SUPERZOO Takeaways – Online Exclusive
SUPERZOO 2026 put the pet industry’s biggest trends on full display. From functional wellness and premium nutrition to technology, enrichment and lifestyle-driven innovation, exhibitors showcased how brands are evolving to meet the needs of today’s increasingly engaged pet parents.
Show Trends and Noteworthy Innovations.
“I loved the show this year. I made a couple of orders while I was there. I’m super excited to sell and show off the sun shirts I got from goldenpaw series and the cooling mats from Green Pet,” reflected Kevin Flanagan of Doggy Den. “I loved all the free education and all the demonstrations at Zippy Paws. I also loved that MultiPet had a great price point. I am so excited to sell them in my store. The Chew Mate toothbrush is very interesting. I was also interested in the moisture-wicking bandanas from the bandana company. I love the designs. The smart soundproof pet house is amazing. This would help so many dogs during storms and fireworks. I also thought the designer pee pads are amazing, washable, and reusable.”
“I noticed many manufacturers developing lower-cost, smaller-sized SKUs of current products they sell, in addition to new ones,” observed JP Phinney of Unleashed. “These are great options for retail stores like our since it gives the consumer a tangible product that has a good value and may lead to long-term use. It also appears free samples, which are critical to B&M brand growth, are finally returning after almost becoming extinct during COVID.”
“The expansion of supplements, dental and top dressing,” recalled Martha Page of Intermountain Farmers Association. “In the past, toppers and supplements have not been very successful in our chain but I am planning on re-introducing them to give it a new shot with the updated trends.”
“One of the most unexpected things that caught our attention this year wasn’t actually a pet product. It was the printing and embroidery equipment being demonstrated at the show,” explained Nancy Guinn of Dog Krazy. “We had never seen that at SUPERZOO before, and we ended up purchasing both an embroidery machine and a DTF printer. Going forward, we will be able to produce our own Dog Krazy swag in-house. That gives us the ability to create smaller runs, test new ideas, make merchandise for individual store locations and events, and have a lot more fun and flexibility with our brand. Instead of ordering hundreds of something and hoping customers like it, we can create limited edition designs and quickly respond to what our customers want.”
“Lots of new cat toys/food, adding moisture to dog and cat food. I intend to expand my cat section; cat owners are more open to better food, toppers and toys than they used to be,” mentioned Kari Torgerson of Mac’s Pet Depot.
The Impact of SUPERZOO on Business Objectives.
“With the free education, I am starting a new business plan to grow my business,” Flanagan shared. “I am on the West entrance of Yellowstone National Park. I want to add grooming, a dog wash, and possibly a vet office. We will be trying to expand our business with all the knowledge I was privileged enough to be a part of as soon as possible. Right now we have supplies, dog walking, and daycare.”
“We found some great new products at SUPERZOO this year, as always. It is crucial to give our regular customers new products to buy in the Q4,” Phinney mentioned.
“Having an idea of the trends in the pet industry helps me set my 2027 goals,” Page said.
“SUPERZOO will have a very immediate impact on our business this year. Obviously, bringing our printing and embroidery in-house is a completely new opportunity for us,” Guinn stated. “It will allow us to expand our branded merchandise, create store-specific items, support events and promotions, and experiment with ideas without the cost and commitment of large production runs. The show was also especially important for us this year because Dog Krazy is growing. We were able to spend time with our store owners and bring some of our newest franchisees into the pet industry. They were able to meet vendors, see products firsthand, ask questions, and learn from the owners who have already been doing this for years.”
“I saved a lot of money on the brands I already buy. Buying on sale as much as I can helps me avoid raising prices,” Torgerson mentioned.
Overall Impressions of the Show.
“SUPERZOO has reached the point where 3 days is not quite enough for me. I was busy the whole time and still had to rush to see all I wanted to see,” Phinney mentioned.
“Despite the lower turnout, the event was still valuable,” said Brad Romero, Founder of Ben’s Barketplace. “Spending time with manufacturers, distributors, and other industry representatives provided an excellent opportunity to strengthen existing relationships, discuss new products, and build connections that will continue to benefit our business moving forward.”
“Attendance seemed down, which I was ok with because I could move around easier,” Page said. “But I felt it had a very positive vibe. I didn’t feel overall selling pressure from vendors. It seemed more like a group of friends getting together than in the past.”
