January 2025 Pet Insight

Pet In sightJanuary 2025 2025 First Take Series

Special Report

Feeders Pet Supply

Feeders Pet Supply (Feeders) is celebrating its 65th anniversary this year and is taking time to reflect on its progression from small neighborhood feed to a family-owned chain of stores dedicated to enriching and improving pets' lives. In recent years, Feeders has achieved several mergers and acqusitions in addition to transitioning to 100 percent employee ownership without neglecting its mission of providing services and products that keep pets happy and healthy, reflecting company leadership’s dedication to taking care of its own and the pet owners and pets that come through its stores.

“Our year was in line with much of the industry,” said CEO Brannon Dixon. “Some areas are performing very well, and others are experiencing a downturn. Discretionary spending has been light, and we have seen pets surrendered in some of our areas. The cost of owning a pet has risen by 20 percent over the last four years. Customers are juggling what they need—i.e., food, medicine, etc.—for their pets while still being able to buy toys, treats and

rates should get back in line. We plan to continue growing our grooming salons. We opened our first one in 2020 and now have 43 open, with eight more in our existing stores scheduled to open in

has in store for this year is returning to dog adoptions. “Our Louisville market had some in-store dog adoption centers that had to be closed during the pandemic,” Brannon said. “We have

“The Feeders Pet Supply team has a strong commitment to their customers and prioritizes the quality and longevity of pet’s lives. They have deep roots in their community, which makes for a solid partnership. The trusted relationships Feeders Pet Supply has built with its customers, paired with their extensive knowledge of the products they carry, help educate customers on their options, ultimately helping them find what their pet needs. We really value a partner who takes the time to understand our products and directs customers to what is best for their pet.” — Wendy Wen, Founder and CEO of Antelope

2025.”

“We have been nimble enough to pivot when necessary,” Brannon said of what has allowed Feeders to experience steady success in the industry. “Last year, we pivoted from new store growth after our acquisition binge in 2023— Phydeaux, Ashland Pet and Soldan’s Pet.

“Feeders is a solid partner with Northwest Naturals because of their commitment to our brand, the aligned goals of offering only the best to their and our consumers and the mutual support they share with us. Great group to work with. Northwest Naturals and Feeders Pet Supply share very similar values which help us work toward common objectives with our consumers. This is very much a mutual respect between our companies, and we value each other’s contributions and perspectives.”

— Lisa Reyes, Regional Sales Manager for Northwest Naturals

enrichment products. With everything happening in the pet industry, we are taking a wait-and-see approach to new store growth. If we start to see some upticks in pet ownership, we have built a budget for new stores towards the end of 2025. We will also need to see retail real estate get back in line with our economics. In the last four years, fewer commercial properties have been built, so the current vacancy rates are low. As others consolidate their footprints or close stores, the overall rent

We spent last year integrating those acquisitions. We also took 2024 and made a multi-million dollars investment in our supply chain and distribution centers. We now fulfill 70 percent of the products we sell through our own DCs to our stores, and we plan to grow that percentage along with our overall margins. The project gave us 60 percent more space and 45 percent more efficiency, giving us the ability to control our supply chain and inventory levels.”

One of the major initiatives Feeders

partnered with humane societies and local rescues to provide dog adoption events. Last year, Josh Perkins and I visited a Louisville rescue who had to decide on surrendered dogs because they had no room. We quickly built a dog adoption area in our Valley Station store to accommodate the overflow. We had cat adoptions in some stores going into 2024. We made it a priority to find cat rescues we could partner with every store. We now have all stores with cats offering cat adoptions. We are also starting more in-store events where pet parents can bring their dogs into our store for an experience.”

The company’s recent mergers and acquistions have offered opportunities for manufacturer partners, who can now connect with a broader audience while working with a retailer that now has a larger national footprint. More broadly, manufacturing partners applaud Feeders for its reliability, direct communication, market knowledge and expertise and dedication to stocking high quality products. These partnerships are built on mutual respect, a shared commitment to high standards and a nimble approach to offering products that reflect what pet parents currently want.

“Feeders is a great partner to Petsport

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Special Report: Feeders Pet Supply

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USA,” said President Darin Eisenbarth. “We have been working together for over 20 years and watched their impressive growth.”

Northwest Naturals’ partnership with Feeders is built on open communication, reliability and consistency, said Director of Sales and Marketing Lisa Reyes. “These principles have really helped us to grow within their company and we see a great future with them and our brand,” she said.

Caitec has been partnering with Feeders supply for roughly two decades. “Feeders has been a great customer,” said CEO Terry Gao. “Feeders has been a great customer. They are very easy to work with, orders are regular, and always on trend.”

“Antelope and Feeders make a great match,” said Founder and CEO Wendy Wen. “We bring our expertise in creating high-quality, innovative pet products, while Feeders truly understands their customers and the retail space. Together, we’re focused on ensuring pets and their owners have access to the best supplies out there. It’s a strong collaboration that combines our strengths and shared commitment to quality and care. Feeders currently offers Ark Naturals, our natural dental brand, as well as several Super Snouts products, our holistic supplement brand, and we are excited to continue expanding our partnership.”

Feeders’s partnership with Made by Nacho is characterized as strong and constantly evolving and growing, said Director of Sales and Neighborhood Pet Jim Panico. Additionally, the retailer values the categories Made by Nacho excels in. “They are a retailer prioritizing the cat category,” he said. “Being a cat eccentric brand is a perfect fit for us.”

“Feeder's has been a fantastic partner for us,” said Ruth Stedman Marriott, CEO of A Pup Above. “They are a very collaborative and innovative retailer. Both parties have come together to help ensure the success of our brand through education, promos and merchandising. Follow up has been fantastic. They have the tools and assets to build promotions to drive our brand and capture the necessary data around what worked or didn't work. Feeders also has an under-

standing of education that is key to recommendation at store level.”

Feeders is a dependable partner because leadership understands partnership with their vendors, Eisenbarth said. “We know that when they ask for something special from us, it’s in both our interests,” he elaborated. “Petsport USA has an immense amount of respect and trust for Feeders. For more than 20 years Feeders has demonstrated honesty and transparency in our business relationship.”

“When Feeders asks for marketing funds, ISOs, displays, etc. we know that it will directly affect sales and not just their sales and not just their bottom line,” Eisenbarth said of what makes them compatible. “We are always happy to invest in our long-term business relationships with Feeders.”

“Newness and innovation is what makes Feeders compatible with Caitec,” Gao said. “They are committed to bringing the best products to their clients.”

“Our values align perfectly because we both believe pets are family,” Wen said. “Feeders is dedicated to enriching the lives of pets and those who love them, and Antelope’s mission is to make it easy for pet parents to access high-quality, effective and trusted products so our pets can live long, vibrant lives. Together, we are committed to the same goal—giving pets the best lives possible. At the root of their cause, Feeders deeply cares for animals; they help sponsor rescues and adoptions, helping over 175,000 pets find their forever homes, which aligns with our initiatives to give back to the pets in our community, and we are proud to be a part of that.”

“Feeders is a retailer willing to listen to their vendors' ideas and suggestions and aligning on a plan for success,” said Panico. “It’s not a one-sided conversation on what they think will work. They are a nimble retailer willing to make changes on assortment if it’s right for the business. We are looking to grow together not just in 2025 but looking to create a long-term growth plan.”

“They are open to ideas and willing to test new things,” Stedman Marriott said. “Because they have the reporting tools to measure how things work, a test and learn approach has been effective in

building out the brand in their stores. Their focus on education and promotions is key. These two elements combined with the ability to track outcomes is a big advantage.”

Partnering with a retailer like Feeders is a boon for Petsport given “they are growing and the partnership is built on the future,” Eisenbarth said.

Caitec appreciates how Feeders makes conducting business personable and swift. “They are easy to work with, more agile, and more personal,” Gao said.

“Feeders is well respected in the community with knowledgeable and friendly staff," Reyes said. “Partnering with Feeders helps with increased visibility and credibility with our brand as well as geographical reach.”

“Feeders has a couple of really unique advantages that most retailers may not have, including a personal relationship with their customers,” Wen said. “Feeders has been a leader in the pet space for 65 years and is a beacon in their communities, which means we get real-time feedback on what is or isn’t working with our brands and products and can make meaningful changes to support them. They also have a super strong online community! Feeders has an amazing website and social media presence, which is something we value as brands, to further deepen relationships with pet parents and share valuable information in real time. The most obvious advantage of working with Feeders is their broad, detailed industry and product knowledge. We can really trust them as retailers to fully understand our products, explain the benefits to their customers, and make recommendations that we would ourselves, if not better.”

Starting out as a small neighborhood feed store and evolving into a robust employee-owned chain, Feeders hit a milestone this year, celebrating 65 years in operation. Feeders has expanded through mergers and acquisitions and offers top-notch products and reliable services to support pet owners through every stage of their pets’ development. Dedicated to its mission to promote pet health and enrichment, Feeders is positioned for future growth and a growing presence in the channel.

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Market Focus

Cincinnati

The greater Cincinnati pet market is ideal for cats and dogs. More than half, or 62 percent, of households own pets, closely inching in on the national average of 67 percent of households owning at least one pet. With 30 companies operating 79 pet specialty stores within the market, greater Cincinnati is filled with resources and knowledgeable sales associates who can steer them towards the right solutions to match their pets’ needs. Animal advocacy doesn’t stop at pet stores; in fact, legislators are making progress with the proposed Pet Friendly Rental Act which will allow renters to affordably live and keep their pets. And on a larger scale, pet manufacturers such as Nestlé Purina PetCare have recognized the value in operating in the state with plans to unveil a $550 million dry pet food facility that will enhance production capabilities once it's running in 2025.

Lay of the Land

The greater Cincinnati pet market liberally encompasses Cincinnati proper (35 stores serving 4,164 households per store), Hamilton (three stores serving 8,152 households per store) and Fairfield (three stores serving 6,114 households per store) in addition to Kentucky neighbors Florence (four stores serving 3,284 households per store) and Covington (two stores serving 9,020 households per store).

The greater Cincinnati pet market is home to 30 different companies that operate 79 pet specialty store storefronts.

share. Other retailers round out the remaining 41 percent of the pie and are represented by multi-store retailers like Hollywood Feed and Pet Wants, both with seven stores each, Petland and Feeders Supply, each with four stores, and Argos All Natural Pet Food

We had moved our family there in 2016 and it felt like home.”

Anne Crone, Founder of The Bird Shoppe in Fairfield, OH, worked at a local bird shop during the day while her children were in school. She was instantly hooked. “This is when my love,

“Pet ownership is a great responsibility and should be approached as a long-term commitment. I want to stress that before someone turns their pets loose, that there are alternatives and people to help. Ross Pet Barn is available to help with general questions or product, but also available for uniqu situations when our community members need help with food, temporary foster care or rehoming a pet. We have helped re-home numerous kittens, puppies, sheep and even a cow and pig! We currently have three puppies that lost their mom when 24 hours old. We have bottle fed them and they were recently vaccinated and cleared by the vet to find their forever homes.”

— Kaitlin Fliehman, Co-Owner of Ross Pet Barn

and EarthWise Pet with three and two storefronts respectively.

Pet Operators

Kaitlin Fliehman, Co-Owner of Ross Pet Barn, located in Fairfield, OH, worked for a family-owned pet store in high school and instantly fell in love with working in pet. “I was thinking about owning my own store even back then,” Fliehman said. “I had to leave my job to attend vet tech school near Columbus, OH. After graduation, I took a position at C.A.R.E Emergency Vet but soon realized that wasn’t the path for

“When you find your passion, you’ve got to go with it. It was a hobby that was my livelihood. I loved taking care of the animals, seeing the animals, having the customers trust me enough to care for their animals, and the customers themselves were great people and some great friendships were formed. That’s the thing I miss the most about it; that was the place to see my friends. They were my customers, but they were my friends too.”

—Daryl Meyerrenke, Former Owner of Family Pet Center

Within this parcel, Petco, PetSmart and Pet Supplies Plus represent 36 percent of the market, with eight, 12 and nine stores respectively.

