Global Pet Expo Takeaways: Health And Wellness

In the health and wellness space, the focus at Global Pet Expo was human-grade nutrition, functional supplements, and proactive health management. Words like collagen peptides, probiotics, digestive enzymes, and glucosamine were common, and so was attendees’ enthusiasm for embracing a holistic health mindset for their pets. 

For Phillip Bramel, CEO of Vets Plus, Global Pet Expo is all about community. 

He reported, “The magic of Global is most notable in the exchange of ideas and the engagement with the pet community. It seems there is a change of mindset that occurs among competitors in the pet space where, for 48 hours, they become ‘co-petitors’ … collaborators, yet still competitors. The catalyst is an unrelenting commitment to pets and their guardians. I personally learn so much from this exchange about trends, technology, and the endless opportunities to be true to our collective mission to improve the lives of pets and their families.”

“Global was a really strong show for us this year, especially in how our launches landed relative to what we set out to do,” commented Kat Donatello, Founder of Austin and Kat. “Going into the show, we talked about focusing on meaningful innovation alongside thoughtful expansion, and that really came through at the booth. Our new mushroom formulas were very well received, particularly as retailers continue to lean into cognitive, immune, and whole-body support. There was a lot of engagement around the specifics of those formulas, from species selection to how we approach blends versus single-ingredient options.”

She continued, “At the same time, the standout within our launches was our Wild Ocean Omega Shield with Astaxanthin. That product resonated quickly with buyers, especially once we got into the details around the concentrated small-fish oil profile and the inclusion of astaxanthin sourced from algae grown in Kona, Hawaii.”

Furry felines were trending in health and wellness this year. Bramel of Vets Plus commented on the pervasiveness of all things cat at Global. “We know cat guardians seek unique and specific solutions for their pets. They also feel oftentimes like second-class citizens relative to the product offerings in the canine space. Finally, we know cats have opinions and can be a bit finicky. To address that in the supplements space, Vets Plus has developed a highly palatable non-heat-treated mousse supplement across all the key feline need states. This is a game changer for cat guardians and will directly and significantly improve the health and wellness of cats!”

The biggest shift that Austin and Kat noticed was just how central supplements have become to the pet conversation. Donatello said, “Wellness wasn’t a side category at this show; it was everywhere. What stood out is that buyers aren’t just curious anymore, they’re actively building wellness assortments and making purchasing decisions in a more intentional way.”

She continued, “For us, that reinforces the direction we’ve already been heading. We’ve been investing in functional ingredients and daily-use wellness for a long time, and doing that work in-house from the start, from sourcing to formulation to production. As a NASC Quality Seal brand, we’ve always believed that how a product is made matters just as much as what’s in it, and it was encouraging to see more retailers leaning into those conversations.”

Attendees visiting Global left with feelings of good cheer, great swag, and inspired innovation. Vets Plus hoped attendees would feel their dedication when they visited their booth. “This is not just a business; it’s a passion for us at Vets Plus!” relayed Bramel of Vets Plus. “We wake up every day challenging ourselves to create safe and effective health and wellness solutions for pets delivered in innovative forms and formulations! There is no manufacturer that offers a broader suite of product forms under one roof than Vets Plus!”

“We hope people walked away with a clear sense of how we think about innovation,” replied Donatello of Austin and Kat. “As a small business that makes everything in-house, innovation for us isn’t just about what’s brand new on the table, it’s also about continuously improving what already works. That really came through this year, especially with the refresh of our CBD + CBDa product line, where we focused on better usability, clearer merchandising, and stronger shelf presence without changing the formulas our customers already trust.”

Global Pet Expo showed that pet wellness is now a core focus, shaping both innovation and buying decisions. As the industry leans into more science-backed solutions, it’s ultimately about something simple: helping pets live healthier, happier lives alongside the people who love them.