“This was one of the most stress-free SUPERZOO experiences we’ve had in 20 years,” Guinn said. “The show wasn’t as busy as usual, which gave us time to really talk with vendors, explore new products, and spend time with our store owners and newest franchisees. One of the highlights was watching our experienced owners take our new franchisees under their wing and share their knowledge. We met our goals, found great new products, discovered the opportunity to bring printing and embroidery in-house, and strengthened relationships. Most importantly, we left the show feeling energized instead of exhausted.
“I loved the show this year, the floor was organized well and I had time to get to all the booths I wanted to without walking all over the place!” Torgerson mentioned. “My goals for the show were to connect with my brands, look for fun new toys/treats and have some fun! I did meet my goals and had a great time!”
EXHIBITORS
“A&E Cage Company had an amazing experience at this year’s show! We launched several exciting new products, including our Lickable Small Animal Treats, Tri-Textured Bird Perches, and newly acquired line of Acurel aquarium products,” reflected Eddy Dubell, Director of Marketing & Design for A&E Cage Company. “These launches received an incredibly positive response, along with the rest of our product assortment. We always enjoy attending the shows and having the opportunity to connect face-to-face with our customers. The most memorable moment for our team was winning first place in the New Product Showcase for our Tri-Textured Bird Perch. We take tremendous pride in everything we do, and that passion drives us to continue innovating and creating unique products for pets across specialty categories.”
“SUPERZOO is always one of the highlights of our year because it gives us the chance to engage face-to-face with the people who make the pet industry so special,” shared Brook Bacon, Pet Brand Manager at W.F. Young. “From loyal customers who have trusted our products for years to first-time visitors discovering our brands, every conversation reinforces why we do what we do at W.F. Young.”
“The most memorable moment for our team wasn’t a single event, but the collective energy of the show floor,” Bacon continued. “Seeing the passion of pet parents, reconnecting with valued retail and industry partners, and building new relationships all under one roof reminds us just how vibrant and innovative the pet community is. We left SUPERZOO energized and excited about the opportunities ahead for both W.F. Young and the industry as a whole.”
“SUPERZOO was a great show for Franpos. What stood out most was the quality of conversations we had with retailers, groomers and multi-location operators,” reflected Subodh Gupta, Franpos Founder & CEO. “The most memorable part was seeing how much the conversation around technology has changed. Retailers are no longer just looking for a POS—they are looking for a technology platform that can help them run and grow the entire business.”
“SUPERZOO was a great experience for ZippyPaws. We loved reconnecting with our retail partners and seeing months of planning come to life!” stated Juliana Ashley, Sales & Operations Manager for ZippyPaws. “One of the most memorable moments was the fantastic energy surrounding our daily booth activations and how invested people were in learning about the brand and celebrating 15 years of ZippyPaws with us.”
“SUPERZOO was a great show for Pet King Brands this year. We had strong engagement from retailers, distributors, groomers, and industry partners throughout the event,” recalled Molly Crum, Marketing Manager for Pet King Brands. “The most memorable part was hearing firsthand from customers about the success they have when using our products and capturing those moments to share with others. Those meaningful conversations reinforced the impact our products have in the marketplace and the opportunity that still exists for category growth.”
“We had a great experience at SUPERZOO 2026. The most memorable part for our team was having both Primal Pet Foodsand PureBites together in the same booth for the first time,” reflected Katelynn Daigle, Marketing Coordinator for Pure Treats Primal Pet Foods. “Having everyone together and seeing both brands side by side was a really special moment for ourteam. It was a great reflection of how the two brands are coming together while still bringing their own strengths andexpertise to the table.”
“Our experience at SUPERZOO 2026 was amazing and the feedback on the brand was very strong. Our new protein-inspired Love Puffs were a huge hit, and we have opened a large number of new accounts in various states,” explained Lord Jameson Founder Sarah Goldberger. “One of our favorite moments was handing our Love Puffs over to a number of bigger name buyers for them to taste test. We won’t mention their names, but the way their eyes shined so bright when they tasted them was wonderful. Yes, we all eat Lord Jameson dog treats – they really are that good! If you take the time to make a bespoke organic dog treat with no artificial ingredients, the result is not only beautiful but also truly delicious, clean, and made from ingredients that you can be proud of.”