There are 17 single store retailers that make up 21 percent of the market

me. I took a few years to raise my kids and a lot of animals then returned to my high school job at the pet store. It didn’t take long for the idea to open my own store to resurface. I began researching locations and decided Ross was perfect.

respect and fascination with birds began,” she said. “Circumstances arose, and I was able to open my own Shoppe.”

Daryl Meyerrenke owned Family Pet Center in Cincinnati that operated as retailer that offered boarding, daycare, grooming and training services. Last summer he sold the business, which has since been renamed Anderson Township Family Pet Center, to the owners of a bar and restaurant located next door to Family Pet Center who had been vying for the large parking lot circling Family Pet Center. When the new owners balked at the idea of operating a pet business, Meyerrenke said, “Keep the employees, and they’ll run it for you— just stay out their way.”

Currently, Meyerrenke says he's retired. “I’m retired for now till the next adventure hits,” he said.

He elaborated: “I sold my business in June 2024, and I’ve been trying to retire. In 2022 my wife got sick and my retirement was my business; everything was wrapped up in the business. In 2024 I had the opportunity to sell the business and realize some of the money from my hard work and that’s what I did. I don’t know if I’m completely done working

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right now yet. But I’m still in the process of spending time with my wife and trying to catch some of the grandkids’ games.”

His career in pet began in the 1970s volunteering at the animal control office during summer break as a preteen, before taking a job at a kennel, then with a veterinarian and ultimately landing in retail for a small chain of stores in Cincinnati as a teenager. “This has been a lifelong vocation,” he said. “For me, everything stemmed from volunteerism, so I worked with many other volunteer groups in the past. It’s a great opportunity to explore a career path.”

One of the best parts about running a pet business is how no two days are alike. “First of all, I love pets of all kinds! I have personally owned just about everything in the store. I also love the variety,” Fliehman said. “Each day is different. It is a lot of responsibility and can be physical and mentally draining but it is rewarding. Since it is my own, I can change directions towards whatever the customers want or offer new things at any time and my customers appreciate that.”

“It is amazing how much joy and satisfaction one receives when working and caring for our feathered companions. I feel such a purpose and love in what I do,” Crone said. “Working with my customers is also something I love. My employees and volunteers also share my passions. We all are very much attuned to changing issues with nutrition, health care, behavior and mental and emotional stimulation. We all stay on the cutting edge of these topics to better assist our customers.”

Meyerrenke envisioned Family Pet Center to be the landing place for neighbors to socialize and receive advice and help for their pets. “I wanted it to be a takeoff on a modern day feed store where people used to congregate,” he said. “In the old days, they would get their supplies at the feed store and find out what was going on, any problems they were having, hopefully someone versed in nutrition could help them out or the ag people were there. We were a modern day feed store. Only early on did we sell stuff for horses and farm

stuff. The majority of our business was a dog-centric business.”

When she opened Ross Pet Barn, Fliehman was determined to create a haven for pet parents to seek guidance and advice without fear of shame or guilt. She wanted to foster an environment where pet owners could learn how to best care for their pets with help from trustworthy and well-informed resources. “I wanted a local place neighbors could feel comfortable to ask questions and know that I will try to help in any way I can,” she explained. “There were a few big box stores within five to 10 miles but no one with a personal touch, consistent staff or education and experience. I like 'Pet Barn' over 'Pet Store' because we cater to all animal types and it’s more of a community gathering place than just a place to purchase items.”

An important conversation Meyerrenke had with customers was making sure people adopted the right pet for their lifestyle. “Get the right pet,” he said. “Having people come in, by knowing them you know this guy isn’t right for an Irish Setter. Maybe you should consider a cat because you’re always gone. We were a full service store. We did not only pet supplies and feed, we also did grooming, training, boarding, daycare and at one time had a veterinarian come in and do a wellness clinic. It didn’t matter if they were travelling, we were glad to take care of their dogs. That was probably one of the most fun things, was the boarding.”

Meyerrenke spent 15 years on the board of a local animal shelter and then four more years as the humane educator and volunteer administrator at the main animal shelter. “We heard a lot of lame excuses from people as to why they were surrendering their animals,” he said. “A lot of our shelters here in Cincinnati do adoption questionnaires and I think that a lot of that was headed off here at Family Pet Center. By having a good strong criteria in place for adopting we really cut down on that over time.”

Market News

As of November, Ohio was the place to be for pets. With a population of just under 12 million people living in roughly 4.7 million households, Ohio’s

largest cities are Columbus, Cleveland and Cincinnati, and roughly more than half, or 62 percent, of households in Ohio own pets. Nationally, 67 percent of households own pets. In Ohio, dog lovers dominate with 38 percent of households owning at least one pooch compared to 31 percent of homes owning at least one cat. Annually, pet owners spend $2,000 on their cats and dogs; this does not include emergency treatment costs. Pet owners realize the weight of the commitment of pet ownership; 12 percent of dog owners have moved to larger homes so their dogs could have a yard to play in.

Lawmakers made strides in making housing more affordable for residents with pets. Ohio House Bill 277, or the Pet Friendly Rental Act, if approved would offer a tax credit to landlords who allow renters to have cats and/or dogs. Under the Act, landlords who receive the tax credit can no longer restrict pets by breed or size or charge nonrefundable or additional pet rental fees. In June, pet owners in the greater Cincinnati area rallied around the proposed legislation noting that it’s difficult to find affordable housing when you have a pet.

As of March, Nestlé Purina PetCare made steady progress on its dry pet food facility located in Williamsburg, OH after Nestlé announced news of this facility back in 2020. The facility is scheduled to begin operations in 2025 and will produce dry dog and cat food brands, including Purina Pro Plan, Purina ONE and Dog Chow. The 10-story, 1.3 million square-foot facility is projected to cost $550 million and will enable Nestlé to streamline production and logistics. This is the first construction project Nestlé has embarked on from the ground up since 1975.

The greater Cincinnati market is thriving, with 62 percent of households owning pets, approaching the national average of 67 percent, and the region is home to 30 companies operating 79 pet specialty stores that offer pet parents resources and knowledge. Major infrastructure, including a $550 million dry pet food facility by Nestlé Purina PetCare set to open this year, are enhancing the local pet care industry. Overall, greater Cincinnati is establishing itself as a hub for pet ownership and services.

Purina trademarks are owned by Société des Produits Nestlé S.A.

First Take

Dog Treats

Each year, pet owners become more educated and more interested in offering their pets less processed treats with limited ingredients. Companies within the space have continued to offer premium pet treats that not only have cleaner labels, but also serve a purpose such as supplemental and nutritional support, a food topper to keep meal time interesting for pets and a reward for training. These leaders are hitting the ground running in 2025 through utilizing consumer feedback, building partnerships and more.

In 2025, BIXBI Pet will continue to focus on functional treats, a category it has prioritized since launching some of its first products—functional jerky treats—into the market. “From the start, we’ve recognized the importance of offering treats that deliver specific health benefits, such as joint health and skin and coat health. These decisions are informed by data from consumer purchasing behavior, feedback from retail partners and collaboration with pet nutrition experts,” said Rachel D’Agostino CEO of BIXBI Pet.

In 2025, Ava’s Pet Palace plans to focus on expanding its single-ingredient treats and freeze-dried options, aligning with the growing demand for clean, simple and minimally processed pet food. “We’ll also continue innovating in the functional treat space, developing options that support joint health, digestion and overall wellness. Additionally, we’re working on some exciting specialty trends that aren’t mainstream yet, but we believe they have the potential to become game-changers in the pet industry,” said President Ina Jones. “Consumer trend reports, retailer feedback and our deep connection with our community have shown increased interest in high-quality, limited-ingredient products and eco-conscious packaging solutions. By analyzing purchase data, listening to customer reviews and collaborating with retail partners, we’re doubling down on these priorities while staying true to our mission of creating a healthier world for pets, people and the planet.”

“We continue to take a leadership role on 'better for you' treats con-

taining more virtuous recipes, fewer ingredients, and certified marketing claims (e.g., USDA Certified Organic, Upcycled Food Association, etc.). We challenge ourselves to raise our game each day, and we ask our customers and third party experts for their feedback on how we can raise the bar on our performance,” said Rick Ruffolo, CEO and President of Phelps Pet Products. “For example, in 2024, we successfully passed the Pet Sustainability Coalition audit which gave us official accreditation of our company values and practices. Working closely with 3rd party experts, vendors, and customers across all channels of distribution enables us to bring together the best thinking on key issues and opportunities facing the pet care market.”

BIXBI Pet noted that while the company is keeping an eye on possible influential factors, it is also moving forward to ensure quality and reliability. “BIXBI Pet has worked diligently to strengthen our supply chain across all categories, including treats, through trusted relationships with suppliers and rigorous quality standards. While we’re carefully monitoring inflationary pressures, our focus is on maintaining affordability without compromising quality,” said D’Agostino.

“Like many small businesses, Ava’s Pet Palace has faced supply chain challenges, particularly with ingredient sourcing and rising shipping costs. However, we’ve strengthened relationships with reliable suppliers to ensure consistent quality and availability of our treats. With increasing costs in raw materials and logistics, we are working hard to balance these pressures while keeping our treats affordable. Transparency and value will remain key for our customers. While some cost adjustments may occur, we’re focused on offering bundle deals and subscription savings to ensure our treats remain accessible to pet parents,” said Jones.

“Phelps made a +$20 million investment into a new production and distribution facility two years ago—which more than doubled our production capacity while expanding our production capabilities,” said Ruffolo. “This was a

strategic decision which enabled us to better service our customers by taking greater control of key aspects of the supply chain. Additionally, we have expanded our portfolio of vendor partners with the vast majority of them located in the US in close proximity to our facilities in the Midwest. We are hopeful to see some price stability in the meat and commodities market during 2025 after several years of escalation. We have taken great care to minimize the cost increases we have passed along to our customers, and assuming the rest of the industry is approaching pricing in a similar fashion, this hopefully should result in price consistency for consumers in 2025.”

It takes more than just producing high-quality products to ensure pets and owners are satisfied and come back. Leaders in the category provide education, transparency, value and more to bring consumers reliability. “We’ve always put an emphasis on transparency and ingredient integrity, which resonates deeply with pet parents, solidifying their trust in our brand. What worked well was our focus on education—helping customers understand exactly what goes into our products and why. It’s been incredibly rewarding to see how that trust-building has strengthened our brand loyalty,” said D’Agostino.

“We anticipate continued growth in sustainability-focused products and transparency in sourcing, as pet parents increasingly demand brands that align with their values. The trend toward functional treats that address specific health needs is expected to gain momentum, as consumers prioritize preventative health care for their pets,” said Jones.

“There are many exciting innovations which will have a positive impact on the pet category in 2025 including significant interest in new meat processing techniques such as ‘air-dried’, ‘gently-cooked’, and ‘cold-pressed’, among others,” said Ruffolo.

As consumers dive deeper into ingredient labels and pet nutrition, dog treat leaders are diving just as deep to ensure they don't come up ended handed.

From the beginning, we’ve made all of our products with just one simple ingredient: 100% wild fish. Whether it’s Salmon, Whiting or Herring, that’s all you’ll ever find in our premium pet treats. No additives, no preservatives and no by-products or fillers.

First Take

Dog Chews

The dog chews category saw substantial growth last year with many leaders accomplishing goals, exceeding expectations and further expanding their missions to provide dogs with high-quality and safe chew options.

Chewing is a natural and innate activity that dogs need to experience safely and comfortably. The new year provides the opportunity to look at what worked in the past along with what will be explored in the future.

“NPIC has focused on pet health since 1996, offering natural, nutritious and functional treats. Our flagship brand, N-Bone, was one of the first highly digestible dog bones made from wholesome ingredients,” said Sam Chen, VP of Sales and Marketing. “We continue to innovate with treats for teething, digestion and joint mobility. Additionally, our Get Naked Pet Treats brand focuses on functional treats that promote overall pet wellness. Committed to excellence, we follow strict food safety standards and use vegetable proteins, offering a safe, biodegradable alternative. At NPIC, we believe pets are family, and our products aim to enhance their health and happiness.”

