SUPERZOO 2025 Spotlight: Humanization, Hydration, and the Truth Behind the Trends

SUPERZOO 2025, presented by the World Pet Association (WPA), celebrated its 75th anniversary a few weeks ago (August 12-15) in Las Vegas, Nevada. As the largest pet industry marketplace in North America, the event brought together hundreds of emerging and existing brands, showcased thousands of new products, and brought attention to plenty of captivating trends. 

This year’s show had a lot of creativity and a whole lot of hype. Our goal for this article is to separate the marketing flair from meaningful innovation. Let’s take a look at the biggest trends we spotted at SUPERZOO 2025—pet humanization, processing buzzwords, hydration-focused products, and sustainability claims—and what they mean for you and your pet. 

Pet Humanization Still Making Headlines 

One trend that continues to drive the industry forward is pet humanization. From their own customized wardrobes to Instagram stardom, pets are increasingly dressed, accessorized, fed, and celebrated like people. 

At SUPERZOO 2025, this trend was front and center with multiple variations of pet strollers, holiday-themed gifts, and novel enrichment toys. Consumers want their pets to be included, and this desire is being reflected in product innovation across the industry. 

Now, there’s nothing wrong with wanting to spoil our pets. The question is: when does fun go too far? Not all pet humanization is harmless. Products designed solely for aesthetic appeal can compromise your pet’s physical and emotional comfort. BSM Partners has addressed these issues in a previous article, “Love with Limits: Humanizing Pets, Without Losing What Makes Them Animals,” in which Michael Johnson, Principal of Consumer Strategy, discusses how dogs in particular flourish on structure and discipline. He explains that endless pampering can lead to anxiety and confusion. Dressing pets in complex outfits or exposing them to elaborate grooming products could cause overheating, stress, and skin irritation. It’s also important to note that some species, like cats, have intensive self-grooming schedules and could be at higher risk of ingesting a foreign toxin within their fur. 

Pet parents not only want their animals to look like them, but to eat like them, too. As a result, “human-grade” pet food has grown across the industry, appearing on packaging for a wide range of products. While this sounds reassuring, “human-grade” refers to sourcing and processing standards, rather than the nutritional adequacy of the food. Just because something is edible for humans doesn’t mean it’s the right choice for your pet. It’s important to carefully evaluate what brands are truly offering. Alongside this trend, we saw a wide variety of ingredients making their way into products, ranging from novel proteins like kangaroo and antelope to functional additions such as goat milk and chamomile. 

Processing and Claims are Everywhere 

While humanization dominated the spotlight, a lot of product innovation focused on sustainability and health-driven nutritional claims. Terms like “minimally processed” and “gently cooked” were everywhere on packaging. While these sound promising, the Association of American Feed Control Officials (AAFCO) has no regulatory established definitions for these terms. That means one brand’s “minimally processed” could be another brand’s fully cooked and extruded. These marketing claims deserve closer inspection to understand what they mean in terms of nutritional value and ingredient integrity.  

Processing techniques weren’t the only terms seen amidst packaging labels, but also wellness claims aiding digestion, mobility, skin and coat, immune, calming, cognitive, and weight management. Pet owners clearly want products that promise real value, but the question is whether brands have the research to back up those promises. That’s why it’s important to look past the jargon and find products that deliver true benefits. To learn more about how to understand claims and the potential research behind them, check out our Barking Mad Podcast episode “How to Think Like a Scientist (Even if You’re Not One).” 

Hydration Products are In 

Another emerging area we saw was hydration-marketed products, with applications ranging from flavored liquids to powders and gels. These products aim to support wellness, particularly in pets prone to dehydration like cats or certain dogs within specific breeds, activity levels, or ones living in hotter climates.  

While the concept is intriguing, it’s important to understand that these products do not replace your animal’s need for water, and one should always be aware that over-supplementation could occur. Moderation is always key when supplementing any kind of nutrient for your pet. 

Sustainability Standouts 

A major standout for sustainability at the show was within the litter category. This market is evolving quickly, with tofu, walnut, and rice alternatives gaining a lot of traction compared to regular clay. These products promoted biodegradability and reduced dust as benefits. While some strategies marketed their litter as “flushable,” it’s important to note that just because it can be flushed doesn’t mean that it should be. Pet feces can spread Toxoplasma gondii, a common parasitic protozoan, into the environment and cause severe effects on marine wildlife. Feces entering waterways can also contribute to water quality issues, pollution, and harmful algae growth. Some states, like California and Rhode Island, even discourage flushing waste because of environmental risks. In all, more widespread adoption of these more sustainable materials will likely depend on factors like location, cost, performance, and odor control. 

Transparency: The Trend That Matters 

SUPERZOO 2025 was a showcase of trendsetting products and creative marketing. Just remember that marketing hype isn’t always health-forward. Pet humanization can enrich the lives of your pets, but comfort and welfare must come first. 

Before purchasing the next new product for your pet, ask yourself: Is there evidence behind it? And does this truly benefit my pet? Being an informed pet parent means looking beyond the hype and keeping your pet’s well-being at the heart of every decision. 

Here at BSM Partners, we use science-backed innovation because pets always come first. We help brands back up their claims with research, not just marketing. Want help evaluating your product claims and developing substantiated innovation? Reach out to our team and let’s build trust through transparency together. 

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About the Authors

Dr. Sydney McCauley is a Board-Certified Companion Animal Nutritionist and earned both her bachelor’s and doctoral degrees at Virginia Tech in Animal and Poultry Sciences. McCauley’s research was in nutritional physiology with a focus on understanding the effects of low birth weight on glucose, fatty acid, carbohydrate, and amino acid metabolism in skeletal muscle and overall metabolic homeostasis during neonatal development.

Anna Guilfoyle is a Product Innovation Analyst at BSM Partners. She earned her bachelor's degree in Animal Science with a minor in Pet Food Science from Kansas State University. During her undergraduate studies, Anna supported research in animal welfare and completed coursework in food safety, product development, and pet food processing. She also holds a PCQI certification in human food production.

She has internship experience in companion animal nutrition including formulation and production support across various product types. Anna enjoys blending creativity with science to support innovation within the industry. She is passionate about improving the well-being of animals and has cared for a wide range of species from companion animals to production animals.