“SUPERZOO 2026 was especially exciting for NVM Pet because, while we’ve attended the show in years past, this was our first year exhibiting,” shared VP of Sales Sean Icenhour, who will be appointed President of NVM Pet Inc. on Oct. 1. “Having a dedicated space gave us a different opportunity to engage with the industry, to reconnect face-to-face with longtime retail partners, meet new potential customers and hear directly from buyers about what they’re seeing in the market. For our team, the most memorable part was the quality of those conversations. Some of our customer relationships go back many years, and there’s something valuable about getting out from behind the emails and calls, sitting down together and talking about where we can go next. We also came away motivated by the number of new conversations we started throughout the show. Trade shows are ultimately about relationships, and our first year exhibiting solidified the value of having a place where we could strengthen the ones we already have while beginning new relationships we hope to build on well beyond the event.”
“SUPERZOO 2026 was one of the better shows for Skout’s Honor. Traffic was consistent and business was flowing,” noted Skout’s Honor President and CEO, Pete Stirling. “Overall things felt audibly quieter, but attendance was good and we saw all the right people. The highlight of the show for us was seeing our loyal customers and getting the chance to introduce them to the innovation we’ve been working on this past year. Nothing beats in-person feedback and that is the whole point of going to trade shows.”
“We had a fantastic experience at the show. This year was especially meaningful as we celebrate Redbarn’s 30th Anniversary and had the opportunity to reconnect with so many retailer partners, pet parents, and industry friends who have grown with us over the years,” reflected Lindsay Tracy, VP of Product Development, Redbarn Pet Products. “What made the show exciting for us was being able to showcase where Redbarn is headed next: building a portfolio that supports the dog’s body from within. Across our foods, treats, chews, and functional innovations, our goal is to make wellness approachable, effective, and enjoyable for dogs every day. We were proud to highlight our Redbarn ActiveGuard collection, which brings functional ingredients into craveable, engaging treat and chew formats. We also showcased our growing food portfolio, including wet food, rolled food, air-dried food, kibble + air dried fusion and kibble. Within these formats, we are incorporating thoughtful functional benefits, including postbiotics, prebiotics, and soon probiotics, to help support everyday wellness, digestion, vitality, and overall health. Everything starts with formulation. Our products are crafted in our labs and executed through our four SQF-certified facilities, giving us strong control over quality, safety, and consistency. At the end of the day, we take a lot of pride in giving dogs more options to stay happy, healthy, and busy.”
Memorable Show Moments.
“For us, the most memorable part of the show was the people,” Tracy recalled. “Redbarn has been part of SUPERZOO for many years, and as we celebrate our 30th Anniversary, it was incredibly rewarding to see customers, retailers, consumers, and influencers stop by and share their stories with us. Many of the independent pet specialty retailers we met with are partners who have been with us since our earliest days. That kind of loyalty and shared history means a lot. We also heard from influencers and pet parents who said visiting our booth felt like visiting family – and that really captures what Redbarn has always tried to be. We are a company built on relationships, trust, quality, and a genuine love for pets. Seeing that come to life at the show reminded our team why we do what we do.”
Attendees’ Booth Experience.
“We hope attendees walked away from our booth recognizing the passion and care we put into everything we create for pets in specialty categories,” Dubell shared. “All pets are part of the family, and we believe birds, small animals, fish, and reptiles deserve the same level of innovation, enrichment, and attention given to larger categories like cats and dogs. Attendees were especially excited about our Lickable Small Animal Treats, which will be a first-to-market product in the United States. We developed these nutritious treats to provide pet parents with a fun and interactive way to reward their pets while strengthening the special bond they share.”
“We hope attendees walked away with an appreciation for both the legacy and innovation that define W.F. Young,” Bacon shared. “For more than 134 years, we’ve been committed to developing trusted products for animals. Today, with 5thgeneration family-led passion, that commitment extends across a diverse portfolio of award-winning health, wellness, care, and treat solutions for pets and horses. Our booth highlighted how we’re continuously innovating to meet the evolving needs of pet parents, retailers, and animal owners alike.”
“The most common topic of conversation was innovation,” she added. “Attendees were eager to learn about the latest offerings from our trusted brands, including new approaches to skin, coat and wound care, wellness support, and nutrition. It was exciting to see such strong interest in products that combine proven science, thoughtfully selected ingredients, and real-world benefits for animals. Those conversations reinforced the industry’s growing demand for trusted, effective solutions that help pets and horses thrive.”
“We wanted attendees to see that Franpos goes well beyond the transaction,” Gupta said. “We are building an operating platform specifically around the pet industry, connecting retail, grooming, boarding/daycare, eCommerce, payments, inventory, loyalty, marketing and other services into one ecosystem. A lot of the conversations at our booth centered around automation, better customer engagement, integrated payments and how retailers can consolidate multiple systems into one platform.”
