Special Report Global Pet Expo
Global Pet Expo remains one of the industry’s leading tradeshows that attracts the most influential and trusted companies from all sectors: retail, supply and distribution. Seasoned exhibitors and attendees value the show for its vibrant and dynamic atmosphere and the right blend of structure and fluidity to create a setting for vital conversations and synergy.
Who’s Who
Several companies are marking a milestone at this year’s event. “We are excited to celebrate our 10th year at Global!” said Mark Sapir, Chief Marketing Officer, Open Farm. “Since our first year, Global has been an invaluable experience for our brand. It’s an opportunity to learn, innovate and be inspired by the latest trends and developments in the industry. Each year, our team returns energized and motivated to put everything we’ve learned into action as we continue to deliver on our mission to help pets live their healthiest, happiest lives by delivering exceptional nutrition made from the world’s most responsibly sourced ingredients. Global is also a key moment to strengthen our relationships with neighborhood pet retailers. The conversations and connections we foster here have been instrumental in helping us grow and evolve, particularly as we navigate a landscape that is becoming increasingly diverse and competitive.”
This year is also the big 1-0 for PetAg as well. “This year marks a significant milestone as PetAg celebrates its 10th year participating in Global,” said Kim Dorward, Marketing Communications Manager, PetAg. “Global continues to be an exceptional platform for building connections with both domestic and international customers and prospects. Over the past decade, these meaningful interactions have proven invaluable to the growth and success of our business.”
Global serves as an annual touchstone for many veterans of the pet industry, offering unparalleled opportunities to touch base with assorted partners, gain insights into issues big and small that would impact the industry and continue to build their networks. It is why many continue to return, some for multiple decades. “We have been attending Global for more than a decade. Each year, we return to connect with industry professionals, showcase our innovations and engage with pet parents who are increasingly looking for what’s new in the world of pet nutrition,” said Heather Govea, CEO, Carnivore Meat Company, parent company to Vital Essentials. “The event provides an invaluable opportunity for us to network, share the latest Vital Essentials has to offer, as well as stay up-to-date with emerging trends.”
“Evanger’s has exhibited at Global for more than 20 years,” said Holly Sher, President, Evanger’s. “It’s always nice to be in a single location where many of our customers can come together to say, ‘hi,’ introduce new innovations and provide insight to our peers. These are just a few of the many reasons why we and other brands return year after year.”
There’s also a place for the relative newcomers. “CANOPHERA has been attending Global for four years now,” said Rob Johnson, President/Managing partner, CANOPHERA. “We return year after year to meet new potential plus existing retailers and distributors. We thrive on continuing to educate on benefits that our high-quality chews bring to pets and businesses. We are sensitive to retailers’ feedback so we can help develop retailers’ business due to lack of employees with merchandising that helps with educating consumers. With our award-winning displays, this helps retailers with turns and margins even with the lack of employees. We are for dogs, we are for people, and we are for the planet.”
Preparation and Anticipation
Given the resources needed to participate in Global, companies are not heading to Orlando without proper preparation to ensure they make the most of their time. This includes planning out important educational talking points and value propositions, but also anticipating the types of visits they will have and what the needs of some of their prospective partners might be.
“An ideal conversation with retailers will focus on how to best explain West Paw’s value to their customers, including how we might expand our product offering in their stores,” said President Peter Cleary. “Given we market premium products, we recognize that educating customers on our products’ value is key. Education increases customers’ likelihood to take the leap and experience the unique joy that our products bring to their lives with their pups for years to come.”
The art of ensuring a comfortable but substantial conversation while also not wasting too much time on pleasantries is a refined skill that veterans of tradeshows like Global have honed and distilled almost to a science.
“When speaking with our current partners, we aim for natural and familiar conversations, often beginning with casual discussions before shifting to business,” said Matt Wilson, General Manager Sales and Marketing, FirstMate Pet Food. “These discussions focus on performance, challenges and opportunities, allowing us to understand how we can provide better support and position our partners for success. Whether reviewing sales trends, discussing promotional opportunities or introducing new products, these conversations are always tailored to the retailer’s specific needs and goals. For new customer meetings, our objective is to build rapport and provide a clear understanding of who we are as a company. We introduce FirstMate’s brand values, product philosophy and unique approach to partnerships, ensuring that prospective retailers and distributors see the benefits of working with us. We focus on connecting with independent pet retailers, specialty chains and distributors who share our commitment to providing high-quality pet nutrition, education and exceptional customer support.”
