Special Report: Global Pet Expo Preview

The pet industry is seeing a surge of new products and innovation driven by consumer demand for improved health, functionality and connection. This will all be experienced on one of the industry’s most significant stages, ​​the Global Pet Expo. Attendees will have the opportunity to see the latest innovation unfold, and get a first glimpse at expanding treat options such as Icelandic+’s soft & chewy bites, wild-caught cod wrapped bully sticks and functional toppers, in addition to RAWZ’s introduction of its small-breed focused air-dried food. Technology solutions such as FieldStack’s PetStack streamline retail operations for independent stores, while brands like MidWest will focus on safer, durable containment solutions. At a steady and sustainable clip, the pet industry is moving towards natural, ethically sourced ingredients, convenience and transparency. Innovation is sweeping across categories in meaningful and thoughtful formats to align with pet parents’ demands for health, trust and heartfelt pet ownership.

“At this year’s Global, we’re excited to introduce new products that both expand our portfolio and respond directly to shopper demand,” said Kersti Lee, VP Product Development & Brand Development for Icelandic+. 

One major launch for the Icelandic+ team is its new seven-SKU line of soft & chewy bites for both dogs and cats. 

“This is a meaningful step for us, as Icelandic+ has historically been known for our crunchy, air-dried textures,” Lee explained. “These softer treats allow us to reach a new customer or an existing customer looking for something a little different while staying true to our premium, limited-ingredient philosophy.”

The company plans to also unveil a unique twist on a classic chew: bully sticks hand-wrapped with wild-caught cod skin. 

“This combines the long-lasting satisfaction of a traditional chew with the natural benefits of fish, including Omega-3s, while delivering a taste and texture combination dogs love,” Lee said. “It’s a great example of how we continue to bring differentiation and functional value into formats customers are familiar with. Finally, we’re taking a big step into the bowl with our new functional food toppers, Viking Boost, single-ingredient beneficial sprinkles designed to support skin & coat and hip & joint health. These products meet the growing demand for simple, easy ways to add function to a pet’s daily diet. Across all of these launches, our focus is on delivering development that broadens our brand appeal and aligns with pet parents’ demands.”

RAWZ will be showcasing its air-dried “Just for My Small Dog” food, crafted specifically for small breeds with 96 percent meat and organ meat for protein-rich, highly digestible nutrition. 

“Each synthetic-free recipe contains no added artificial vitamins or minerals and supports overall health with essential amino acids,” elaborated RAWZ Owner Janet Scott. “Formulas feature Optifiber Complex for digestive support, plus goat’s milk, prebiotics and probiotics for gut health, while New Zealand green mussels provide natural Omega-3s to support hip and joint health. This air-dried food delivers raw-inspired nutrition in a convenient, shelf-stable format and is complete and balanced for small dogs at all life stages. Additionally, we’ll be highlighting specialized freeze-dried products that deliver the nutritional benefits of raw feeding with added convenience. These products retain natural flavor and nutrients, making them ideal for picky eaters, rotational feeding, and protein boosting.”

“Award-winning and fan-favorite Meowijuana continues to lead the catnip and enrichment space through product innovation, thoughtful catnip blends, and engaging toy design,” said Mike Bateman, Sales Director at SmarterPaw, proud makers of Meowijuana. “We are excited to showcase our new Meowijuana compressed catnip toys and interactive products that support meaningful play and healthy, engaged stimulation. Our focus remains on creating high-quality, premium toys that do more than entertain; they encourage natural instincts, enrichment, and bonding. As the top manufacturer in this category, we’re committed to pushing the boundaries of what cat toys can offer through thoughtful design, sensory engagement, and retail-ready innovation.”

“At the Evanger Idea Lab, innovation is always a source of excitement for us,” said Brett Sher, Head of Research & Development & Chief of Operations for Evanger’s Dog and Cat Food Company and Against the Grain Pet Foods. “This year, we will introduce new products that are somewhat innovative for the industry. Most of these ideas can be seen in the New Product Showcase, similar to concept cars at an auto show, with Evanger’s representing concept foods. These ideas are quite wild, and while we might not call them traditional foods, they will be delicious and are always made in the U.S.A.”

