SUPERZOO Preview: Shampoos and Conditioners

This year, exhibitors in the shampoo and conditioner category are making the most of SUPERZOO’s opportunities to present their newest products and innovations. While many have remained loyal to the show, these leaders have put consumers and their pets first by producing and offering premium grooming products that prioritize the needs of pets’ skin and coats.

“Our attendance streak at SUPERZOO dates back to before PBI Gordon Companies’ acquisition of PetAg, and it outdates any of our current team members’ tenure—so well over 10 years!” said PetAg Senior Brand Manager Sean Magee. “This is a major event on our calendar every year, and the team puts a lot of time and effort into planning the exhibition. We have a lot of new news to share this year, and SUPERZOO will be our first opportunity to do so with so many attendees.”

“Nilodor Pet Brands has been a longtime supporter of SUPERZOO, having attended now for 17 years. It has always been a good show for us. A lot of great traffic and high-quality contacts,” said Director of Marketing Todd Sauser. “Every year, we work with our marketing team to make sure we’re getting the most out of our attendance. Whether that’s coming up with new promotions, developing our submission to the new product showcase or reaching out to customers via e-blast to get them excited about the show, we want everyone ready and onboard when showtime rolls around.”

“This will be our 17th year exhibiting at SUPERZOO. It’s become an essential part of our yearly rhythm—a place to connect with our retail partners, meet new customers and keep our finger on the pulse of the pet care industry,” said Crystalyn Guzman, Founder of Aroma Paws. “SUPERZOO brings together the most passionate and forward-thinking retailers in pet care—people looking for what’s next. It’s a chance to have face-to-face conversations, let people experience our line in-person and share the ‘why’ behind everything we create. We prepare months in advance—with a focus on making the booth feel like an invitation into our world of formulations designed for discerning pet parents.”

“Pure and Natural Pet has been proudly exhibiting at SUPERZOO for more than 10 years,” said President Brian Taus. “It remains one of the most important events on our calendar because it brings together a unique blend of decision-makers, buyers and industry leaders. The exposure, feedback and partnerships we build at SUPERZOO directly influence our growth and product direction. We see SUPERZOO as both a launchpad for what’s next and a platform to reinforce our commitment to clean and effective grooming solutions.”

“This will mark our tenth anniversary of attending the show. There really isn’t anything else like SUPERZOO,” said Skout’s Honor CEO Pete Stirling. “The World Pet Association (WPA) does a fantastic job of rallying the entire industry together and creating the perfect atmosphere for showcasing new products, spotlighting brands and bringing people together in a meaningful way to do business. This event serves as a waypoint for Skout’s Honor to highlight new product launches, introduce new brand messaging, spend quality time with our customers and demonstrate our commitment to the industry.”

Magee is excited about the debut of PetAg’s state-of-the-art booth at SUPERZOO, designed to revolutionize customer engagement and showcase its innovative products. 

“It’s a game-changer, designed to revolutionize how we connect with our valued customers,” he elaborated. “This innovative space will provide enhanced opportunities for meaningful engagement, allowing us to showcase the full range of PetAg’ s premium products and solutions that set us apart in the pet industry. Designed to experience the future of pet care firsthand, where excellence meets innovation and discover why PetAg continues to lead the way in supporting healthier, happier lives for pets everywhere!” 

“We’re expanding our Bobbi Panter line of shampoos and conditioners to include what used to be our Ultra line,” said Sauser. “Bobbi’s name resonates so deeply in the market, and now there will be three more opportunities, all at unique price points, to experience the brand. Signature at the higher end, Botanicals at the mid-point and Simply Bobbi for a budget-friendly option that still has quality ingredients that are salt-free and tear-free.” 

“Expect to be drawn in by scent, story and simplicity,” said Guzman. “We’ll be showcasing our full line of shampoos, coat sprays and grooming solutions, all handcrafted with therapeutic-grade essential oils, clean botanical ingredients and human-grade formulations. Every scent is intentional, and every product is made to nourish skin, coat and the bond between pet and parent. Attendees will get to experience the depth of our fragrance blends, learn about our ingredients and see our boutique packaging up close. Whether you’re a groomer or specialty store, you’ll find something that feels premium, purposeful and unique.”

Skout’s Honor elaborated on what attendees can expect to see while visiting the company’s booth. 

“Skout’s Honor shows up to SUPERZOO every year to create a memorable experience for our customers. We take a very structured approach when planning and executing our marketing strategy to ensure our brand is recognized and experienced outside our booth throughout the show floor, enticing attendees to come by and see what is new. Our annual show sponsorship is always a great opportunity to show our fans the many sides of our brand personality that makes us unique. We won’t disappoint this year,” Stirling said.