“In 2025, NPIC aims to drive innovation and growth by launching products that meet the evolving needs of pets and their owners. New products include the Mega-bone, offering long-lasting entertainment with exciting flavors like Cheeseburger, Loaded Mac 'n' Cheese, Peanut Butter and Jelly, and Blueberry-Pumpkin Muffin, along with limited-edition ‘Taste of Texas’ flavors for our Puppy Teething Rings,” said Chen.

SUPERZOO has always been a place for industry leaders to connect and discuss industry trends and hot topics. With that, it has become a place to see what might be on the horizon for the rest of the year as well as the years to come.

“We believe the conversation in the industry at large will center around the pet population—specifically the decline in adoptions—along with sustainability and changes in consumer spending,” said Kim Cassar Senior Vice President—Dog and Cat Marketing. “From a dog chew perspective, we see a similar

conversation in terms of consumers looking for the right price value across brands and channels. Enrichment toys are important for teaching dogs independent play, enhancing cognitive stimulation, and reducing boredom. As dogs age, pet parents need to spend more time focused on cognitive play. Enrichment is a powerful solution for slowing cognitive decline, minimizing behavioral problems like destructive chewing, and helping ease fear, stress and anxiety.”

“Based on what we saw at SUPERZOO, dental health remains a top concern for dog parents. We were happy to announce that our recently launched dual-action dental chew for dogs, called Flossta, won the 2024 Dog Treat Innovation of the Year from Pet Innovation Awards,” Chen said. “We understand just how important innovation is in the dental chew category and we are happy to be a company that is leading new product development. We have several projects planned in the next three years that continue to focus on pet dental care and innovative form factors that will continue to set both N-Bone and Get Naked apart as dedicated pet health brands.”

“The new elements of the show are always exciting to experience, and there were a few this year,” said Laura Jones, CEO of Jones Natural Chew Company in regard to the company’s time at SUPERZOO. “New lunch options, new show facilitator, new printed materials. I thought everything was great! The WPA team does a fabulous job creating a can’t miss event for the whole industry. A few main factors help us determine the success of a show. We were able to have numerous meaningful conversations with current customers—we love the chance to connect in person. We were also able to make new friends and learn how we can help them meet their goals or where we fit in their stores. We also work to generate excitement about new products- which we definitely felt this year! Our new line of Turkey Chews was very well received.”

Nylabone mentioned the company’s primary focus when it comes to the category.

“We want to change the way pet parents talk about destructive behavior, educate them on the benefits of appropriate chewing behavior, and help keep dogs in their forever homes. Dogs are often surrendered to shelters due to destructive behavior, and shelters across the US are currently filled with dogs that need loving homes,” said Cassar. “At Nylabone, we are focused on helping increase dog adoptions through quality chewing solutions. We are very proud of our Nylabone Cares program that donates chew toys to shelter and rescue dogs all over the United States. Through Nylabone Cares we also partner with multiple national guide and assistance dog foundations. Additionally, we engage with our local shelters and rescues through volunteering, donations and event participation.”

Phelps Pet Products outlined its overall goal as a company. While Phelps is a leader in dog treats, the company also has several soft chew options owners can treat their pets as a special or occasional snack option.

“Our No. 1 goal each year at Phelps Pet Products is to get better than the last year—whether that is in our product quality processes, our vendor scorecards and customer satisfaction ratings, our first-to-market new innovations, or in our employee training and development,” said Rick Ruffolo, CEO and President. “We are equally pleased when we achieve repeatable SQF ratings—e.g., 95 percent and 96 percent ratings the last two years—as we are when a new product we launch wins big for our customers. Of course we are focused on driving ongoing double-digit sales growth, expanding our customer base and continuing to be a meaningful contributor to the sustainability practices of the overall dog treat industry. In 2025, we intend to help our customers continue to innovate and grow by focusing on three key areas including our market-leading 'meat jerky' dog treat capabilities, our specialty air-dried complete dog food products and our emerging cat food and treats business.”

Phelps noted that pet parents don’t

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First Take: Dog Chews

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always put a cap on what they are willing to spend, but if they can get affordability and value, that is the optimal choice.

“While it is nearly impossible for a shopper to calculate a dollar figure that definitively describes the importance of their pets, there is no doubt that value has become a much more important concept in the current economic environment. However, most people think value is simply defined in cost terms—where you need to always be less expensive than the competition. That actually is not how most consumers act. Like beauty, value is in the eye of the beholder, and retailers and brands often forget this fact. The lowest pricing doesn’t always win—typically, it is the 'best value' that wins, and 'best value' is a multivariate equation that is unique to each shopper including price, selection and availability, service—e.g., associate knowledge—and confidence—e.g., emotional attachment to the retailer and brand, previous experience with the product, ingredient list, Made in the USA, USDA Certified Organic, etc. So, to

by continuing to invest in new capabilities, additional capacity, new vendor relationships and identifying new consumer insights that help our partners 'see around corners' and better anticipate 'where the hockey puck is going'

key account manager structure that enables our Phelps team to truly become a knowledgeable and helpful resource to each of our customers,” Ruffolo said.

Loving Pets created a treat that acts as a dental chew, helping pets clean

“Our No. 1 goal each year at Phelps Pet Products is to get better than the last year—whether that is in our product quality processes, our vendor scorecards and customer satisfaction ratings, our first-to-market new innovations, or in our employee training and development. We are equally pleased when we achieve repeatable SQF ratings—e.g., 95 percent and 96 percent ratings the last two years—as we are when a new product we launch wins big for our customers. Of course we are focused on driving ongoing double-digit sales growth, expanding our customer base and continuing to be a meaningful contributor to the sustainability practices of the overall dog treat industry. In 2025, we intend to help our customers continue to innovate and grow by focusing on three key areas including our market-leading 'meat jerky' dog treat capabilities, our specialty air-dried complete dog food products and our emerging cat food and treats business.” — Rick Ruffolo, CEO and President of Phelps Pet Products

as it relates to new innovation. We like to consider ourselves 'curious' with a real passion for learning as much as we

“Retail partners are always keeping a keen eye on human trends, eager to find treats with limited ingredients that also highlight where those ingredients come from. Today's pet parents are particularly interested in what’s inside their pets’ snacks and where it's sourced—this is incredibly important! Retailers are looking for high-quality treats and chews that not only deliver value but also maintain good profit margins. At Loving Pets, we believe that high quality doesn’t have to come with a hefty price tag. We proudly continue our mission by offering a wide range of delicious treats and chews that support canine health from the inside out. To nurture repeat business, we prioritize educating our retailers, who subsequently inform pet parents. Additionally, we enhance awareness through various selling tools we provide. For our retail partners, this signifies a more collaborative working relationship. While we understand our responsibility is to assist retailers in increasing their profits, we also aim to offer high-quality product solutions that improve the lives of pets and their owners. We place great emphasis on the quality of each of our products.”

— Eric Abbey, President and Founder of Loving Pets

win, it is critical to know what value means to your customer. At Phelps, we look to provide value to our customers

can about the market and our customers, and it is why we have invested in a

their teeth.

“Treats are now viewed as more than just empty calories; they add enjoyment and benefits to your pet's routine,” said Eric Abbey, President and Founder of Loving Pets. “Whether your pet needs a daily dental chew like our Loving Pets

Ora-Bone and Toothsticks for tartar and plaque control, or they require a low-fat training treat like Loving Pets Houndations, or even treats that taste delicious while providing supplemental health benefits such as Loving Pets Activ-Petz—for hip and joint or skin and coat—Loving Pets has you covered!”

“Retail partners are always keeping a keen eye on human trends, eager to find treats with limited ingredients that also highlight where those ingredients come from,” Abbey said.

Dog chew producers have continued to offer pets chews that not only satisfy this behavior but also enhance it by creating gut healthy, dental positive chew products to ultimately benefits pets in more ways than one. As chewing is a natural and necessary activity dogs partake in, innovation surrounding the category has remained at the forefront for these producers.

First Take

Dog Toys

Whether it’s for enrichment, comfort, durability, traditional exercise or bonding, the dog toys category has something to offer all pets and their owners.

“In 2025, we plan to focus on several key areas within the dog toys category to drive growth and meet evolving consumer demands,” said Susan McCann, National Marketing Manager with Ethical Products. “With increasing consumer interest in eco-friendly products, we have prioritized sustainable materials and manufacturing processes in our dog toys. This includes using biodegradable, recyclable or non-toxic materials that are safe for pets and the environment. As pet owners seek to enhance their pets' well-being and engagement, we are expanding our range of interactive toys. This includes toys that stimulate mental and physical activity, such as puzzle toys and treat-dispensing toys. Given the increasing demand for high-quality, long-lasting products, we have expanded our line of durable toys designed for heavy chewers and active dogs. Reinforced materials and innovative designs will be at the forefront to ensure longevity and great value for customers. By focusing on these areas, we aim to align with market trends, address consumer needs and position ourselves as a leader in the evolving dog toys market in 2025.”

“In 2025, Jolly Pets plans to focus on innovative enrichment toys, durability and sustainability within the dog toys category. We know pet parents are increasingly looking for toys that engage their dogs both physically and mentally while also standing the test of time. Enrichment-focused toys help address challenges like boredom and destructive behaviors, something our customers frequently express interest in,” said Louisa Casto, Marketing Director with Jolly Pets. “To make data-driven decisions, we’re excited to work with a new data provider in 2025 to gain deeper insights into category growth, consumer purchasing trends and product performance across retail channels. Additionally, we value input from our retail and distribution partners, whose frontline feedback helps us align our product

innovation with evolving market demands.”

“At ZippyPaws, we have a very strong sales team who have fostered great relationships with our customers,” said Co-Founder Jen Glaser. “The feedback, whether it may be about new product ideas or sales strategy, is always relayed back to the product development team as well as ownership. This information helps us design products that are appealing to the end consumers as well as allow us to constantly evolve our distribution, inventory and sales strategies. In 2025, we are debuting some great interactive toys, innovative rope toys and value multi-packs.”

"Consumer research has been highlighting the value in play for pets and how play can offer a range of physical, mental and emotional benefits,” said Jennifer Kruegel, PetShop by Fringe Studio, Director of Production Management—Pet. “Considering retailer and consumer feedback, sales data and additional research, PetShop by Fringe Studio will be focusing on innovation, durability, sustainability and enrichment options for dog toys as we move into 2025. Our focus for newness may be on the above categories, but we’ll also continue to build on our current offerings to ensure retailers, consumers and pets are getting the diverse range of products they expect from PetShop by Fringe Studio. We’re excited about the new dog toys we’re working on for 2025 and can’t wait to share them once they’re available.”

These companies are looking at possible challenges within the new year with resilience.

“Several types of data and partner input related to consumer trends are essential,” said McCann. “We utilize insights from surveys, focus groups and consumer feedback to provide valuable information and help us understand evolving trends and demand patterns. Historical sales performance, seasonal trends and category growth help to identify which products or services are likely to gain traction in the coming year. Partner insights from social media analytics tools and digital monitoring provide real-time information about

consumer sentiment, emerging trends and the popularity of particular products.”

“Jolly Pets will enter 2025 with a strong and resilient supply chain that allows us to meet demand while maintaining exceptional product quality. Throughout the past year, we’ve implemented strategic improvements to optimize inventory levels, streamline production and strengthen relationships with key suppliers,” said Casto. “Our focus on domestic manufacturing further reinforces supply chain stability. By producing many of our durable toys in the USA, we reduce lead times, minimize risks associated with international logistics and maintain the high-quality standards pet parents expect from Jolly Pets. Looking ahead, we are confident in our ability to maintain consistent supply and value. While external cost pressures remain a factor, our proactive planning and operational efficiencies help us mitigate these impacts. This approach allows us to provide reliable, long-lasting toys at a fair price, ensuring we continue to deliver value to both our retail partners and customers. Jolly Pets’ commitment to a strong, adaptable supply chain positions us for success in 2025 and beyond.”