“At Charlee Bear, innovation is rooted in purpose,” said Peter Gottsacker Jr, Supply Chain Director at Gott Pet Products, parent company of Charlee Bear. “This year, we’re excited to showcase Charlee Bear Necessities—a new line of freeze-dried dog food toppers designed to bring real functionality to everyday feeding. With four crave-worthy flavors paired with four targeted functional benefits, Necessities delivers an easy way for pet parents to enhance meals without overcomplicating routines. It’s a natural evolution of our commitment to simple, nutritious solutions that support dogs’ overall wellness—without sacrificing taste or trust.”

Building on the success of its toys in the Li’l Pals Charming Collection, Coastal Pet Products is introducing Li’l Pals latex 3-pack themed dog toys for petite pups to offer fun and durable toys perfectly sized for small dogs.

“For the big, bold dogs, our new Macho collars are built tough and feature a rugged handle for extra control, offering both strength and functionality for large breed dog owners,” said President Kim Stout. “For all dogs, we’re excited to debut a limited edition PDQ program that incorporates fun, seasonally-themed toys that are sure to bring delight to pets and owners during playtime. We’re also proud to be the official distributor for products beyond our traditional pet categories, with exciting developments from PetKORE in the equine category and Rosewood Naturals treats in the small animal space. Stop by our booth at the show to learn more about these expansions.”

“At FieldStack, we’ve always treated the POS as the operational hub of retail—not just the checkout screen, but the system that connects how a business actually runs,” said Founder and CEO Brett Wickard. “That approach has been core to our enterprise platform for years, and now we’re bringing those same unified capabilities to PetStack for indie pet retailers and smaller retail operations.”

At Global, FieldStack is showcasing how PetStack’s POS connects sales, inventory, fulfillment, loyalty and customer data in one system.

“So teams aren’t stitching together work across tools or reconciling information after the fact,” Wickard explained. “We’re also developing a new scheduling and booking feature for pet retailers that offer services, which brings appointments and retail operations into the same workflow. The goal is straightforward: help pet retailers operate more efficiently and make better decisions, without adding complexity.”

For MidWest Homes for Pets, innovation remains an ongoing focus across the containment category. “The MidWest team continues to actively test, refine, and explore new ideas that enhance safety, durability, and reliability, qualities pet parents increasingly expect from containment solutions,” said VP of Sales, Brad Cantwell. “Rather than innovation for innovation’s sake, MidWest’s approach centers on thoughtful product evolution: improving materials, construction, and usability to ensure crates and containment products meet the real-world needs of pets throughout all life stages. This commitment to continuous improvement underscores MidWest’s long-standing philosophy of putting pet well-being and peace of mind for pet parents first.”

“We’re excited to showcase new variety packs of our meal topper/treats at this year’s Global,” said Fernando Maluf, Executive Vice President of Natoo. “We offer one for cats and one for dogs. Each variety pack contains 12 pouches total—three of each available flavor. For cats, that includes chicken & brown rice in broth, chicken with sweet potato & broccoli in broth, tuna & brown rice in broth and salmon with pumpkin in broth. The variety pack for dogs contains chicken, carrot, brown rice & quinoa in broth, chicken with sweet potato & broccoli in broth, salmon & pumpkin in broth and salmon & brown rice. Crafted in our 100 percent solar-powered kitchen in Brazil, our toppers feature natural, traceable and ethically sourced ingredients that pets crave while serving as a perfect protein and hydration booster.”

Smalls considers Global an exciting opportunity to share its latest developments and innovations. “We’re excited to expand our distribution network early in 2026 to connect more closely with independent pet retailers nationwide,” said COO Nate Kredich. “Our new distribution partners—Fauna Foods, Phillips, and IPS South—will help us extend our reach across the New York/New Jersey, New England, Midwest, California, and Southwest U.S. markets. We’re looking forward to this exciting chapter and the chance to serve even more pet lovers! On the product front, we introduced our functional lickable treats at retail in late 2025, and they’ve been extremely popular. We’re eager to expand this rollout with our East Coast customers at Global. The treats’ focus on functionality—supporting digestion, skin, and coat—combined with a clean label that contains no gums or added flavors, makes them an ideal choice for pet parents seeking a healthier treat option for their cats.”