“We wanted our attendees to experience our products rather than simply seeing them on a shelf,” Ashley stated. “From our Ice Cream Social and Build-A-Zippy-Meal activations to our live demos featuring some of our dog brand ambassadors, we wanted the booth to feel fun and engaging, and most of all showcase the playful spirit of the brand.”
“We hope that attendees leave our booth with a clear understanding that ZYMOX remains a trusted leader in pet ear, skin, and oral health, and that we are passionate about continuing to develop products that meet the needs of pet parents everywhere,” Crum said. “We also hope they see our commitment to helping retailers succeed through education, merchandising, and the continued category development. Attendees asked most about consumer trends in ear and skin care, opportunities to grow the topical wellness category, and how ZYMOX continues to differentiate itself through our effective, enzyme-based products.”
“We wanted attendees to take away that PureBites and Primal are now one team,” Daigle shared. “One aspect of bringing the twobrands together is that we are able to learn from each other and combine our expertise, knowledge, processes, and technologiesto improve our products. The main focus at this show was our improved Primal Nuggets. Through extensive hardness testing, weidentified that the Primal Nuggets were too hard, so we used our PureSteam® technology to produce a softer, more consistenttexture. Attendees were able to experience the improvement firsthand through crush tests, comparing the original hard PrimalNuggets with the new, softer Primal Nuggets. Attendees were also asking about new products, and we were excited toannounce and showcase several new launches. For PureBites, we featured our new Freeze Dried Herring Dog Treats, as well asour Holiday Advent Calendars for dogs and cats. For Primal, we showcased our new Frozen Turkey & Salmon recipes.”
“We wanted attendees to walk away understanding that dog treats can be both beautiful and exceptionally clean, delicious, and thoughtfully made,” Goldberger with Lord Jameson said. “Our goal was to challenge the traditional perception of dog treats and show that there is a new standard—one that combines premium design, organic ingredients, great taste, and real innovation. Attendees were especially excited about our new protein-inspired Love Puffs, which generated a tremendous amount of conversation and curiosity. Many were drawn to the unique shapes, flavors, and beautiful presentation, but what really surprised them was the taste.”
“We wanted retailers to leave our booth understanding the breadth of what NVM Pet can bring to the pet bed category,” Icenhour stated. “We showcased our licensed brands Serta, Beautyrest and Jeep side by side, each with a distinct consumer and product story, but all backed by NVM Pet’s manufacturing and product development capabilities. One of the most interesting reactions was the enthusiasm around our Jeep assortment. We had influencers and attendees who already had a strong affinity for the Jeep brand, connect with the products at first sight. It reinforced something we believe strongly: brand loyalty can extend into the pet category when the product feels authentic to what consumers already know and love about that brand. At the same time, a lot of retailer conversations started with the familiarity of our brands and quickly moved into product features, materials, marketing, assortment opportunities and what we could develop together. That was exactly the conversation we hoped to create.”
“The attendees were very focused on innovation and looking to see what was new from Skout’s Honor,” Stirling observed. “As a brand, we were singularly focused on keeping our independent pet customers informed and ahead of the curve when it comes to new products and trends. I’m confident everyone who stopped by left with a better understanding of our brand and what sets our products apart.”
“We wanted attendees to see that Redbarn is not just launching products—we are building a complete wellness portfolio for dogs,” Tracy said. “Our food portfolio now includes air-dried food, kibble, kibble + air dried fusion, wet food, and rolled food, giving pet parents flexibility across protein, texture, fat, fiber, and feeding occasion. We think of it as a rotational family of foods that allows pet parents to mix and match formats to create more exciting, personalized mealtimes. That flexibility is important because every dog is different. Some pet parents want a complete meal. Some want a topper. Some want to build bowls. Some need easy rotation between formats without upsetting their dog’s stomach. Our portfolio is designed to meet pet parents where they are while giving retailers a range of solutions they can confidently recommend. We also wanted attendees to understand that our wellness approach is intentional. We are adding ingredients like prebiotics, postbiotics, and soon probiotics to support everyday digestive health, immune function, and overall vitality. Our goal is to support the dog’s body from within while still delivering the taste, texture, and engagement dogs love.”
What Had Attendees Talking.