“Like most manufacturers, we have been facing several challenges throughout the past year. These include rising raw material costs, labor shortages, transportation delays and disruptions in global supply chains. Ethical Products, like many companies in the pet industry, has had to adapt to these issues by diversifying its supplier base, increasing inventory levels and implementing more efficient logistics strategies to minimize delays,” said McCann.

Dog toy manufacturers had an incredible 2024 and are looking at the new year with open minds. These leaders are taking with them what worked well last year, but also looking at what can be enhanced and expanded on. As supply chain issues continue to be a topic of discussion, these producers remain steadfast in their ability to adapt and move around any obstacles they may face in 2025 while pushing the category forward.

First Take

Fish-Based Treats

Demand for fish-based treats are gaining momentum in tempo with pet owners placing more focus on their pets’ health and demanding higher quality nutrition for their pets. Fishbased treats are resonating with pet owners who realize these treats are rich in omega-3s which aids the condition of pets’ skin, coat and joint health along with alleviating symptoms from stomach sensitivities. Further, companies that highlight ethical and humane sourcing and environmentally friendly business practices are aligning with pet owners who value these qualities. Suppliers are locked in on sustainability, looking for fresh ways to preserve the population of fish and looking within their operations to find ways to produce and package products with less impact.

“Pet parents are focused on their pet’s health more than ever,” said Jeff Leh, VP of Business Development for Snif-Snax. “In 2025, through health and functionality we will continue to develop omega-3-rich products promoting healthy skin, shiny coats and joint health due to high levels of omega-3 fatty acids. In addition, we will continue the production of grain-free treats, designed for pets with grain sensitivities or food allergies, as well as low-fat and high-protein treats. Likewise, through sustainability-focused products our treats are made from salmon harvested through responsible fishing and aquaculture practices. Our entire supply chain is vertically integrated, close looped and zero waste. Through byproduct utilization we will continue to use the whole salmon, including fish skins and salmon oil to minimize waste and support environmental goals. In 2025, fish-based pet treats are experiencing significant growth, driven by several key consumer trends. Pet parents are increasingly seeking high-quality, nutritious options for their companions, and fish-based treats align with this demand. In addition, through sustainability consumers are more environmentally conscious and prefer products that support ethical sourcing and sustainable fishing practices. Brands that emphasize these values in their fish-based treat offerings are gaining favor among pet owners.”

Category leaders like Northwest Naturals (NWN) are experiencing growing demand for its fish-based treats, which are particularly popular for pets with allergies. In 2024, there was notable interest and curiosity in treats made with minnows, green-lipped mussels and whole shrimp, which prompted NWN to incorporate these ingredients into this year’s offerings. Years of maintaining and protecting its partnerships with retailers has paid off; NWN is one of the few companies in the fish-based treats category that has side-stepped figurative landmines in the supply chain and is pleased to say the company can continue to offer steady pricing. “Fish is always a popular choice at NWN and is our go-to option for pets with allergies,” said Amy Snell, NWN’s Director of Sales and Marketing. “In 2024, we saw a significant increase in the demand for our fish-based treats, including minnows, green lipped mussels and whole shrimp. Because of this, we might be introducing some new treats this summer that I believe big dogs will love.”

Polkadog remains dedicated to sustainability and health in pet treats, particularly since moving operations to Boston Fish Pier, in addition to developing seafood co-products and by-products in collaboration with local fishing families. In the coming year, Polkadog is drawing attention to the fact protein sourcing contributes to roughly three-quarters of the pet food industry’s environmental impact. The company is determined to mitigtate these impacts through the use of co-products and by-products and novel proteins. “We’re going to focus on what we do best: handmaking sustainable, healthy, single- and limited ingredient treats,” said Deb Suchman, Polkadog Co-Founder. “Ever since we moved into our kitchen at Boston Fish Pier, most of Polkadog’s production has centered on developing seafood co-products and by-products with New England and other USA-based fishing families and companies. Nobody cares more about the sustainability of the coastal waters than those people who have depended on the health of the ocean. In a 2024 Pet Sustainability webinar, I learned that protein sourcing ac-

counts for approximately 75 percent of the global pet food industry’s impact on the environment. Not only that, but the demand for proteins used in pet food is outpacing protein production globally. Pet treat and food brands need to reconsider the proteins used and how they’re sourced. Using co-products, by-products and novel proteins can all be ways to minimize environmental impact. That’s been Polkadog’s focus for many years, and in 2025 we hope to convince more businesses to join us.”

Snif-Snax is shifting towards freezedried fish products with the intent of connecting with health minded pet owners who will appreciate how freezedried foods preserve the natural nutrients and flavors of fish. “New developments for Snif-Snax include focusing more on freeze-dried fish products,” Leh said. “As we can all see when we shop the market, freeze-dried is becoming wildly popular on the human side of the business; think freeze-dried fruit for kids. This innovative preservation method of freeze-dried treats retains the natural nutrients and flavors of fish, making it a popular choice among health-conscious pet owners. Plus, pets love how they taste!”

Suchman noted that while trends are important, the real goal is to prioritize sustainability over what's currently considered cool or trendy. Rather than be distracted by flash in the pan trends, Polkadog remains committed to producing healthy dog treats to local communities and working closely with neighboring farmers, fishing companies and retailers. “It’s not always about what is the coolest newest thing,” Suchman said. “We’re trying to make our treats as healthy as possible. We partner with farmers and fishing companies and retailers, and we know these people, so our production and relationships all have to be sustainable.”

Pet owners' increasing focus on high-quality nutrition for their pets has played a leading role in the growing demand for fish-based treats. Manufacturers that hold themselves to ethical sourcing and eco-friendly practices are connecting with conscientious pet owners.

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First Take

Health and Wellness

Leaders within the health and wellness segment are targeting common pet afflictions, such as joint mobility, skin and coat health and anxiety with natural ingredients pet parents recognize and can feel comfortable giving to their pets. Some manufacturers are drawing focus to their product solutions that allow for pet owners to care for their pets’ eye care and gut health at home in between vet appointments or when the appointment is too far away. Companies are raising the bar and enhancing the health and wellness segment by achieving certifications and finding creative ways to incorporate sustainable ingredients and eco-friendly packaging into the mix. Overall, the health and wellness space is expected to continue shifting towards a holistic focus where products contain natural ingredients such as honey and aloe and are deemed safe and good enough for pets that are increasingly being considered members of the family.

In 2025, First Honey is doubling down on the pet health and wellness category, reflecting pet owners’ increasing understanding of and appreciation for the health and wellness space. “With a growing industry trend focusing on issues like mobility, skin and coat health, and anxiety, we’re really concentrating on these areas that pet owners are most passionate about,” said First Honey Owner and Founder Sarah Scarlet. “These decisions are also informed by consumer trends showing that pets are increasingly treated as family members, with a willingness to invest in their health. We’re committed to expanding our core SKUs while strategically launching new, disruptive products that highlight the natural, medical-grade properties of our hero ingredient: manuka honey.”

“In 2025, we're really excited to focus on expanding our assortment of athome care products and supplements that focus on gut health, eye health and senior pets,” said Brent Stern, SynergyLabs’ Chief Commercial Officer. “To make these decisions, we look at a mix of consumer trends and partner feedback. This includes market reports, insights from pet owners, and most

importantly direct feedback from the pet parents that use our products every day.”

In 2025, PetAg is reinforcing its dedication to enhancing its product offerings and building on its solutions based on mindful initiatives. PetAg stays attuned to market trends through listening to consumers’ feedback, collaborating with retailers who hear feedback firsthand and insights shared on social media platforms and in product reviews. In the new year, PetAg aims to advocate for its current lineup of products while introducing fresh solutions that align with pet owners’ expectations and concerns. “As always, PetAg will be looking to improve our product offering and expand our range of solutions,” said Brand Manager Sean Magee. “However, nothing we do will be arbitrary or for the sake of new news. PetAg continue to keep our finger on the pulse, conducting consumer research, partnering and listening to retailers and understanding our consumer needs through social media, reviews and other forums. We always strive to optimize our current solutions and deliver new, effective and science-backed solutions for evolving consumer needs.”

Austin and Kat is going into the new year positioned to push the envelope, fine tuning their product offering to reflect market trends and consumers’ demands while reminding retailers and pet owners why Austin and Kat remains a driving force and dependable, trustworthy solution. Austin and Kat has pledged to the Pet Sustainability Coalition’s (PSC) 2025 Packaging Pledge, which requires the company to introduce eco-friendly, recyclable and compostable packaging. “At Austin and Kat, 2025 is poised to be the year of innovation,” said Founder Kat Donatello. “Our goals are focused on pushing boundaries, elevating our offerings and further solidifying our position as leaders in pet wellness. Sustainability remains a priority as we deepen our commitment to the PSC's 2025 Packaging Pledge. This includes introducing eco-friendly, recyclable and compostable packaging options that align with consumer expectations while minimizing environmental

impact.”

“Innovation will also shine through our product development and quality assurance efforts,” Donatello continued. “The success of our Omega collection, introduced in 2024, underscores the growing demand for products with pure, responsibly sourced ingredients. In 2025, we’ll take this commitment further by undergoing the Orivo certification process for our fish oils. This cutting-edge verification ensures the authenticity and traceability of our marine ingredients, providing even greater transparency to pet parents and reinforcing our dedication to the highest standards of quality. Additionally, we will focus on amplifying our relationship with the National Animal Supplement Council (NASC). Passing their rigorous audit in 2024 is a significant milestone, and in 2025, we’ll prioritize educating both retailers and consumers about what this certification means for the safety and efficacy of our products.”

“For both Pet Naturals and VetriScience, 2025 goals will revolve around expanding product lines, enhancing digital engagement and e-commerce, and continuing to innovate in the pet health and wellness space,” said Animal Portfolio Brand Manager Marisa Schmidt. “Sustainability and ethical practices will remain key focal points, alongside expanding global reach and strengthening veterinary and retail partnerships. These initiatives will enable both brands to stay competitive, meet the evolving needs of pet owners, and further establish themselves as leaders in the pet wellness market.”

First Honey has taken note of pet owners’ growing demand for natural ingredients in their pet products that target specific symptoms. “One of the most exciting shifts is the growing demand for natural products that meet the health needs of pets,” Scarlet said. Companies are enhancing health and wellness solutions by achieving certifications and including sustainable ingredients and eco-friendly packaging into their lines. Pet parents will notice a shift towards a holistic approach to pet care, emphasizing natural ingredients that are mild yet effective.

First Take

LID Premium Foods

The limited ingredient diet category has continued to be led by companies that have always been ahead of consumer demands and industry trends. There are several things on the horizon for the new year such as new product lines, launches and initiatives. Not only that, but 2025 provides a chance to reflect on the past year as well.

“We are celebrating our 90th anniversary this year and are proud of our continued innovation to shake things up in the pet food category, a legacy and responsibility that we take very seriously,” said Holly Sher, President and Owner of Evanger’s Dog and Cat Food Company. “While so many other pet food brands are launching me-too products, we innovate each and every day! Our family developed something totally new, and we are excited to launch our The Good Egg pet food line, a premium Made in the US egg-centric pet food by Against the Grain Pet Food Company that combines the benefits of whole-cooked eggs with hand-packed cuts of beef, bacon or veggies. This new product is designed to appeal to pet owners looking for convenient, nutritious and delicious meal options for their dogs that appear like a home-cooked meal. The Good Egg collection provides nine essential amino acids, essential nutrients and high-quality protein with a high biological value. Since we make our foods ourselves onsite, we can develop innovative ingredients and combinations efficiently, and our family-owned manufacturing plant team in America's heartland of Chicago works seven days a week to make sure we deliver innovation, quality and nutrition for pets in the USA and beyond.”

In a previous interview with Pet Insight, FirstMate Pet Food’s Matt Wilson mentioned the company’s experience at SUPERZOO this past year and how the current trends play into the company’s position in the category.

