Normerica
Normerica Inc., acquired by Minerals Technologies in 2021, manufactures bentonite-based cat litter and all-natural dog treats, now operating as part of the SIVO pet care platform with 19 production plants across 5 continents serving private label brands.
- Company typePrivate
- Founded1992
- HeadquartersPort Credit, Canada
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Normerica does
Normerica Inc. is a Canada-based pet care products manufacturer, founded in 1992 in Port Credit, Ontario, that has operated as a wholly-owned subsidiary of Minerals Technologies Inc. (NYSE: MTX) since July 2021. The company's core competency is the production of bentonite-based cat litter, leveraging proprietary mineral technology for clumping, odor control, and hygiene performance, alongside an adjacent line of all-natural dog treats marketed in North America.
Following its acquisition, Normerica's operations were integrated into Minerals Technologies' SIVO pet care division, a global private label and branded cat litter platform that combines the legacy of American Colloid Company and Normerica. SIVO operates 19 production and packaging plants across 5 continents — covering the United States, Canada, China, South Korea, Thailand, Australia, Austria, Italy, Slovakia, the Netherlands, and Turkey — with regional sales offices coordinating commercial activity in North America, Europe, and Asia-Pacific. In Europe, regional brands Sivomatic and Concept Pet are positioned among the most popular cat litter brands.
The business model is B2B-led, focused on private label and co-manufacturing partnerships with pet care brands and retailers, supplemented by selected branded distribution. Revenue is generated through hardware/product sales of finished cat litter (bulk and packaged) and natural dog treats. The company's competitive position rests on its integrated mineral reserves, global manufacturing scale, and 35+ years of accumulated formulation expertise, placing the parent entity among the top five players that collectively represent nearly 40% of the global bentonite market.
Normerica firmographics
Firmographics- Name
- Normerica
- Legal name
- Normerica Inc.
- Website
- https://normericainc.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Short description
- Normerica Inc., acquired by Minerals Technologies in 2021, manufactures bentonite-based cat litter and all-natural dog treats, now operating as part of the SIVO pet care platform with 19 production plants across 5 continents serving private label brands.
- Ownership category
- akta.pro rank
Normerica industry classification
Industry- Product category
- Pet Care Products (Cat Litter & Dog Treats)
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)
- akta.pro primary industry
- Treats & Chews (CRADAFAE)
- akta.pro secondary industries
- Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums) (CRAOAKAG), Pet Treats & Chews (AFADAFAF)
Keywords
Where Normerica is headquartered
LocationHeadquarters
- HQ city
- Port Credit
- HQ country
- Canada
- HQ region
- North America
Offices17 records
Markets served
Normerica business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Bentonite-based pet care products: Normerica generates revenue through the production and sale of bentonite-based cat litter products and all natural dog treats. Following acquisition by Minerals Technologies Inc. in July 2021, these products are now marketed under the SIVO brand globally.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Normerica product offering
Product offeringCore offering
Normerica manufactures bentonite-based cat litter products and all-natural dog treats for the global pet care industry. Following its acquisition by Minerals Technologies Inc. in July 2021, these products are marketed under the SIVO platform, supplying private label and branded offerings to retailers and pet care brands across North America, Europe, and Asia & The Pacific via 19 production and packaging facilities.
Product overview
Normerica operates as part of Minerals Technologies Inc.'s SIVO platform, which is a unified private label and branded cat litter product system. The portfolio includes bentonite-based cat litter products (the core offering) and all-natural dog treats, unified under regional brand names including Sivomatic and Concept Pet in Europe. The platform leverages 35+ years of industry expertise, 19 global production and packaging plants, and integrated mineral reserves and supply chain capabilities to deliver products across 5 continents.
Differentiator
Problem solved
Functional benefit
Products and services
- SIVO Pet Care Platform Global private label and branded cat litter product platform operated by Minerals Technologies Inc., built upon the legacy of American Colloid Company and Normerica, providing bentonite-based cat litter products and all-natural dog treats across North America, Europe, and Asia & The Pacific.
- Bentonite-based Cat Litter Core bentonite-based cat litter products manufactured and packaged across global production facilities, available in bulk and finished goods from facilities in China, South Korea, Thailand, and Australia, designed for superior clumping, odor control, and hygiene performance.
- All Natural Dog Treats All-natural dog treats offered as part of the North American pet product portfolio under the Normerica legacy brand, formulated with natural ingredients for dog health and nutrition.
