home delivery? Are you knowledgeable about the benefits of the brands you have on your shelves? These conveniences help drive consumer decisions on where they choose to shop! 

Let’s face it – there are much more exciting things to talk about than cat litter, but you’d be amazed at how much it comes up in cat owners’ conversations when they find a cat litter they love – they love to tell their friends and family! Be the reason and source for that happiness. All it takes is a good conversation with your customers and them walking away with a solution that enhances their relationship with their cat. It’s a win for the brand and it’s a win for the retailer! 

Jean Broder is the director of marketing at Kent Pet Group, Inc for the World’s Best Cat Litter brand. Her career includes over 35 years with Kent Corporation, with the past 26 years focused within the Pet Division and World’s Best Cat Litter.