LAS VEGAS — More than 22,000 pet care professionals gathered in Las Vegas from Aug. 14 to 16 to network, learn and conduct business at SUPERZOO 2024. The annual expo, organized by the World Pet Association (WPA), spanned 330,000 square feet and featured more than 1,100 exhibitors. While the show is not an exclusive pet nutrition exposition, a wide range of pet food and treat brands highlighted their latest and greatest products.

Exhibitors showcased their products and innovation in specialized areas throughout the show floor including Emerging Brands, Natural and Health, Specialty and Lifestyle, Farm and Feed, Live Animals, Groomer’s Marketplace, and the International Pavilion.

More than 1,100 new products took the spotlight at the New Product Showcase. This popular section, open to all attendees to browse, highlighted innovative products throughout the pet industry. A panel of industry experts assessed each entry and awarded first-place winners and runners-up to 23 products. Woof’s Pupsicle was awarded the Best New-to-Market Pet Product for 2024 and also received First Place in the Dog Category.

The Pet Food Processing editorial team walked the show floor and met with brands to learn about the latest pet food and treat products on the market. Looking back, three notable trends grabbed our attention as we visited booths and perused the New Product Showcase.

Feline frenzy

Walking the New Product Showcase and the tradeshow floor it was plain to see that dog products still dominate the pet food and treat market, but at this year’s SUPERZOO there was an increased interest in cat-centric products. Many existing manufacturers, turned their focus to adding feline-exclusive products to their portfolios. In addition, more emerging cat-only brands have entered the market.

Source: Sosland Publishing Co. / Nicole Kerwin

Featured in the Emerging Brands section and New Product Showcase was Smalls, a fresh pet food brand exclusively for cats. The brand offers bird and fish broth, freeze dried food and fresh/frozen food. The wet food is gently cooked and comes in four flavors: Smooth Bird (chicken), Other Bird (turkey), Ground Cow (beef), and Smooth Fish (fish). The freeze-dried meals come in three varieties: Bird (chicken), Other Bird (turkey), and Water Bird (duck).

Wellness Pet Company showcased its new Wellness® Appetizing Entrées™ featuring a line of nine protein-rich meals for adult cats designed to help provide nutrition and hydration during mealtime. The entrées list chicken and fish as the first and primary ingredient. The entrees come in nine flavors: Tuna & Tilapia; Tuna, Mackerel & Shrimp; Tuna & Cod; and Tuna in flaked formulations; Chicken and Chicken & Turkey in mousse formulas; and Chicken; Chicken & Duck; and Chicken & Salmon in shredded forms.

Taking top honors in the cat category of the New Product Showcase Awards was Choolip’s Berry Good Milk pouches. The lactose-free, vitamin-infused drink for cats and dogs supports urinary health, digestion and joint function. While the product can be served to both cats and dogs, it was recognized as a cat product at this year’s show.

In addition to providing more nutrition for cats, brands are also seeking to support oral health in felines. TEEF for Life teased its new dental treats for cats in the New Product Showcase, as well as those for dogs. The cat treats are formulated with the company’s Protektin30™ ingredient. The ingredient is specifically designed for cats and is a vegan, prebiotic that targets the microbiology of a feline’s mouth to help promote dental health and fresh breath.

Sustainable solutions

Sustainability continues to be top of mind for pet nutrition manufacturers and the ongoing pursuit can be seen through packaging initiatives, sustainable ingredient sourcing and even through social missions. While some companies promote their sustainability efforts in more prominent ways, others are more subtle in their communication. But regardless of whether the efforts are being shared, it’s important that industry is doing its part.

“It seems like the sustainability trend is certainly here to stay after seeing the new innovation showcase and all the different products that are highlighting carbon reduction and other sustainability claims,” Sean Madison, director of Global Pet Food & North American Growth at Innovafeed, told Pet Food Processing during SUPERZOO. “People are demanding sustainability in their human food products and their pet food products.”

Jim Lamancusa, director of the Pet Sustainability Coalition (PSC), added, “The research I’ve seen is that 87% of consumers care about sustainability when they make their purchasing decisions for pet products.”

The PSC is a non-profit organization tasked with helping individual companies with their sustainability goals as well as partnering on larger industry initiatives around sustainability, including packaging reduction and ingredient sourcing.

During SUPERZOO, Ethos Pet Brands, which is made up of the Canidae and Natural Balance brands, shared its sustainability message throughout its booth displays as well as in its communication with visitors.

“At Canidae, we use regenerative ingredients in almost all of our products to deliver that best-in-class nutrition while also being good for the environment,” Ryan Wilson, vice president of marketing for Ethos Pet Brands, told Pet Food Processing during a SUPERZOO booth visit. “Across both Canidae and Natural Balance brands we use post-consumer recycled materials in all of our dry packaging. Our goal is to provide less waste to the landfill.”

