🫱🏼🫲🏻 | 350,000 Sq Ft of Insights: SUPERZOO 2026 Takeaways
The World Pet Association’s (WPA) 75th Annual SUPERZOO is officially in the books.
“This year’s SuperZoo proved again that our industry is never standing still. From new categories like functional foods to services inspired by human trends, the show highlights where the business is heading and how retailers can win in the years to come.” - Jeff SanSouci, Past Chair + Active Member at the WPA
Like every year I’ve attended, I left with a full brain, a full heart, and a sore neck from keeping my head on a swivel. Listening twice as much as I spoke.
Here are my key takeaways from walking the 350k+ square feet of floor space:
More Cats. Gen Z and Millennials are embracing feline life. Traveling more, tightening budgets, and still wanting pets. Brands are catching on, giving cats their moment in the spotlight.
More Non-Endemics. From Tito’s Vodka to Calm, non-endemic pet brands are showing up in authentic ways. They're tapping into the human-animal bond to add real value for their customers.
Less is More. Attendance felt lighter, but in the best way. Fewer crowds meant better, deeper conversations.
Services on the Rise. Pet brands are pulling straight from the human playbook; grooming, sitting, and training. Meeting the demand for more “humanized” care for our four-legged family members.
Always Learning. From all across North America, people showed up not just to buy and sell, but to learn how to do their jobs better (and have some Vegas fun while at it).
Functional Foods. After years of “farm fresh” and “human grade,” the pendulum is swinging back toward shelf-stable foods that are nutritious, tasty, and (importantly) profitable.
I’ve got a few more trends tucked in my back pocket, but figured I’d share just enough to spark ideas. If you’re curious how to turn these shifts into real (and profitable) opportunities, let’s talk.
Editing this article on August 21, 2025 to add more relevant information from SUPERZOO & the WPA:
22,000+ pet industry participants
1,200 exhibitors, showcasing the full spectrum of pet care, products and services
474 first-time exhibitors, including many emerging brands making their market debut
50% growth in the Emerging Brands section compared to 2024
1,100+ new products launched in the New Product Showcase and across the floor
350,000+ square feet of exhibit space, reflecting a 9% increase since 2024
$55 million in estimated economic impact to Las Vegas