“One of the most talked-about items at our booth was Grab-A-Bull, our first-ever dog toy,” Tracy noted. “As the #1 bully manufacturer, we deeply understand the chew category—what keeps dogs engaged, what pet parents worry about, and how to create a safer, more enjoyable chewing experience. Grab-A-Bull was a natural next step for us. The toy features built-in vice grip technology that securely holds a bully stick or chew in place, helping dogs stay engaged and giving pet parents more confidence during chew time. Attendees immediately understood the purpose behind it, and we had plenty of dogs happy to demo it for us at the booth. It was exciting because Grab-A-Bull represents the best of Redbarn: solving a real consumer need, staying true to our chew expertise, and creating something fun, practical, and meaningful for dogs and their families.”
Trends That Stood Out.
“Humanization continues to be a major trend that stands out year after year,” Dubell observed. “Pet parents increasingly seek products that promote enrichment, encourage bonding, and provide their pets with meaningful experiences. We incorporate these qualities into every product we develop, helping our assortments stand apart from the competition. With our passion for specialty pets, commitment to continuous education, and focus on thoughtful innovation, we expect our categories to continue experiencing strong growth throughout the remainder of the year.”
“Several trends stood out at this year’s SUPERZOO, led by the continued humanization of pets. Consumers are increasingly seeking products that reflect their own values, including premium ingredients, transparency, sustainability, and purposeful health benefits,” Bacon recalled. “We also saw significant momentum in the cat category, with brands investing in new products and solutions to meet the needs of a growing feline population.”
“Looking ahead, we expect continued growth in premium, humanized treats, products featuring unique ingredients, and multifunctional solutions that deliver multiple benefits in a single product,” she continued. “Pet parents are looking for convenient, science-backed ways to support their pets’ overall health and wellness, creating exciting opportunities for innovation across the category.”
“The biggest trend we saw was consolidation,” Gupta observed. “Pet businesses have accumulated a lot of separate technology—POS, booking, payments, marketing, eCommerce, loyalty and reporting—and operators increasingly want these systems working together. AI and automation are also becoming much more practical. The next phase isn’t simply adding an AI button to software. It is using AI and automation to reduce repetitive work, improve marketing, understand customers and inventory better, and help employees make faster decisions.”
“We noticed a lot of focus on proven concepts and tried-and-true products, which makes sense in this current retail environment,” Ashley noted. “At the same time, we think there’s still an appetite for newness and some outside-the-box ideas. Finding the balance between what’s proven and taking a chance on something fresh is going to be important for the category going forward.”
“One of the biggest trends we noticed was an increased consumer focus on preventative care,” Crum observed. “Pet owners are looking for solutions they can trust to not only help resolve issues as they occur, but to also proactively support their pets’ long-term health. In the ear and skin category, we expect demand to remain strong as pet parents continue to seek out easy-to-use products that deliver results.”
“One trend that really stood out to us at the show was the continued interest in raw and minimally processed nutrition,” Daigle recalled. “We saw strong interest in products that offer simple, high-quality ingredients while providing pet parentswith convenient ways to incorporate better nutrition into their pets’ diets. We see this continuing through the remainder of theyear, with more pet parents looking for products that combine quality nutrition, convenience, and functionality. We alsoexpect to see continued interest in toppers, treats, and other easy ways to add variety and nutrition to a pet’s everyday diet.”
“The key trends that stood out most were functional treats (they are everywhere but almost all still contain preservatives and synthetic ingredients), premium play and enrichment toys, novel proteins, treats as an experience and luxury pet gifting moments,” Goldberger stated. “We are perfectly positioned for continued growth and expansion in the U.S. and globally.”
“We saw a continued shift toward products designed around how pets and their owners actually live,” Icenhour observed. “In pet beds, comfort is the expectation, but we’re seeing meaningful functionality layered on top of it like orthopedic support, temperature control technologies, durability, washability and products that can move between the home, vehicle and outdoors. What’s interesting is how many ideas that are already familiar in other consumer categories are finding their way into pet. We’re seeing that pet parents now expect the same types of materials, technologies and conveniences they value for themselves to translate into products for their pets. Innovation doesn’t always have to mean inventing an entirely new product format. There are a lot of opportunities in taking a familiar product, identifying a real consumer need and solving it better. We expect that combination of comfort, functionality and lifestyle-driven design to continue shaping the bedding category.”
“There is a definite trend towards authentic premium products supplied by national brands and away from basic middle- to lower-tier options,” Stirling said. “Retailers are moving towards private label to fill the middle of the shelf. I see this trend continuing through the end of 2026 and 2027 as the industry adjusts to accommodate increasing pressure from e-commerce and big box retailers. Brands that provide value and innovation will lead the way. Those that don’t will fade in favor of higher margins.”