“One of the most prominent trends we noticed was the challenge many retailers are facing in maintaining foot traffic and sales,” said Wilson, the company’s General Manager—Sales and Marketing. “The economic climate is pushing consumers to be more selective, which

impacts how retailers position premium products. We see an opportunity here. By offering a compelling mix of high-quality ingredients and affordabil-

in the foods but also where the ingredients come from. The Made in the USA flag is correlated with quality and peace of mind. Our own kids started Against

“Being a family-owned and operated cannery, we are very nimble in experimenting with unique proteins and ingredients, doing our R&D, quickly making samples and working directly with our sourcing partners. Any customer can call us anytime, and we will answer and speak directly to them to serve them, answer questions and share new items coming soon so they can prepare, etc. Ultimately, it is our most significant advantage to have easy availability of raw materials so we can implement and experiment with ideas quickly. Evanger's, Against the Grain and ORGANomics are becoming synonymous with innovation, and we still remain very committed to serving the indy pet retailer and distributor partners that serve the indie pet channel nationwide.”

— Holly Sher, President and Owner of Evanger's Dog and Cat Food Company

ity in our SKOKI Family, Grain Friendly and our Limited Ingredient Diets, we are helping retailers maintain existing customers and drive new customers through their doors.”

“Being a family-owned and operated cannery, we are very nimble in experimenting with unique proteins and ingredients, doing our R&D, quickly making samples and working directly with our sourcing partners. Any customer can call us anytime, and we will answer and speak directly to them to serve them, answer questions and share new items coming soon so they can prepare, etc,” said Sher.

“Simply put, for 90 years, Evanger's is one of the only privately owned and family-owned and operated pet food canneries left in the US; we feel very fortunate to manufacture all our products in our facility, which allows us to pass along many benefits to our consumers,” said Sher. “Consumers desire products Made in the US overseas and at home, but not all foods are created equally. Made in the USA Evanger's foods are all sourced and manufactured in our plant with our high standards for quality, ingredients, formulations and safety, and this is what today's pet retailers and pet parent expect. The end customer wants to know not only what ingredients are

the Grain and ORGANomics (organic) so we work together all day every day to deliver premium food options to our retailers and pet-parent customers alike and price levels for every budget.”

Looking back on the past year, “In 2024, Evanger's successfully implemented numerous plant upgrades that achieved significant milestones for our company,” said Sher. “These upgrades have enabled us to enhance the production capacity of all our proudly Made in the US products to meet our customers' demands, passing along the ability to keep our foods at the most affordable price points possible for retailers, distributors and end consumers. Our cans are infinitely recyclable, so we prioritize the environment and efficiencies from source to production to delivery. We recognize that today's consumers seek great products that not only maintain an exceptional level of freshness but also feature a recyclable package.”

“Our entire family is focused on new innovation, pushing the envelope to see what we can do to anticipate nutritional trends and deliver the quality every pet deserves,” said Sher. “For 90 years, our company has remained focused on quality and innovation, and we will continue the legacy with pride and excitement.”

First Take

Oral Care

Companies at the forefront of pet oral care are guiding the category away from traditional products such as dental chews and water additives to solutions that are more convenient and realistic when it comes to teeth cleaning. These manufacturers realize the majority of pets refuse to hold still or tolerate someone touching their teeth and gums and are offering methods that are less stressful and anxiety inducing for both the pet and their owner. Products infused with organic and natural ingredients that are recognizable and have soothing properties are a category focal point in the coming year, and suppliers are motivated to teach and inform pet owners about product alternatives and the link between a healthy mouth and health complications that can occur as a result of neglected oral care.

"We like to have a little bit of fun, yet produce quality products," said Oxyfresh President Melissa Gulbranson. "Our mission is to create product solutions pet parents can count on and that work every time. It’s really important for us that a pet parent sees a difference with their pet so they know whether or not something is working. We want to create a relationship with the pet parents, which is why efficacy is really important to us. We’re not going to create products that have a sprinkling of ingredients just to say we have it in the product. They have to work."

"Our objectives are continuing to lead in pet dental care, Gulbranson continued. "That’s a core for us. Expanding on product lines will be a key, and also talking to pet parents and finding out what challenges do they have and how can we innovate to make things easier for pet parents. Brushing is hard, but even with other solutions such as water additives, brushing is still going to be an important part of pet dental care. How can we make that easier for them? Even innovating with our pet chews toys that help brush the teeth without doing it the standard way, anything we can do to give them more options is key to where our growth is going to be and what we want to offer. There are some great new ingredients out in the marketplace that we’re really excited about. They are

innovative and are not out there right now that have proven studies to help with dental care."

Pure and Natural Pet predicts the pet oral care category in 2025 is set for significant innovation and will demonstrate to pet owners they can expect more than traditional options like dental chews and water additives previous generations used. The company is focused on cutting edge solutions notably dental finger wipes which allow for pet owners to easily swipe across their pet’s teeth without distressing the pet. Pure and Natural Pet also expects formulations made with organic and natural ingredients to dominate the oral care space, as pet owners become more versed on the health benefits of natural ingredients like aloe vera.

“The pet oral care category in 2025 is poised for innovation,” said Pure and Natural Pet President Brian Taus. “Expanding beyond traditional products like dental chews and water additives, items like Dental Finger Wipes will redefine convenience and efficacy for pet parents. Simplifying dental care is essential, whether through wipes, sprays or gels, with a focus on ease of use. Organic and natural ingredients are now expected, but functional ingredients like aloe vera, which soothes gums, will differentiate brands from competitors relying solely on flavor. The key to success in this category lies in education, helping pet parents understand the critical link between oral care and proactive overall wellness.”

Skout's Honor recently unveiled its Oral Care for Pets line that features coactiv+, a VOHC-accepted technology that has demonstrated to help prevent tartar buildup. The line offers easy-touse dental health solutions including water additives, oral gel, dental drops and wipes, and is tied to an established and trusted brand.

“Skout's Honor is known for bringing products to market that change what people think is possible when it comes to performance, quality and most importantly, innovation,” SVP Customer Development Jenny Gilcrest previously said. “We recently introduced our new Oral Care for Pets line—which fea-

tures coactiv+, a clinically proven and VOHC-accepted technology that helps to break down and prevent the formation of tartar on teeth. Not only does it proactively support pets' dental health, it's also a convenient and easy to use set of solutions—including water additives, oral gel, dental drops and wipes—from a brand that pet parents seek out and trust.”

Pam Bosco founded Pet King Brands in the late 90s to help alleviate chronic ear conditions her German Shepherd, Elizabeth, endured. This labor of love led to the introduction of Pet King Brands’ flagship products: ZYMOX Ear and Skin and Oratene Brushless Oral Care products. These solutions have raised standards within the ear, skin and oral care categories. “For more than 25 years, ZYMOX has been at the forefront of pet health care, helping millions of animals live healthier, happier lives by resolving common ear, skin and oral conditions,” Director of Marketing Debra Decker previously said. “Our journey began with a simple yet powerful goal: to provide pets with effective, safe and gentle solutions for their most pressing health issues. With oral care, this meant providing veterinarian-approved enzyme-based products that don’t require brushing. Powered by two advanced enzyme systems, LP3 and MD2, Oratene fights plaque and bacteria while freshening breath and promoting a healthy mouth environment for your furry friend without the use of harmful antibiotics. Thanks to Elizabeth and her owner, Pam Bosco, ZYMOX and Oratene have helped countless pets around the world have healthier ears, skin and mouths. These core values remain in the development of new products such as the ZYMOX Advanced Enzymatic Ear Wipes, revolutionized with enzyme-based care that does no harm.”

Manufacturers realize many pets are resistant to having their teeth cleaned, and are taking a realistic and practical approach to oral care with products that make cleaning less stressful. Companies are directing pet owners’ attention to the correlation between oral health and potential issues caused by neglected dental care.

First Take

Premium Foods

As cultural shifts continue to find more younger, Gen Z households opting to raise pets rather than having children of their own, makers of premium pet foods are feeling the weight of responsibility to help these pet owners give their chosen four-legged friends the best chance for a long and fruitful life with science-backed, high-quality nutrition using the best possible ingredients. As science evolves, however, varieties and formats can change and leading companies are making sure they’re at the forefront of the technology needed to bring the best nutrient-dense options in forms and price points that suit a wide variety of pet households.

serving than conventional kibble in a shelf stable form.”

Nulo can offer these products at a better price than raw pet diets, he pointed out. “The consumer benefits from a nutritional profile similar to raw solutions but in a safer, more convenient openand-pour form,” said Emmenegger. “We’re excited about the prospects for this new line in the year ahead, as well as our Gently Cooked meals for dogs that deliver the benefits consumers seek from a high protein fresh pet food, also in a pantry-friendly shelf stable format. Consumers tell us their refrigerator space is at a premium and so they appreciate us for creating an alternative

“A recent Harris Poll among Gen Z consumers revealed a fascinating development: a significant percentage of young adults view pets as a preferred alternative lifestyle to having children. They believe pets are ultimately easier to care for with less lifestyle disruption and lower overall demands on their household finances. This shopper power trend is obviously beneficial to the pet care industry. It mirrors an ongoing belief that pets are important not only to the health and wellbeing of their owners, but also offer important companionship meaning at a time when cultural shifts are impacting traditional definitions of what a family looks like. Given the relatively short lifespan of pets compared to people, it is incumbent on Nulo to continuously work to elevate pet nutrition that will ultimately impact the longevity and quality of life of furry family members.”

— Eric Emmenegger, Head of Retail and Product Marketing for Nulo

“We actively listen to pet parents about their needs and preferences and factor that understanding into our innovation plans and programs,” said Eric Emmenegger, Head of Retail and Product Marketing. “Higher quality nutrition and its link to pet health and wellbeing is a dominant, ongoing trend we’re focused on. Nulo is a pioneer and innovator in the emerging raw alternative pet foods segment. We have developed an entirely new pet food category called cold pressed that employs low temperature processing and cooking techniques designed to preserve the nutritional integrity of raw food ingredients. This approach to pet food making delivers a higher level of nutritional density per

that is ready to serve without the need for refrigeration. Retailers appreciate this benefit, too. We see more pet parents wanting to customize and boost the foundational diets they serve their pets, so we also provide a wide array of freeze dried raw, topper, boost and bone broth products that can be added to a primary pet diet regimen in answer to evolving dietary needs.”

Innovation is similarly driving development for Open Farm. “As pet parents ourselves, we understand the importance of nutrition and are continuously speaking with fellow pet parents and our neighborhood pet retail partners to stay ahead of trends,” said CMO Mark Sapir. “Our dedicated innovation team

works to develop new recipes and formats that reflect what pet parents value—quality recipes with nutritious, health-focused ingredients that deliver on our mission. We’ve seen increasing demand for products that not only prioritize high-quality nutrition but also promote transparency and overall well-being. In 2025, we will continue to expand our offerings in both dog and cat nutrition, focusing on functional recipes with ethically and sustainably sourced ingredients. Pet parents are not only investing in core products but are also looking for ways to enhance their pets’ bowls. We’re excited to be a part of that journey, all while staying true to the Open Farm Promise, which upholds the highest standards of nutrition, animal welfare, sustainability and transparency.”

NutriSource has also noted the popularity of customized foods. On the heels of last summer’s SUPERZOO, Shopper Marketing Coordinator Allison DeLisle remarked, “There’s also a rising interest in customized nutrition and specific health benefits that canned foods can offer. We’re leveraging our expertise to develop products that cater to various dietary needs and health concerns. Our focus on high-quality ingredients allows us to create formulations that support optimal pet health and wellness.”

Further, consumers and retailers are placing a high value on transparency regarding ingredient origins, she said. “NutriSource is well-positioned to capitalize on this trend due to our cannery in Delano, MN. By sourcing our own ingredients and manufacturing our own cans, we maintain strict control over the quality and traceability of our products. This allows us to offer detailed information about the ingredients and production processes, which resonates with the growing demand for transparency,” she said.

In that regard, NutriSource in 2024 focused a portion of its SUPERZOO presentation on its feline products through its “Power the Purr” campaign. “We sought to underscore our commitment to feline health and well-being through

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PRIVATE LABEL PET FOOD

Stand out among the competition and build customer loyalty by creating, revising or expanding your store's pet food brand.