Part of ADM’s sustainability message included highlighting its partnership with Innovafeed, a producer of insect ingredients for animal feed, pet food and plant nutrition. Innovafeed has partnered with ADM to repurpose its agricultural corn-based byproducts to aid in its breeding of black soldier fly, Hermetia illucens, larvae in the indoor farms at its North American Insect Innovation Center in Decatur, Ill. Innovafeed’s innovative process produces insect meal, oil and soil amendment, which the company has marketed in North American under the Hilucia™ brand.

Source: Innovafeed

During SUPERZOO, Jiminy’s and Arch Pet Food showed off the “Powered by Hilucia™” label to highlight their partnership with Innovafeed and its insect protein ingredient. Jiminy’s Good Grub dog food and Arch’s Insect and Plant Recipe dog food will both feature the new ingredient.

“We’re proud to launch at SUPERZOO our collaboration with the pioneers in the insect ingredient space to showcase our co-branding of the new Hilucia brand of ours — it’s our commercial and consumer-facing identity for our products,” Madison said. “We’re really excited about this launch – we believe it’s just the tip of the iceberg.”

Regarding social impact, O.T.I.S.’s commitment to supporting facility dogs, and their abilities to support survivors, was clear throughout its booth messaging: “Dog supplements and treats with a cause.” The company’s products include supplements, recently launched Wild Things Trainers Treats, and an upcoming Venison Lung product, all of which are formulated with responsibly sourced and upcycled ingredients in-line with a dedication to the environment. Additionally, for each product sold, O.T.I.S. donates $1 to facility dog programs. Since its launch in April 2023, it has raised a total of $77,000. According to McKenna Cox, company spokesperson for O.T.I.S., the company’s founding mission has made it popular with retail partners and consumers. 

Goat milk galore

While it’s not really a new ingredient when it comes to pet food, the prevalence of goat milk-based products seemed to be on the rise at this year’s show. Known for its high nutrient content and anti-inflammatory properties, goat milk can be added to pet diets to improve nutrition. It is naturally rich in oligosaccharides, which act as a prebiotic, and it can offer pets improved digestive health, strengthened immunity, as well as stronger teeth and bones. Because of these functional benefits, it wasn’t surprising to see more products featuring goat milk ingredients at this year’s SUPERZOO.

Source: Pets Global

Fussie Cat showcased its expanded Super Premium line of goat-milk products with six new purees and three new wet food formulas. The products leverage the natural benefits of goat milk and contain meat-first ingredients. Its Super Premium Chicken in Goat Milk Gravy formulas are fortified with vitamins and minerals, rich in DHA to support vital brain development and healthy vision, and drenched in goat milk gravy to promote daily hydration. The cat foods are available in Chicken, Chicken with Beef, and Chicken with Duck flavors. The Super Premium Purees with Goat Milk can be served as a topper or a treat to cats of all ages and come in six flavors: Chicken, Chicken with Beef, Chicken with Duck, Tuna with Chicken, Tuna with Salmon, and Tuna with Small Anchovies.

JAC Pet Nutrition launched its Billie Goat brand of Goat Milk and Collagen chews and powders. The hard chews feature raw goat milk, collagen and cheese in Dental, Blueberry and Cheese varieties. In addition, the brand’s air-dried Goat Milk & Collagen powder offers the benefits of goat milk without needing a liquid product. Each bag of powder can be mixed with water to make 1 quart of milk that can be used as a topper to provide extra nutrition. The powder comes in four varieties: Plain for functional wellness; Pumpkin with pre-, pro- and postbiotics to aid in digestion; Superfood with blueberries, cranberries and apple for immune support; and Adult with green lip mussels, glucosamine, chondroitin and turmeric for mobility, hip and joint support.

Boss Nation also showed off its Boss Dog® and Boss Cat® Raw Goat Milk at its booth. The milk, usually sold frozen, is infused with DHA, taurine and probiotics. The milk is available in Original, Perfectly Pumpkin, Apple & Cranberry Smash, Consistently Carrot and Simply Spinach varieties. The company also has a powdered goal milk formulation.

Anticipation for SUPERZOO 2025 has already begun following this year’s record-breaking show. Next year’s event will be held at the Mandalay Bay Convention Center in Las Vegas, from Aug. 13 to 15 with education beginning Aug. 12.

Stay tuned for more coverage from SUPERZOO 2024, and for more details on next year’s event.

Continue reading our coverage from SUPERZOO 2024, and keep up with the latest pet food trends on our Trends page.