SuperZoo, one of North America’s largest pet retail trade shows, was held at the Mandalay Bay Convention Center Aug. 13-16. More than 1,100 exhibitors, including 300 first-time exhibitors, showcased the latest products from established brands and emerging innovators.
The Bolen Group, one of the largest industry trade groups, reports that sales of pet care products are increasing at a rate three times faster than any other category of fast-moving consumer goods. The group anticipates a revenue growth of almost 3 percent through the rest of the year. According to the Human-Animal Bond Research Institute, 98 percent of pet owners consider their pets an integral part of their family, 87 percent experience improved mental health from pet ownership and 76 percent report improved physical health due to their pets. The trend of humanizing pets makes industry growth inevitable.
According to the PetFood Industry, the five global trends include sustainability, health and wellness, value, engagement with pets and the use of AI for reviews and recommendations. As for marketing, dominant platforms include social media (with influencers), marketing websites such as digital storefront, email blasts and pay-per-click digital advertising.
Don Tomala, president and CEO of Matrix Partners, has worked with brand marketing for more than 50 years. He was the director of marketing for Quaker Oats Co.’s pet foods division, launching Kibbles, Bits and Pounce and their brands.
“The trend of humanization of pets has been part of marketing for the past 30 years. People are now offering nutritional products that are functional in nature,” Tomala said.
“This show and Global Pet Expo, (Orlando, Florida) are two of the biggest pet shows in the country open to all the retailers in the industry showcasing ideas and making those things available to consumers on their shelves. While it’s not open to consumers, people in the media or who work with big retailers like Amazon or Chewy attend these shows,” Tomala said.
Caleb Gilmore, co-founder and co-owner of Suzie’s Treats, started the business eight years ago and exhibited for the sixth time at SuperZoo.
“We put a lot of energy into having a nice booth and presenting our brand well, which has been extremely successful for us,” Gilmore said.
For 29 years, PremieRpet, based in Brazil, has created products for pet nutrition and developed the Natoo brand for the United States market. The Natoo products showcased at the booth revealed products crafted with natural, traceable, ethically sourced ingredients. Natoo also highlighted the Pet Sustainability Accredited Business title received from the Pet Sustainability Coalition (PSC) on June 6. PremieRpet became the first pet food company to adopt 100 percent solar energy in its factories and is LEED Gold Certified.
“It is a major investment on their part. But that production facility uses only solar power to run the operation,” Tomala said. “That’s a big new trend within the manufacturers and consumers looking for those products creating little or zero footprint.”
In the engagement and emerging brand section, StitchLeash showcased its latest product, the All-in-One Smart Leash. Jenni Morse, the chief innovator at StitchLeash, demonstrated the cleverly designed leash with interchangeable built-in holders. This multi-functional leash includes compartments for new and used poop bags, water bowl, treat pouch, tennis ball, flashlight and space for keys and hand sanitizer, providing a convenient all-in-one solution for dog walks.
Rouge Pet Science was founded by Nate Dewsbury (a scientist in the production of animal health and nutrition space) and Blake Jackson, who shared a passion for dogs’ nutrition, health and performance. Products are holistic and natural; and the company is transparent about sourcing. It debuted its new packaging on the entire line of products, as well as launched its latest products of powered G.O.A.T Milk, sourced from pasture-raised, free-ranging goats, with no by-products, preservatives or GMO ingredients. It was designed for affordable pricing; and goat milk is considered to be easier for pets to digest.
One influencer who was a hit at the show posing with various products is Corgi Club Colton, a corgi breed on social media, including 569,000 followers on Instagram and 493 subscribers on YouTube.
The World Pet Association established SuperZoo in 1950 as an annual event for the entire pet industry to connect, learn and conduct business. Since its inception, the show has grown with its extensive education offerings, easy-to-navigate show floor and atmosphere. SuperZoo has been held in Las Vegas since 2004 and will return to the city in 2025.
