Inside SUPERZOO 2025: Insights from 12 Hours of Podcast Conversations

SUPERZOO’s 75th anniversary wasn’t just a milestone for the world’s largest North American pet marketplace; it was a real-time incubator for where the global pet industry is headed. 

Across 12 hours of interviews with founders, formulators, and retailers, one message stood out: innovation is moving from “cute and catchy” to science-backed, routine-ready, and retail-savvy. 

Building on BSM Partners’ previously published SUPERZOO 2025 Spotlight: Humanization, Hydration, and the Truth Behind the Trends, this article summarizes insights from the show floor and our podcast conversations, translating them into potential action steps for both European and American brands and retailers. 

From Indulgence to Integration: Functional & Experiential Treats 

Treats are no longer occasional indulgences. They’re becoming part of a pet’s daily wellness regimen, even for cats! 

At SUPERZOO 2025, functional and experiential treats took center stage, with brands emphasizing daily wellness benefits and creative, human-inspired formats. Three Dog Bakery highlighted plant-forward indulgence with Carrot Cake Lick’n Crunch Cookies and Wicked Cookies, a dog-safe spin on classic Oreo-style sandwiches, showcasing how familiar desserts can be reimagined for canine health and enjoyment. Ambeezy’s Organic Treats leaned into limited-ingredient, farm-sourced recipes reminiscent of Whole Foods–style sourcing, while Petbeing introduced Blussel, a cost-effective joint-health chew ingredient that leverages blue-shelled mussel as an alternative to the traditional (and more expensive) green-lipped mussel.  

On the hydration front, Phelps Pet Products launched H2GO! Hydration Gel, a Go-Gurt–style tube that claims to deliver hydration three times more effectively than plain water. Functional innovation also extended to cats, with Vital Essentials Functional Cat Bites, freeze-dried treats enriched with taurine and omega-3 fatty acids for heart and skin health, and Inaba Churu Plus Calming Cat Treats, lickable treats infused with L-theanine to help reduce stress.  

Rounding out the category, Charlie Bear debuted Necessities Functional Freeze-Dried Toppers, nutrient-dense sprinkles designed to boost joint, skin, immunity, and digestive health, reflecting a broader shift toward supplements seamlessly built into daily feeding rituals through multivitamin sticks, probiotic chews, and calming treats that function less like occasional extras and more like everyday wellness tools. 

Action steps for brands: 

• Think beyond “occasional treat.” Build products that integrate with daily health rituals (mobility, healthy digestion, skin & coat health, calming & anxiety relief). 

• For both Europe & the US, this means including functional ingredients at efficacious levels, and don’t forget to compile and save the substantiation for official or customers’ inquiries. 

Action steps for retailers: 

• Merchandising should move from an impulse rack to a wellness aisle that links treats with functional supplements. 
• Train staff to explain why a functional topper or hydration gel fits into a pet’s routine, not just what flavor it is. 

Food 3.0: Fresh, Freeze-Dried, and Therapeutic at Scale 

SUPERZOO showcased a food landscape that is simultaneously fresher, safer, and more specialized. 

WagWell, for example, is pairing its supplement credibility with a clean-label food line. Its steam-kill process claims a safety story more precise than traditional high-pressure processing (HPP). In Florida, Wynwood Dog Food operates its own direct-to-consumer (DTC) manufacturing for fresh pet diets, enabling it to produce therapeutic and functional diets for dogs with plans to expand into cats. Additionally, FirstMate uses fish-food machinery adapted to kibble, reducing waste and creating new textures. 

This coincides with BSM’s earlier observation that terms like minimally processed or gently cooked remain unregulated in the US and loosely defined in Europe. Our SUPERZOO 2025  podcast episode reinforced that clarity and proof will decide winners. 

Action steps for brands: 

• Whether in Nantes, France or Nashville, Tennessee, lead with transparent processing narratives backed by measurable kill steps and nutritional validation. 

• If you’re a European exporter, prepare for double scrutiny from US state feed control officials and from EU regulators when ingredients or processes come home. 

Action steps for retailers: 

• Host in-store or online education sessions (like Hollywood Feed’s virtual training platform) to build consumer trust in new formats. 

• Position therapeutic and freeze-dried treats and supplements as premium care, not just premium price. 

Supplements and Postbiotics: From Label Dressing to Science Platform 

If SUPERZOO 2024 was about “adding probiotics,” 2025 was about proving them. 

Lallemand, an ingredient supplier specializing in yeats and bacterias, pushed validated probiotics and postbiotics that survive processing and resist glyphosate contamination. At the same time, Pet Ag extended its heritage formulas into UC-II collagen joint chews, clinically more effective than glucosamine, and positioned their probiotics for gut-brain and oral health applications WagWell introduced ahiflower oil, a plant-based oil source that delivers omega-3, 6, and 9 fatty acids, along with a stellar sustainability story.  

Action steps for brands: 

• Treat supplements as a platform, not a single SKU. Back every claim with published or proprietary trials. 

• For EU brands eyeing the US, remember that structure/function claims face scrutiny from both AAFCO and the FDA. It's best to consult with someone knowledgeable about both regulatory systems. 

• For US brands targeting Europe, consider investing early in FEDIAF-compliant dossiers and novel food approvals when required. 

