Nothing compares to the energy of a pet industry trade show. Whether at Global Pet Expo in March, SUPERZOO come August or at any of the many distributor expos throughout the year, the show floor buzzes as brands and retailers make connections and deals.

The air hums with “Did you see …?” and “Be sure to check out …” as buyers pass each other in the aisles, with talk of innovations, trends and industry news taking place during networking events and dinners.

To prepare you for this year’s trade shows, we asked members of the PETS+ Brain Squad, our survey panel of 1,500-plus independent pet retailers and service providers, as well as top brands what they expect the industry will be abuzz about in 2025. Here’s what they had to say.

DIY GROOMING

With the continued popularity of breeds with high-maintenance coats — we’re looking at you, Doodles — alongside pet parents wanting to trim expenses, some salon owners and retailers with grooming report a rise in DIY.

Tammy Siert, manager of The Velvet Touch Pet Salon in Hinsdale, IL, has adapted quickly and welcomes the help.

“At first, it seemed like at-home grooming could take away some of my business, but it actually did the opposite! We’ve all gotten our fair share of dogs with excess mats or tangles, and prepping those coats just makes our job take longer, meaning we don’t get as many clients groomed in a day,” she explains. “When pet parents do some grooming at home — the majority feel most comfortable with touching up — it helps keep their pet’s coat healthy and makes it easier to work with when they come to the salon.”

Andis will be among the brands at Global showing new pet parent-friendly versions of tools once only used by professionals. “Dr. Pol launched an at-home grooming line with Andis that works well for in-between visits to my salon,” Siert says. She serves as a Global Educator for the brand. “Overall, I see DIY grooming helping us in the long run, especially when we have to fix any pet parent ‘oops.’”

CLEAR EYES. Skout’s Honor adds to its at-home grooming offerings with HydroClear Eye Wash.

Holly Walcutt Mason of Petz Place in Philadelphia, OH, reports that for the most part, her professional grooming clients and at-home grooming customers don’t cross over. She did, however, recently expand her DIY grooming section to meet customer demand.

“We had customers express that our grooming section was lacking. We had about 10 feet of brushes and other grooming equipment, and 5 feet of shampoos and conditioners. So we listened to our customers and beefed up the section!” It now spans 20-plus feet.

Among the brands Mason carries: Skout’s Honor. The company also will be at Global, talking about its highly anticipated new HydroClear Eye

Wash with hyaluronic acid. Most of the company’s products support DIY grooming.

“In-between bath products are essential for pet parents who are handling at-home grooming and maintaining their pet’s skin care/coat needs between grooming sessions,” says Jenny Gilcrest, senior vice president of customer development at the company.

JUST A LITTLE OFF THE TOP. Andis introduced an at-home grooming line in partnersip with Nat Geo star Dr. Pol.

Rx ALTERNATIVES

Retailers regularly share their thoughts about “prescription” foods with us. Diane Mullen of Winni Paw Station in Wolfeboro, NH, says, “It’s exciting to see more manufacturers introducing healthy alternatives to prescription foods!”

Evanger’s Dog & Cat Food and Raised Right are two brands that have innovated in this area, and both plan to shine a spotlight on their Rx alternatives at Global, happening March 26-28 at Orange County Convention Center in Orlando, FL.

Launched in early 2024, Evanger’s EVX Restricted Diet line offers canned foods for cats and for dogs, with Urinary Tract and Low Phosphorus for cats and Allergies & Food Sensitivities and Senior Hip & Joint Support for dogs among the 10 formulations.

Brett Sher, head of research and development and chief of operations for the company, shares that “EVX has quickly become our fastest-growing line, effectively addressing the demand for high-quality holistic solution-based diets in the pet market. There are several reasons for this, including the fact that it is a super-premium product, offers good value, is highly palatable, and meets the needs of people seeking alternatives to prescription-based foods that their pets dislike and that are too expensive.”

Diets that compete with prescription foods continue to grow, with Evanger’s and Raised Right among the brands offering options.