“Economic pressures are forcing more and more consumers to consider at-home solutions to grooming for their pets. PetAg is very well-positioned to solve that growing consumer need with a full suite of excellent product offerings from Fresh ‘n Clean. PetAg | Fresh ‘n Clean is featured as the sponsor of the ‘Best First-Time Competitor in Show Awards’ and will award the overall winner and four finalists with Fresh ‘n Clean grooming prize packages. The contest is open to anyone who has never competed in a grooming competition, in any class, globally. One winner will be chosen from each of these classes: Mixed Salon, Sporting, Other Purebreds, Wire Coats and Poodles,” said Magee.

“We’re really excited about our new stain and odor remover that harnesses the power of hydrogen peroxide and a bio-enzymatic cleaner to attack on two fronts,” said Sauser. “This is new technology in the market, and we believe we’re the first to do it. It works immediately—quickly eliminating stains—then keeps working to break down odors.” 

“PetAg has a suite of high-quality brands that serve a wide range of consumer needs” said Magee. “These brands have historically been disjointed and existed very independently of one another. This year, we are bringing all of our PetAg brands closer together so that consumers who know and love Esbilac Puppy Milk Replacers will also know of products like Fresh ‘n Clean and vice versa.” 

“One of the best things about SUPERZOO is that hundreds of people are exhibiting, and you’re bound to see something you’ve never seen before,” said Sauser. “There’s always something new, and hopefully we’ll have a thing or two that get people talking as well. As far as themes or trends, there’s no doubt that tariffs are top-of-mind for everyone. I expect ‘Are you made in the US?’ will be a big question this year, which we are.” 

“The growth of self-wash stations in independent pet stores reflects several converging trends in the pet industry,” said Taus, namely convenience, increased foot traffic and loyalty. “More consumers are looking for easy, mess-free alternatives to bathing pets at home. Self-wash stations provide a hassle-free experience with professional-grade tubs, tools and dryers—without the cleanup. Self-wash stations are a strong value-add. They help drive repeat visits, increase store time and create an opportunity to cross-sell grooming products and accessories.”

Stirling mentioned the company’s newest developments within the category. 

“We have always focused on creating or curating new technologies in the pet space to improve the lives of pets and their people,” he said. 

“This year we have an exciting new ingredient that will be utilized in products across our skincare line, including grooming and wellness. We also have an exciting announcement based on third party validation of our popular topical probiotic products that will push the category forward in a substantial way.”

“I always want to help new customers understand just how special Bobbi Panter shampoos and conditioners are. They’re made from the finest ingredients to be salt-free and tear-free and are individually formulated to solve specific pet care problems, whether a pet is itchy, messy or stinky. This is why they are trusted, recommended and used by groomers and pet owners all around the country,” said Sauser. “I also look forward to talking to our booth visitors about private labeling capabilities. We can bring quality ingredients and processes to their applications and are proud to be preferred business partners to many successful companies that use our solutions for success. As a trusted US-based manufacturer, we use our proprietary technology to achieve proven product performance in odor elimination, cleaning solutions and more.”

“We hope attendees leave with the understanding that natural isn’t enough anymore—it needs to be intentional, clean, functional and truly enjoyable to use,” said Guzman. “Aroma Paws goes beyond the basics with products that deliver visible results, emotional resonance and a scent experience unlike anything else on the market. We’re here to show that grooming can be a wellness ritual, not just for pets, but for the people who love them. When you pick up a bottle of Aroma Paws, you’re not just cleaning a dog. You’re creating a moment of connection, and that’s something your customers will remember.”

“We hope attendees leave with a deeper understanding that not all grooming products are created equally. The shampoos and conditioners category is evolving, and Pure and Natural Pet is leading the way with formulations that prioritize pet health, environmental sustainability and retail performance,” said Taus.

“I hope that attendees will come to see how we continue to do things differently when it comes to shampoos and conditioners—and the grooming category overall. Skout’s Honor has continually rewritten the script when it comes to what people expect to see from a pet brand, and we have taken that storyline to the next level,” said Stirling. “I’m personally a huge fan of the work done by the WPA to educate retailers and brands on the economic environment.” 

SUPERZOO is providing a platform for these leaders to showcase their several new developments within the category. As shampoos and conditioners have continued to elevate the grooming space as whole, attendees can expect to be not only educated but also impressed with these latest innovations.