Prime tendencies seen at SuperZoo 2022

LAS VEGAS — SuperZoo 2022 returned in full power final week. In keeping with early estimates, greater than 1,025 exhibitors and 16,000 guests poured into the Mandalay Bay Conference Middle from Aug. 23 by means of 25 to reconnect with business colleagues, make new connections, and discover out concerning the newest and biggest or soon-to-be pet merchandise hitting the market.

Exhibitors, patrons and business stakeholders flocked to this 12 months’s commerce present, following the cancelation of the present in 2020 and a lingering hesitancy for face-to-face interactions in 2021. The 331,500-square-foot present flooring had a lot to supply, together with instructional insights for retailers and types, a record-breaking variety of New Product Showcase entries, totaling greater than 900 new merchandise, in line with Mike Karsting, senior vp of occasions on the World Pet Affiliation (WPA).

“As evidenced by this 12 months’s attendance, SuperZoo continues to be the business’s go-to commerce present for the pet retail group — 
spanning one-door impartial retailers to the most important family names in retail,” mentioned Vic Mason, president of WPA. “SuperZoo 2022 attracted high-quality choice makers and delivered a present flooring crammed with rising merchandise and grooming tendencies, a extremely widespread and profitable reside animal space, an schooling program filled with thought leaders and wealthy content material choices, and a fun-filled ambiance for pet professionals to attach and community with their group. We’re counting down the times till we are able to do it once more in 2023.”

The 2022 present additionally welcomed 262 first-time exhibitors total, together with 72 startups featured within the Rising Manufacturers part of the present flooring. Roughly 13% of SuperZoo’s complete attendance this 12 months got here from outdoors of the USA, together with robust illustration from Canada, the UK, Columbia and Brazil. 

Pet Meals Processing editors walked the present flooring from open to shut and met with numerous manufacturers to be taught extra about their newest and biggest pet meals and deal with merchandise. Wanting again on what we discovered, three main tendencies stood out — formulations and elements that focus on particular pet diet and wellness wants, the continued emphasis on sustainability (and the place the business is arising quick), and a wide range of package deal redesigns aiming to make model claims and key differentiators as clear to the buyer as potential. Proceed studying for particular examples of every of those tendencies seen on the SuperZoo 2022 present flooring.


Focused diet

The idea of “meals as drugs” continues to be an underlying driver for premium product innovation within the pet meals, deal with and complement house. NielsenIQ shared pet meals gross sales with particular purposeful attributes are rising quickly, together with merchandise providing psychological well being, temper and stress reduction (up 34% from August 2021 to July 2022), efficiency help (up 32%), urinary well being (up 27%), kidney well being (up 22%), coronary heart well being (up 19%), pores and skin and coat well being (up 18%), mobile perform help (up 18%), immune system well being (up 15%), digestive well being (up 15%), and joint well being (up 15%).

In keeping with NielsenIQ, on-line search quantity progress throughout pet retail channels signifies continued curiosity in dental well being, hairball management and nervousness well being merchandise. Different most-searched attributes embody calming, urinary well being, delicate abdomen and weight management, though hairball management and nervousness well being have proven essentially the most search quantity progress from August 2021 to July 2022.

Moreover, pet complement purchases are rising at a quicker charge than nutritional vitamins, minerals and dietary supplements for people. NielsenIQ reported pet complement gross sales had been up 11% from August 2021 to July 2022, in comparison with 6% gross sales progress for human dietary supplements, nutritional vitamins and minerals. On a three-year foundation, pet complement gross sales had been up 50%, in comparison with 34% progress for human complement merchandise.

Key tendencies within the pet complement house embody probiotic elements, intestine well being, conduct help, using hemp, joint well being, stress reduction, sleep aids utilizing melatonin, and using superfoods. Greenback gross sales for intestine well being merchandise grew 213% from the second quarter of 2021 to the second quarter of 2022, whereas conduct help dietary supplements had been up 132%. Dietary supplements together with probiotics noticed gross sales progress of 78% over this era, whereas hemp complement gross sales elevated 63%, and superfood complement gross sales had been up 43%, in line with NielsenIQ.

Extra particularly, gross sales of pet meals and dietary supplements containing CBD are outpacing total gross sales progress for the CBD product class — together with merchandise for people. The entire class noticed a 2.7% enhance in gross sales from August 2021 to July 2022, whereas CBD-inclusive pet dietary supplements grew 22% and CBD-inclusive pet meals merchandise had been up 35%. On a three-year foundation, CBD pet complement gross sales had been up 236%, whereas CBD pet meals gross sales grew 377%.