Fresh pet food maker Raised Right introduced its Veterinary Support Recipes, formulated with Dr. Karen Becker and Dr. Barbara Royal, in November 2024. The foods came about because of retailer and customer demand.

Raised Right Co-Founder and CEO Braeden Ruud says, “We had many people reach out asking if we could create recipes that support pets battling chronic illnesses like kidney disease because they want their pets to be eating whole food recipes that meet human-grade standards. While our original recipes have been helping pets with a variety of health issues, there are some pets who require a special diet. We decided it was time for us to provide this to them as most other veterinary diets currently available are either kibble or canned food.”

Kidney Support and Pancreatic Support in turkey and beef for dogs are the first two recipes available because, as he says, “These are two of the most common health issues affecting pets today. We’ll be adding recipes in different meat proteins to give more options in both product lines.” Ruud shares that recipes for cats are also in the works.

AI TOOLS

Quite a few members of the PETS+ Brain Squad point to pet tech as an expected area of growth in 2025, noting AI in particular.

“In services, innovations will likely include personalized pet care, such as AI-driven grooming tools, custom nutrition plans and app-integrated training programs,” says Victor Santucci of Garden State Pet Center in Audubon, NJ. And Cassie Nilsson of The Mill Stores in Whiteford, MD, adds, “I expect to see more AI-driven nutritional recommendation programs catered to individual customers, both to support general sales of company products and DTC sales.”

At Global Pet Expo, Farmina Pet Nutrition will be walking retailers though its Farmina Genius AI tool. Launched in December, team members can use the chat tool to supplement their own knowledge of the brand as they advise customers.

“Many independent pet retailers rely on Farmina Genius AI as a go-to nutrition encyclopedia, providing instant, research-backed guidance to confidently answer pet parents’ questions. Rather than searching for information online, store associates can quickly access expert-driven recommendations, ensuring pets receive the best possible nutrition for their unique needs,” says Farmina CEO North America Loris Rinaldi.

HEY, FARMINA. Retailers can use the brand’s Genius AI tool to research food options with customers.

“Across the country, retailers have successfully integrated the tool into their customer experience, making it easier for pet parents to find the ideal Farmina diet while strengthening their stores’ reputations as trusted pet care resources.”

Santucci is among the retailers who have adopted the tool.

“Farmina’s AI program has been a game-changer for us. Not only does it help us provide pet owners with personalized nutrition recommendations tailored to their pet’s specific needs, but it has also significantly boosted our Farmina sales. Customers appreciate the confidence they get from science-backed recommendations, leading to more informed purchases and long-term loyalty to the brand.”

As Nilsson noted above, brands will use AI tools to build their DTC business. Farmina Genius offers in-store discounts to pet parents who access the tool directly, with the goal of helping indies stay competitive with the brand itself.

SUSTAINABILITY

In each issue’s Little Survey, we ask retailers about their wants and needs in a particular product category. Answers regularly include calls for greater sustainability efforts. Morgan Monty of The Cheshire Horse in Swanzey, NH, says she wants “Compostable packages” in the frozen raw category. “For a family feeding raw to more than one dog, the packaging being compostable is really helpful!” And Amber Sutfin of Pet Wants South Hills in Pittsburgh, PA, wants to see more sustainable proteins.

Sustainability will be a hot topic not only at Global, but also during partner event The Pet Summit. Happening on-site March 24-26, the educational conference will feature a Pet Sustainability Track by the Pet Sustainability Coalition. PSC will exhibit at Global, as well, and sponsor the Sustainability Pavilion, where retailers can explore products and solutions from some of the industry’s most forward-thinking brands.

PSC CEO and Executive Director Jim Lamancusa and Director of Sustainability and Innovation Allison Reser will be on hand to discuss several key advancements gaining momentum this year. Among them are the sustainable protein and sustainable packaging options that retailers want.

KING OF THE ROAD. Austin and Kat values pet and planet health, helping both thrive. Everything Oil helped restore Kingsley’s skin and coat.