Alphia offers retailers the resources to innovate the right products and manufacture them safely at scale.

First Take: Premium Foods

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targeted promotions and educational materials. The response was fantastic, with many attendees expressing enthusiasm about our innovative solutions designed to cater to cats’ specific needs,” DeLisle said.

NutriSource is committed to innovation and growth, maintaining its brand integrity and supporting its partners in pet specialty, said DeLisle. “Our new product introductions, including our redesigned treats and supplement line, exemplify our drive to continually evolve and meet the ever-changing needs of pets and their owners,” she said. “NutriSource’s dedication to transparency, ethical sourcing and high standards in product development are central to our brand identity. We want attendees to leave with a strong sense of our commitment to these principles and our ongoing effort to support and advance the independent pet channel. NutriSource is a dynamic, innovative and supportive brand, dedicated to driving positive change in the pet care industry while building lasting partnerships with our retail community.”

Premium private label manufacturer Alphia is also committed to high-quality nutrition while being able to meet customers' specific needs. “Alphia is committed to manufacturing high-quality products and focusing on understanding the evolving needs and preferences of our customers and their consumers,” CEO and President Dave McLain previously said. “We conduct thorough market research and foster a culture of creativity within our team. Alphia stays on top of the latest pet industry trends, emerging technologies and consumer insights to maintain its position as a leader in pet food manufacturing.”

Alphia’s customers share a dedication to providing high-quality products for pets, he said. “Our customers understand that it is about more than making kibble. We work to create lasting relationships with our customers and strive to deliver top experiences at every touchpoint. Our customers demonstrate a willingness to innovate and adapt to changing pet food trends and are proactive in exploring new opportunities for growth and improvement.

Overall, our customers are reliable and transparent in their business practices and value integrity and honesty. This transparency helps to facilitate smooth collaboration and ensures mutual success in the pet industry.”

The company is not content to follow trends but rather seeks to lead in innovation. “At Alphia, we are committed to nourishing and protecting pets by manufacturing the highest quality pet food,” McLain said. “We aim to revolutionize the pet industry with exceptional quality and innovation with our priority set on food safety. We saw an opportunity to set new standards, differentiate ourselves from our competitors and cater to the increasing demand for pet food offerings. We’ve earned the trust of our customers, built strong relationships and maintained a competitive edge in the market. Food safety and quality permeate every aspect of our operations. Food safety is constantly evolving, and Alphia is always looking at ways to improve. By staying aligned with these principles, we exceed the expectations of our customers while making a positive impact in the pet food industry.”

Food safety, in particular, has been a point of focus for Alphia.

“Alphia aims to educate the industry about the exceptional quality and safety of the products we manufacture,” he said. “We value the importance of food safety and providing safe products so that families don’t have to sacrifice high-quality and safe pet food options because of what they can afford.”

Along with safety, Open Farm is meeting consumers in their desire to support sustainable companies. “The premium pet food industry is evolving rapidly, and we see it as our responsibility to grow the category,” said Sapir. “We’ve seen a significant shift towards ethically and sustainably sourced ingredients, which have always been central to our recipes, but are now gaining broader traction across the industry. Additionally, we expect continued growth in toppers as pet parents seek variety for their pets’ meals. Another key trend is the increasing demand for sustainability and transparency, with pet parents becoming more conscious of how brands are addressing environmental concerns. These trends align closely

with the values Open Farm has championed from the beginning, and we are excited to continue pushing the boundaries of pet food innovation.”

Nulo is looking for its impact to go beyond the industry. “A recent Harris Poll among Gen Z consumers revealed a fascinating development: a significant percentage of young adults view pets as a preferred alternative lifestyle to having children,” said Emmenegger.

“They believe pets are ultimately easier to care for with less lifestyle disruption and lower overall demands on their household finances. This shopper power trend is obviously beneficial to the pet care industry. It mirrors an ongoing belief that pets are important not only to the health and wellbeing of their owners, but also offer important companionship meaning at a time when cultural shifts are impacting traditional definitions of what a family looks like. Given the relatively short lifespan of pets compared to people, it is incumbent on Nulo to continuously work to elevate pet nutrition that will ultimately impact the longevity and quality of life of furry family members.”

Nulo embarked on several novel and head-turning partnerships last year in the interest of promoting optimal pet nutrition. “Nulo is unique among premium pet food brands in its investment and commitment to aligning our brand with a team of 8 of the most successful and well-known Olympic athletes, including the phenomenal Simone Biles and Gabby Thomas,” said Emmenegger. “Pet parents believe these highly respected athletes know a thing or two about nutrition, and to a one all of them are devoted pet parents who believe that Nulo’s nutritional standards for their pets are consistent with their own demands for fueling their bodies. That’s why we developed the Fuel Incredible marketing program designed to let the world know what these athletes believe about Nulo pet foods, and the vital and important role their pets play in their lives. In fact, their pets are an integral part of their training commitments and serve to keep them grounded even in the intense spotlight of top-level athletic competition.”

What’s Inside Matters.

THIS IS ROCKY. ROCKY LOVES BELLY RUBS. AND THE NEW TREATS FROM

First Take: Premium Foods

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In the rearview, Emmenegger summed up, “Our campaign during the Paris games this year was an unprecedented investment in our brand and was widely recognized as one of the very best brand marketing programs to debut during the games. We are committed to furthering these relationships with athletes that personify and support our ‘Performance Nutrition’ positioning. Importantly, its driving our brand awareness and Nulo reaps outsized benefits from it compared to more traditional pet brand marketing initiatives.”

In 2024, Open Farm also honored a milestone. “2024 was a landmark year as we celebrated our 10th anniversary,

vations and marketing efforts last year, these leaders are hitting the ground running in 2025.

“Nulo is renowned in its commitment to staying on top of developments, trends and innovations in pet food making,” Emmenegger said. “Dr. Greg Aldrich, one of the most highly recognized pet nutrition experts and educators in the industry, leads our innovation team. We are always on the hunt for developments in pet food making that lead to better nutrition delivery through our diets, treats and supplements. We believe shelf stable raw nutrition will continue in 2025 to be a focus for us as we work to advance minimal processing techniques and processes that improve the nutritional density of our foods in a

“When we launched Open Farm a decade ago, a supply chain like ours did not exist. We have worked incredibly hard to build it from the ground up to meet our increasing demand, working with progressive farms and ranches that share our commitment to sustainable practices. From day one, Open Farm has set a higher standard for animal welfare practices, working with leading certifications such as Global Animal Partnership (GAP), Certified Humane and Ocean Wise. We are also raising the bar in transparency by leveraging third-party certifications for further verification of our partners, along with publishing the geographic origin of our ingredients and carbon footprint. By sourcing the best ingredients from partners that follow our rigorous standards, we ensure a higher quality of life for animals and the planet, while also encouraging more ethical practices industry wide. This allows us to set the bar not only for quality, but also for nutritious food.” — Mark Sapir CMO of Open Farm

marked by significant growth and new opportunities,” said Sapir. “As we look to 2025 and beyond, we remain deeply committed to the Open Farm Promise, which is how we deliver on our key principles of nutrition, animal welfare, sustainability and transparency. Our mission-driven approach continues to fuel our growth, and we are guided by ambitious goals that challenge the status quo. We look forward to continuing that growth into the new year, by increasing our marketing spend to reach new and prospective pet parents, along with driving traffic to our neighborhood pet retail partners.”

Marked by successful product inno-

safe, convenient and affordable format.”

Open Farm is fine-tuning its environmental focus. “As a leader in the pet food industry, we are not only focused on producing healthy food for pets but also on addressing crucial global challenges,” said Sapir. “For instance, this year we are laser-focused on accomplishing our zero waste to landfill goal by the end of 2025. This was an ambitious goal we set in 2022, and we have made great strides across our recipes. We will also continue to deepen our focus on regenerative agriculture, as we seek to advance this practice across one million acres of farmland by 2030. These commitments are central to our ongoing impact and will guide us as we enter the

next decade.”

They are also guiding the company’s immediate focus on its supply chain this year. “When we launched Open Farm a decade ago, a supply chain like ours did not exist,” Sapir said. “We have worked incredibly hard to build it from the ground up to meet our increasing demand, working with progressive farms and ranches that share our commitment to sustainable practices.”

Nulo similar foresees no immediate concerns regarding its supply side logistics.

“We continuously monitor the supply chain to de-risk the business and maintain the integrity of our wholesale and retail pricing,” said Emmenegger. “As we look ahead to 2025, we do not see any issues or trends on the horizon that would negatively impact our input costs. We anticipate stability in our ingredient cost structure in the year ahead.”

Investments made in the past have ensured a stability that allows these leaders to look ahead to bigger goals.

“At Open Farm, innovation is a continuous process, rooted in our company culture,” said Sapir. “One of our core values is ‘we raise the bar,’ which means that we encourage our team to dream big, embrace challenges and continuously strive for better. This mindset drives our mission and how we develop industry-leading products. Our team is deeply aligned with our values, and this culture of aspiration and forward-thinking is what makes Open Farm an exciting place to work. As we enter a new year, we’ll continue to set ambitious goals, foster creativity and use every opportunity to push the boundaries of what’s possible in premium pet nutrition.”

With the humanization of pets now entering the realm of people choosing to have pets over babies, it is more pressing than ever than premium foods makers ensure their portfolios meet pet owners' stringent standards for optimal nutrition, food safety and quality ingredients. This all goes hand-in-hand with improved working and animal welfare conditions for farms and ranches, clearer third-party certifications and more ethical business practices that are defining this premium pet foods category.

First Take

Small Animal

Companies at the forefront of the small animal segment are committed to offering high quality food, treats and bedding to ensure small animal pets’ comfort, health and safety. Feedback from pet owners and retailers are helping suppliers navigate the category and offer solutions which reflect specific concerns. The small animal segment is moving towards natural and eco-friendly materials without scrimping on cleanliness and odor control. In light of shrinking adoption rates of small animals, suppliers are maintaining fair prices and top quality products to retain current pet owners. Fun, catchy packaging and products are on shelf to attract younger pet owners. Above all, small animal food, treats and bedding manufacturers are promoting responsible pet ownership that ensures pets are healthy while using products that are good for the environment.

Volkman Pet will stay the course of contributing top tier quality food and treats tailored to the unique dietary needs of small animal pets made up of rabbits, hamsters, guinea pigs and squirrels. Volkman has consistently stood out to pet owners for taking a selective approach with ingredients, eye-catching packaging from the shelf and realizing positive pet ownership experiences are tied to strong pet and pet parent bonds. In the coming year, Volkman will continue to rely on feedback from retailers and use it to adapt to pet owners’ concerns and demands. These issues are reflected in Volkman’s product offering which is aimed to offer solutions that address the diverse range of needs of small animal owners. “Our legacy small animal line, with its reputation for quality ingredients, easy to use packaging and strong shelf presence combine to make a winning line of small animal feed and treats,” said Director of Sales and Marketing David Block. “Volkman will continue its path on offering quality mixes that fuel the animal and provide the pet parent with endless joy and entertainment. While data in this category is limited, we are constantly talking to our retail partners and pet parents alike to understand the wants and needs of small animal own-

ers. Whether it be your rabbit, hamster, guinea pig or squirrel Volkman has a mix for you.”

Central Garden and Pet predicts interest in consumable categories such as food, bedding and hay will remain robust. The company looks to data from reputable sources such as the Pet Insights Council Industry Update and Outlook, along with syndicated sales data and qualitative and quantitative to enlighten the company and guide decisions in the coming year. “Consumable categories—food, bedding and hay— will continue to be a focus for 2025 and consumer trend insight sources including Pet Insights Council Industry Update and Outlook; syndicated and POS (point of sale) data and qualitative and quantitative research, including new product concept testing and ethnographic study,” said Jennifer Skorzewski, Director, Small Animal Marketing for Central Garden and Pet.