Clearly, the pattern towards solution-based merchandise is right here to remain and is prone to affect the way forward for the pet diet house at giant. As pet homeowners proceed to hunt pet meals, deal with and complement merchandise with elements and formulations that help particular areas of well being and wellness, manufacturers will proceed trying to enter and increase their choices to satisfy demand.



Plenty of corporations selected SuperZoo because the discussion board to share their sustainability initiatives with sales space guests, touting their accomplishments to this point and their upcoming firm targets.

The Pet Sustainability Coalition (PSC) referred to as on pet meals corporations to signal its Packaging Pledge throughout the present. The pledge supplies pet meals corporations with the instruments they should obtain sustainability targets and achievements. On Aug. 23, Canidae, Earth Animal, Intuition, Petcurean and Primal Pet Meals publicly signed the pledge on the Earth Animal sales space.

Prime tendencies seen at SuperZoo 2022Christine Mallier of Petcurean, Stephie Volo of Earth Animal, Wally Shaw of Canidae, Neil Thompson of Intuition Pet Meals, and Tim Simonds of Primal Pet Group represented the 5 corporations who signed Pet Sustainability Coalition’s Packaging Pledge. (Picture by Sosland Publishing Co.)

“We wish to cut back our environmental influence and encourage the business to do the identical,” mentioned Stephie Volo, chief advertising and marketing officer at Earth Animal, following the general public announcement.

In keeping with PSC about 99% of multi-laminate packaging used for pet meals and treats shouldn’t have a sustainable, end-of-life answer. The pet business produces 300 million lbs of meals and treats packaging that results in landfills every year in the USA. With this in thoughts, the coalition is hoping to additional the business’s sustainable packaging efforts with the Packaging Pledge.

The pledge asks pet business corporations to develop measurable methods towards using refillable, compostable, and recyclable packaging by the tip of 2025. In change for his or her dedication, PSC will present informational instruments, together with:

  • A market of vetted, pre-qualified packaging suppliers
  • Strategies of measuring packaging life cycles
  • Packaging design guides and labeling help from How2Recycle
  • Legislative updates from North America and the European Union on sustainable packaging
  • Advertising and marketing belongings, together with badges and social media promotion alternatives.

“We’re on a mission to create a greater planet for everybody,” mentioned Wally Shaw, chief working officer at Canidae Pet Meals, after signing the pledge.

Earth Animal, Tyler Packaging and Thanh Phu Plastic Packaging Co. have made donations to PSC to assist help the Packaging Pledge initiative.

In keeping with PSC, with a collaborative effort from pet meals producers and packaging corporations, by means of applications such because the Packaging Pledge, “the pet business can obtain fast adoption by 2025 and close to 80% transition of all pet meals multi-laminate packaging by 2030.”

Along with the PSC’s announcement throughout the present, Chilliwack, British Columbia-based Petcurean shared its newest Sustainability Influence Report and the corporate’s newest achievements, along with signing the Packaging Pledge. The corporate’s sustainability initiatives and future targets embody:

  • Saving round 553,000 lbs of waste pet 12 months by switching to recyclable packaging for its GO! SOLUTIONS and NOW FRESH dry meals.
  • Decreasing water utilization in its protein manufacturing by 82% by launching an insect protein recipe.
  • Offsetting 100% of its scope 1 and a pair of greenhouse gasoline emissions, thus decreasing its carbon “pawprint” by 105 tonnes.
  • Following donations of 1,563,965 meals to pets in want in 2021, the corporate plans to donate much more in 2022.

Each the Packaging Pledge and Petcurean’s ongoing sustainability efforts outlined in its Sustainability Influence Report are “demonstrating our crew’s dedication to sustainability,” mentioned Christine Mallier, sustainability supervisor for Petcurean.

Pet manufacturers proceed to invent their very own sustainability initiatives, which incorporates partnering with different organizations, to realize eco-conscious milestones in their very own companies and for the business at giant. Nevertheless, in line with Fray, the pet care business is “nonetheless lagging a bit” in sustainability in comparison with different CPG classes together with meals and beverage and well being and wonder.

“We’re not seeing the expansion in pet that we’re seeing in the remainder of the shop,” Fray mentioned, referring to the variety of sustainability claims seen in pet aisles. These claims span 5 main sustainability classes: social duty, sustainable farming, environmental sustainability, sustainable packaging, and animal welfare.