“Face-to-face conversations are absolutely the greatest advantage of a tradeshow,” said SodaPup Founder Adam Baker. “Our goal is to blow people away with our presentation. We don’t have to be big to show people the visual power of our assortment—and to do it in a way that people can imagine in their own stores. The perfect conversation sounds like this: ‘We love your brand. Our customers love your designs. The product sells really well for us. We appreciate that your product breadth allows us to differentiate our assortment from other retailers in the area. We want to expand your products across all of our locations.’ SodaPup has gained a lot of traction over the past several years. We have two goals at this show related to distribution. First, we are looking forward to conversations with mid-sized regional chains that are showing interest in our brand. For example, we recently started selling at Tomlinson’s in Texas and Centinela in California. We will soon be launching with Mud Bay in Washingon. We are hoping to partner with more retailers of this size. In addition, we are hoping to talk with distributors that can help us replace the business we had with Animal Supply Co. Their future remains unclear so we are actively seeking regional and national distribution partners to fill the void left by Animal Supply Co.”
“We’re really focused on bringing our cleanprotein food products to retailers,” said Mat Brost, VP of Marketing and Innovation. “Dr. Elsey’s cleanprotein is a high protein cat food that naturally optimizes a cat’s appetite and body mass through simple, high-quality ingredients. It’s inspired by the protein levels found in natural prey and has low oxalate by excluding plants commonly found in competitive diets to help ensure healthy kidney function and an active lifestyle. We’re hoping to share this message with retailers so more people can have access to such a great product for their cats.”
According to Ed Bobowski, President and CEO of Carolina Pet Company, there are two integral components of the ideal conversation at Global, and they are: “Asking good questions and being a good listener!”
“There are a number of larger retailers who are fairly pork and beef treat heavy with long ingredient lists like recipes and meals,” said Jeff Leh, VP of Business Development, Snif Snax. “We’re excited to connect with those retailers that are on the cusp of switching to single and limited ingredient and far more sustainable treats.”
As the show has evolved, technological advances have spurred new categories to come on the scene, and there is ample room right now for education on all the capabilities to increase efficiency at every level of running a retail store.
“An ideal conversation with a retailer at Global would be the opportunity to showcase how the Franpos All-in-One Pet Operating System can streamline operations, consolidate systems and provide solutions for their daily challenges,” said Phil Wilson, Director of Sales, Franpos.
While Global shows typically fall toward the end of the first quarter of the year in mid-March, this year, it takes place the very last week of March. “The timing of Global aligns well with the conclusion of the first quarter, providing a strategic opportunity to meet with our partners and review early-year performance,” Matt Wilson with FirstMate said. “This allows us to assess what is working well, identify areas for improvement and refine our approach for the months ahead. With Q2 just beginning, these discussions help us ensure that we maintain momentum and maximize opportunities for growth. Global is an event that offers the best of both worlds, structured meetings with key partners and the flexibility for more informal networking. This balance allows us to have meaningful, goal-oriented discussions while also remaining open to spontaneous conversations that often lead to valuable new connections.”
“In general the March timing of the show is good. It is late enough in the spring that retailers have recovered from the holidays and are beginning to look forward again, yet it’s early enough to capitalize on new innovations heading into the summer,” SodaPup’s Baker said. “Over the years we have figured out the rhythm of shows like Global. I like having an event that turns out a lot of buyers, yet the atmosphere at the show is casual and collegial. It will be interesting to see what turn out is like this year. In general, there has been a pull back in the industry, so we expect the turnout to be smaller, both on the vendor and buyer side. The show will give us the opportunity to learn from others about the state of their business and the business overall.”
Getting the chance to check in with retailers and explore how they can mutually benefit from their partnerships is a highlight for many companies. “Who at the show is Franpos eager to connect with? We are eager to connect with independent retailers, franchisors and chains of all sizes. We offer solutions tailored for every type of store and making new partnerships with distributors helps us support the industry as a whole,” Phil Wilson said.