In 2025, Healthy Pet is positioned to promote and advocate for optimal pet ownership with its carefresh bedding line that is constructed from raw, natural paper fiber. The company will continue to shed light on the benefits of using scratch-made bedding driven by their goal of empowering pet owners through knowledge and credible information that is in the small animal pet’s best interest. Quality bedding is a critical part of improving small animals’ quality of life and health, which is something that Healthy Pet will continue drawing focus on in the coming year. “In 2025, Healthy Pet will maintain its focus on raising awareness for providing the best care for small pets through carefresh offerings,” said Leslie Ellis, Consumer Communications Manager, Healthy Pet. “Focused on classic best in home bedding, carefresh utilizes raw, natural paper fiber obtained directly from the source to ensure small pets live happy, healthy and loveable lives. Throughout the next year, we will aim to educate pet owners about the benefits and long-lasting quality of bedding that is made from scratch, allowing them to make informed decisions for the health and well-being of their pets.”

Healthy Pet values shopper loyalty

and considers it a key step in building strong relationships with pet owners and helping to create a shopping environment these regular shoppers are drawn to and find bedding that is suitable for their pets’ needs and preferences. To help create an efficient and resourceful shopping experience, for the last three years carefresh has incorporated the Astro Loyalty Program with the intent of driving repeat sales and entice loyal shoppers with limited time offers and discounts. “Rewarding customer loyalty is key to maintaining and building relationships with core consumers and enhancing the overall shopping experience,” Ellis said. “Since 2021, carefresh has leveraged the Astro Loyalty Program—a key partner within the pet products industry that helps retailers drive repeat sales, while rewarding loyalty—to provide limited-time offers and discounts to frequent buyers. We also work closely with our retail partners, encouraging them to create engaging, visually inspiring displays that showcase large habitats filled with colorful bedding, fun accessories and themed setups to help inspire pet parents. Our products are accessible across multiple channels, allowing pet parents to find the best solutions for their small pets in the most convenient way possible—whether in-store or online.”

Volkman is broadening its Pet’s Delight line, featuring a playful take on the category with upbeat packaging designs and straightforward blends. Catered to younger small animal pet owners and casual feeders, the Pet’s Delight line is ideal for first-time pet owners. Small animals have long been recognized as an ideal introduction to pet ownership and teaching responsibility and letting new pet owners experience the highs of having a pet, Block pointed out. “We are expanding our Pet’s Delight line which is a more lighthearted approach,” he said.

Manufacturers are dedicated to filling the category with top notch products aimed at enhancing small pets’ comfort, wellbeing and safety. Small animals remain the introduction to pet ownership and manufacturers are ready to educate and support these first-time owners.

beach party

First Take

Litter

Influential companies are guiding the litter category towards sustainability through litter materials veering away from traditional clay options, protecting cats’ health and wellness with options that reduce dust and won’t inflame felines’ upper respiratory tract and improved clumping and odor control to encourage cats to use the box and make cleanup easier. This year, pet owners will see options made with recycled materials and an increased focus on reducing environmental impact on the part of manufacturers and pet parents.

Dr. Elsey's recent focus is on cat safety. The company has discontinued its line of Ultra Scented Litter in light of health concerns associated with scented products. This decision reflects Dr. Elsey’s commitment to feline safety and ability to evolve and do an about face in light of new information. Dr. Elsey’s is also focused on education and will be enlightening pet parents of safer litter alternatives with the end goal of protecting cats’ health.

“Dr. Elsey’s major litter innovation has nothing to do with a new product, rather it focuses on what’s best for the cat,” said VP Marketing and Innovation, Mat Brost. “We made the decision to discontinue our Ultra Scented Litter. This was a successful product for us; however after all the litter industry and the common health issues cats face in addition to what cats and owners need, we were made aware just how dangerous scented litters are for cats. We couldn’t in good conscience continue producing a product that wasn’t a safe option for cats. Beyond that we plan focus on educating cat parents on litter. Ideally, other brands will join us in making households more cat friendly.”

Brost continued: “We continue to develop solutions that address the No. 1 reason cats are abandoned and placed in shelters—nonuse of the litter box and house soiling. Our discontinuation of scented cat litter is the first step. The overwhelming scent of many litters is a contributing factor to house-soiling behavior, and emphasized the need for products that are more aligned with feline needs. Between our innovative Cat Attract litter, the discontinuation of

our Scented Litter, and our educational plan for cat parents, we truly hope to shape the future of the litter industry by focusing on products that prioritize the well-being and natural behaviors of cats.”

In 2025, Noba Animal is focusing on enhancing cat litter quality by carrying out cutting edge processes in its production line which will reduce dust levels—a major concern for pet parents. Further, Noba Animal plans to expand its product range with a number of smaller scale and low-cost brands that will connect with a broader net of pet parents.

“In 2025, we are concentrating on enhancing the core product of the litter category: the cat litter itself,” said CEO Frederick Soares. “To improve product quality and meet evolving consumer expectations, we have implemented additional dedusting processes in our production line in Canada. This adjustment reduces dust levels, addressing a common concern among pet owners. Additionally, we are expanding our portfolio with several new, smaller and more affordable brands, allowing us to cater to a broader range of customer needs. Our strategic initiatives are informed by extensive data analysis and feedback from our partners, including insights into consumer trends such as the demand for high-quality, affordable options and sustainable, locally produced products. This collaborative approach ensures that our plans align with market demands and customer preferences.”

World’s Best Cat Litter (WBCL) will continue to provide premium performance for its following of pet parents by ensuring close collaboration among its brand, innovation and research and development teams. These teams are critical in ensuring WBCL stays attuned to market trends, up-and-coming and current competition and pet parent needs. WBCL is entering the new year with the mindset of continually improving while comprehending pet owners’ expectations.

“World’s Best Cat Litter is a premium litter, so our focus is always geared towards providing enhanced performance options for our consumers,” said

Director of Marketing Jean Broders. “Brand, innovation and the R&D teams always work closely together to make sure we have our finger on the pulse of the market, understanding trends, competition and unmet consumer needs. We continue to challenge ourselves and the partners that we choose to help support our business, especially when it comes to understanding the consumer and how we can continue to meet and exceed their expectations. Data is the key to our decision-making, so continuing to understand outside resources is vital for our business.”

In 2025, Pioneer Pet Products is concentrating on its all-natural litter products and aims to expand its range. Partnerships with retailers are top of mind, with Pioneer Pet eager to work with existing and new retailers to distribute its litter on a global scale to make safe and effective litter solutions accessible on a grander scale.

“In 2025, we are very focused on litter. Especially our all natural litter lines,” said Director of Marketing and Customer Service Shannon Supanich. “We hope to expand our offerings over the next few years as well. We are excited to work with current customers as well as new customers to bring our litter to cat parents all over the world.”

“The cat litter category is experiencing significant growth, driven by a few key trends,” said Boxiecat Founder Josh Wiesenfeld. “Sustainability and Eco-friendly Products: As consumers become more environmentally conscious, the demand for sustainable, biodegradable, and natural cat litter products continues to grow. Boxie's lightweight formulas, Air™, was crafted with sustainability and performance at its core, using eco-friendly wheat and barley ingredients that are gentle to the planet."

The litter category is shifting towards solutions that are safer and healthier for felines, notably low-dust that won’t irritate the cat’s respiratory tract and unscented that won’t aggravate or discourage the cat from using its litter box. Natural and recycled options are taking the lead and don’t scrimp on clumping or odor control.

naturally better, without fragrance

Many litters contain added fragrances, but what smells good to us can be harmful to your cat. That’s why we’ve decided to make a change. We’re committed to providing natural, unscented litters that block odor without the need for fragrances, ensuring a healthy feline environment. Dr. Elsey’s Ultra litter is the best alternative to scented litters. Ultra is our #1 selling litter and has superior odor control and is perfect for multi-cat families.

“While scented litter is a very popular option with cat owners, it is not the best for the cat and the household. The choice for us is simple, we will only produce products that help improve the lives of cats.”

— Dr. Bruce Elsey

Make the switch to Dr. Elsey’s Ultra litter today dresleys.com/unscented

First Take

Sensory Toys

Leaders in the sensory toys category recognize the benefits of offering pets enrichment through toys and playtime. Sensory toys can provide mental stimulation, physical activity and human-animal bonding experiences.

“In 2025, we're excited to keep our focus on innovation!” said Scott Ragan, Managing Partner and CEO of SmarterPaw. “Our extensive research throughout 2024 led to tremendous growth and expansion across all our product lines. We’re passionate about our mission to create natural, healthy toys and treats that help foster engaging and fulfilling relationships with the pets we adore. We're dedicated to this goal and genuinely value our customers’ feedback— their input inspires us, and we’re committed to meeting their needs!”

“Playology was founded on the insight that animals, especially dogs, are highly sensory animals,” said Chris Brown, Chief Marketing Officer at Logical Brands, parent company of Playology. “That’s why our dog toys feature an embedded scent that helps drive longer engagement and happier pets. Continuing our efforts to provide premium, engaging toys to consumers, we launched Playology Cat in July 2024 with interactive toys supporting cats’ instinctual behavior. As the market features increased RTO, pets are spending longer periods home alone and require sensory engagement more than ever to help keep them occupied and healthy. In 2025, we will continue to support bringing scientifically informed products to more consumers in partnership with our key retailers.”

Over the past year, SmarterPaw mentioned the company has noted the changes in what pet parents are gravitating toward.

“We’ve noticed some exciting shifts in what pet parents are looking for, and at SmarterPaw, we’re dedicated to evolving our product range to keep up with their needs. Many pet parents are now on the hunt for natural products and solutions for their furry friends, especially toys designed for tougher chewers. When it comes to natural calming solutions, we often hear from both pet

parents and retailers seeking options, though some may feel hesitant about supplements or CBD. That’s where Doggijuana and Meowijuana come in, offering fun toys that encourage natural play and exercise, along with the wonderful benefits of Juananip—a blend of natural, organic catnip and herbs that promote engaging play while also helping to soothe their pets,” said Ragan. “SmarterPaw looks to drive our energies and expansions to more natural calming and soothing products. So many families are heading back to work, or hybrid work arrangements and that is changing the daily pattern at home. That can be a stressful event for so many pups that have become accustomed to mom or dad being home all the time, maybe always for so many Covid time adoptions. Calming solutions and toys that help with rougher, tougher play and chewing—we see a myriad of opportunities moving forward for Doggijuana.”

“We don’t have a crystal ball, so we will have to wait and see what the future brings, just like everyone else. That said, we utilize only the best of the best materials to keep our pets healthy and engaged, and have been fortunate not to have faced any issues. Concerns around inflation are widely publicized, but we have been able to maintain, and even lower our prices to consumers in the past 12 months, so we’re in a good position to continue providing premium sensory toys at a great value going forward,” said Brown.

This past year, StarMark Pet Products had been working on various interactive products within the dog toys segment.

“We have been working on a series of chew treats that feature an interactive component to them and can be eaten alone as a snack. Later this year 2024, we will be launching a toy that works specifically with these treats to engage dogs for even longer,” said Emily Benson, StarMark Pet Products’ Marketing Director. “As toy sales have lulled slightly in recent months, retailers are looking more intently for cost-conscious innovation to spark customer purchases. This led us to release several lines of

entry-level toys that are made with the same high quality we are known for but have a lower retail price point.”

These companies will be carrying a range of things with them into the new year such as leadership qualities, product lines and innovation.

“Education is so important for success, and we take great pride in offering a solid education through various engaging formats—whether in person, online, or via video—that make it easy to share and train retailers and their associates. After all, we know how vital it is for associates to be well-educated, as your customers rely on you for trusted information and solutions for their beloved pets. It’s essential to keep pet parents informed about their cats’ unique needs and promote activities that engage their mental and physical well-being with products that support every aspect of their cats’ lives,” said Ragan.

“Like others, we have seen the explosive growth in cat as a segment and expect that to continue to grow again in 2025. Additionally, we are seeing consumers continue to be value-conscious. They are not necessarily shopping on price, but are more aware—and making choices—based on whether brands are making real contributions to the lives of their pets. If you can do that, then price is not the primary driver. However, for brands that cannot provide that value, pricing will become more critical to driving volume,” said Brown.