In keeping with NielsenIQ knowledge from July 2021 to July 2022, pet meals claims of sustainable farming grew 33.7%, whereas environmental sustainability claims had been up 28.8%, sustainable packaging claims up 24.4%, and animal welfare claims grew 30.1%. Nevertheless, social duty claims had been discovered to be down 3% over this era, in comparison with complete retailer progress of 15.2% for social duty claims over the identical timeframe.

Pet meals sustainability claims do appear to be outpacing these seen within the pet business at giant, together with pet provides and remedy merchandise. General, the pet care business is reporting a 3% decline in social duty claims, a 33.7% enhance in sustainable farming claims, a 26.7% enhance in environmental sustainability claims, a 24.4% enhance in sustainable packaging claims, and a 29.8% enhance in animal welfare claims, NielsenIQ shared.

Chatting with social duty, one model that made its business debut at SuperZoo 2022 goals to cut back the carbon footprint of the pet diet business whereas supporting medical canine adoptions for youngsters who’ve suffered trauma. The corporate, O.T.I.S. — which stands for “Overcoming Trauma, Inspiring Survivors” — donates $1 of each product bought to help medical canine applications at youngsters’s hospitals. Its product portfolio at the moment consists of moist and dry dietary supplements and treats, all ethically sourced and formulated with pure elements, of which some embody CBD.

One environmental sustainability pattern seen at SuperZoo 2022 stems from corporations incorporating seafood into their pet meals, treats and dietary supplements.

For instance, Pure Cravings — which took first place within the Cat Class of the New Product Showcase Awards at World Pet Expo 2022 — famous its crew is taking a look at methods to include oils, trappings and different byproducts of fish processing to create new merchandise whereas decreasing total waste.

Brilliant Salmon Oil's upcoming dog and cat supplement products

Sensible Salmon Oil is a zero-waste, carbon impartial pet product firm specializing in the purposeful advantages of wild-caught Norwegian salmon oil for pets. At SuperZoo, the corporate shared its latest merchandise — two dietary supplements using fish bones and salmon protein, two byproducts that may in any other case go to waste. Sensible Salmon Oil’s Bone Well being dietary supplements comprise 100% pure calcium bone powder and likewise ship collagen. The Vitality and Vitality dietary supplements are constructed from 100% pure salmon protein hydrolysate powder providing 97.5% protein.

A protein paradigm shift

Conversations across the function protein sourcing performs within the sustainability of the pet business at giant have spurred the adoption and growth of a number of protein alternate options.  A number of manufacturers are turning to plant-based proteins, lab-cultured protein alternate options that remove the necessity for slaughtered or rendered protein sources, and bug proteins.Because, Animals showcases protein alternative pet food toppers and supplements at SuperZoo 2022

As a result of, Animals is one instance. This Oakland, Calif.-based model is constructing out its complement and deal with line with new Wellness Sprinkles for canine and cats, in addition to a brand new line of freeze-dried, dietary yeast-powered treats for canine and cats. As a result of, Animals is at the moment creating a complete-and-balanced pet food portfolio with visible inclusions, utilizing mobile biotechnology to develop proteins with out harming animals within the course of.

Wild Earth is one other participant within the lab-cultured protein house that showcased upcoming improvements at SuperZoo 2022. This model began in 2018 with a line of koji canine treats and has since expanded to launch complete-and-balanced, vegan diets for canine, Full Protein Canine Meals, in addition to a line of vegan Superfood Canine Treats. The corporate’s new pet food will formally launch in 2023 with two recipes: Rotisserie and Basic Roast.

In keeping with knowledge shared from Wild Earth, plant-based canine diets have proven to assist help total well being and wellness, as 86% of pet dad and mom who served their canine plant-based diets reported well being enhancements. Forty-four p.c seen enhancements of their canine’ vitality ranges, 50% witnessed enhancements in pores and skin and coat well being and 43% reported a discount in itching and scratching after switching to plant-based diets.


Packaging for readability

Wild Earth additionally showcased package deal redesigns at its SuperZoo 2022 sales space, which speaks to a different pattern seen throughout a number of manufacturers on the present. The corporate partnered with Smack, a New York-based company, to create its new package deal designs. The up to date designs are supposed to drive continued progress for the model and resonate higher with its present target market. Ryan Bethencourt, co-founder and chief govt officer, shared the corporate’s DTC mannequin has skilled triple-digit progress since its founding in 2018.

