Global Pet Expo Takeaways: Private Label Premium Foods

Walking the floor at Global Pet Expo, it was clear the premium pet food category is entering its next phase. Brands are no longer competing on premium claims, but on how effectively they translate nutrition, innovation and value into everyday feeding solutions.

“Global Pet Expo was a fantastic show for Evanger’s, and what worked especially well was highlighting our latest innovations,” said President and Owner Holly Sher. “Our booth was consistently busy, with retailers eager to see something truly new. And we delivered. New products like our Big Head—salmon head in a can—and our new EvX functional and solution-focused dog treat collection generated strong interest and excitement with distribution partners and retailers alike. It was clear that retail buyer attendees are seeking differentiation, and our focus on innovation really stood out.”

Evanger’s recognized several opportunities to continue doing what it does best: pushing the envelope. “One of the biggest takeaways from the show was that, while the premium food category continues to grow, there was a noticeable lack of genuine innovation across many brands,” Sher with Evanger’s said. “This creates a significant opportunity for companies like Evanger’s that are dedicated to pushing boundaries with unique, high-quality offerings. Our focus on hand-packed, differentiated products and functional benefits positions us well to lead in this space. Moving forward, we see continued demand for novel proteins, functional nutrition, and products that stand out both in formulation and presentation.”

The Evanger’s team is hopeful that booth visitors realized the facets that distinguish Evanger’s from its competitors and felt confident in the brand’s capabilities. “We hope attendees left our booth with a clear understanding of what makes Evanger’s different: an independent, family-owned company dedicated to innovation, quality, and authenticity,” Sher explained. “From our distinctive product offerings to the passion of our team on the show floor, we provided an engaging, memorable experience. Ultimately, we want people to walk away knowing that Evanger’s continues to lead with creativity, integrity, and a genuine love for pets and the industry.”

“NutriSource continues to evolve alongside the rapid growth of the premium pet food category by developing solutions that address a wide range of consumer needs,” Shopper Marketing Manager Allison DeLisle previously said. “Our innovation focus centers on delivering premium nutrition with purpose, whether that’s affordability, dietary precision, or ingredient integrity. For example, our Choice line is designed to meet the nutritional standards of the premium space while remaining a financially responsible option for pet parents. Meanwhile, our PureVita line reflects our deeper investment in limited-ingredient and elimination diets, supporting pets with specific sensitivities or dietary requirements. Across all lines, we are continually researching, learning, and refining our recipes to align with emerging guidelines and the evolving expectations of today’s premium pet food consumer.”

In 2026, FirstMate Pet Foods is expanding its range of novel proteins across dog formulas, with a continued focus on growing both the brand’s grain friendly and limited-ingredient offerings. “These segments have delivered strong, practical solutions for pet parents, and we see a meaningful opportunity to broaden choice while staying true to our nutrition philosophy,” General Manager of Sales & Marketing Matt Wilson said earlier this year.

Additionally, FirstMate is introducing a new product line. Wilson shared, “We expect it to deliver the trusted quality pet parents and retailers have come to rely on, while also offering the value needed to help keep independent pet specialty competitive as mass retailers continue to apply pressure on price points.”

In the premium pet food space, NutriSource has identified that consumers are looking beyond basic formulation benefits and instead seeking more specific, targeted nutrition. “In response, NutriSource has developed recipes that support key health areas such as gut health, joint and mobility function, and skin health,” DeLisle shared. “Our PureVita kibble and canned offerings feature exciting new protein sources and superfood ingredients designed to help address these targeted needs while maintaining the simplicity and integrity that PureVita is known for.”

FirstMate Pet Foods has noticed how limited ingredient and functional diets continue to gain momentum. “Driven by pet parents who want more clarity, credibility, and results from the products they choose,” Wilson explained. “There is growing demand for formulas that can support specific needs and that are backed by science, not just marketing language. We are proud to have a robust R&D team, and this is an area where we have increased our investment to ensure we continue to deliver nutrition solutions that are meaningful and bring competitive advantages to our retailers.”

NutriSource believes collaboration is essential to advancing the premium pet food category and delivering products that truly meet the evolving needs of today’s pet parents. “We actively participate in industry conversations that focus on ingredient integrity, targeted nutrition, and responsible innovation,” DeLisle said. “Events like the Global Pet Expo provide valuable opportunities to engage with retail partners, industry peers, and thought leaders, allowing us to exchange insights, explore emerging trends, and better understand where the category is headed. These conversations help guide our continued growth and ensure we remain aligned with both our customers and the pets they care for.”

FirstMate remains open to collaboration and regularly works with like-minded brands and partners on a regional basis, where it creates value for retailers and pet parents. “One example is our canned recipes, which are cooked from raw ingredients and formulated without artificial thickeners, creating a naturally smooth, whipped texture,” Wilson said. 

Premium pet food reflects a growing commitment to helping pets live healthier, fuller lives.