For West Paw, it’s also a chance to show a friendly face to the small independent businesses and demonstrate there is someone in their corner, amid an increasingly crowded pet retail space. “We’re most eager to connect with our indie specialty retailers,” said Cleary. “We attend trade shows like Global because these retailers have always been at the heart of our business, which is why we most often sell to our customers directly. With so many independent customers globally, we’re eager and excited for the face-to-face time granted us at shows like Global.”
“We appreciate Global being in Q1 as it’s a fresh start to the year and gives us a chance to display our new products in an environment where retailers and distributors can see and feel our quality,” said Jennifer Kruegel, Director of Product Management—Pet, PetShop by Fringe Studio. “With varying levels of pet products in the market, we appreciate this atmosphere where customers can see all the new and current product lines in one location and be able to work through orders with all the products at their fingertips and be given feedback in person.”
“The timing of this year’s Global supports Dr. Elsey’s goals by providing a key platform to strengthen relationships with retailers and distributors, while showcasing innovations like cleanprotein,” Brost said. “A structured event like Global aligns with our preference, as it allows us to focus on strategic meetings and maximizing exposure with industry leaders.”
“The timing is good as it’s in cadence with our semi-annual product introduction cycle,” Bobowski said. “Based on the ongoing record growth of pet, more and more diverse channels are looking to cash in on pet products including but not limited to gift stores, hotels, apparel boutiques, veterinary clinics, grooming and boarding providers. Even auto convenience centers catering to cross country travelers and our nation’s truckers.”
“We love to exhibiting at Global because it’s a structured event which provides our company with invaluable opportunities to schedule meetings with both current and prospective customers,” Leh said. “We are committed to expanding our presence in more retail outlets nationwide, aiming to make our treats readily available to a broader customer base.”
Technology
While AI has both thrilled and frightened many with its people-less ramifications, technology can be used to support any number of enterprises in pet, and several companies aim to demonstrate their latest innovations this year.
“We’re excited to announce the new Kennel & Day Care module from Franpos!” Phil Wilson said. “Designed for pet retailers offering boarding and day care services, this integrated solution streamlines scheduling, check-ins and payments—seamlessly connecting with your retail operations. As an all-in-one platform, Franpos empowers pet businesses to manage everything from inventory to customer bookings in one place. Get ready to elevate your pet care services with Franpos!”
In the realm of pet safety and security, iMARC is showcasing its pet tag customization capabilities. “We are showcasing our all-new iMARC Touch pet tag engraver and more,” said Mark de Guzman, Marketing Manager, iMarc Pet Tag Engraving Systems. “It features all the benefits of the iMARC classic plus a slew of new exciting features that arguably make it the most advanced pet tag engraver on the market. Its new features include a large high-resolution tilting touchscreen display for easy navigation and viewing, a built-in scanner for smartphone and barcode integration and its popular draw-to-engrave capabilities. Allowing customers to unleash their creativity and imagination, draw-to-engrave lets customers draw on the touchscreen and then engrave their design onto a tag. These are just some of the advanced features of the all-new iMARC Touch. We encourage customers to come by our booth at Global and try the new iMARC Touch for themselves. With more than 2,000 tags and plates to choose from, the iMARC Touch can boost profits and help lost pets get home.”
Meanwhile, MyFamily USA has something equally appealing in store. “We have a lot of new products, some super technological, others extra exclusive,” said CEO Ricardo Nottola. “Just use your imagination to understand that one of the most important is a well-known cartoon character whose main features are two big ears. We can’t wait to see the expressions of our customers when they see these new products in the world of pet identification.”
During their downtime, these company representatives are looking forward to seeing what everyone else is up to. “At Franpos, we’re excited to see the latest innovations shaping the pet industry at Global!” Phil Wilson said. “From cutting-edge pet products to emerging trends in pet care, we’re looking forward to connecting with retailers and industry leaders who are driving the future of pet services. We’re especially eager to explore new technologies that enhance pet retail and service operations—just like our all-in-one POS solution does! Plus, we can’t wait to showcase how Franpos supports pet businesses with seamless inventory management, booking solutions now, our new Kennel & Day Care module.”
“We hope to meet other exhibitors who, like us, put all their knowledge into creating something new for our industry. Global is a combination of innovation and ideas, that’s what we expect to encounter,” Nottola said.