Wild Earth's new package designs

Higher Alternative Firm showcased a relaunch of its Halo Holistic pet meals line, that includes new formulations with purposeful advantages and up to date package deal designs. The brand new recipes are formulated with larger ranges of responsibly sourced protein and supply pores and skin and coat well being and digestive help advantages by means of probiotics and postbiotics, amongst different attributes.

With Halo Holistic’s new package deal designs, the corporate goals to speak extra clearly about key model claims and product differentiators. For instance, the redesigns name out “cage-free” and “wild-caught” protein sourcing attributes, in addition to displaying GAP and MSC certification logos on the entrance of qualifying packages. The brand new designs additionally function improved distinction between grain-free and grain-inclusive formulation within the line.

Pure Stability additionally showcased a brand new line of pet treats with packaging that was deliberately designed to be enjoyable and engaging for shoppers. The Rewards Canine Treats line consists of Jumpin’ Stix, Minis, Crunchy Biscuits codecs and in Beef, Peanut Butter, Bison, Rooster, Duck, Salmon and Venison flavors. Moreover, the corporate’s new Freeze-Dried Uncooked Treats for Canine might be served as a meal topper or a stand-alone deal with and are formulated with protein-rich animal meat in two recipes: Rooster & Candy Potato and Beef & Brown Rice.

Throughout the board, these redesigns intention to raised handle every model’s goal shopper and make clear key model claims which are most vital to pet meals and deal with customers with out being visually overwhelming.


Honorable point out: Improvements seen on the present flooring

Other than the greater than 900 official new product entries seen within the New Product Showcase, a number of pet diet manufacturers had been featured within the Rising Manufacturers part, the place hand-picked startups had the chance to showcase their early-stage improvements.

Pet Pasta makes its pet industry debut at SuperZoo 2022

Pet Pasta was one such rising model with a brand new twist on home-cooked pet meals. The model’s “Boboghetti” product is an oat-based pasta with added nutritional vitamins and minerals meant to make a home-cooked pet food complete-and-balanced. Whereas the product is meant for intermittent or supplementary feeding, the corporate states on its web site, it may be used as a nutritious base for a home-cooked canine meal. The product was developed by a board-certified veterinary nutritionist and a board-certified veterinarian.

Kitchen Desk, a brand new model by Pet Vitamin Kitchens, additionally debuted at SuperZoo with a line of high-protein, high-moisture jerky-style canine snacks supposed for on-the-go feeding and treating. The smoked meat snacks are formulated with proteins sourced in the USA and gently cooked in a smokehouse within the Midwest. The recipes are shelf steady for 18 months and must be refrigerated after opening. Assured analyses for every components range between 28% and 32% protein, 8% to 24% fats, and 35% to 45% moisture.

In fact, tenured pet business manufacturers additionally launched notable new product improvements at this 12 months’s present. For instance, Himalayan Pet Provide’s yakyCHARMS product is a “pop-able,” tacky canine snack offered in microwaveable baggage. This spin on popcorn is 100% pure, free from lactose, gluten and grains. Whereas they could not “pop” within the bag, they do function a limited-ingredient common or coaching deal with and are formulated with domestically sourced elements, in line with the corporate.

Primal Pet Foods makes its first foray into the gently cooked pet space.

Additionally within the Primal Pet Group household, Primal Pet Meals will quickly launch its first gently-cooked recent pet food. The road consists of 4 recipes — Beef & Carrot, Rooster & Salmon, Rooster & Squash, and Fish & Kale — all cooked utilizing a sous-vide fashion impressed by Founder Matt Koss’s expertise as a West Coast chef earlier than founding Primal Pet Meals in 2001. The recent diets are cooked in pouches and offered by recipe or in selection packs.

Final however definitely not least is a brand new model providing flavored bubble merchandise for canine to get pleasure from alongside human youngsters. As seen within the Rising Manufacturers part, BubbleLick was created by pediatricians to leap on the pattern towards pet humanization. The bubbles comprise FDA-approved meals components to provide the bubbles flavors engaging to canine companions, comparable to bacon — that are additionally protected for youngsters.

All in all, this 12 months’s tradeshow expertise put the “tremendous” again in SuperZoo. The joy amongst manufacturers and patrons alike was palpable on the present flooring, and Pet Meals Processing appears ahead to studying extra about a number of the new merchandise, tendencies and conversations that passed off.

Sustain with the most recent pet meals tendencies on our Traits web page. 

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