Category Analysis: Eye and Ear Care

Eye and ear care exhibitors are enthusiastic about showcasing new products and highlighting existing lines that make pet care easier and less stressful. Empowering pet parents with the knowledge and confidence to address their pets’ eye and ear issues at home remains a top priority for these manufacturers. The category is robust, with user-friendly products that effectively address common issues while remaining gentle on delicate eyes and ears.

At SUPERZOO, Pet King Brands is highlighting its ZYMOX line that homes in on the root cause of common issues faced by pets and their parents. “At ZYMOX, we are continuing to build on what we are best known for—our LP3 Enzyme System,” shared Marketing Manager Molly Crum. “Our products work with the body’s natural defenses to target infections and common pet issues caused by bacteria and fungi. We’ve put a strong emphasis on our ease-of-use innovations for pet parents to encourage relief and promote preventative care.”

The Pure and Natural Pet team is excited to introduce its Soothing Ear Cleansing Finger Wipes for Cats and Dogs to booth visitors. “This year’s SUPERZOO is an exciting one for Pure and Natural Pet as we continue to expand our commitment to naturally formulated, effective pet wellness products with several new product introductions,” said President Brian Taus. “Our newest innovations include our Soothing Ear Cleansing Finger Wipes for Cats and Dogs. These pre-moistened finger wipes gently remove dirt, wax, and debris while helping reduce odor and promote healthy ears. The textured design provides better control during application, making ear care quick, easy, and stress-free for pets and their owners.”

He continued, “One of my personal favorites—and one of our best-selling products—is our Organic Ear Cleansing System. The system combines our USDA Certified Organic Ear Cleansing Serum with 15 double-sided cleaning tips to provide a deeper, more effective clean than traditional cotton balls or pads. Across our entire product line, our focus remains the same: delivering premium, naturally formulated products that offer ingredient transparency, exceptional performance, and outstanding value for pet parents and retailers alike.”

Pet King Brands believes that SUPERZOO is the premier hub for top-tier pet industry stakeholders. The show offers exhibitors like Pet King Brands an exceptional opportunity to strengthen relationships and gather insight about its ZYMOX line. “ZYMOX has exhibited at SUPERZOO for many years, and it continues to be one of the most important events on our annual calendar,” Crum said. “This event brings together the best of the pet industry. It is important to us to use our time at SUPERZOO to strengthen relationships with retailers, distributors, and innovators in the industry. The event is also a great opportunity for us to showcase our innovations, gain valuable marketplace insight, and hear directly from the people who sell and use our products.”

“SUPERZOO continues to be one of the pet industry’s premier events and has been an important part of our growth strategy for the past 10 years,” Taus said. “It provides an outstanding opportunity to strengthen relationships with existing customers, meet prospective retailers and distributors, and gain valuable insight into emerging industry trends. The show consistently brings together independent retailers, distributors and international buyers, making it one of the most productive events on our calendar.”

H&C Animal Health prioritizes education and strives to empower pet owners with the knowledge they need to provide better care for their pets. H&C Animal Health will use SUPERZOO to continue to educate and empower pet owners with the knowledge they need to better understand and address their pets’ eye care needs. “We want to help pet parents understand the specific eye concerns their pet may be experiencing, and walk them through the solutions and preventative measures available to them,” said Director of Marketing Hilliary Salamanca. “Education is at the heart of this. When pet parents are informed, they can make better decisions for their pets’ health and wellness, and that’s a conversation we’re always looking to start and be a part of.”

H&C Animal Health acquired the Angels’ Eyes brand, and since then, they have expanded the product line to address a wider range of eye-related issues beyond tear stains. “Since acquiring the brand in 2020, we’ve focused on strengthening both our expertise and our product offering,” Salamanca elaborated. “We’ve established a veterinary advisory group and brought a top, board-certified veterinary ophthalmologist onto our staff to guide product development. We’re also expanding the Angels’ Eyes line beyond tear stain solutions to include a broader range of eye care products, with more launching soon. Beyond eye care, we’ve grown into pet wellness more broadly, including our hip and joint collar and new calm collection.”

Pet King Brands leaders recognize that pet owners’ expectations for eye and ear care solutions are shaping the category’s direction. “In eye & ear care, we’re seeing a few clear drivers shaping the category,” Crum said. “First, there is the growing demand for gentle, easy-to-use solutions. Second, pet parents are becoming more educated and cautious about long-term antibiotic use. They are searching for solutions that are more natural while still results-driven. Finally, attention to pet needs with the use of preventative care is becoming heightened in our space. Pet parents are looking to elevate the way their pets are integrated into their family lives, and that often starts with taking care of issues before they become bigger problems.”

H&C Animal Health has long maintained its reputation as a dependable and trusted leader in the animal eye care category. Recently, the company has further solidified its position by forming partnerships with veterinarians to enhance responsible pet care and earn pet owners’ trust. 

Salamanca explained: “While we’ve always been a leader in the Tear Stain category, we’re now growing our eye care offerings by innovating in this category in partnership with board-certified veterinary ophthalmologists while still offering our legacy products.”