“The biggest trend we saw is that pet wellness is becoming more holistic and more expected,” Tracy recalled. “Pet parents are no longer only looking for a treat, a food, or a supplement, they are looking for products that fit into their dog’s everyday wellness routine. We are seeing the same evolution that happened in human wellness: greater interest in digestive health, prebiotics, probiotics, postbiotics, immune support, skin and coat, hip and joint, hydration, and whole-body wellness. These benefits are quickly becoming category expectations, not just points of differentiation. That is why Redbarn is focused on building functional benefits directly into formats dogs already love, foods, treats, chews, broths, and toppers. We believe wellness should be easy for pet parents to understand and easy for dogs to enjoy. For us, the future of the category is about real formulation behind the claim. It is not enough to use wellness language on packaging. Brands need to understand the ingredients, the benefit, the format, and how that product fits into the dog’s daily life.”
Where the Category Is Headed.
“We believe the category will continue moving toward everyday wellness solutions,” Tracy said. “Pet spending remains resilient, and pet parents continue to prioritize products that support their dog’s health, happiness, and quality of life. We expect continued growth in products that support digestion, immune health, skin and coat, hip and joint, hydration, and overall vitality. We also believe pet parents will continue looking for variety, different textures, proteins, formats, and feeding occasions that make wellness feel less like a chore and more like part of their daily routine. For Redbarn, that means continuing to build a portfolio that gives dogs more ways to benefit from functional nutrition, whether through wet food, rolled food, air-dried food, kibble, treats, chews, broths, or future innovations. Our focus is simple: help dogs feel good from the inside out while keeping them happy, healthy, and busy.”
How the Show Measured Up.
“SUPERZOO exceeded our pre-show goals and expectations. The overwhelmingly positive feedback, new product commitments, and first-place New Product Showcase award for our Tri-Textured Bird Perch made the show an incredible success,” Dubell said. “A tremendous amount of hard work and coordination goes into preparing for an event of this scale, so having our team’s efforts and innovation recognized at this level made the entire experience especially rewarding.”
“SUPERZOO met and, in many ways, exceeded our pre-show expectations,” Bacon stated. “We came to the show focused on strengthening relationships with key retail and industry partners, showcasing innovation across our portfolio, and identifying new growth opportunities, and we were able to accomplish all three. Our team maintained a full schedule of meetings and productive conversations with key decision-makers throughout the event, reinforcing the strength of our brands and uncovering exciting opportunities for future collaboration.”
“While we were disappointed that the Grooming Contest was canceled, as it has traditionally been a highlight of the event and a great opportunity to connect with grooming professionals, we still had a positive experience overall and appreciated the chance to engage with retailers, partners, and industry peers,” she continued. “The opportunity to engage face-to-face with partners, connect with current and prospective customers, and showcase the latest innovations from our trusted brands made for a successful and rewarding show. Despite broader economic uncertainty and the challenges facing both retailers and consumers, the energy throughout the event reinforced the resilience of the pet industry and the continued demand for trusted, effective products. We left encouraged by the positive conversations, enthusiasm for our brands, and the opportunities ahead for W.F. Young and the category overall.”
“We went into SUPERZOO wanting to strengthen existing relationships, introduce Franpos to more pet businesses and show the industry where our platform is headed,” Gupta said. “The response exceeded our expectations, particularly the interest from larger and multi-location operators looking for a more unified technology platform. For us, the show reinforced that the direction we’ve been investing in—building a comprehensive platform specifically for pet—is aligned with what operators are asking for.”
“SUPERZOO 2026 was especially meaningful for us this year as we celebrate 15 years of ZippyPaws,” Ashley shared. “We wanted to honor how far the brand has come with our Legacy Collection, featuring 15 toys designed by our co-founder, Jen Glaser, that have stood the test of time and are still going strong today. At the same time, we were able to show where the brand is heading next through new products, new play experiences, and continued innovation. Seeing everyone’s strong responses to both sides of the brand made the show feel like a real success.”
“We entered SUPERZOO with goals to strengthen our retailer relationships, generate new business, and increase awareness of our brands and category leadership,” Crum volunteered. “We are pleased that the show exceeded our expectations, as we left having had exceptional conversations and a reinforced idea of true partnership.”
