SuperZoo 2025 took over Las Vegas just two short weeks ago, and as always, it was the place to see what’s up and coming in the pet world. Our team walked the 350,000-square-foot show floor and visited the New Product Showcase, where we noticed some clear standouts and trends that are gaining popularity in the industry. We put together a list of six key trends that caught our eye during the show:

The Wild Side of Protein

Chicken and beef aren’t going anywhere, but more and more brands are thinking outside the box with proteins like bison, quail, goat, rabbit, and even insect-based options. Pet owners care more about their pet’s health than ever before, meaning it’s important to them to find foods that align with their pet’s specific dietary needs. That’s why novel proteins are a major selling point!

RAWZ Natural Pet Food offers a variety of wet and dry novel protein options for pets, including its 96% Duck, Turkey & Quail recipe for dogs and its 96% Rabbit or 96% Rabbit & Pumpkin recipes for cats. What makes this family-owned company even better is that they donate 100% of profits (after taxes & reserves) to pet rescues, providing service dogs, and efforts that improve the lives of those affected by spinal cord and traumatic brain injuries.

Another brand that stood out in this category was Winnie Lou The Canine Co. Starting with humble beginnings as a food truck for dogs in 2018, Winnie Lou now sells their treats in retail stores across the country, offering unique novel proteins like Wild Boar, Elk, Whitefish, and Bison. With a focus on using sustainable, organic proteins and produce from their local farmers, Winnie Lou gives pet owners a way to offer their dogs and cats both variety and high-quality, healthy treats!

More Than Just Treats

Treats are no longer “just because.” We noticed chews and snacks formulated for everything from calming and joint health to skin support and probiotics. It’s clear that pet parents want every bite to pull double duty: tasty and beneficial.

One brand that’s ahead of the curve is Honest to Goodness. Made with sustainable, natural ingredients, their plant-based dog treats come in six varieties: Mellow Bellow supports digestive health, Way to Glow promotes a healthy skin + coat, Happy Feet aids in mobility, Buddy Boost supports immune health, Good Vibes helps with calming, and Golden Years is perfect for senior care.

WellJoy is another emerging brand our team was impressed with. Debuting at the show, WellJoy introduced its dual-benefit treats and supplements that support gut health. They offer three varieties of supplements and three varieties of treats for both cats and dogs, targeting common health concerns such as dental health, joint support, urinary health, and more!

Goodbye Beige, Hello Bold

Pet food packaging has officially stepped out of the neutral zone. Beige and muted tones are giving way to bright, saturated colors that instantly catch the eye. Whether it’s playful neon pops, bold color blocking, or fully illustrated designs, brands are embracing packaging as a powerful storytelling canvas.

What’s driving the shift? For one, the pet aisle has never been more crowded. Retailers are carrying more SKUs than ever, and brands can’t afford to blend in. Bold design is no longer just about standing out, it’s about sparking an emotional connection. Vibrant visuals inspire joy, warmth, and excitement, which build trust and reinforce alignment with a brand’s personality and values.

We’re also seeing more creative use of illustrations, patterns, and textures. Hand-drawn doodles, geometric shapes, and whimsical icons add depth and relatability. These artistic touches help accentuate a brand’s voice in an approachable way, whether that’s sustainability, playfulness, or premium craftsmanship.

At the end of the day, pet parents don’t just buy food, they buy into a brand’s personality. By leaning into bold design, packaging transforms from a functional necessity to a powerful expression of identity that resonates with pet parents.

Supplements With a Twist

Although supplements themselves have been popular for a few years now, the means of which they’re able to be given to pets is something new and innovative. Beyond powders, we spotted liquid formulas, gummies, and even lickable foams to put on top of your pet’s food. These formats make daily wellness easier (and more fun) for pet owners to stick to, while boosting compliance for picky eaters.

Everyone was intrigued with Pawp Water, a first-of-its-kind functional water for dogs. They offer sips for every need, including Hip and Joint, Calming, Gut Health, Coconut Water, and Electrolyte. Plus, the can is portable and able to be resealed to bring on any adventure!

NaturVet launched its new Lickable Supplements for cats, which are mess-free and perfect for picky kitties. They come in three varieties, including Hip & Joint for overall mobility, Immunity for overall health and wellness, and Calming to help reduce stress. The foam can be dispensed into your cat’s bowl or onto a lick mat.

Pads Worth Pampering

From balms and serums to wipes and scrubs, paw-focused products were everywhere. With more pets exploring the outdoors and being taken on almost every trip–whether its hiking trails or scorching city sidewalks–brands are leaning into paw care as an essential part of pet wellness.

As part of SuperZoo’s New Product Showcase, BuddyCare launched their new Paw & Nose Balms designed to moisturize and protect dry or cracked skin on sensitive areas like paws, noses, and elbows. Each balm is made with plant-based ingredients that support natural healing and can be used daily on all dog breeds. The balms are available in four pet-safe scents like Oatmeal, Lavender, Coconut, and Vanilla & Shea Butter.

DandyLion is a skin-first focused dog care brand most known for their best selling No-Rinse Foaming Cleanser and Hydrating Paw Lotion. What makes this brand unique is that their paw care products come with built-in brushes, allowing pet owners to provide a gentle, deep clean without stripping their dog’s paws of its natural oils. It’s mess-free, lick-safe and perfect to bring on the go!

Dinner Called…It Wants an Upgrade

Basic food toppers are not a new concept within the pet industry, but brands have taken it one step further by creating condition-specific toppers that support pets in various ways. From digestive support to overall health and wellness, brands are expanding this category to make it easier for consumers to target their pet’s unique dietary needs.

Charlee Bear launched its Necessities line at SuperZoo, which features freeze-dried raw food toppers packed with powerhouse functional ingredients like flaxseed, turmeric, marine microalgae oil and cultured yeast. Each formula was thoughtfully selected to support common canine health concerns, including digestive support, immune support, skin & coat support, and hip & joint support.

Another brand we discovered at the show is Smart Cookie Barkery, whose journey began on three wheels with the Smart Cookie Cart, Colorado’s first food truck for dogs. Among their lineup of dog food toppers are their Superfood and Veggie varieties, loaded with vitamins, minerals, antioxidants and all of nature’s goodness to boost every pup’s overall nutrition.

Once again, SuperZoo did its job in proving that the pet industry is bold, creative, and ever-evolving. We left Vegas buzzing with ideas (and yes, over 20,000 steps per day). It will be exciting to see how these trends develop, and we’re already eager to learn about all of the new innovations at next year’s show!

Meow for now,

Krista