SUPERZOO Preview: Dog Chews

Health and wellness continue to guide product development and innovation in the dog chews category. This year’s SUPERZOO will be an opportunity for leading manufacturers to showcase that while the act of chewing in itself has immeasurable benefits for pups, bringing extra value to pet owners in the form of durability, functional benefits like dental care and added nutrition in the form of chewing treats, will further improve the appeal and marketability of their products on shelf, ensuring growing sales for their retail partners as well.

On the heels of having Chewy begin to carry its oral care items this year, Chewmate is looking forward to its second SUPERZOO, said Chief Revenue Officer Ian Miller. “We are incredibly excited and looking forward to this year’s SUPERZOO,” he said. “This will be only our second SUPERZOO, and we already know in advance that it will be our most successful exhibit ever. We are coming with a bigger offering, a bigger team and of course, bigger expectations, which we just know will be exceeded. Preparation literally starts the week after the last SUPERZOO in that we have to plan way in advance—make sure that we have new product, sufficient inventories, marketing materials, etc. We find that the New Product Showcase is incredibly valuable to driving traffic to the booth, so we make sure, way in advance, that we have new products to show, and that takes time.”

Earth Animal marks its 10th year at SUPERZOO this year. “This year holds special significance as we celebrate the 10th anniversary of our revolutionary No-Hide chews alongside SUPERZOO’s milestone 75th anniversary, said Trade Marketing Manager Tasha Valentin-Jucius. “It’s a perfect alignment that represents our shared commitment to innovation in the pet industry. SUPERZOO remains one of our most strategic investments because it connects us directly with the independent retailers who are the backbone of our business. As a certified B Corporation and Public Benefit Corporation, we’re not just selling products—we’re building partnerships with retailers who share our values of putting pets, people and the planet first. These face-to-face relationships simply can’t be replicated through digital channels.”

She continued, “Our preparation is year-round and strategic. We design our entire product development roadmap around SUPERZOO, ensuring every major launch aligns with the show’s timing. This year, we’re showcasing our breakthrough Wisdom air-dried food and jerky recipes—From the Air and From the Soil—that have just begun shipping to stores. We’ve also timed our exciting new No-Hide flavors, including Mango—shipping in July—and our nostalgic Grilled Cheese flavor—launching in September, to create maximum excitement at the show. SUPERZOO isn’t just a tradeshow for us—it’s where ‘Another Way’ comes to life, demonstrating how premium, sustainable products can drive both profit and purpose for independent retailers.”

It is 19 years now for Jones Natural Chews. “SUPERZOO is a great event for our industry,” said President Laura Jones. “It provides us with the opportunity to meet in person with customers, vendors, our own team and peers. Giving ourselves space to brainstorm and catch up with each other is grounding and elevating at the same time. Seeing all the pups at the show is an easy reminder that we love keeping their tails wagging—it is very recharging.”

Central Garden & Pet has been in the pet industry from the beginning, said Jane Unger, Marketing Manager Corporate Responsibility, Dog and Cat Division for Central Garden & Pet, Nylabone’s parent company. “Nylabone has been making dog chew toys since 1955. We have been attending SUPERZOO for many years. We prepare for the event by presenting new and legacy products in the Central Garden & Pet Booth.”

This year’s event is also timed well to celebrate Nylabone’s 70th year. “For our 70th birthday we launched the CHEWS for Good™ campaign,” said Unger. “The promotion is that for every Nylabone you buy and upload your receipt to nylabonecares.com, you could win a weekly $100 prize or our grand prize valued at $30,000. Also for every receipt uploaded Nylabone will donate a chew toy to a shelter dog at Best Friends Animal Society. We have also launched Limited-Edition 70th Birthday toy line and New Nubz Bursts this year.”

For Earth Animal, celebrating its 10th year milestone with new No-Hide flavors ranging from sweet to savory is but one facet of its booth presentation. “Get ready for a celebration of innovation, flavor and community!” said Valentin-Jucius. “Our booth will be buzzing with excitement as we showcase the future of premium pet nutrition and safe chewing solutions.”

