SUPERZOO 2025: Record-Breaking 75th Anniversary Trade Show Highlights Innovation and Growth for Pet Industry

LAS VEGAS, NV, August 15, 2025 — SUPERZOO 2025 presented by World Pet Association has concluded its milestone 75th anniversary event at Mandalay Bay Convention Center, setting new records and reinforcing its position as North America’s premier pet industry marketplace. The three-day expo, which ran August 13-15, welcomed over 22,000 attendees and featured more than 1,100 exhibitors across 350,000 square feet of exhibit space.

Breaking Records in a Landmark Year

This 75th anniversary edition of SUPERZOO achieved unprecedented participation levels, introducing a record number of attendees to 474 first-time exhibitors and 713 returning brands — a total of 1,187 for the largest exhibitor count in the event’s history. More than 1,000 new products made their debut on the show floor, reflecting the industry’s continued innovation momentum despite challenging market conditions.

“The evolution we’re seeing on the show floor mirrors the shifts happening across pet retail,” said Mike Karsting, Senior Vice President at World Pet Association. “Retailers are making smarter, more intentional buying decisions, and SUPERZOO is where those decisions begin.”

The event’s significance was underscored by strong international participation, with attendees representing 77 countries and 14% of exhibitors coming from international markets. This global reach demonstrates SUPERZOO’s role as a truly international marketplace for pet industry professionals.

Innovation Takes Center Stage

The New Product Showcase area attracted significant attention, with approximately 40% of exhibitors participating in this dedicated space for market debuts. Key innovation trends on display included:

• Smart Technology Integration: AI-powered feeding systems that learn pet eating patterns and adjust portions automatically, representing the continued tech revolution in pet care.
• Sustainability Focus: The eco-friendly trend showed strong growth, with biodegradable toys, recycled material bedding, and zero-waste grooming products taking significant floor space.
• Health and Wellness: Functional treats and supplements designed for specific health benefits dominated many booths, reflecting pet parents’ increasing focus on preventive care and pet longevity.
• Convenience Solutions: Tech-enabled products designed to simplify pet care routines gained prominence among exhibitor offerings.

Technology meets the litter box: Nick Mikhail, Founder and CEO at Penthouse Paws demonstrates the new Penthouse Paws Litter IQ Smart Self-Cleaning Cat Litter Box that features a 4K Camera, UV Sterilization, and App Connectivity at SUPERZOO 2025.

Strong Buyer Engagement Drives Business Results

SUPERZOO’s effectiveness as a buying platform was evident in attendee behavior. Historical data shows that 72.5% of attendees typically place orders during the show, with 94% purchasing from suppliers they discover onsite. Nearly half of attendees manage annual purchasing budgets over $100,000, with 25% overseeing budgets of $1 million or more.

“The main thing [at SUPERZOO] is probably looking out for brand new innovations. We want to be the first store to have the coolest new things,” noted Mark Robokoff of AK Bark, reflecting the sentiment of many retail buyers attending the event.

Enhanced Educational Programming

The 2025 edition of SUPERZOO learning opportunities featured a revamped education program with 65 expert-led sessions organized into four distinct tracks:

Strategic Business Practices for Success
Finance and Profit Optimization
Marketing, AI Strategy and Online Presence
Branding and Merchandising Mastery

Show Floor Talks were redesigned as 15-minute power sessions for easier scheduling, while all seminars were standardized to 1.5-hour blocks with consistent timing.

Candace Dangolo of Pet Boss Nation presenting a show floor talk at SUPERZOO 2025.

Networking and Community Building

SUPERZOO 2025 introduced several new networking opportunities, including Show Floor Meetups hosted by industry organizations and a Retailers & Emerging Brands Networking Experience at Swingers Mini Golf. The traditional Beach Party at Mandalay Bay Beach, sponsored by Hill’s Pet Nutrition, continued to serve as a major networking highlight.

Relationships by the thousands begin at SUPERZOO: Pictured here are Katherine Heigl (left) of Badland’s Ranch  and Rachel Fusaro (right) pet health expert, nutritionist, and advocate at Rachel Fusaro & Co.

“There’s something special about this community,” observed one longtime attendee. “We’re all united by our love for pets and helping pet parents give their animals the best life possible. That shared passion creates bonds you don’t find at other trade shows.”

Grooming Contests Showcase Creativity and Expertise

Groomers from around the world competed across multiple categories. The comptetion was intense as the bet of the best chased their piece of the $36,000 in prize money up for grabs.

Nadia Bongelli of Doggieland in Brampton Ontario, Canada took home two of the three most coveted Best of Show Awards. Her grooming talent fetched her the Best Groomer in Show Prize and Best International Groomer in Show Prize after her 1st Place finish in the Other Purebreds competition category. To top everything off she landed the grooming competition Super Jackpot sponsored by Gingr.

The look of a serious competitor: Nadia Bongelli inspects her award wining work on a Bedlington Terrier.

A listing of all the grooming competition winners is available on the SUPERZOO website.

Emerging Brands Launch Pitch Competition Highlights Breakthrough Ideas

Three emerging brands were selected from hundreds of applicants to make a pitch presentation in the Launch Pitch Competition—presented by the World Pet Association in partnership with the Pet Care Innovation Prize and Purina. The presenters were:

• Juno Zhang, co-founder of YeaPaw, a tech-forward pet startup focused on wellness and design.
• Julie Napolitano, founder of Puppington, a lifestyle brand helping pet parents establish calming, sustainable routines.
• Matthew Terrill, co-founder and CEO of ChefPaw, a line of products designed to enhance pet health and wellness.

Terrill and his ChefPaw Pet Food Maker snagged the $10,000 prize and entry to the Pet Care Innovation Prize competition with its powerful platform that connects high-potential pet care startups with community, resources, and expertise. Chef Paw is a revolutionary countertop pet food maker, simplifying the process of crafting fresh and highly-nutritional homemade dog food right in your own home. Chef Paw also took home the grand prize Judges Award in the New Product Showcase.

Matt Terrill of Chef Paw shows off his innovative countertop pet food maker that fetched the Judges Award in the New Product Showcase at SUPERZOO 2025 where he also won the Launch Pitch Competition.

Looking Ahead

As the pet industry navigates a split market with dual demands where consumers are seeking premium high end offerings and budget products, SUPERZOO’s role as a discovery platform becomes increasingly critical. The record participation levels and strong buyer engagement suggest continued confidence in face-to-face business development within the pet industry.

“Every detail of SUPERZOO 2025 was built around the realities retailers are facing right now,” added Karsting. “We’re bringing them the brands, products, people and ideas they need to compete and succeed in today’s market.”

The success of SUPERZOO 2025’s 75th anniversary edition positions the event to continue its growth trajectory as the pet industry’s most comprehensive marketplace and networking platform.

SUPERZOO 2026 will return to Mandalay Bay Convention Center in Las Vegas. Registration and exhibitor information will be available at superzoo.org.