Global Pet Expo Preview: Health and Wellness Solutions

Manufacturers in health and wellness solutions are focusing on thoughtful innovation and trusted quality as they aim to demonstrate their capabilities at this year’s Global Pet Expo. The humanization trend—seeing pets treated as family—has boosted the supplement and wellness category as pet owners mirror their human health needs. 

Paula Toledo, Director of Marketing of Synergy Labs, confirmed this idea. “Pet parents are shopping supplements more like they shop their own wellness now. Gut health is still huge because you can see the difference quickly at home. Mobility continues to grow because pets are living longer and people want quality of life, not just longevity. And everyday wellness is becoming part of routine, especially when budgets are tight and people want to be proactive.”

“The role of supplements in pet health has evolved,” reinforced Jim Panico, Director of Sales for Nordic Naturals. “Rather than serving solely as corrective solutions, supplements are now viewed as daily wellness foundations. Nordic Naturals champions a proactive, not reactive approach, encouraging pet parents to support key health needs early for preventive care, life-stage nutrition, and long-term vitality.”

“We expect to see many trends to continue,” expressed Brenda Dolan, Strategic Account Director, and Levi Clarkson, VP Operations of Americas of Brilliant Salmon Oil. “Science-backed nutrition, demand for functional ingredients and gut health with ingredients such as probiotics, Omega-rich oils such as our Brilliant Salmon Oil, and other products in this category. As well as the premiumization of pet care and the willingness from consumers to invest in higher-quality, transparent ingredient sourcing and perceived health benefits.”

Austin & Kat has been combining natural, trusted ingredients for healthier, calmer and happier dogs and cats for almost a decade. Founder Kat Donatello shared that mushrooms are becoming a topic and trend in the pet wellness industry. She explained, “Functional mushrooms are becoming one of the most important conversations in pet wellness, and it’s a category we’ve been investing in for years. Long before mushrooms became a hot topic, we introduced our Mushroom Medley powder and incorporated functional mushrooms into our bestselling chews, so we’ve had the opportunity to watch both retailer understanding and pet parent demand mature over time.” 

She continued, “What’s changed recently is the level of sophistication in the conversation. Retailers and consumers are no longer satisfied with mushrooms as a buzzword—they want to understand species-specific benefits, beta-glucan content, and how mushrooms are grown and processed. Overall, the trend we expect to continue is a move toward preventative, daily-use wellness solutions built on trusted functional ingredients.”

“Delivery methods continue to shape the wellness category,” replied Colette Couvillon-McCharen, Chief Commercial Officer at Vets Plus. “With soft chews maintaining the top position for dogs. Meanwhile, powder supplements have experienced significant growth over the past nine months, reflecting increased demand for flexible and customizable formats. Pet owners are seeking convenient, effective solutions that seamlessly integrate into daily routines. These trends highlight the importance of innovation in both form and function.”

In preparation for the Global this year, Toledo of Synergy Labs stated, “What we are focused on this year is expanding targeted solutions where people are already looking for help, keeping active levels meaningful, and continuing to offer formats pets actually take. Smart Vitality is built for real life. Vet-formulated, easy to trust, and priced so more pet parents can stay consistent.”

There will be numerous new products at the Expo. Donatello of Austin & Kat reported, “We’re introducing brand-new mushroom tinctures and new single-ingredient mushroom powders focused on cognitive, immune, and whole-body support, along with a premium marine Omega oil that builds on the Omega platform we launched last year. That earlier line introduced small-fish and marine-algae and feline-focused options, and this formula elevates things with a more concentrated small-fish oil profile and Kona, HI-grown ataxanthin, an algae-derived antioxidant chosen for its powerful antioxidant benefits.”

Vets Plus is innovating with a new, highly palatable delivery format designed specifically for feline preferences. Couvillon-McCharen described, “Our unique cat mousse allows cats to truly enjoy their supplements, eliminating the stress many pet owners experience during administration. This format provides a stable, effective dose across five key wellness needs: hairball control, urinary health, calming, probiotic gut support, and immune health. It represents a major step forward in compliance, efficacy, and pet satisfaction.”

“We recently launched three functional soft chews: Skin & Coat + Omega-3, Hip & Joint + Omega-3, and Digestive Support. We’re excited to enter the soft chew supplements category, extending the Nordic Naturals Pet portfolio with convenient, great-tasting formats pet parents love,” commented Panico.

From product launches to conversations about how pet health and wellness are evolving—there’s a lot to explore at the Expo. That’s good news for attendees and even better news for extending the healthy lives of pets. 

Dolan and Clarkson of Brilliant Salmon Oil launched two new items. “Brilliant Bone & Joint—a natural, traceable to source Collagen Calcium Complex Powder, perfect for improv-ing your pet’s bone and joint health. Brilliant Gut & Digestion—a natural, traceable to source Salmon Peptide Powder to improve your pet’s gut health and digestion.”