Road To Superzoo: Where The Next Big Things Get Their Start

FOR ME, THERE’S nothing like watching pet retailers see a new bestseller for their store on the SUPERZOO show floor. Their eyes light up, they’re picking up the product and checking it out from all angles, they’re talking with the brand rep about how it works (and maybe setting up a meeting to place an order). This moment of discovery is exciting — and with more than 1,000 debut products at this year’s SUPERZOO, it’s a moment that I predict will happen a lot.

SUPERZOO is synonymous with innovation and has become the event where the next big brands and ideas flourish. You’ll find them in every area of the show floor, from Live Animals, Specialty and Lifestyle, and Natural and Health to the Groomer’s Marketplace and International Pavilion. Even though the show takes place in Las Vegas, what happens here doesn’t stay here: It spreads throughout the industry and defines the future trends driving sales.

This year, the trends have clear themes. You’ll see them in high-end accessories that speak to humanization, as people treat their pets like family members. In wellness supplements designed to improve pet health, comfort and well-being. In the ease of recurring orders and curated subscriptions, and the immersive possibilities of experiential retail. Here’s a sample of what I think people will be talking about, and stocking up on, in 2026, and where you can find them at SUPERZOO:

New Product Showcase

Your destination for cutting-edge solutions that are hitting the market and a showcase for NPS Award winners, as selected by nine retail industry experts: PETS+ America’s Coolest Winners.

Bundle x Joy (booth #2609) — The Daily Boost Powder combines beef bone broth, beneficial bacteria and 6 billion CFU per scoop for dietary and immune support.

Royal Pet Inc. (booth #9952) — Is it a chew or a toy? With a ZoomaChew Engaging Chew, it’s both a 100% edible treat and a mental enrichment toy that can be tossed, tugged or fetched.

Pawdio (booth 10470EB) — Unique “Don’t Pet” and “Ask First” charms for leashes and collars give dogs a stylish way to communicate their preferences during walks.

Emerging Brands Area

Home for pet retail’s up-and-comers as well as two innovation incubators: BPBN’s Next Wave Pitch Competition, presented by Black Pet Business Network, and the Launch Pitch Competition by WPA, Pet Care Innovation Prize and Purina.

Barkly (booth #11071EB) — A retractable dog leash with an integrated personal alarm and high-visibility strobe light ensures maximum safety outdoors.

WhiffWag (booth #11271EB) — Dog toys stimulate mental enrichment with a scent that keeps pets engaged and focused, creating a link between sensory reward and physical effort.

PetScy (booth #11670EB) — Science-backed ingredients support cat and dog health with holistic products for joints, teeth, ears, coat, paws and more. 

Experience that moment of discovery for yourself. Find what’s new in the industry, and for your customers, at SUPERZOO.