About sustainable packaging, Lamancusa says, “First, reducing the amount of plastic in packaging is one of the most impactful things that a brand can look at to affect sustainability. New packaging technologies are allowing for packaging to be just as strong and shelf stable, but reduce between 4-20% of the amount of plastic used, according to one of our PSC-accredited members, Tyler Packaging. A big bonus is that this can sometimes also reduce packaging costs, creating a true win-win. Secondly, brands are also converting from multi-layer, non-recyclable packaging and adopting mono-material recyclable packaging. Lastly, we are also seeing a large increase in brands asking for recycled content to be included in their mono-material packaging. It will change from supplier to supplier, but there is some interesting data that has shown that post-industrial recycled content is environmentally superior to post-consumer in terms of fossil fuel, water and greenhouse gas savings.”

Reser comments on the topic of sustainable proteins: “With the pet food sector being a major driver of animal agriculture, this is perhaps the largest area of overall impact that a pet food brand can focus on. Thankfully, we are seeing a rebound from the focus on ‘human-grade’ pet food. It’s a concept that sounds good, but when you dig deeper, you find that using the whole animal and incorporating co-products or the ‘other half’ of the animal into pet food is not only nutritious for the pet, it is also better for the planet.”

One company doing that: PSC 2024-25 Top Performer Award winner West Paw. It uses organ meats in its treat lines and will introduce several new sustainability-rich products at Global. President Peter Cleary says, “Dental sticks and meal boosters will be made of limited, carefully selected ingredients sourced almost exclusively from the USA to lighten their environmental impact, while maximizing nutrition for our pups.” West Paw will also launch spring colors for the Feast Mat, made from recycled ocean-bound plastic, and for the infinitely recyclable Toppl, among other products.

SIZE MATTERS. Everything Oil uses small fish in its balanced omega oil for a cleaner, more sustainable product.

Global exhibitor Austin and Kat also partners with PSC, and has achieved Pet Sustainability Accreditation status. Founder Kat Donatello shares what she has been hearing during her recent travels. “For the past eight months, I’ve lived on a converted bus and travelled across America — 36 states so far, and it’s given me a unique perspective on where pet wellness is heading. Two clear trends are emerging: sustainability and products that make a difference. Pet parents are focused on the ingredients, the quality (and safety) and the environmental impact — they’re researching, asking questions and making intentional choices.”

In 2022, Austin and Kat built its Seattle Makery, the facility where it now handcrafts and produces its products. “So we’ve been able to respond to these changes directly. Instead of outsourcing, we control every step of production, which means we can continuously improve our sustainability practices and maintain ingredient integrity,” she explains. Donatello uses one of her own dogs as an example when talking at tradeshows to retailers about Austin’s Everything Oil, both in terms of its sourcing and its benefits.

“Most shelves stock salmon oil, which research shows can have a higher environmental impact and metal content. We use small fish, hemp and flaxseed for a balanced omega ratio that’s both cleaner and more sustainable. We got to see the difference firsthand — Kingsley found us in Texas after 18 months on the streets, his coat coarse and skin rough and scaly. You should see him now! Just a few weeks of consistent use and his coat transformed — he’s got that gorgeous, plush coat German Shepherds are known for, and his hot spots have completely disappeared.”

GOING GLOBAL. Pet Sustainability Coalition will exhibit at Global Pet Expo and SUPERZOO in 2025.

NOW RECHARGEABLE

PETSPORT has made the switch from batteries to rechargeable with its laser and blinker products. “The switch to rechargeable means no more button cell batteries make their way into our landfills. We also intentionally used a USB-C connection because it is becoming the standard across cell phones and computers. We do not include a charging cable because most customers already have one. The amount of charging cords that end up in the landfill each year is shocking,” says President Darin Eisenbarth, adding that, “Rechargeable have better performance, reduce waste, don’t corrode, and have higher customer satisfaction. Also, last year the government passed Megan’s Law, severely restricting button cell batteries for the safety of children. Moving to rechargeable for all our electronic items not only is better for the environment, but it is also safer for children.”