“As a spectator, we are excited to see all the new and innovative pet products,” de Guzman said. “We also enjoy connecting with pet enthusiasts with similar interests, a fondness for pets, and a love of animals.”
Health and Wellness
Since pet health and wellness encompasses products that support pet health inside and out, manufacturers are preparing to impress at Global, sharing new innovations that highlight product safety and environmental stewardship, as well as taking the opportunity to thoroughly demonstrate why their products stand out in effectiveness.
“PetAg will be showcasing our exceptional Fresh ‘n Clean product line—crafted with the highest quality plant-based ingredients to meet the needs of pet owners and grooming professionals alike,” Dorward said. “Our grooming products are thoughtfully formulated to be pH-balanced, biodegradable and cruelty-free, utilizing human-grade ingredients never tested on animals. Featuring proprietary long-lasting fragrances, they provide a delightful and refreshing experience for pets. Our collection includes premier shampoos and conditioners, as well as our specialized Oatmeal ‘n Baking Soda line, designed to soothe sensitive skin and deeply moisturize with the benefits of vitamin E and aloe. For added convenience, our 2-N-1 line simplifies grooming by combining effective cleansing and conditioning into a single step. Discover the ultimate blend of performance and care with Fresh ‘n Clean—where innovation meets compassion for pets and the planet.”
Pet’s Best Life has long been an advocate for thoughtful, effective and safe products to support oral hygiene, especially as dental health has a direct correlation to other facets of pet health. “Pet’s Best Life will be emphasizing Longevity15—a revolutionary product for fostering the health of dogs in a way not seen in nearly 100 years!” said Joe Roetheli, Founder, Pet’s Best Life, which produces Yummy Combs and Longevity15. “We will also be displaying and telling the story of Yummy Combs with its ingenious functional shape that flosses and scrubs 360° with up to 200 scraping surfaces—both firsts in the category—and specific hardness to deters plaque, bacteria and tartar—precursors to dangerous gum disease—resulting in clinical results validating by more than 26 percent removal of tartar—a first ever—and improves breath by more than 45 percent, delivers four innovations to deter gulping and obstructions, and is packed with 44 percent protein and less than 7 percent starch, plus 100 benefits.”
Longevity15 is a health supplement, he explained. “It is formulated to help increase the strength of cell walls, strengthen the heart, liver and kidneys. If all goes as planned we will have copies of a brand new book, The Longevity Nutrient. Simon and Schuster will release the book with much fanfare on March 25, the day prior to the opening of Global. The research unveiled in the book is centered on the C15 molecule which has met the criteria of an essential fatty acid—the first fatty acid in 90 years to achieve this status. For decades, saturated fat has been downtrodden in the health and nutrition world. We’ve been told to avoid saturated fats at all costs, blaming it for chronic illness. The Longevity Nutrient challenges this conventional perspective with compelling new scientific discoveries that lay unidentified for centuries.”
While Global provides the platform to showcase their latest innovations and company news, it also allows for opportunities to take in what the rest of the industry is working on, and Roetheli said he’s looking forward to seeing how others are tackling the challenge of pet oral health. “Products that are science-based, claims validated, that address key issues facing dogs like extended quality of life, advanced oral care, safety, and weight control and a multitude of benefits for a pet’s best life,” Roetheli said. “Verified ways to reduce the fact that 80 percent of dogs over the age of 3 years—54 million dogs—are suffering from gum disease, but only 20 percent of these owners are aware that their dog is suffering and is in jeopardy of vital organ damage. Deter gulping and obstructions. Improve nutrition including more treats that are complete and balanced and provide all 22 required amino acids plus all required vitamins and minerals for a complete and balanced treat to work with a complete and balanced dog food for a complete and balanced diet for the dog! Building awareness that 55 percent of dogs over the age of two are overweight, and only 20 percent of the owners acknowledge that their dog is overweight. Yet, research documents that a dog being 10 percent overweight can reduce life span by one-third. Treats that offer a wide array of benefits for dogs’ best life!”
Consumables
While hardgoods manufacturers tend to the needs of pet parents for apparel, toys and various accessories, makers of premium pet foods, treats and chews continue to rise to the occasion, sharing their innovations matched with pet parents’ desire for clean, less-processed, nutrient-dense and multi-functional options that can work for a variety of needs and lifestyles.