Companies that use Normerica
Customer profileSegments3 records
Ideal customer profiles1 record
Normerica technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Normerica partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Minerals Technologies Inc.coreMinerals Technologies Inc. acquired Normerica Inc. in July 2021 as part of market consolidation strategy. This acquisition brought Normerica's bentonite-based cat litter and natural dog treat operations under the SIVO brand, strengthening Minerals Technologies' position among the top five players who collectively represent nearly 40% of the global bentonite market.
Scale indicators4 records
Recent moves4 records
Expansion highlights4 records
Normerica competitors and assessment
Company assessmentDirect peers
- Church & Dwight: Church & Dwight manufactures Arm & Hammer cat litter, a leading bentonite-based clumping litter brand in North America. It is a direct competitor to Normerica's SIVO platform in branded and private label bentonite cat litter.
- Oil-Dri Corporation of America: Oil-Dri produces Cat's Pride and other private label cat litters using bentonite and alternative clay minerals. It is a direct competitor in North American private label and branded cat litter manufacturing.
- Bentonite Performance Minerals (BPM): BPM is a leading US bentonite producer supplying cat litter and industrial markets. It directly competes with Normerica in bentonite mining, processing, and cat litter supply.
- Ashapura Minechem: Ashapura is a major Indian bentonite miner and exporter with cat litter capabilities, competing with Normerica globally in bentonite supply and finished cat litter products.
- Dr. Elsey's: Dr. Elsey's is a US-based cat litter manufacturer producing clumping clay and specialty litters (Cat Attract). It is a direct competitor in the premium bentonite-based cat litter category.
- Wyo-Ben Inc. Wyo-Ben is a US bentonite miner and cat litter producer that acquired M-I SWACO's bentonite operations in November 2023. It directly competes with Normerica in bentonite supply and private label cat litter.
Broad incumbents
- Mars Petcare: Mars Petcare is a global pet care leader offering brands across food, treats, and litter (e.g., Yesterday's News). It is a broad incumbent with overlapping cat litter capabilities and a much larger pet care portfolio.
- Clorox Company: Clorox previously owned Fresh Step and Scoop Away cat litter brands (divested in 2024). It was a broad incumbent competing directly with Normerica in branded bentonite cat litter retail.
- Nestlé Purina PetCare: Nestlé Purina manufactures Tidy Cats cat litter along with a broad pet food portfolio. It is a broad incumbent with overlapping cat litter capabilities plus much larger pet food and treat operations.
Regional players
- Société des Mines de Bentonite et Dérivées (SOFEB): SOFEB is a leading Tunisian bentonite miner and processor exporting cat litter globally. It is a regional player competing with Normerica in bentonite-based cat litter supply across Europe, Middle East, and Africa.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Normerica social profiles
Digital presenceNormerica financial estimates
Financial estimateRevenue estimate
Valuation estimate
Normerica leadership team
Management profileNumber of profiles
Normerica funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Normerica M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Normerica
What does Normerica do?
Normerica manufactures bentonite-based cat litter products and all-natural dog treats for the global pet care industry. Following its acquisition by Minerals Technologies Inc. in July 2021, these products are marketed under the SIVO platform, supplying private label and branded offerings to retailers and pet care brands across North America, Europe, and Asia & The Pacific via 19 production and packaging facilities.
Is Normerica a public or private company?
Normerica is a private company. It is classified as corporate owned and is currently acquired.
When was Normerica founded?
Normerica was founded in 1992. It employs 251 to 500 people.
Where is Normerica based?
Normerica is headquartered in Port Credit, Canada, in the North America region.
How does Normerica make money?
One revenue line is on record: bentonite-based pet care products.
Who are Normerica's main competitors?
Direct peers on record are Church & Dwight, Oil-Dri Corporation of America, Bentonite Performance Minerals (BPM), Ashapura Minechem, Dr. Elsey's and Wyo-Ben Inc.. Broad incumbents are Mars Petcare, Clorox Company and Nestlé Purina PetCare. Société des Mines de Bentonite et Dérivées (SOFEB) is listed as a regional player.
Does Normerica have an API?
No public API is recorded for Normerica.
What industry is Normerica in?
Normerica's product category is Pet Care Products (Cat Litter & Dog Treats). Its primary akta.pro industry code is CRADAFAE, Treats & Chews, with a secondary code of CRAOAKAG, Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums). Its NAICS code is 311111.