SUPERZOO Takeaways: Rawhide Alternatives
As pet parents seek more digestible and ingredient-conscious chew options, the rawhide alternatives category continues to grow. At SUPERZOO 2026, brands highlighted new products, innovations, and functional ingredients.
Earth Animal won the Made in America category at the SUPERZOO 2026 New Product Showcase for its No-Hide Stix 2-Tiered Counter Display. Earth Animal has used trade shows as an opportunity to put the people behind the company front and center—spotlighting founder Dr. Bob Goldstein, alongside veterinarian Dr. Kris Hansen, so that show attendees can hear directly from the experts who formulate its recipes.
Speaking previously about what Earth Animal hoped attendees would take away from its booth, Valentin-Jucius said, “We want attendees to walk away knowing that Earth Animal is not just the creator of No-Hide, the Original Alternative to Rawhide. We are a brand that continues to innovate and double down on products that deliver the very best for their pets. Quality is something we take personally. We are proud to be control freaks operating our very own Wisdom craftory, and we want them to feel that confidence every time they recommend an Earth Animal product. When it comes to what goes into your pets’ bodies, there should be zero guesswork!”
How the company operates behind the scenes is equally important for Earth Animal.
“Sustainability is more than a tagline for us,” remarked Valentin-Jucius. “It is built into how we source, how we manufacture, and how we hold ourselves accountable. We have the proof to back up each and every claim, and we will continue to find meaningful ways to share that story with our retail partners and their customers.”
She added, “We also continue to invest 1% of our annual net sales toward building a more sustainable future for all of Earth’s animals, funding initiatives that improve our positive impact and supporting mission-driven organizations that need it most. That commitment is not going anywhere. If anything, the industry’s growing focus on transparency and sustainability only strengthens our resolve.”
Also showcasing at SUPERZOO was CollaChews, which offers highly digestible, all-natural dog chews packed with collagen sourced from grass-fed beef. Free from rawhide, dairy, corn, soy, and artificial fillers, the chews are scientifically tested to last twice as long as leading rawhide alternatives while supporting joint, gut, skin, and dental health.
“At CollaChews, we believe that every dog deserves a safe, easy-to-digest, long-lasting chew—without the fillers or artificial junk. That’s why we craft our chews using minimal, all-natural ingredients, designed to support joint health, digestion, and a healthy, shiny coat,” stated the company on its website.
Nylabone highlighted its recent award-winning products at SUPERZOO. Nylabone won “Chew Toy Product of the Year,” and Nubz Flavor Bursts won “Flavored Dog Treat Product of the Year” for the 2026 Pet Innovation Awards.
“Our team thoughtfully develops products, like those in this chew toy collection, to keep dogs engaged while delivering the real tastes they love,” said Glen S. Axelrod, President and CEO of Nylabone Products. “We’re honored to be recognized by the Pet Innovation Awards. For more than 70 years, Nylabone has been committed to creating innovative products that support dogs’ natural chewing instincts, and we’re proud to continue helping pet parents care for their dogs with confidence.”
Nylabone also showcased its popular REAL chew line, which now includes new options designed specifically for puppies.
Family-owned since 1975, Scott Pet offers rawhide alternatives among its more than 4,000 products. When it comes to what attendees and pet owners notice about the company, Reid Mansell, Director of Marketing at Scott Pet, reported previously, “Pet parents appreciate that our chews strike the right balance between simplicity and performance. Our products are naturally delicious, made with simple ingredients, and designed to last—something that’s not always easy to find in the category.”
Mansell added, “Our layered chews generate a lot of excitement. They’re designed to deliver extended chew time, even for aggressive chewers, which creates a better experience for both the dog and the pet parent. That combination of long-lasting enjoyment and ingredient simplicity is a key reason consumers continue to come back to our brands.”
Scott Pet believes it’s the company’s focus on quality that sets it apart. “We operate with a lean, highly engaged team, which allows us to stay close to our products and our customers. We’re pet parents ourselves, so every decision is grounded in what we would feel good giving our own dogs. That mindset translates into high-quality, long-lasting chews that deliver on both performance and trust. It also allows us to move quickly and thoughtfully, balancing innovation with consistency in a way that benefits both retailers and consumers,” noted Mansell.
Rawhide alternative brands remain optimistic about the category’s future.
Mansell of Scott Pet previously shared, “The category is poised for continued growth as pet parents become more ingredient-conscious and focused on both safety and functionality. Over the next five to ten years, we expect to see increased demand for chews that combine simple, recognizable ingredients with clear performance benefits, especially longer-lasting engagement.”
“There will also be greater emphasis on transparency, sourcing, and digestibility, along with more innovation in formats and textures to meet different dogs’ needs,” said Mansell.