What keeps Icelandic+ coming back year after year is the quality of face-to-face interaction with retailers across all levels of the business.

“Icelandic+ has been exhibiting at Global for several years, and it remains an important event for us,” Lee said. “It’s a critically important opportunity to have in-depth conversations with leadership teams and detailed product walkthroughs with buyers and category managers. Being able to physically share our products, letting partners see, touch and understand the quality and uniqueness firsthand makes a real difference. Those conversations help retailers better understand our assortment and give us invaluable feedback about their customers, merchandising realities and operational challenges. Global consistently helps us strengthen existing partnerships, build new ones and ensure our innovation pipeline stays aligned with what retailers truly need to succeed in treats.”

“We return year after year because it is an invaluable opportunity to connect with our distributors and customers, celebrate our relationships, and share our products,” said RAWZ’s Scott, who has been exhibiting at Global for nine years. “This is especially meaningful as the team behind RAWZ has more than 50 years of combined experience in the pet industry.”

“Global has become an important platform for Meowijuana to connect with retailers, showcase innovation, and strengthen our presence as a category leader,” Bateman said. “Each year, the show offers valuable opportunities to deepen relationships with current partners, meet new buyers, and identify growth opportunities. The consistency, caliber of attendees, and industry-wide visibility make Global a worthwhile investment year after year. It’s a space where meaningful conversations happen and where Meowijuana can continue shaping the future of the cat toy and catnip category.”

This year marks Evanger’s 20th year attending Global. “It’s a wonderful opportunity to reconnect with industry friends, meet new and current international distributors, and connect with fellow industry professionals,” Sher said. “There’s truly no such thing as a bad show at Global.”

“Charlee Bear has been part of the pet industry since 1992 and has proudly exhibited at Global for more than 10 years,” Gottsacker said. “We return year after year because Global is the premier gathering for meaningful collaboration across the industry. It’s where conversations around distribution, marketing, formulation, and innovation come together—and where we gain valuable insight into what’s next for the premium food and treats category. For us, the show isn’t just about presence; it’s about staying connected, informed, and inspired as the industry continues to evolve.”

Coastal has been attending Global for more than 30 years. “We continue to attend because for us, it’s more about just being present; it’s about connecting with the right buyers, retailers, and distributors who share our passion for quality pet products,” Stout explained. “Each year, the show gives us the chance to launch new product lines, strengthen relationships, and discover fresh opportunities that help us grow. Beyond showcasing our products, we value the chance to explore new facets of the industry and gain insights that shape our future. Success isn’t just measured by booth traffic or product placement, it’s about meaningful conversations, feedback that drives improvement and inspiration, and the relationships that deepen over time. After decades of attending, we know this tradeshow is beneficial for staying ahead of industry trends and continuing to build connections that matter.”

“This will be FieldStack’s second year exhibiting at Global, and we’re excited to be back,” Wickard said. “The show brings together a wide range of independent and regional pet retailers—exactly the people we build for.”

He added, “We return because the conversations at the show are always practical and valuable. We’re retailers first. We just happen to build software. Being on the floor gives us a chance to hear directly from folks running stores, understand the operational challenges they face, and make sure the software we build actually supports the way pet retail runs day to day.”

MidWest Homes for Pets’ personal connection to Global is one of the many reasons the company makes the show a priority. “MidWest Homes for Pets has been with Global, from the very beginning,” Cantwell said. “Global is presented by the American Pet Products Manufacturers Association (APPMA) and Jim Wingate, who helped found our pet division before retirement, and served on the APPMA board for many years. The show has grown into one of the most influential events in the global pet industry. Year after year, Global provides an unmatched opportunity to connect face to face with retail partners, distributors, and industry peers from around the world. Our booth gives us the opportunity to show our products, set up as intended, and spark conversations that inspire innovation, while learning from customers and potential customers who bring invaluable knowledge of the pet specialty retail space and their shoppers. The show’s scale, energy, and concentration of decision-makers make it an essential platform for strengthening relationships, sharing product education, and gaining insight into emerging trends. For MidWest, returning annually reflects not only tradition, but a continued commitment to supporting the pet specialty channel and evolving alongside the industry.”

