2026 Category Catalysts: Durable Toys and Supplements

2026 Category Catalysts: Durable Toys 

Jolly Pets reflected on the key factors that drove the company’s growth this year and how each milestone strengthened its position as a category leader.

“The biggest factor this year was reaching dog owners where they shop,” reflected Simon Power, Sales Director at Jolly Pets. “Ecommerce continues to be a strong channel for us, and we expanded our reach in farm and feed and in sporting goods, while staying committed to pet specialty, which is where Jolly Pets started and remains central to who we are.”

“At the same time, we stayed focused on what has always set Jolly Pets apart,” Power continued. “Our core range is made in the USA from our proprietary JollyFlex material, which holds its shape without needing air. Dogs can sink their teeth in without the toy losing its form, a real difference in a category where many toys do not last. That combination of reach and durability is why owners and retailers continue to rely on Jolly Pets.”

Power highlighted the toys in Jolly Pets’ portfolio that are driving the company’s growth. 

“Our best-known toys lead the way, including the Jolly Soccer Ball, Tug-n-Toss and Romp-n-Roll,” Power revealed. “Many of these have been on the market for 10 to 20 years, and their volume continues to grow each year, which says a lot about the loyalty of the dogs and owners who use them.”

“Because dogs do not all play the same way, we offer a broad range of sizes and styles around those core products,” he continued. “Our Toy Finder shows the size, durability and play style of each toy, making it easy for owners to find the right fit for their dog.”

Jolly Pets is focused on key areas within the durable toys category that lend themselves to meaningful conversations with retailers and pet parents.

“Play and enrichment are top of mind for us,” Power affirmed. “More owners want toys that get their dogs moving and engaged, not just occupied. The Jolly Egg and Push-n-Play, for example, move in ways a dog has to chase, push and figure out.”

He added, “With retailers, we want to talk about clearer merchandising, so shoppers can easily see what each toy offers their dog. With pet owners, the conversation is about the value of daily play and how the right toy keeps a dog active and engaged.”

2026 Category Catalysts: Supplements

As SynergyLabs gears up for a busy year-end, the supplements manufacturer is sharing what it’s looking forward to—and the challenges it’s ready to overcome. The company also identified several key factors that will distinguish leading supplement brands from the rest of the market.

Paula Toledo, Director of Marketing for SynergyLabs, said: “The leaders will combine science, accessibility, and simplicity. They will deliver products that address real needs, communicate their benefits clearly, and fit easily into everyday life. We believe, ‘Compliance is not on the pet parent; it is on the product.’ The strongest brands will earn trust by making effective wellness routines easier to understand, use, and sustain.”

Consumers know what they want—and expect—from the supplements category, and manufacturers are highly attuned to the factors that influence purchasing decisions. Toledo offered, “Consumers are balancing efficacy, trust, and affordability. They want to understand what a product does, why its ingredients matter, and whether their pet will take it consistently. At SynergyLabs, we describe our approach as ‘Veterinary-grade formulas, priced for real life.’ That means thoughtfully formulated products that are easy to use and accessible enough to become part of a lasting routine.”

When deciding which supplement manufacturers to partner with, retailers weigh a clear set of priorities. “Products that work will always be important, but retailers are also looking for brands that build a meaningful connection both on and off the shelf,” Toledo remarked. “That means creating clear, consistent experiences across retail, ecommerce and content, and giving consumers a reason to stay engaged beyond the initial purchase. The strongest brand-retailer partnerships are bigger than transactional relationships; they create lasting value for the retailer and the pet parent.”

SynergyLabs is hopeful the industry simplifies pet health and wellness. “Health and wellness has become closely associated with constant optimization: more tracking, more inputs, and increasingly complex routines. We foresee a return to simplification,” Toledo said. “Pet parents are looking for fewer, more purposeful products and routines that fit naturally into their lives. Wellness does not always need to mean doing more. Sometimes it means slower mornings, simple habits, and products that make caring for a pet feel easier.”

SynergyLabs highlighted several trends shaping the category and gaining traction with consumers. “Functional benefits are having a real moment,” Toledo observed. “Pet parents are looking for products that support specific needs, from digestion and mobility to calming and healthy aging.”

She added, “We also continue to see the influence of the human health and wellness space. Consumers are prioritizing their pets’ health in many of the same ways they prioritize their own, with a greater focus on prevention and everyday well-being. That mindset has staying power.”