“This is an exciting year for Smalls as we bring our cat first, cat only products to Global,” said Brian Oost, Senior Director of Retail, Smalls. “Our portfolio features three textures, five proteins and nine gently cooked recipes, giving retailers more ways to meet the needs of cats with different dietary preferences. We’re also expanding beyond the freezer with our new Freeze-Dried Puffs, a complete and balanced option that can be fed as a full meal or a nutrient-packed topper. With the introduction of our new bone broth recipes, we’re making it easier than ever to support hydration and mealtime variety.”
“Retailers have been excited to bring Smalls into their stores because we offer something unique for cats in the gently cooked space,” Oost continued. “At Global, we’re looking forward to meeting new retailers, sharing our latest innovations with existing partners and spreading the word about how Smalls is leading the way for cats—both in and out of the freezer. Our distributor partners love how quickly Smalls is turning for them, and as we continue to grow, we’re eager to connect with more distributors to expand our footprint nationwide.”
“At Open Farm, innovation is how we deliver on the Open Farm Promise, push the boundaries of pet nutrition and continue to meet the evolving needs of pet parents,” Sapir said. “This year at Global, we’re excited to showcase our latest innovations, including our recently launched Functional Kibble for Dogs and two brand-new innovations debuting in neighborhood pet retailers and online at OpenFarmPet.com this spring. As the fresh food category continues to grow, we’re expanding our Gently Cooked portfolio to offer even more solutions to pet parents. First introduced in 2019, our Gently Cooked recipes provide the taste and nutrition of a home-cooked meal—crafted with humanely raised, sustainably sourced meat or Ocean Wise-certified fish as the first ingredient, blended with non-GMO fruits and vegetables, and gently cooked to lock in flavor and nutrition. Whether served as a complete and balanced meal or a delicious topper, these recipes have become a favorite among pet parents looking for high-quality, minimally processed meals. This year, we’re introducing new proteins, product formats and price points, making fresh food more accessible to a broader audience. Our new lineup includes 11 new recipes across four formats—three new Gently Cooked recipes, three Freshly Crafted Meatball recipes, two Goodbowl Gently Cooked recipes and three Goodbowl Freshly Crafted Rolls.”
He continued, “We are also thrilled to introduce Epic Blend, the ultimate high-protein superfood for dogs. This first-of-its-kind mix combines Oven-Baked Kibble, Air-Dried Meaty Morsels and Air-Dried Organ Pieces to deliver irresistible textures, rich flavors and top-tier nutrition in every bite. Infused with bone broth, probiotics and more than 10 superfoods, Epic Blend supports gut health and balanced nutrition—bringing more magic to every meal. Available in three nutrient dense, minimally processed recipes, it’s another way we’re delivering on the Open Farm Promise. With our latest innovations, we’re making it easier than ever for pet parents to feed their pets high-quality, nutritious meals that align with their values. We can’t wait to share these exciting new offerings at Global and bring them to neighborhood pet stores across North America.”
“At Applaws, we’re very excited to showcase our newest product lines, just rolling out—like our new Applaws Vitality lineup of wet cat foods made with natural ingredients boosted with vitamins and minerals that are sure to fuel your cats taste for adventure,” said Senior Brand Manager Steve Hilker. “The new Vitality products come in a range flavors, like tuna fillet, chicken breast, tuna fillet with mackerel and tuna fillet with salmon, as well as product types including shredded/flaked in broth recipes, as well as our delicious new smooth paté, a first for the brand. The line promotes cats overall well-being, keeping them happy and healthy and thriving, whether they’re playing, climbing or exploring. Applaws is also launching an exciting array of other new limited ingredient wet cat foods and treats, like our 50-count variety selection of 100 percent natural lickable treats and our new Salmon Bone Broth product that support feline hydration. As with all major shows, like Global, we thrive in getting to meet with so many of our retailer, distributor and vendor partners in such an engaging environment and over a condensed time frame, and I’m sure this year’s show will be no different. It’s always a great way to show off what we’re working on and hear from our partners what they’ve got in store and how we can collaborate on new ideas. And, the show is also just a lot of fun!”