SUPPLEMENTS

Mushrooms continue to have their day in the supplement category, with retailers and members of the National Animal Supplement Council’s Compliance Team listing them as an ingredient they expect to see much of at Global.

“I think mushroom-blend supplements will continue to grow and be a hot topic,” says Julie Sterling of Julz Animal Houz in Marysville, WA. Adina Silberstein of Queenie’s Pets in Philadelphia, PA, adds that she expects to see, “So much with mushrooms! And I’m excited to learn more about them.”

FABULOUS FUNGI. Fera Pets and Green Juju are among the brands embracing the power of mushroom

Prebiotics, probiotics and postbiotics also remain prevalent in this product category, as do supplements that promote longevity. NASC Chief Operating Officer Ryan Cargo points to C15 — pentadecanoic acid, a saturated fatty acid with 15 carbon atoms — as an ingredient growing in popularity. Studies show potential benefits for heart and liver health, immune function and longevity.

NASC Senior Marketing Manager Jeni Parker also identified this topic as one retailers should be aware of and respond to: “There seems to be an uptick in direct-to-consumer companies and subscription supplement services. Brick-and-mortar retailers should do what they’re best at: helping customers understand supplement benefits, decipher labels, and choose the right products for their pets’ specific needs. DTC and subscription services can’t compete with this level of service.” The NASC team will exhibit at Global and is ready to share more insights and advice with retailers.

ENRICHMENT

Retailers have enrichment at the top on their shopping lists in 2025. Randy Walker of Lakeshore Pet Boutique in Douglas, MI, says, “Enrichment toys and games continue to be of interest to pet parents, so I hope there are new innovations at Global!”

When it comes to innovation, many retailers turn to the prolific and creative team at SodaPup. “SodaPup didn’t invent any of the categories that we compete in, but we like to believe we have made each product type better through ‘evolutionary’ innovation (versus revolutionary),” Founder and CEO Adam Baker says. “For instance, slow feeder bowls existed, but research showed that they were ineffective at slowing down dogs’ eating … so it was a good marketing story, but not real in practice. When we entered the slow feeder bowl category, we set out to create designs that were more difficult, and we achieved that while also making slow feeder bowls more beautiful.

INTERACTIVE ENRICHMENT. SodaPup connects pet to their person with its new Lick Stick line.

He adds, “Similarly with lick mats; we didn’t invent them, but we have created a range of beautiful designs that have varying degrees of difficulty so you can match the food drive of your dog with the difficulty of the lick mat design. We have also taken slow-moving categories and introduced a fashion element, which leads to repeat purchases where they didn’t exist before. Because we continually introduce exciting new designs, we have consumers that collect our bowls and mats. It’s been fascinating to watch how consumer behavior is evolving in response to what we’re doing!”

It would take serious space here to list the many products SodaPup will introduce at Global. This one stood out, in particular. “We will be launching a brand new enrichment product called a Lick Stick. Most food-based enrichment we give our dogs is solitary, meaning we prepare a slow feeder bowl or lick mat and then give it to our dogs. With the Lick Stick, the idea is to create an interactive experience with your dog, to help build a bond. You smear soft food onto the head of the device and hold the handle while your dog licks it.”

Another innovative product retailers will see at Global: Warren London’s Distract-A-Hat (above). Craig Bittman, VP of business development describes it as “A pet enrichment tool designed to make grooming, nail trimming and baths stress-free for pets and owners. Its mess-free, effective design engages pets while simplifying care, providing a solution that stands out for its practicality and quality.”

