Global cat litter sales are expected to grow at a healthy CAGR of over 5.3% during the forecast period 2021-2031, despite hindrances registered 2020, according to a latest study by ESOMAR-certified market research firm, Future Market Insights. The market is projected to surpass US$ 7.3 Bn
In North America, particularly the U.S., humanization of pets and premiumization of pet services are driving sales of products such as cat litter crystals and cat litter liners among others. Cat owners are displaying a willingness to spend more on pet accessories, so cat litter sales volumes can no longer be relied on for significant growth. However, the ability of online retailers to undercut premium cat litter manufacturers with their own brands threatens profitability.
Globally, the perception regarding pets is changing, with cats being looked at as companion animals. This change in perception has further encouraged research and development efforts. For instance, in May 2020, the experts of Agricultural Research Services created a cat litter formulation made of, food grade mineral oil, eastern red cedar flakes, guar gum, and other biodegradable ingredients.
Previously, the researchers had also experimented with dried distiller’s grains, a byproduct of corn ethanol production. FMI in its latest study has forecasted sales through grow with the aid of cat litter subscription business models.
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The increasing usage of natural and biodegradable ingredients in litter is expected to drive the sales of cat litter during the forecast period. Promotional efforts undertaken by brands in relation to launching campaigns and events on social media platforms to gain a wider consumer base is likely to open up new opportunities.
Key Takeaways from the Cat litter Market Study
- Clumping litter products are expected to hold the lead with a valuation of US$ 4.1 Bn, supported by efficacy and ease in absorption and disposal.
- Fine clay litter remains a preferred form owing to cost benefits, albeit reflecting a sluggish 3% rate of growth through 2031.
- The U.S. will continue to dominate North America with a 78.2% value share in 2021, driven largely by pet humanization trends.
- Germany accounts for over 19% of the Europe market in 2021, the presence of key pet product manufacturers drives growth.
- China is a leading market in East Asia. However, the country is projected to steadily lose its share to South Korea and Japan reflecting 12.2% and 10% CAGRs.
“Frequent changes in technology are reshaping the cat litter industry. Product innovation and developments, including reusable and recyclable litter with the ease-of-use of cat litter boxes, is a key indication for growth of cat litter market through the upcoming decade,” says an FMI analyst.
Impact of COVID-19 on the Market
The outbreak of the covid-19 virus resulted in an economic downswing causing major disruptions in the store-based retail category. Amid the pandemic, many online retailers reported a surge in the demand for pet care products from existing and new customers who were actively looking to stock pile essential pet product categories.
Online retailers have benefited from increased sales, but these businesses also faced headwinds including labor costs of maintaining health and safety standards. Recovery of conventional distribution channels is likely to be strong through 2021 and beyond, as pandemic restrictions are gradually relaxed on a global scale.
Who is winning?
Consumer convenience is at the forefront of leading market strategies. The brand Tidy Cats is one such example. The brand on its website has introduced a cat litter selector, a system that helps the pet parents to find the best cat litter option considering their feline needs. This is simply done by questioning the consumers about a few preferences. Aggressive promotional strategies, advertisements, and new product launches have also driven sales of cat litter products globally.
Some of the key players present in the cat litter market are Purina (Nestle SA), Kent Pet Group, Dr. Elsey’s Cat Products, Church & Dwight Co., Dirk Rosmann GmbH., dm-drogerie markt GmbH + Co. KG, Fressnapf Tiernahrungs GmbH, The Clorox Company, Mars Incorporated, J. RETTENMAIER & SÖHNE Gmbh + Co KG, H. von Gimborn GmbH., Tolsa Company, Gruppo Laviosa Minerals Srl and among others.
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Get Valuable Insights into Cat litter Market
Future Market Insights, in its new offering, provides an unbiased analysis of the global cat litter market, presenting historical demand data (2016-2020) and forecast statistics for the period from 2021-2031. The study divulges compelling insights on the cat litter market based on the product type (clumping, non-clumping), material type (clay, silica, plant fibers), life stage (adult, kitten), nature (natural, conventional), type (scented/ fragrance, unscented/ without fragrance), brand type (prestige brands, mass brands, private label), form type (clay, silica, plant fibers), price range (us$5-us$10, us$10-us$20, above us$20), and sales channel (direct sales channel, indirect sales channel) across seven major regions.
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