“In addition to our booth display, we plan to utilize the New Product Showcase to highlight some of our exciting innovations, including our Limited Ingredient New Zealand Beef Small Bites, our SKOKI Family and our new whipped Pork Pâté,” Matt Wilson with FirstMate Pet Foods said. “These additions reflect our commitment to quality, nutrition and variety, ensuring that pet parents and retailers alike have access to premium, thoughtfully made products.”
“McLovin’s Pet is excited to showcase our premium freeze-dried pet nutrition, emphasizing high-quality ingredients at a value retailers can trust,” said President Danny Waite. “This year, we’re introducing our Grab-n-Go series designed to meet the growing demand for limited ingredients, high-quality, at an affordable price. Our goal is to provide retailers with high margin products that cater to the evolving needs of pet owners.”
“Nulo’s five dry kibble brands represent the greatest volume business opportunities for our retailers, so we are making investments there to help build on our current business momentum,” said Eric Emmenegger, Head of Retail and Product Marketing. “We are currently focused on new recipes and packaging improvements to our core FreeStyle kibble portfolio. We know that pet ownership of smaller breeds continues to accelerate and now represents more than 46 percent of the dog household marketplace. Further pet parents also continue to resonate to the value proposition of LID (Limited Ingredient Diet) products that answer the needs of dogs with dietary sensitivities. We are planning to launch innovations and improvements in both businesses. Retailers can expect to see a new small breed FreeStyle red meat formula with beef and lamb that features 81 percent of protein from animal sources and our patented BC30 probiotic for immune and digestive health. We’re also adding an all-life-stage red meat Lamb recipe to our popular Limited+ line that provides a nutritious alternative to consumer demand for poultry sensitive pets.”
“We’re really proud of our Salmon Skins, Freeze Dried Salmon and USA Smoked Chicken,” said Leh with Snif Snax. “All three of these products have one single ingredient. By choosing single or very limited ingredient treats, pet owners can ensure their dogs are consuming only high-quality, natural ingredients.”
Education is a critical component of new product introductions for Vital Essentials. “In 2025, we are getting real about the benefits of raw and how pet parents can make a difference without feeding full raw diets,” Govea with Vital Essentials said. “We’re encouraging pet parents to incorporate even just 20 percent raw protein to their pets’ bowl. Studies show starting at 20 percent of the diet pet parents can expect to see health benefits like more energy, healthier skin and coat, improved digestion and overall vitality.”
“We are excited to kick off another year of industry-leading innovations from Evanger’s that do not disappoint,” Sher said. “We started 2025 with the launch of the Made in the USA The Good Egg line from Evanger’s, which features two whole eggs hand-packed in every can. Eggs are known as nature’s multivitamin, making this food both nutritious and visually appealing due to being hand-packed.”
“This year at Global, our New Products area will display some exciting, new products that complete our rebrand of the Earthborn Holistic pet food line,” Brandi Kramer, Marketing Manager, Midwestern Pet Foods, said. “This area will also include a first look at our new Ultimates cat recipes that are perfect additions to the brand.”
Though not technically a treat, CANOPHERA’s innovations cater to pet parents’ desire for safe and multi-purpose chews. “We developed and have officially launched our CocoToys for Dogs!” CANOPHERA’s Johnson said. “We realized that the natural dog chew category needed a chew toy that was designed to be tugged and shredded, promoting dental hygiene in a whole new way. Being a transparent company, we look for resources that we can upcycle creating new and innovative chew toys, keeping not only the pets in mind but also the planet.”
While Dr. Elsey’s has a strong foothold in the litter category, this year the company has something new to share in the realm of cat treats. “We’re really excited to have our Protein Bite cat treats on display at the New Product Showcase this year!” said Brost with Dr. Elsey’s. “These crunchy treats are complete and balanced for all feline life stages, feed as a treat or add as a supplement to your cat’s meal. Inspired by the protein levels found in cats’ natural prey, Dr. Elsey’s cleanprotein treats deliver the nutrition your cat craves through simple, high-quality ingredients.”
