エステー refreshed the brand of its cat system toilet “Nyanto Clean Toilet” to mark its 25th anniversary. It changed the logo and began switching the packaging to new designs.
Under a new brand message focused on the comfort of both cats and their owners, エステー is rebuilding the “Nyanto Clean Toilet” brand, introducing a new design centered on orange as the brand color. Packaging for the new logo’s deodorizing sheets and deodorizing chips will be switched in stages.
The brand refresh is positioned as a milestone in rebuilding the business platform acquired from Kao. The company plans to review its products, packaging and promotions as an integrated whole, expanding new value propositions centered on owners’ comfort and cats’ health.
Pet care business revenue was ¥3,778 million in the fiscal year ending March 2026, up 5.1% from the previous fiscal year, while domestic market share rose from 10.0% in 2024 to 17.1% in 2025. While the cat pet care market continues to expand, expanding offline sales channels remains a challenge for Nyanto.
On the product side, the company is introducing chips for multi-cat households, adding large-capacity sheets and launching scented varieties. It is also strengthening differentiation through deodorants supervised for deodorizing performance and patents for spatial disinfection. The company will also strengthen information dissemination through social media to build points of contact with owners.