“Overall, our experience at SUPERZOO met our pre-show goals and expectations,” Daigle said. “One of our biggest goals was to bring PureBites and Primal together as one team and showcase both brands in the same booth for the first time. We were excited to introduce attendees to both brands, our new products, and the work we are doing together. We also had the opportunity to showcase several new products, including PureBites Freeze Dried Herring Dog Treats, PureBites Holiday Advent Calendars for dogs and cats, and Primal’s new Frozen Turkey & Salmon recipes. We generated a lot of interest around our improved Primal Nuggets, with attendees engaging with our crush tests and learning about the improvements we made. We also had meaningful conversations around raw nutrition and the importance of safety, including the technologies and processes we use to help ensure safe, high-quality products. Overall, the show was a great opportunity to connect with customers and partners, introduce our latest products, and showcase both brands as one team.”
“My goal for every show is to educate, inspire, and create meaningful connections,” Goldberger with Lord Jameson stated. “I want to educate our industry on the importance of choosing organic, clean, and non-toxic ingredients while inspiring other pet brands to make better choices for the health and well-being of our pets. We love reconnecting with our clients, sharing what’s new, hearing what they need, and genuinely listening to their feedback on how we can improve. These intimate one-on-one conversations are critical to every stage of our growth. They help shape our products, our brand, and where we go next. I no longer go into a show with a “dream account” or a list of names I hope to land. We go in with intention, passion, and excitement. We show up ready to tell our story to every client who steps into the booth, create connections, listen, learn, and hopefully leave a lasting impression.”
“Our team went into SUPERZOO with a very intentional set of goals: strengthen relationships with our existing retail partners, introduce NVM Pet and our capabilities to new potential customers, showcase the breadth of our licensed brand portfolio and, most importantly, listen,” Icenhour said. “We came away with productive meetings, new opportunities to pursue and valuable feedback that our teams can bring directly into product development. Those conversations are an important part of how we work as a manufacturer. Hearing directly from retailers about the products that catch their attention, the needs they’re seeing from consumers and where they see opportunities within their assortments helps us better understand how we can support their business. It allows us to take what we hear in the market and turn those insights into meaningful product and assortment opportunities. By that measure, SUPERZOO delivered against our goals.”
“We exceeded our pre-show goals. Our 2026 focus has been to introduce the new Hydroclear lineup of products and they were received with great enthusiasm by everyone who stopped by the booth. It honestly couldn’t have gone better!” Stirling volunteered.
“The quality of conversations exceeded our expectations,” Tracy shared. “While overall attendance felt lighter than in prior years, the retailers, consumers, and partners who visited our booth were highly engaged and genuinely interested in where Redbarn is headed. We had strong conversations around ActiveGuard, our new wet food portfolio, our broader food strategy, and Grab-A-Bull. What stood out most was that attendees understood the purpose behind the innovation. These products are not random line extensions—they are part of a broader strategy to support dogs through functional ingredients, engaging formats, and trusted quality. That level of engagement confirmed that we are building the right innovation for where pet parents are going. They want quality. They want wellness. They want products that solve real needs. And they want brands they can trust.”
Key Priorities for Retailers.
“Retailers should be paying close attention to innovation and newness within specialty pet categories,” Dubell shared. “Birds, small animals, fish, and reptiles deserve the same level of thoughtful product development designed to enrich and enhance their lives as pets in larger categories. The bond between pets and their parents is an essential part of pet ownership, regardless of the type of animal. Retailers should offer innovative products that encourage meaningful interaction, support enrichment, and help strengthen that connection.”
“Retailers should look beyond what’s new and focus on what’s truly innovative,” Bacon volunteered. “In today’s economic climate, consumers are becoming increasingly thoughtful about where they spend their dollars, seeking products that deliver real value, meaningful benefits, and results they can trust. The brands that will thrive are those that combine innovation with credibility, backing their claims with quality, transparency, and proven performance.”
“Companies that solve genuine pet health and wellness needs, rather than simply chasing trends, will earn lasting consumer loyalty and drive sustainable growth,” she continued. “At W.F. Young, we’ve seen firsthand that retailers and consumers continue to gravitate toward brands with a proven track record of innovation and trust. With more than 134 years of experience developing animal health and wellness solutions, we believe long-term success comes from delivering products that provide real value, address genuine needs, and consistently earn consumer confidence.”
“Retailers should look beyond the checkout screen when evaluating a POS,” Gupta stated. “The important question is no longer simply, ‘Can this system ring up a sale?’ It is, ‘Can this platform connect my entire business and my customer across every channel?’ POS is increasingly becoming the technology hub of the business. Retailers should be evaluating how well their platform connects payments, inventory, eCommerce, services, loyalty, marketing and customer data—and whether it can continue evolving with their business.”