Other litter manufacturers, meanwhile, are keeping the innovations coming for feline pet owners. “Our latest innovation is new Cat’s Pride Micro Crystal litter which locks moisture and blocks odor for 30 days,” said Lisa Mak, VP of Marketing, Oil-Dri Corporation of America, which acquired UltraPet last spring. “Cat owners only need to scoop the poop and stir the crystals to reabsorb and reactivate powerful, continuous 30-day odor control. There’s no need to change the litter box for up to 30 days so it’s the ultimate in convenience and performance. And it’s formulated with small micro crystals that are super soft and gentle on paws so cats will like it too! We’re also excited about our unique innovation, Cat’s Pride Antibacterial Clumping litter. It’s the first and only EPA-approved litter that kills 99.9 percent of odor-causing bacteria, keeping your litter box more sanitary. Strong bacterial odors forming in the cat’s litter box was a concern for cat owners, especially post-pandemic, so Cat’s Pride Antibacterial Clumping litter helps give cat owners the comfort of more sanitary litter box.”
“Cat owners are looking for convenient, low maintenance litters that perform—and we’ve seen this trend in the growing crystal litter segment,” Mak continued. “But ultimately odor control continues to be the No. 1 benefit they are seeking. No one wants their home to smell like a dirty litter box! As a leader in lightweight innovation, Cat’s Pride offers the best of both worlds—convenience and performance. Our lightweight scoopable clay litters are up to 40 percent lighter in weight than traditional heavyweight scoopable litters, making it easy for cat owners to lift, carry and pour the litter. And they provide heavy duty performance with superior instant and long-lasting odor control, strong clumping, low dust and low tracking. In addition, our latest innovation is Cat’s Pride Micro Crystals litter that locks moisture and blocks odor for 30 days so there’s no need to scoop out urine clumps or change the litter box for up to a month. These highly absorbent crystals continuously trap moisture when stirred and reactivate odor control that lasts all month long. One bag lasts one cat one month. Plus, the micro crystals are super soft on cats’ paws giving them a comfortable litter box experience.”
“This year we are continuing to work on, promote and grow our three substrates of litter: SmartCat 100 percent Grass All Natural Litter, SmartCat Corn + Wheat Litter and SmartCat Lightweight Litter,” said Shannon Supanich, Director of Marketing, Pioneer Pet Products. “We have continued to grow in these categories and worked hard this past year to better production and become more efficient.”
Natural and sustainable have long been a part of the value proposition for feeding premium foods. At this year’s show, manufacturers like Open Farm look forward to demonstrating how they’re still growing these segments with novel formats. “Each year, Global is a fantastic opportunity to witness how the pet food industry is evolving,” Open Farm’s Sapir said. “As leaders in the premium pet food space, we’re excited to share how Open Farm is pushing boundaries and setting trends. It’s an invaluable space to connect with others who are as passionate as we are about advancing the wellbeing of pets. Last year we saw a significant shift towards ethically and sustainably sourced ingredients. While this has always been integral to our recipes, it’s encouraging to see this practice gaining traction across the industry. We are also noticing a growing interest in variety, particularly with meal toppers, as pet parents seek more options to enhance their pet’s bowls and keep mealtimes interesting. Another key trend that is gaining significant momentum is the demand for sustainability and transparency. Pet parents are becoming more conscious of how brands are addressing environmental concerns, and they want to align with companies that reflect their values. While these are trends for many, they are the values Open Farm was built upon, and we are eager to continue leading the charge in pet food innovation.”
Evanger’s has noted copy cat products in recent years emulating their lead in using better-for-you ingredients. “However, the question remains about guaranteed inclusion, as price still appears to be a significant factor for buyers,” Sher sad. “We also notice a trend toward human-grade meats and ethically sourced, sustainable ingredients. A major concern stemming from bird flu is food safety, which must remain a priority for any brand. Customers seek the best options and choose what aligns with their values.”
“We expect the raw feeding trend to continue gaining momentum in the premium foods category,” Vital Essentials’ Govea said. “Pet parents are on the look-out for high-quality ingredients to support their pets’ health. Freeze-dried raw protein products are becoming more popular, as consumers seek out minimally processed food and treats for their pets who they consider members of the family. They are also looking for unique and innovative varieties to keep mealtime interesting—so we’re excited to continue to meet that need with new innovation we’re launching at Expo.”