ALL THINGS CAT

Perhaps the most-buzzed about area in the industry, as it spans many categories and tremendous consumer demand exists: cat. Sherry Cassin of Meow Mini Mart in Jersey City, NJ, says, “Over the last 10 years, I have seen a huge growth in people’s interest in cats, leading to a major focus in the pet industry. I credit the influence of cat cafes and cat conventions for being the ‘spark,’ followed by cats in movies and commercials, cat memes, celebrity cats and cat influencers. All eyes are on cats now. As a store owner who is focused on cats, it is a very exciting time to be a buyer!”

Jennifer Larsen of Firehouse Pet Shop in Wenatchee, WA, agrees and shares that her cat customers’ shopping habits have evolved. “It used to be that they visited once a month or so for supplies, and now we are seeing them considerably more frequently. They are always looking for fresh, fun products. Keeping the cat area rotating and showcasing newness is key.” Her team has seen the results: “Last year we saw a healthy growth of 14% in pure cat categories, which was higher than our total store increase. Other highlights include: Cat treats were up 52% (purées lead this category), food up 16%, cat collars and harnesses up 8%, and cat litter 22%. Pet parents are loving the fun and fashionable items, and then stocking up on the basics.”

Among the companies putting a significant focus on cat, not only at Global but in general: Hagen with Catit.

AND NOW CAT. Roam Pet Treats will introduce its first cat treat line at Global Pet Expo.

“Catit is a 360 Degree Cat brand. We offer everything cat owners could need to care for their cat,” says Marketing Manager Jillian Carpentier, who adds that litter continues to be one of the company’s fastest-growing categories. “Our Go Natural! Pea Husk litter has taken the litter category by storm. To meet the needs of new and younger pet parents, we have added two new varieties. To complement this, at Global, we will also be introducing the Catit Loo. This is a litter box made of 99% recyclable plastic.”

RAWZ continues to expand its cat offerings in 2025. In addition to its new line of Raw Freeze Dried Cat Treats with goat milk (see New & Notable p. 51), the company will introduce 96% Wet Food Recipes for cats. Owner Jim Scott says, “Made with 96% high-quality, protein-rich meat, three recipes for cats — Turkey & Turkey Liver, Chicken & Chicken Liver, and Rabbit — include goat’s milk, which supports digestion, reduces inflammation, and provides antioxidants to help protect the immune system. A Pork & Pork Liver recipe for cats is also available without goat’s milk.”

Also launching at Global, the first cat treat line from Roam. Marketing Director Kehila Aguilar shares the inspiration, “For years, it seemed like cat treats were a second thought. We saw most cat treats on the market as simply repackaged kibble. We feel that cats and their pet parents should have the option to treat their cats to a snack made from scratch with their taste demands at the forefront.

“We took our best leanest proteins like ostrich, venison and wild boar, and created a recipe from scratch. There are never GMOs, growth hormones, or antibiotics in any of our treats. These amazing novel/exotic proteins offer the protein that cats need without the calories they don’t.”

MORE 2025 BUZZ

PETS+ Brain Squad members say they’ll be on the lookout for kibble alternatives, building on the air-dried, steam-and-dried, and cold-pressed options. In this time of avian flu, they also want to prepare for increased demand for gently cooked and other non-raw fresh foods. And many put “Made in the USA” atop their shopping lists due to existing and potential tariffs.

Pet safety continues to grow in demand as a product category. BAYDOG CEO and Founder Barton O’Brien says, “Pet owners are increasingly seeking products that ensure their pets are safe while navigating busy streets, exploring wooded areas or enjoying time on the water. Dog owners want to ensure they are visible to drivers at night, prompting them to choose walking gear in bright, high-visibility colors with reflective elements. More pet owners are also purchasing life jackets for their dogs for various water activities. Overall, as the younger generation of dog owners increasingly take their dogs with them on their adventures, they are looking for gear that complements what they buy for themselves.”

O’Brien looks forward to meeting with retailers at Global, where he will be talking about the Firefly Safety Light (see p. 22). “Our business is totally focused on building strong retail partnerships. Unlike brands that rely on DTC sales, either through their own website or Amazon or Chewy, over 90% of BAYDOG’s revenue comes from brick-and-mortar stores.”