This year marks Natoo’s fifth time exhibiting at Global. 

“The show provides a valuable face-to-face setting to connect with distributors, retail partners and key stakeholders, making it an ideal place to kick off the year’s business conversations,” Natoo’s Maluf said. “We return each year because of the strong industry presence and the opportunity not only to strengthen existing relationships but also to introduce our brand and innovations to new partners and markets.”

“We are still relatively new,” Smalls’ Kredich, who is attending for the second year, said. “We appreciate the enthusiasm of all attendees, the ideas they share, and the chance to present our unique story to thousands of pet professionals. Our team at Global continues to expand, and last year we struggled to keep up with the high interest from attendees.”

There is one commonality that all exhibitors share—they take preparation for Global very seriously, often starting many months beforehand. 

“Our team prepares for Global by carefully planning which products and innovations to highlight, including our newest offerings,” Scott said. “We also ensure our booth fully showcases our growing range of products, so attendees can experience everything RAWZ has to offer.”

“To make the most of Global, our team begins preparing months in advance,” Bateman with SmarterPaw said. “We carefully develop and submit new products that align with emerging consumer trends, especially those centered around enrichment, engagement, and play value. We also design our booth experience to be interactive, sensory-rich, and brand-centric, ensuring retailer and buyer attendees can see firsthand what sets Meowijuana apart. From strategic meetings and product sampling to media outreach and retail support planning, every step is focused on building lasting partnerships and delivering innovation that drives sell-through.”

“There’s quite a bit of prep and planning involved as Evanger’s prepares to exhibit at Global,” Sher said. “This year, we’ve carefully scheduled meetings with our international distributors to ensure we have the right team members and translators on hand.”

“Preparation for a show like Global starts well before we arrive on the floor,” Gottsacker with Charlee Bear said. “Our team coordinates across sales, operations, and product development to ensure we’re aligned on goals, conversations, and opportunities ahead of time. By bringing a cross-functional team to the show, we’re able to fully engage—from meeting with partners and exploring new opportunities to evaluating emerging innovations and trends as a group. This approach allows us to maximize our time, capture insights in real time, and leave the show better equipped to act on what’s next.”

“Global is one of the most important events of the year for Coastal,” Stout said. “Our preparation begins months before the show floor opens. We carefully plan product launches and timing to ensure they make the biggest impact, design an engaging and interactive booth experience that draws people in, and train our team to deliver meaningful, knowledgeable interactions. We coordinate marketing efforts, set meetings with key partners, and align our internal teams so that everyone is ready to be a helpful industry resource to educate and assist customers to find customized approaches to meet their business needs, making the most of this opportunity. The conversations we have at Global often lead to new collaborations, expanded distribution, and insights that shape our product development and go-to-market strategies. For us, Global is more than an event; it’s an investment in growth, relationships, and the future of our brand.”

“Preparing for a show like Global starts with keeping things organized,” Wickard with FieldStack said. “We focus on what really matters to retailers and make sure the team knows which workflows and demos will be the most useful. We run through them ahead of time so nothing gets messy on the floor.”

He added, “We also go in with an open mind. Listening comes first. We want to hear what retailers need from their software, get a sense of where the industry is headed, and pay attention to the topics and trends that pop up throughout the show. That way, we know our software isn’t just ready for today, but can handle whatever comes next.”

“Preparation for Global is a year-round effort for the MidWest Homes for Pets team,” Cantwell said. “Each year, significant time is devoted to reviewing and refining booth layout, merchandising strategies, and product selection to ensure the brand is presented clearly and effectively on the show floor. MidWest also works closely with its distribution partners to develop meaningful promotions and exclusive opportunities designed to help retailers succeed in today’s rapidly evolving pet specialty market. By combining thoughtful planning, strategic collaboration, and a strong focus on retailer support, MidWest ensures it maximizes both the business opportunities and relationship-building advantages Global offers. We are looking forward to the 2026 Global to connect with the Pet Valu team, and all our valued partners and customers.”

“Preparation for a show the size of Global starts well before we arrive on the show floor,” Maluf with Natoo said. “Our team does the groundwork to understand who will be attending, where the key networking opportunities are and how each person’s role contributes to our overall goals. We focus on having the right people in the right place at the right time, with clear objectives for meetings, relationship-building and follow-up. That level of coordination and planning is what allows us to make the most of the opportunities the show provides.”

