While the act of felines using a litter box originates from their ancestral roots, the cat litter sector has been seeing recent changes to meet the needs of cat parents. As a result, there’s no shortage of new litters on the market designed to appeal to the preferences of consumers and their feline companions.
Innovations in the litter category offer significant benefits to today’s cats by enhancing their comfort, health and overall well-being. Among the notable litter issues are dust control to minimize respiratory irritation, low tracking for cleanliness, biodegradability and odor control from natural materials. In the search for effective, low-tracking materials, the cat litter category has expanded to include recycled paper, wood materials, silica gel and even plant-based ingredients such as wheat and corn, to name a few.
One form of litter that is gradually growing in popularity is tofu cat litter, which is made from food-grade soybean fiber residue that is mixed with cornstarch, guar gum and pea fiber, among other natural ingredients. Tofu cat litter is an eco-friendly alternative made from bean fiber that checks off all the boxes for what consumers desire in their litter. Aside from the environmental benefits, the litter is all natural, quick clumping, highly absorbent, almost dust free and offers great odor control. In addition, it’s soft and inviting for cats, which makes it desirable for cats, young and old.
Dofu Cat, which has become a brand to watch in cat care since its launch in 2021, makes several varieties of litter, including tofu, cereal and coffee bean. In addition, a multi-cat variety is made with bean fiber, corn starch and guar gum. According to Dofu Cat, its litter is biodegradable and 99 percent dust-free.
With a strong emphasis on sustainability, innovation and cat wellness, Dofu Cat provides eco-friendly natural litter made from renewable materials. Due to the litter being made of upcycled food-waste byproducts, Dofu Cat’s litter caters to pet parents who are seeking convenient and eco-friendly solutions.
First launching on its dedicated website, Dofu Cat has grown to now being available in Australia, Canada and the U.S. in brick-and-mortar pet stores, animal hospitals and on pet-focused online retailers, including Chewy and Pet Circle.
Another brand with ties to tofu cat litter, Lady N, recently entered the U.S. market. The Taiwan-based brand has seen steady growth in North America since entering the market in 2023, achieving 7 percent revenue growth in 2024 and receiving recognition from Amazon Global Selling with an Emerging Brand Award in 2024 and a Growth Torch Award in 2025, with this year’s year-over-year growth surpassing 200 percent. Lady N is currently scheduled to exhibit at the 2026 Global Pet Expo.
Today’s educated consumer knows that litter plays a critical role in maintaining a cat’s overall health and well-being. A clean, dust-free and safe litter environment minimizes the risk of respiratory issues, allergies and infections for both cats and their owners. Proper odor control helps reduce stress for cats, as they are highly sensitive to smells. Additionally, litter that is comfortable on a cat’s paws encourages regular usage, supporting their natural elimination habits and preventing behavioral issues.
It’s widely known that cats are very sensitive to smell, and felines have a smelling ability that is 14 times greater than humans; therefore, excessive usage of fragrances and chemicals may cause allergic problems on cats.
There is believed to be a link between house-soiling in cats and the fragrances that many cat litter manufacturers add to their litters. Scented litters compromise a cat’s ability to detect predators, a natural and hard-wired instinct that – when masked – causes undue stress to cats because they no longer feel safe. Litterbox-sourced stress then leads to health issues such as kidney disease, urinary tract infections and diabetes mellitus, just to name a few. According to veterinary professionals, stress caused by scented litter is the main source of Feline Idiopathic Cystitis or FIC, a complicated condition resulting from interactions between the nervous system, the adrenergic system, husbandry practices and a cat’s environment. FIC gives rise to house-soiling in cats, as it leads to bladder inflammation triggered by environmental stress.
Scented litter typically has artificial additives that help with odor control or emit fresh scents. This can include floral or citrus fragrances, as well as carbon, baking powders and other synthetic materials that can mask and absorb litter box odors. While some unscented litters can also contain odor-absorbing materials, scented litter is distinguished by its other added fragrances.
This is where Dr. Elsey’s comes in. The brand is on a mission to provide natural, unscented litters that block odor without the need for fragrances, thus ensuring a healthy feline environment.
An article from the summer 2024 issue of Feline Practitioner entitled “House Soiling in Cats” was the catalyst for change, the impetus for the discontinuation of Dr. Elsey’s scented litters and the cause for the brand to refocus to unscented litter.
However, discontinuing scented litter was only one step; educating human consumers about the dangers of scented litters is also critical. According to Dr. Eley’s, consumers need to be informed that scented litters often contain artificial additives that, despite their fresh scent, interrupt the olfactory process and can cause a variety of health and behavioral problems in cats.
According to Dr. Elsey’s, scented litters affect a cat’s ability to follow its natural instincts, which can cause unwanted stress and respiratory-related health issues. A common result of this stress is Feline Idiopathic Cystitis (FIC). FIC is the leading cause of house soiling in most felines, as the condition causes inflammation in the bladder due to environmental stress. This can result in straining to urinate, frequent and painful urination, blood in the urine and urinating outside of the litter box.
Dr. Elsey’s Ultra litter is a natural clumping clay cat litter that is free of perfumes, deodorants, and fragrances, while still offering superior odor control in a product conducive to feline health. The litter uses 100% sodium bentonite due to its ability to quickly absorb odors and create the optimum clump.
It comes as no surprise that consumers are increasingly seeking eco-friendly, natural and low-dust options that are safer for pets and the environment. This has encouraged manufacturers to develop new materials and designs with better performance, longer usage, and minimal environmental impact.
For retailers, let alone consumers, the wide variety of cat litter options can be a dizzying endeavor. To avoid overwhelming customers with too many options, retailers should take some time to evaluate the litter brands and their offerings before choosing the ones that are best suited for the retailer’s mission and their clientele.
That said, retailers would be wise to work with responsible manufacturers that can deliver educational materials to help enhance consumer insight knowledge while offering products that can deliver great value.
With sustainability being at the forefront of today’s consumer demands, savvy retailers who are interested in reaching a broader range of customers should seek to carry eco-friendly products by environmentally responsible pet brands. Doing so not only allows their pet store to attract environmentally conscious consumers, it also can potentially enhance their retail image by demonstrating social responsibility, thus building trust and loyalty with customers. This, in turn, can ultimately result in gaining a competitive edge on local competitors and aligning with consumers who are more likely to buy sustainable options, all while potentially contributing to positive environmental impact.