“I think retailers should pay attention not only to what makes a customer stop and pick something up, but also to what gives them a reason to come into the store,” Ashley said. “Today’s pet parents value fun and interactive products, but they’re also looking for a sense of community. We’ve seen that firsthand through our work with local shelters, pet-focused events in partnership with our local minor league baseball team, the Ontario TowerBuzzers, and involvement in region-specific events like SoCal Wienerfest and Corgi Beach Day. Retailers that can connect with their customers through events, local outreach, and shared experiences are going to continue giving pet parents a reason to choose in-store shopping.”
“Retailers should pay close attention to the growing demand for trusted, science-backed solutions that address common pet health concerns,” Crum volunteered. “Consumers are becoming more informed and are actively seeking products with a proven track record of performance. ZYMOX strives to not only solve problems effectively, but to also help retailers build long-term loyalty with pet parents.”
“One thing we think retailers should be paying closer attention to is food safety as the raw and minimally processed categorycontinues to grow,” Daigle said. “At SUPERZOO, there was a strong focus on freeze-dried, raw, and other minimallyprocessed nutrition, making it increasingly important to look not only at the ingredients and nutrition, but also at theprocesses used to make these products safe and consistent. This is an area where we believe Pure Treats Primal Pet Foodsbrings a strong advantage. With PureSteam and VPP for our freeze-dried products, and HPP for our frozen raw recipes, wehave validated processes focused on food safety and quality while maintaining the nutritional benefits of raw ingredients.PureSteam allows for precise control of steam, pressure, and temperature, while HPP uses cold water pressure to targetpathogens without cooking the food. As the category continues to grow, we believe retailers should be paying closer attentionto the technology and processes behind the raw and minimally processed products they bring to their shelves.”
“Ingredient integrity and transparency. As pet owners become more educated regarding what they feed their pets, retailers should be giving more attention to the rising demand for organic, clean, non-toxic, and identifiable ingredients that do not contain fake colors, artificial flavoring and preservatives,” Goldberger said. “It doesn’t just involve putting the word “natural” on the package. Instead, retailers have the chance to tell the difference between companies which are merely going along with a trend and those which are truly committed to using better ingredients and to better manufacturing practices. Pet Parents are no longer asking themselves, ‘Is this good enough for my dog?’ but are instead asking, ‘Would I be comfortable eating this myself?’ and in my opinion retailers should be taking that change very seriously.”
“We’d encourage retailers to pay close attention to whether the value of a product is immediately clear to the consumer,” Icenhour stated. “There is tremendous choice in the pet category today. Adding more products doesn’t necessarily create a better assortment. The opportunity is to make sure every product earns its space by solving a recognizable need and communicating that benefit clearly. For pet beds specifically, that could be orthopedic support, cooling, warmth, washability, durability or a sleep style designed around how a pet actually rests. Whatever the benefit is, consumers shouldn’t have to work to understand it. That’s also where manufacturers can play a larger role. Because we’re involved in materials, product development, manufacturing and conversations with retailers, we have an opportunity to bring insights and solutions upstream rather than simply responding to a specification. The strongest retailer-manufacturer relationships are the ones where we’re developing those opportunities together.”
“Retailers should continue to pay close attention to independent brands who are working to change what people expect from a pet product in any given category,” Stirling volunteered. “Skout’s Honor has always focused on providing previously unobtainable results through products that customers already use, like shampoos and wipes. Consumers shop independent pet to find better solutions and brands that provide them are the ones worth paying attention to right now.”
“Retailers should be paying close attention to the shift from occasional wellness to everyday wellness,” Tracy said. “Pet parents are increasingly looking for products that support their dog’s overall health as part of a daily routine, not just when there is a specific issue. That creates a big opportunity for products that combine functional benefits with formats dogs already love. For retailers, the opportunity is in helping shoppers connect the dots: food, treats, chews, toppers, and broths can all play a role in supporting a dog’s wellness. Products with quality ingredients, clear benefits, and strong formulation will be best positioned to stand out. At Redbarn, we believe the brands that will lead this next chapter are the ones that do more than talk about wellness. They will build it into the product—from the lab, to the facility, to the bowl, to the dog.”
As the pet industry heads into the final stretch of 2026, the ideas and innovations from SUPERZOO show where the market is moving. More importantly, SUPERZOO gave retailers and brands fresh conversations, new ideas and plenty of inspiration to carry into the months ahead.