“Our passionate team is already busy working hard to prepare for an amazing Global!” Kredich with Smalls said. “Coordinating our sales, marketing, and trade show teams, along with our distributors and existing retailers, is a major effort to ensure that Smalls appears in a way that aligns with our brand. We’re especially excited this year because our board of directors will attend the show, and they are very enthusiastic about Smalls’ recent progress and future prospects in retail. We’re truly grateful for the wonderful feedback from our retailers and the general comments from Global 2025. We’re excited to build upon that momentum to make this year’s show even more fantastic!”

With so many opportunities for face-to-face conversations, what are the discussions that exhibitors are most looking forward to? 

“Our goal at Global is for current and potential customers to see us as a category partner, not just a supplier,” said Lee with Icelandic+. “We’re looking forward to conversations with retailers around how to balance innovation with productivity in the treats and chews set. As the category grows more crowded, a thoughtful assortment including differentiated textures, functional benefits and clear ingredient stories becomes critical to driving both turns and shopper engagement. Just as important, we value discussions about what’s working and what challenges retailers are facing, from space constraints to shopper education. Those insights directly influence how we develop packaging, merchandising tools and future innovation. We look forward to continuing to build on our retailer partnerships.”

“At Global, the conversations we have are just as important as the products we showcase,” Stout with Coastal Pet Products said. “This event brings together a diverse mix of retailers, distributors, and industry professionals from across channels and countries, and that diversity is what makes the dialogue so valuable. We’re looking forward to connecting with everyone from e-commerce leaders to independent pet retailers to understand their challenges, goals, and what’s shaping their business. These conversations give us a clearer picture of where the industry is headed and help us uncover opportunities we might not have considered before. By listening and learning, we gain insights into emerging trends, customer needs, and innovative ideas that influence our strategies. We also plan to engage in educational sessions and speaker-led discussions to broaden our perspective and stay ahead of the curve.”

“At Global, we’re looking forward to more grounded, practical conversations about what actually works for pet retailers today,” Wickard with Fieldstack said. “A lot of folks are dealing with the same challenges—disconnected systems, inventory issues, and processes that don’t scale as the business grows—and those are the discussions worth having. We plan to spend time talking with retailers about how POS fits into the bigger operational picture, from inventory accuracy and fulfillment to loyalty and services. We’re also interested in hearing directly from folks on where their current systems are creating friction and where they lack visibility today. Those conversations help shape how we build and keep us focused on solving real operational problems.”

“At Smalls, we are always excited to leverage the discussions and conversations with both category leaders and customers that Global offers,” Kredich said. “From a research perspective, we’re very eager to increase collaboration on topics related to cat health. Although there have been intriguing studies comparing gently cooked diets and shelf-stable options, much of this research has primarily focused on dogs. We are leveraging both internal and external resources to analyze the data, which may help answer some health questions for cat owners. Additionally, as we prepare to introduce a variety of new products later this year, we are collaborating with independent pet retailers to revisit our merchandising and branding strategies.”

“Two of the strongest forces shaping the treats and chews category continue to be functionality and ingredient transparency, and we expect both to accelerate this year,” Lee with Icelandic+ said. “Pet parents are increasingly looking for treats that do more than reward; they want products that actively support their pet’s well-being. This is driving growth in functional chews and toppers that fit easily into daily routines without feeling overly complicated. At the same time, shoppers are scrutinizing labels more closely than ever. Single-ingredient and limited-ingredient products resonate because they’re easy to understand and align with the humanization of pet food. Simplicity when paired with responsible sourcing is a trend that will continue.”

“One of the biggest trends shaping the premium food and treats category is the continued shift toward protein-forward diets, with pet parents increasingly seeking recipes that put real animal protein first and limit unnecessary fillers or carbohydrates,” Scott with RAWZ said.

Global gives a live snapshot of where the industry is headed. Attendees will see more functional, transparent products paired with smarter tools that help retailers operate more efficiently and connect with today’s health-minded pet parents. As brands arrive ready to listen as much as they launch, the conversations on the show floor will be just as important as the innovative products.