Along with showcasing its newest Wisdom air-dried flavors and hosting free grilled cheese tastings in which company representatives serve the human version of Earth Animal’s new Grilled Cheese No-Hide flavor, it will also make its comprehensive sales support available. “Discover how we empower our retail partners for success through our Earth Animal Academy—our free exclusive online training platform designed specifically for independent retailers,” said Valentin-Jucius. “Learn about our monthly Astro promotions that retailers can participate in at no cost, plus see our Promoboxx platform in action where busy retailers can post ready-to-go social media content to their channels with just one click—completely free. This is partnership beyond products. Visit us to experience how Earth Animal continues to pioneer ‘Another Way’ that benefits animals, people, our planet and most importantly, our retail partners’ bottom line.”

Chewmate will continue to spotlight its pioneering work in oral care chewing devices this year, especially as its hero products were designed by a dentist. “The trend unique in our category is there’s a whole lot of toys out there that claim to double as oral care devices,” said Miller. “We’re really the only oral care device that is also a toy. And there’s an interesting distinction there. Because we’re primarily oral care focused, all of our products have patented floss slots in them which basically means that as the dog is brushing their teeth with our oral care toy, that they’re also flossing their teeth. And that just doesn’t exist in the industry. There’s a lot of chew toys out there; there’s a lot of treats that claim to be good for oral care, but we’re really the only oral care product out there, certainly with floss slots that both brush and floss the pet’s teeth right up to their gumline. All of our toys have the ability to have a treat put inside of it, whatever the dog or cat’s favorite treat is. It keeps them engaged and every single time they bite into it, they’re actually cleaning their teeth. As they play and chew, they’re cleaning their teeth and gums.”

Chewmate is building on the success of its current oral care line to further benefit other pet industry segments. “We are introducing new cat toys, and the big secret is that we will have a special tooth brushing product, exclusively for groomers,” said Miller. “SUPERZOO is an incredibly exciting place for groomers to showcase their talents, and we want to make their lives easier and more profitable.”

SUPERZOO provides the venue for many interactions and discussions relevant to the pet industry, and Miller expects a lot of this year’s chatter will focus on health and wellness. “I cannot say it enough. Pet parents have health and wellness on the mind, and that’s what we specialize in: health and wellness in a completely innovative way,” he said.

Jones expects SUPERZOO will be an opportunity for industry players to touch in on the impact of tariffs, “and how they are affecting retail, logistics and projections,” she said. “Regarding actual innovations and trends in dog treats, I think we are still continuing along the wellness and functional ingredient path, with shifts from joint and dental health to a renewed focus on gut health.”

And Jones Natural Chews is ready to meet that moment. “Our family’s background in butchering means that we know quality ingredients and efficient processes, so we love sharing our expertise in meat cutting,” Jones said. “Regarding the chews category—we really believe in the benefits of choosing natural over synthetic and are proud to discuss how body parts can help bridge gaps in nutrition.”

Valentin-Jucius said Earth Animal is eager to engage in the water cooler conversations centered on supporting independent pet specialty. “As a brand that’s invested heavily in supporting independent retailers, we’re eager to dive deep into the educational sessions focused on helping independent stores compete and thrive,” she said. “The retail landscape is evolving rapidly, and we want to learn every strategy that helps our retail partners succeed—because their success is our success.”

Further, given Earth Animal’s leadership role with the Pet Sustainability Coalition, “We’re particularly excited about sessions covering consumer behavior shifts toward premium, sustainable products. The data is clear: pet parents are increasingly willing to invest in products that align with their values, but retailers need the right tools and knowledge to communicate that value effectively. We’re looking forward to learning new ways to support our partners in this critical area,” she said.

Meanwhile, for Nylabone, “Our Four Paws brand is really excited about the expansion of cat [product solutions] in the industry,” said Unger. “It is growing in market share and our Four Paws brand intends to be a part of that growth.” Given Nylabone’s longevity, the brand is adept at tailoring its messaging to a specific audience for maximum resonance. “At all tradeshows, we want to inform that Nylabone has a wide range of different sizes and materials of chew toys for all dogs with different chewing styles and needs,” said Unger.

This year’s SUPERZOO presents a prime opportunity for leading manufacturers to highlight how chewing offers significant benefits for dogs, while also delivering added value to pet owners. By focusing on durability, functional benefits and enhanced nutrition, brands can increase the appeal of their products—ultimately driving stronger sales for retail partners.