“We’re all about creating natural, healthy toys and treats that help build even more joyful and fulfilling connections with our beloved pets. Staying true to this passion is important to us! We truly value your feedback, listen closely to your thoughts, and are dedicated to meeting pet-parent’s needs,” said Ragan.

Sensory toy manufacturers have filled the niche space and moments of pets lives with exceptional toys that activate and test their mental capabilities. Sensory toys stimulate pets while keeping them busy and occupied with enjoyable moments and experiences.

First Take

Live Foods

The 2024 Fish and Reptile Report by the American Pet Products Association found that fish and reptile owners are invested pet owners who actively obtain new and/or replace pets when their pets pass away, and that there is a gradual trend toward multi-reptile households. The continued high demand for quality food and assorted products to sustain the wellbeing of these pets drives supplies to ensure they are not letting their guard down and caving to pressures to produce quicker—often lower quality—products. This vigilance serves not only the pets themselves and their pet parents but the overall health and vitality of the pet retail industry because it consistently drives foot traffic to stores that often lead to additional sales for the pet businesses.

“As the leading voice for the pet products industry, our latest insights reveal exciting shifts in pet care and shopping trends among fish and reptile owners,” said APPA President and CEO Peter Scott of the report. “Despite the growing popularity of e-commerce across industries, fish and reptile owners demonstrate dedication to in-store shopping. More importantly, we are eager to see that the data continues to reveal evolving trends on the growing emotional connection between people and their pets and the increased prioritization of health and wellness.”

Crickets might be viewed by most as the commodity live food most easily raised and quickly shipped off to big chain pet stores, and leaders in the category like Armstrong’s Cricket Farm take great care in cultivating only the best quality and healthiest crickets possible for their customers and end pet owners.

Armstrong’s Cricket Farm began in an endearingly scrappy way with founder Tal Armstrong selling crickets as fish bait, according to Tal’s great-grandson and company owner Brandon Armstrong. As the popularity in exotic pet ownership grew, the company began to adapt to market demand and grow crickets as live food as well. For both markets, their quality is seen in the cricket’s size and maturity.

“Our crickets are raised to an adult,

and every cricket is raised with the purpose of becoming a fishing cricket, so it’s meant to be raised to its final stage of becoming an adult and to procreate and make baby crickets,” he said.

Many competitors in pet raise 2-week-old crickets and ship them out quickly, he said, but it is important to Armstrong that the crickets they cultivate are raised to their maximum potential. “We sell the smaller crickets as well, but our main goal is to make sure we have crickets for the fishing industry, and we’re raising the healthiest cricket possible,” he said. “We’ve taken that approach, and we’ve applied it to any and all the insects that we raise on our facility. We want the healthiest best quality of the insects possible. We’re offering the highest quality product even if it costs us more so that we know that whenever we sell that cricket—whether for fish bait or pet industry or food stuff with pet food—they’re all raised the same to the absolute highest quality. Being able to ship that adult cricket during the heat of the summer, it is not going to fare well unless it’s an actual healthy cricket, and we’ve been working throughout the years with making sure we have crickets that can be shipped and do well in the heat.”

Armstrong has, like its competitors, expanded its live foods offerings beyond crickets, but it is meticulous in its growth strategy to minimize risk of contamination and colony failure. “We’re not willing to risk the insects we are raising on our facility. We’re not willing to bring in from an untrusted source other species that are the latest and greatest. We are calculated, and we are diligent with our safety; it has served us well in the past, and we try to continue with and ensure we’re not jumping on the bandwagon of the next greatest thing. It has in the past bit people in the rear end,” he said.

On the retail end, sticking with what works and giving pet owners what they’ve come to expect from a pet store, has helped Bill Chappell, owner of Bill’s Wonderland of Pets in Magnolia, NJ, continue to thrive as well. Having opened the store in 1968, “Operating with one employee—myself—the store

offered an eclectic assortment of pet supplies with a focus on aquarium fish, both fresh and saltwater,” he said. “The selection and quality were the best in the area bar none.”

Chappell’s dedication to his customers led to his being awarded the inaugural World Pet Association Pet Retailer Lifetime Achievement Award at SUPERZOO in 2019. Chappell describes the business: “Bill's has pet food and supplies for every pet and budget. In addition, we feature tropical fish and exotic pets—think reptiles, amphibians and insects! Our mission is to provide every customer with the very best available. Our service is personal and attentive. If we don't have what a customer wants, we will do anything possible to get it. Coming to the store is a very social experience. Customers frequently bring their pets, run into old friends, and of course spend time with us!”

The pet store had considered diversifying their offerings to extend into services. “We have considered the pros and cons of incorporating grooming or vet care,” Chappell said. “However in the end, we concluded that it is best that we remain focused on our original model of providing the very best products and services for our loyal customers. This has been our strength through the industry's evolution the last 56 years.”

Through the last year, Armstrong has pursued growth, but not at the expense of the company’s original principles. “We are doing e-commerce and also realizing that we have to ensure our customers are taken care of whether it’s the large chain store, the mom and pop chain store or the family that’s ordering 100 or 250 crickets for their small family of bearded dragons that they have at their house,” he said. “We have to make sure every single person is being taken care of, and we make sure they know they are a priority for us.”

Suppliers like Armstrong and retailers like Bill Chappell are demonstrating that new isn’t always better, and opting to stick with their strengths—whether in breeding quality crickets or providing one-of-a-kind customer service in-store—serves not only the pets and their owners but the greater industry.

First Take

Grooming

While manufacturers of premium pet grooming products are sensitive to the needs of consumers tightening their wallets in this inflationary economy, they continue to maintain high standards for their products that have been proven to be safe and effective for pets. Their innovation strategies are also driven by a desire to offer functional solutions not yet met by what is on the market. Understanding there are pet owners who want their pets to have luxurious, spa-like experiences they themselves enjoy, grooming manufacturers are aligning with partners who also aim to serve specialty consumers.

Given that Bass Brushes built its pet grooming line off its success in crafting natural brushes for human use, the company isn’t looking to reinvent any wheels but instead to build on its existing success with more outreach and initiatives that spark and maintain longterm engagement. “We’re known as a premium and even luxury-grade brush maker with an emphasis on natural materials,” said President Joel Weinstein. “That’s really our modus operandi; everyone knows us out there as a natural brand. We’ve maintained our position as the No. 1 selling natural brush maker in the country by SPINS data and that applies to people and pets. And I mention it because you have to consider where the trend is—where’s the pet market going. What the pet parents are looking for now is really beyond human-grade products.”

He elaborated, “The line between people and pet gets more and more blurry. You see that represented and expressed in the curation of products that are hitting the market. We’re seeing that blending, that line going away separating human and pet, and our products tie into that perfectly.”

Pet King Brands views the new year as an opportunity to continue its educational outreach along with innovations that complement its current product lines. “Looking to 2025, we intend to continue to focus on developing products that integrate and highlight our revolutionary enzyme-based care systems,” said Debra Decker, Director of Marketing. “To do this, we harness the

relationships we’ve built with veterinary professionals, groomers and retailers to focus on products recommended to keep pets healthy before, between and during care visits.”

Last year was about seizing the opportunity to educate retailers, groomers and consumers on the advanced technology of Pet King Brands’ patented LP3 Enzyme System, said Decker. “Unlike antibiotics, which can disrupt healthy flora and cause side effects, the enzymes in the LP3 Enzyme System target only harmful, single-celled organisms. This precision not only preserves the natural balance of pets’ bodies but also minimizes the risk of bacterial resistance, which is increasingly common with antibiotic treatments. Because the enzymes are non-reactive, natural and non-toxic, they are safe for daily use, even on sensitive skin or recurring conditions like allergies. Pet industry professionals can now join us on Retail.Pet to learn more and earn certifications and rewards through branded training modules, shared causes and campaigns,” she said.

Like Pet King Brands, Bass Brushes has established products that are well known and loved. The objectives in 2025 are looking at how to take that to the next step. “Our product is very impulse, they need to be surprised, they need to be delighted, and so we’re continuing to build on our success because our core brand—the features—work, so now it’s just a matter of turning up the volume. What that means is promotion, communication, education, and also new products and redesigns. We’re always trying to make things better. You have to, otherwise you’re just getting lazy.”

Nootie started with a desire to make an effective but pleasant-scented and accessible pet shampoo. That impetus has not changed. For 2025, the brand aims to “continue to strengthen our medicated line of dermatology and oral products with the latest technology and delivery systems,” said Lonnie Schwimmer, Co-Founder of Nootie, which also manufactures the Koha Pet Food brand.

Given the specialized nature of Nootie’s grooming products, Schwimmer

emphasized the brand may not be for everyone. “Our focus is on solutions for pets skin, coat and dental issues,” he said. “To actually produce results, we are not a low cost provider. Therefore, we continue to focus on partners that are aligned with providing the best service and experience for pets and pet parents, not the bargain hunters.”

Innovation is also a driving strategy for Pure and Natural Pet in 2025. “Pure and Natural Pet will focus on forging stronger relationships with professional groomers by exploring co-branded and exclusive grooming products tailored to their needs,” said President Brian Taus. “The category will experience a surge in ‘wellness integration,’ where grooming products double as wellness treatments. Think shampoos infused with calming essential oils, skin-conditioning treatments that nourish as they clean and multi-functional solutions that align with the broader pet wellness trend.”

This was the direction that Lisa Vella and Donna Walker, owners of South Bark Dog Wash, a self-service and full-service grooming salon, retail product store and dog obedience training site in San Diego, CA, took when they embarked on creating their own grooming products under the South Bark Professional Pet Products brand and became known as “The Blueberry Girls” for their signature product line.

“South Bark Professional Pet Products deals with the distribution of wholesale and retail sales of pet grooming products, specifically focused on ShowSeason and South Bark shampoo, conditioners and colognes,” explained Walker. “We developed the first ever dog and cat facial: South Bark's Blueberry Facial and a line of associated conditioners and colognes.”

Higher costs have given pet owners pause when considering how they'd like to pay for grooming products and care, but grooming product manufacturers remind them that they haven't cut corners in ensuring they still bring their best, safest and most effective products to market. A little investment now will go a long way in ensuring a happy and healthy life in the long run.

Wipe Away Plaque, Tartar, and Bad Breath

Dental care made easy

Dental care is an important step in your dog’s grooming routine as it can have a significant impact on the overall health of a dog. Our easy-to-use finger dental wipes provide a safe and gentle way to clean your pet’s teeth while fighting plaque, tartar and odor causing bacteria. Using only the purest ingredients, these dental wipes improve dry mouth and gingivitis, while reducing inflammation, bad breath, and tooth decay.

Upcoming Pet Industry Events

Publisher/Editorial Director

1. The Inspired Home Show

March 2-4, 2025 McCormick Place Chicago, IL www.theinspiredhomeshow.com

2. Natural Products Expo West March 4-7, 2025 Anaheim Convention Center Anaheim, CA www.expowest.com

3. GROOM'D

March 7-9, 2025

Georgia International Convention Center College Park, GA www.groomd.org

4. Global Pet Expo March 26-28, 2025 Orange County Convention Center Orlando, FL www.globalpetexpo.org

5. SUPERZOO

August 13-15, 2025 Mandalay Bay Las Vegas, NV www.superzoo.org

6. National Reptile Breeder’s Expo August 16-17, 2025 Ocean Center Daytona, FL www.reptilebreedersexpo.com

7. PLMA's 2025 Private Label Trade Show

November 16-18, 2025

Donald E. Stephens Convention Center Chicago, IL www.plma.com

You came (to North America’s most comprehensive pet product marketplace). You saw (the latest, greatest pet products). You conquered (your business challenges). And we can’t wait for you to keep that momentum going next year! Thank you for helping to make SUPERZOO the incredible, fun-filled event that it is. We look forward to seeing you in 2025!

August 13-15, 2025

Education: August 12-13, 2025

Mandalay Bay, Las Vegas, NV

18,000+

Pet professionals participate, including:

10,000 buyers—the most

3,300+ buying companies 1,000+ exhibitors

Largest Industry Show Floor

330,000 square footage

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