Top Trends in Pet Nutrition to Watch at SUPERZOO

As our understanding of nutrition’s influence on health grows, we’re making changes to our families’ lifestyles — and that includes what we feed our pets. According to the 2023 NIQ report, “Pawsitively Delicious: The State of Pet Food,” the pet food category has been trending at a four-year high. This surge is due to, at least in part, the rising demand for premium and specialized foods.

Manufacturers are responding with a flurry of new products and even entire product categories. For pet retailers, staying ahead of these trends is crucial to meeting consumer demand. Let’s explore some of the top trends in pet nutrition making waves in the marketplace — all of which are set to make a big splash at SUPERZOO 2024 this summer.

Solution-Based Nutrition: The Future of Pet Food 

The pet food industry is moving away from one-size-fits all feeding approaches and toward customized nutrition that can dramatically improve pets’ quality of life. Functional formulations are revolutionizing the industry by targeting specific health issues with science-backed dietary solutions.

For example, joint health products with ingredients like glucosamine and chondroitin support mobility in aging animals, while weight management diets combat pet obesity. Solution-based nutrition recognizes that pets, like humans, have unique dietary needs that vary based on age, breed and individual health conditions.

Although the focus on natural, nutrient-dense ingredients is universally beneficial, the range of options is vast. From grain-free and higher-protein diets to raw and fermented foods, this rapidly growing category offers a plethora of choices. And the list grows by the day.

“We’re seeing a significant shift as pet owners increasingly seek out targeted dietary solutions for their pets’ specific health needs,” says Theresa Lantz, MSc, Companion Animal Nutritionist at Petcurean. “This trend isn’t just a fad; it’s a fundamental change in how we approach pet nutrition.”

See it at SUPERZOO: Explore solution-based nutritional products from this year’s exhibitors including:

• Blue Buffalo, Booth 5911: Blue Buffalo’s True Solutions line includes functional dog foods such as Blissful Belly Digestive Care, Perfect Skin and Coat Care, and Jolly Joints Mobility Support.
• Lucy Pet, Booth 6339: Lucy Pet from Breeder’s Choice Pet Foods offers dog and cat foods formulated for a healthy digestive system, including Tactical Fuel, a blend for the digestive support of high-energy, active dogs designed in collaboration with K9 officers and military dog handlers.

Functional Treats: Doubly Rewarding

Treats may win popularity contests with pets, but they aren’t exactly winning any nutrition awards — at least not the way they’re traditionally made. Today’s functional pet treats are different. They are formulated with natural ingredients, supplements, and less sodium and carbs to deliver the perfect combination of indulgence and health support.

Putting the “treat” in “treatment,” these products go beyond simple rewards to address specific conditions or provide health benefits in a tasty package pets can’t resist. Examples include:

• Dental health treats: Designed to reduce plaque and tartar buildup, these have been a staple in the space for some time.
• Digestive health treats: Often incorporating probiotics or fiber-rich ingredients, these are quickly gaining traction.
• Stress-reduction treats: An emerging trend. these help anxious pets achieve a positive state of mind with calming ingredients like chamomile or L-theanine.

“We’re seeing a remarkable surge in both consumer demand and product innovation in this space,” notes Theresa Lantz, MSc, Companion Animal Nutritionist at Petcurean. “Pet owners are increasingly looking for treats that not only reward their pets but also contribute to their overall health and well-being. The effectiveness of these products, particularly in areas like dental health and anxiety reduction, really has people talking. Social buzz is going a long way to grow this category.”

See it at SUPERZOO: Source functional treats that pets love (and that love pets back) from companies like:

• Choolip, Booth 6569: Launched in 2023, the Squeeze Vita Stick is a vet-formulated treat for cats and dogs packed with nutrients to support the health of the joints, skin, heart, kidneys, liver, eyes and brain.
• Native Pet, Booth 1847: Also recently new on the scene, Native Pet formulates their range of air dried chews and food toppers according to health concern, providing dogs with condition-specific support for allergies, bladder health, joint relief, anxiety and more.

High-Quality Pet Supplements: Boosting Well-Being Is Big Business

Demand is booming for pet supplements, which PetMD defines as any product added to a regular diet that contains ingredients intended to improve health. High-quality pet supplements are often characterized by natural, organic ingredients and rigorous quality control processes that meet the National Animal Supplement Council (NASC)’s standards, earning its seal.

Shoppers are increasingly seeking these products to complement existing therapies, prevent the progression of conditions like arthritis and heart disease, and fill in nutritional gaps to enhance their pets’ health. Notable rising trends include:

• Senior pet supplements: Address common age-related issues like joint health and cognitive function or provide immune support.
• Overall well-being supplements: Aim to improve various aspects of a pet’s general health, such as skin and coat health or energy levels.

“The pet supplement market is experiencing unprecedented growth, driven by pet owners’ increasing focus on proactive health care,” says Theresa Lantz, MSc, Companion Animal Nutritionist at Petcurean. “The numbers are staggering — the global pet supplement market is projected to reach $3.1 billion by 2023, according to some estimates. And the surge isn’t just about quantity; it’s about quality and efficacy. We’re noticing consumers are becoming more discerning in their choices, seeking out premium supplements with natural and organic ingredients.”

See it at SUPERZOO: Discover high-quality supplements for every pet from exhibitors including:

• Adored Beast Apothecary, Booth 3658: Over 30 years of clinical research have gone into the development of this sustainable brand’s natural formulas, including their equine probiotic and other products for horse health and mobility.
• Austin and Kat, Booth 2082: Independently sourced, formulated and handmade at their Seattle “MAKERY,” this company crafts natural and holistic supplement powders, drops and chews for cats and dogs — including their flagship line of CBD Oil products based on Kat’s original 2014 recipe.

Trends Matter for Independent Pet Retailers

Understanding and offering trend-driven products plays a significant role in increasing customer loyalty and strengthening sales, especially for independent retailers. Staff training and education on these trends can make all the difference between providing knowledgeable service to customers actively seeking the best for their pets and potentially losing them to the competition. By stocking and promoting the innovative nutrition solutions everyone is talking about, you can position your store as the go-to destination for pet health and wellness.

Explore The Trends at SUPERZOO 2024

Want to see pet nutrition trends firsthand? Your chance is just around the corner at SUPERZOO 2024, taking place August 14-16, at Mandalay Bay Las Vegas. Known as the industry’s most comprehensive marketplace, this trade-only event will unveil 1,000+ product debuts in advanced nutrition — plus toys, accessories, tech and more.

SUPERZOO features a curated show floor featuring more than 1,100 exhibitors and attracts thousands of pet retailers from across the U.S. and around the world. Join us at the show to keep your products fresh and connect with our vibrant community. Make this the year you gain valuable insights to grow your business.