Action steps for retailers: 

• Integrate supplements with everyday categories (hydration gels, functional treats). 

• Require easy-to-understand substantiation packets from manufacturers and brands, and empower staff to explain clinical proof. 
• Consider subscription or routine-building promotions to lock in recurring revenue. 

Grooming and Wellness: The Next Wave of Differentiation 

While food and treats drew headlines, grooming and at-home care quietly leapt forward. 

Skout’s Honor debuted a topical probiotic grooming line certified by MyMicrobiome (Germany), a global credibility signal. Their hyaluronic acid eye-and-skin wipes (launching late 2025) mark the first meaningful innovation in the wipe category in years. This reflects a broader trend: science-validated topical care that parallels human personal care markets. 

Action steps for brands & retailers: 

• Explore microbiome-friendly or dermatology-grade claims, but prepare for EU cosmetic regulations or US over-the-counter considerations. 

• Offer education-first merchandising, since these products blur lines between grooming and veterinary care. 

Retail & Education: The Indie Advantage 

Independent retailers were not just present at SUPERZOO; they were celebrated. 

IndiePet’s plans for Neighborhood Pet Store Day demonstrate how community loyalty converts into measurable sales. Independent pet retail franchise Earthwise Pet reported strong growth in baked foods, freeze-dried diets, and humanized toys (like the viral Stanley Cup plush). And the World Pet Association (WPA), organizer of the annual SUPERZOO trade show, expanded its year-round digital education, reinforcing that retailers who teach will keep the trust of consumers and brands alike. 

Action steps for brands: 

• Support indie partners with science-backed staff training. 

• Continue to supply innovations and exclusive formulations that can’t be undercut on mass e-commerce. 

Action steps for retailers: 

• Double down on education as differentiation. 

• Consider hybrid events, live demos, and digital Q&As that build loyalty and justify premium pricing. 

Trust and Transparency: The Currency of Growth 

Every conversation, from heritage giants to bold startups, came back to trust. 

WagWell built its entire launch around measurable testing and transparent supply chains, explicitly avoiding “flash in the pan” tactics. Meanwhile, Wynwood Dog Food scaled almost entirely through vet partnerships and word of mouth. Marketing firm Propel Communications warned that “innovation pressure” often drives shallow launches that erode credibility. As BSM Partners noted in our earlier SUPERZOO article, transparency is the trend that matters. Without it, all claims are hollow. 

Action step for all players: 

• Make research and traceability the hero of your marketing. 

• Build multi-year product roadmaps to avoid “launch fatigue” and to maintain scientific rigor. 

The SUPERZOO Effect: A Global Stage for Innovation 

Finally, the show itself continues to redefine what a trade fair can be. Welcoming more than 22,000 attendees and introducing a new “winners circle” for New Product Showcase award winners underscores SUPERZOO’s role as the industry’s innovation heartbeat. Exhibitors described it as “overwhelming but essential,” while influencers like Dash & Lili (who have 1.5M followers across TikTok and Instagram) demonstrated how digital storytelling now bridges trade and consumer excitement. 

For European brands, SUPERZOO is not just a US showcase; it’s an entry ramp. Use it to validate your concept with North American buyers and to stress-test supply chains. Consider partnerships or pilot runs with US co-manufacturers to reduce cost, freight, and regulatory complexity. 

For U.S. brands, treat SUPERZOO as a launch pad for transatlantic credibility. European distributors watch the new product showcase closely. Prepare FEDIAF dossiers and EU labeling in parallel if Europe is on your two-year horizon. 

The Takeaway: Science, Story, and Staying Power 

SUPERZOO 2025 confirmed that the future belongs to brands and retailers who combine: 

1. Science-driven functionality (UC-II collagen, Ahiflower oil, microbiome-certified grooming); 
2. Compelling but honest storytelling (farm-sourced treats, therapeutic diets with transparent kill steps); 
3. Retail education and community building that turn innovation into everyday routines. 

Whether you are a European exporter eyeing the US or an American brand looking east, the mandate is the same: build products that truly work, tell stories that stand up to scrutiny, and invest in education that lasts longer than a trade-show buzz. 

As we wrote in our earlier SUPERZOO trend piece, “Marketing hype isn’t always health-forward.” This year’s deeper interviews reinforce that proof: scientific, transparent, and routine-friendly, is the ultimate trend. 

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About the Authors

Émilie Mesnier's passion for pets ignited during a 2007 internship in palatability research and has propelled her ever since. A French-trained food scientist, she now blends two decades of global know-how—nutrition, marketing, sustainability, animal welfare and international growth—into one goal: better foods and lives for animals. A lifelong learner who has absorbed insights from 80-plus business books on strategy and continuous improvement, Émilie turns ideas into action every day. After 16 years in the US and running a small farm animal rescue sanctuary in Utah, Emilie moved children, husband and two senior pets back to France in early 2025 to bring BSM Partners’ full suite of consulting services closer to clients across the European market.

Eric Rittenhouse works at BSM Partners as Business Development Manager. His areas of expertise include business development, sales and trade marketing while helping brand companies uncover and execute on opportunities to strategically dominate their niche in the consumer product space. He has completed the Blue Ocean Practical Introduction certificate by the Blue Ocean Academy and is Action Selling Master Certified by Action Selling and The Sales Board.