Photos from this year’s pet industry tradeshow in Las Vegas.
This year’s Las Vegas-based pet industry tradeshow was one for the books. Following the cancelation of SuperZoo in 2020 and continued hesitancy about large-group interactions in 2021, an estimated 20,000 attendees flocked to the Mandalay Bay Convention Center from Aug. 23 to 25 to witness what the industry has to offer — from the latest pet food and treat trends to cutting-edge grooming products and everything in between.
Seventy educational sessions were held at the Show Floor Talks booth throughout the show, offering buyers and brands key insights to improve their business practices and stand out in today’s competitive marketplace.
Because, Animals showcased its innovative vegan cat treats on the show floor, alongside its Wellness Sprinkles for dogs and cats and an upcoming freeze-dried dog food. All products by Because, Animals are free from animal-based ingredients, opting instead to use cellular biology and nutritional yeast to deliver protein to pets.
No typos here — Pet Pasta introduced itself to the industry at large as a first-time SuperZoo exhibitor this year. The brand is offering a nutrient-dense base for home-cooked dog foods. The oat-based pasta includes all essential vitamins and minerals to make a home-cooked dog food complete-and-balanced, but the product is only intended for supplemental or intermittent feeding.
Rover’s Wellness highlighted its latest product launch — Freeze-Dried Bites — which are limited-ingredient, square-shaped dog treats formulated with Certified Organic broad-spectrum hemp oil and Icelandic fish oil to target mobility and joint flexibility, stress caused by external factors, and overall long-term health in dogs. Each treat delivers beneficial terpenes and cannabinoids to a dog without trace amounts of THC.
Primal Pet Foods introduced a brand-new product at SuperZoo 2022: Primal Pronto. The diet is a spin on Primal Pet Foods’ raw diets, now available in a freeze-dried, scoopable format that is more shelf stable. The expansion also represents the brand’s first foray into puppy nutrition.
Of course, SuperZoo would not be complete without dogs on site. Barkworthies, a natural pet chew brand, had some help from Larry Kay and his obedient companion in promoting the company’s newest products, which include several natural chew formats containing collagen, as well as wild-foraged antler chews. According to the company, most of Barkworthies products contain collagen, but the claim is not called out on the packaging unless it includes at least 95% collagen.
Spotted outside the Austin and Kat booth, two SuperZoo attendees stopped to let their backpacked pups feel the love. A notable selection of new and innovative durable pet products was also seen at this year’s show.
Some dogs seen at SuperZoo 2022 were small…
...and some were colorful. This companion had his sit command down pat, the better for showing off his purple leg warmers. SuperZoo started in 1950 under a different name and has been rebranded several times, but the grooming element remains a strong facet of the show as we know it today. Nearly $35,000 was awarded to several pet grooming professionals across nine grooming contests held during the show.
NielsenIQ presented its latest industry data on Wednesday, Aug. 24, in the Show Floor Talks section of the show floor. Pictured here is Sherry Frey, vice president of total wellness, as she introduces the topics she co-presented with Hannah Polk, senior solutions consultant. Data featured in the presentation spoke to omnichannel purchasing behaviors among pet care consumers, an update on trending search queries, where the industry stands on sustainability tenets, key product attributes, shifting protein sources, and other timely insights.
Ava Dorsey, who founded Ava’s Pet Palace out of her kitchen when she was just 8 years old, was seen in the Emerging Brands section of the SuperZoo show floor. The now 15-year-old Dorsey told attendees about her pet treat line, which is focused on natural, premium dog and cat treats formulated with USDA Certified Organic ingredients. Ava’s Pet Palace also offers durable pet products such as toys, leashes and treat dispensers. Coinciding with SuperZoo 2022, BSM Partners announced Dorsey has been chosen as the inaugural participant in its Young Entrepreneur Mentorship Program, which aims to support young business leaders in the pet food space.
Bow Wow Labs debuted its new Collagen Sticks, which are 100% natural beef collagen chews that also offer dental health benefits for dogs. Following trends in the human food and beverage space, the use of collagen as a rawhide alternative and functional ingredient in pet food and treat products will be a trend to watch moving forward.
Natural Balance highlighted several new products and developments at SuperZoo 2022, including its new dog treat lines. The company’s new Rewards treats are available in several recipes, including Jumpin’ Stix, Minis, Crunchy Biscuits formats and in Beef, Peanut Butter, Bison, Chicken, Duck, Salmon and Venison flavors. Additionally, its new Freeze-Dried Raw Treats for Dogs are formulated with protein-rich animal meat and are available in two recipes: Chicken & Sweet Potato and Beef & Brown Rice.
Plato Pet Treats is introducing a new fish treat for dogs: Wild Caught Baltic Herring. The new single-ingredient fish treat builds on the company’s best-selling Wild Caught Baltic Sprat, which is sustainably sourced in the Baltic Sea. The Baltic Herring treat is caught fresh off the coast of Estonia and dried to preserve Omega 3 fatty acids that support skin and coat health in dogs.
This pup got up close and personal with a live demonstration at the Stella & Chewy’s booth. Silicone treat molds can be used to create frozen treats out of the company’s wet pet food formulas.
North Coast Seafoods will soon enter the pet food space with its two brands: Simply Naked and Boat to Bowl. Each brand has its own distribution strategy and target audience, but the focus on seafood expertise, sustainability and natural nutrition is constant across both. (Disclaimer: The giant pet food bag is just for show.)
Bocce’s Bakery showed off its seasonal dog treat lineup for this fall, which includes Pumpk’n Harvest, Wild ‘Berry Biscotti and Spiced Cake treats. Like all other Bocce’s Bakery products, these seasonal offerings include organic, limited ingredients. The company also displayed its new dog supplements, which took first place in the Natural Category of the New Product Showcase Awards at Global Pet Expo 2022.
Pet Sustainability Coalition (PSC) held its semi-annual networking event at SuperZoo 2022. Pictured here is Christine Mallier, sustainability manager at Petcurean, joining Caitlyn Dudas, executive director of PSC, on stage to discuss Petcurean’s commitment to positive sustainable impact across the pet industry.
There was much to see at SuperZoo this year; time to start planning for next year’s edition — Aug. 16 to 18, 2023. Stay tuned as Pet Food Processing continues to deliver timely news and insights to pet food and treat manufacturers across North America.
Many on the list tout functional formulations to address key need states among dogs and cats.
Supporting mobility, anxiety relief, gut health, skin and coat health, and other in-demand need states.