Q&A Interview with Mike Karsting, Senior Vice President of the World Pet Association

How would you characterize the current state of the pet industry?

The market has settled into a disciplined phase. Growth is no longer dramatic, but it is dependable, and that stability allows businesses to plan with greater confidence.

We are operating in a more measured environment built on long-term consumer commitment.

Pet ownership remains purpose-driven, with consumers prioritizing long-term wellbeing over impulse spending.

Demand is steady, but it is also more intentional.

At the same time, businesses are dealing with real complexity. Margins, staffing, operational efficiency and evolving consumer expectations are top of mind. Retailers are balancing digital competition with in-store experience. Suppliers are managing cost pressures and shifting demand patterns. These are not surface-level challenges. They require thoughtful strategy and disciplined execution.

What gives me confidence is that this industry has always adapted well. The pet sector is relationship-driven. It is community-driven. When challenges arise, collaboration tends to follow. That combination of resilience and responsiveness is what defines the current state of the market.

What’s the next phase of growth for the industry?

The next phase is disciplined, performance-focused growth. It is less about chasing volume and more about creating relevance. The businesses that will lead are the ones that clearly communicate benefits to their customers, help solve their problems and build trust with them over time.

We are also seeing technology become a bigger part of conversation. Loyalty programs, subscription options and digital engagement tools are no longer limited to big chains; they’re being adopted by independent retailers, too.

Technology is becoming foundational to retail infrastructure, but differentiation still comes from knowledgeable teams and trusted guidance.

What do you see coming for the industry this year?

I see a year that rewards focus and adaptability.

Innovation will continue, but it needs to be practical. Consumers are still interested in what’s new, but they want to understand the value. Retailers who curate thoughtfully and educate effectively will stand out.

I also expect to see stronger collaboration across the industry. When margins tighten and competition increases, partnerships become even more important. The companies that work together strategically will do very well.

Within pet, which categories stand out so far this year in terms of consumer demand and category growth?

Health and wellness continue to be standouts.

Preventative care solutions, condition-specific nutrition, and everyday maintenance products are driving consistent purchasing behavior.

Grooming and maintenance categories are also strong. Pet owners are paying attention to everyday care and looking for ways to keep their pets healthy and comfortable between professional services.

Transparency matters, too. Products that clearly communicate ingredients, sourcing and purpose are earning trust and repeat purchases.

What do you feel is the role of industry trade shows? How do shows like SUPERZOO unify and strengthen the industry?

There is something powerful about getting everyone in the same room. Yes, business gets done, but just as importantly, relationships are built. When retailers, suppliers, distributors and service providers come together face-to-face, the conversations are different. They are more direct, more collaborative and more forward-looking.

SUPERZOO accelerates decision-making. It compresses months of conversations, sourcing and strategic planning into a few highly focused days.

Who are the target attendees for SUPERZOO and how do you attract them?

Our audience is made up of decision-makers: owners, buyers, operators, grooming professionals and emerging leaders from across the pet retail spectrum.

We attract them by delivering substance. Education that speaks to real business challenges. A show floor that highlights innovation across every major category. Networking opportunities that are intentional, not random.

People come to SUPERZOO because they know they will leave with ideas, partnerships and tangible opportunities to improve their pet retail business.

How is WPA bringing together the appropriate attendees and exhibitors for this year’s SUPERZOO?

We are very intentional about attracting qualified buyers who are looking to place orders, discover latest brands and build partnerships. At the same time, we build an exhibitor base that reflects both established leaders and emerging innovators.

We also design the experience to encourage meaningful engagement. From targeted meetups to specialized education tracks, we create spaces where authentic connections are made.

What can exhibitors and attendees look forward to during this year’s SUPERZOO?

SUPERZOO 2026 will feature expanded education, including veterinary-focused programming, through our partnership with US Vet Shows. We’ve also added more programming for groomers, with demonstrations at the Groomer’s Innovation Stage and skill-based learning at the Groomer’s Skill Lab.

Across the show floor, attendees will experience curated product zones like the New Product Showcase and Emerging Brands areas, immersive displays and the always popular Live Animal section. We are also continuing to elevate leadership events and retailer-focused networking.

We want the experience to feel productive and strategically valuable.

What are WPA’s goals for this year’s SUPERZOO?

Our goal is simple. We want it to matter. We want attendees to leave with new vendor relationships, fresh ideas and strategies they can implement immediately. We want exhibitors to see strong engagement and measurable return.

If people leave feeling prepared and confident in their next business decision, we have done our job.

What are some recent developments at WPA and what are the goals for 2026?

WPA is more than an event organizer. We see ourselves as a year-round partner to the industry.

For 2026, we are expanding education, strengthening advocacy and increasing member engagement. We are investing in communication tools, partnerships and programming that provide consistent value that members of the pet industry can rely on every day.

What initiatives and educational outreach programs are planned for 2026?

Education remains a major priority. That includes professional development for retailers, business-focused learning sessions and veterinary continuing education opportunities.

We are also leaning into advocacy. Regulations and legislative conversations directly impact our members, and the pet industry must have a strong, unified voice in those discussions.

How does WPA demonstrate value to its members throughout the year?

Our focus is on delivering measurable value that directly supports day-to-day business decisions.

Industry insights, educational programming, advocacy updates and peer connections provide resources and information to guide confident decision-making. And we are responsive to members’ needs, constantly asking ourselves how we can make our services more practical and impactful.

How is WPA supporting members in moving the industry forward?

We create platforms for collaboration, for members to share challenges, ideas and solutions. Whether it’s at SUPERZOO or through one of our education initiatives, we promote collective progress because the industry moves forward faster when informed decisions are shared.

What do you attribute to WPA’s continued success?

Our continued success comes from staying closely aligned with member priorities and adapting as conditions change. 

We are focused on serving the industry as it exists today and as it evolves tomorrow.

What were some initiatives WPA took on in 2025 and what results can you share?

In 2025, we expanded our educational programming, strengthened key partnerships and enhanced engagement opportunities at SUPERZOO.

We saw strong participation across sessions and encouraging feedback from members who found real business value in the connections they made and the insights they gained. That is the metric that matters most to us.

What can we look forward to from WPA in the near future?

Continued momentum. You will see expanded year-round engagement, deeper advocacy efforts and an ongoing commitment to innovation at SUPERZOO and GROOM’D.

Our responsibility is to deliver strategic value, strengthen industry alignment and equip members to build sustainable, competitive businesses.