In recent years, relationships between cats and their humans have evolved—with more people viewing their cats as family members. According to an AdWeek article, 44 percent of millennials see their pets as starter children. In addition, pet owners are putting more time and research into the decisions they make for their pets to ensure the products they use are also what’s best for them and the environment.

When choosing a litter, cat owners are still using a lot of the same criteria: it needs to eliminate odors, clump well, be easy to clean, as well as create minimal dust and tracking.

However, sustainability is also becoming increasingly important to consumers. In a 2017 Nielsen survey, 75 percent of millennials said they will definitely or probably change their purchase/consumption habits to reduce their impact on the environment. According to Nielsen, sustainable product sales in the U.S. jumped from $107 billion in 2014 to $128 billion in 2018—and continue to rise. Nielsen forecasts that 25 percent of total store sales will be sustainable products in 2021.

At Naturally Fresh, we view cat owners more like pet parents. They want the best for their four-legged family members. They research until they find the healthiest products. They want to address and meet their cat’s instinctual needs. However, they don’t want to sacrifice performance or negatively impact the environment.

That’s why all Naturally Fresh cat litter formulas are:

Good for Cats:

The formulas are all-natural, nontoxic, and free of harmful silica duct. The litters connect with a cat’s instinctual desire to bury their business in nature.

Good for the Planet:

Naturally Fresh cat litters are sustainable, biodegradable, made from a food byproduct, and produced in a solar-powered facility.

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These benefits come without sacrificing performance. An independent study found that Naturally Fresh controls ammonia odors better than clay, pine, corn and wheat litters. It’s also three times more absorbent than clay litter, meaning that one bag of Naturally Fresh lasts three times longer than one bag of the leading clay litter.

It’s more important than ever that retailers carry alternative litters. Consumers are educating themselves on the benefits of sustainable, biodegradable, nontoxic products—so it’s imperative for retailers to also educate themselves and carry products that align with their consumers’ evolution of buying habits.


Naturally Fresh Cat Litter is made from all-natural walnut shells, which neutralize odors organically. It’s three times more absorbent than clay (so it lasts three times longer), and it’s good for the planet: biodegradable, certified sustainable, and annually renewable. To add to the list of benefits, it’s nontoxic, free of silica dust, and perfume-free, so it’s safe for kittens and great for cats and pet parents who struggle with allergies or upper respiratory issues.