“We expect to see a transition to higher quality products with retailers this year,” Johnson with CANOPHERA said. “Retailers are doing more research on products that exist in stores today and are realizing that many companies are not taking the time to produce products that are ecofriendly or high-quality. We pride ourselves on high-quality and pet safety when designing and producing chews. We have been experiencing a lot of retailers desiring private label for their business; from our wood chews to our antlers, our private label category is exploding!”
Hardlines
While these companies may not be showcasing foods and treats, an assortment of new innovations in toys, collars, leashes, wearables, feeding accessories and litter boxes will surely whet the appetites of those looking for non-nutrition-based ways to indulge their pets.
“PetShop by Fringe Studio will be launching more than 50 new products from our Everyday and Seasonal pet toy lines,” Kruegel said. “These new releases will be an expansion on our proven product categories across our Dura Club, Squeak Boutique, Splash Mates and ToyBox collections and will cover both dog and cat toys. We’ll also be showcasing our newest Halloween and holiday toys for customers to pre-order before we sell out.”
“Carolina Pet Company will debut our exclusive Body Glove Pet Collection featuring an assortment of beds, toys, flotation devices, collars and leashes and wearables,” Bobowski said.
“We have a lot of new products coming at the Global this year including new lickmat and slow feeder designs which we are well known for,” said SodaPup’s Baker. “We are also launching a new range of XL Nylon Chew toys that have enrichment capabilities. But, the product I’m most excited about is our new Lick Sticks. These are interactive enrichment devices that enable you to engage with your dog while giving them an enrichment puzzle. These are hand-held enrichment tools. Most enrichment tools like bowls and lickmats are used only by the dog. By contrast, the lick sticks are interactive and involve both the dog and the pet parent.”
“We are launching our Cookie Cup Jar toy at Global this year,” said Emily Benson, Marketing Director, Starmark Pet Products. “The Cookie Cup Jar is made of our proprietary dog-tough material, and it pairs with our Cookie Cup Treats. Pet owners can insert the Cookie Cup treat into the Cookie Cup Jar and then stuff it with the filling of their choice, like fruit, nut butter or yogurt. The toy and treat can then be frozen for a cool snack or to increase the chewing challenge.”
“We will be showcasing some new modern furniture litter boxes, or items that blend in with the function and style of your home,” said Rachel Skweres, Sales Executive, Moderna. “The newest being our Cubana, a stylish and functional corner-entry cat litter box. We’re also adding our Eden theme. Attendees can come check out our new designs and themes. Touch and feel the difference in our premium quality plastic for long lasting use.”
In addition to product innovations, West Paw looks forward to sharing news of a new partnership. “Our focus for Global this year will be to acquaint our indie specialty retailers with a slate of new products and to highlight our new partnership with Packer Mellem,” said Cleary with West Paw. “We’re planning to release a fresh, new array of spring colors across some of our most popular enrichment toys: the Toppl, Qwizl, Tux and Feast Mat; and an exciting new Boundr ball in a larger 3-inch size that will fit in standard ball throwers. It is made of infinitely recyclable Zogoflex, and with its squishy, hollow core, is a safer, more durable alternative to a tennis ball. We’re eager expand the fan base of the current Boundr by bringing this product to customers with larger breed dogs. We’ll also give a sneak peek into to new products coming out this spring: our new Qwizl Dental Sticks and Meal Boosters, two exciting new consumable products designed to pair perfectly with our popular suite of enrichment toys. We’re partnering with [Packer Mellem] this leading group of sales reps with national coverage for the first time in 2025. We’re eager for it to increase our service level across our retailers this year.”
During their downtime, company representatives are eager to explore the floor—sometimes to see what everyone else is up to, and also to seek some reassurance. “We’re so eager to connect face-to-face with our indie specialty retailers,” Cleary said. “During these turbulent economic times, we’re eager to share all we’re doing to support their businesses and to learn how we can maximize their success with West Paw in the year ahead.”
“Global is a valuable barometer for us to gauge the health of pet retailers,” Baker said. “When you get to interact with so many retailers in a compressed period of time it’s easy to pick up on the health of the market overall. It’s also a way for us to quickly understand which new products are getting the strongest response! As the world becomes more digital, including order taking, Global gives us an efficient way to have face time with our current partners as well as prospective new partners.”
