Top pet food trends from SUPERZOO 2025
LAS VEGAS – Over 22,000 pet industry professionals congregated in Las Vegas from Aug. 13 through Aug. 15 for SUPERZOO 2025, hosted by the WPA in its 75th anniversary year. Showcasing the latest Pet Food Trends 2025, the vast 350,000-square-foot show floor and massive New Product Showcase featured exhibitors unveiling their newest pet nutrition innovations.
Preserving nutrients:
Arguably one of the biggest trends continues to be an emphasis on minimal process types, including raw fresh and freeze-dried, in an effort to feed the consumer demand for less processed profiles and those with healthier claims.Although still a niche market, the fresh and frozen categories continue to grow in popularity. Research by NielsenIQ (NIQ) shared at the conference showed refrigerated pet foods held 3% of US sales, while frozen held 1%. Together, these formats are booming, recording an 18.8% increase for the 12 months ending June 28, 2025. This growth highlights their role in Pet Food Trends 2025.
The show floor also featured many new formulas displayed in branded refrigerators. Open Farm highlighted its focus on freshness by debuting 11 products under the Freshly Crafted line. These recipes use human-grade ingredients, such as humanely raised meat, along with non-GMO fruits and vegetables. Steam cooking helps preserve nutrients and flavor. These innovations show how freshness remains a key part of Pet Food Trends 2025.
Biotics buzz:
Supposedly, alongside interest in fresh and freeze-dried types, the spotlight is perpetually shining on biotics. Just as there is consumer demand for fresh and freeze-dried, people keep on searching for healthier ways to treat pets, usually, maybe combining the use of pre-, pro- or postbiotics-whatever the case may be, all three for synergistic effect.
At least that is what Native Pet did for its Gutwell™ supplement line for dogs, which was featured on the show. It is a pre-, pro- and postbiotic-based line with five formulas, each of which focuses on a particular aspect of dog wellness: Trim Down for weight management, Clean Breath for oral health, ItchySkin for skin health, PowerPoop for stool quality and digestive health, and Stress Support for stress management.
Biotics are generally included in supplement formulations because they are able to provide highly functional effects on particular parts of the body; now, other formulas have begun using them. As West Paw put it, “RawBiotic Bites are freeze-dried dog food toppers containing fermented pre- and probiotics.” This line has three recipes: Chicken, Beef, and Trout & Beef.
Focus on feline:
Continuing the year of the cat, a few companies took the opportunity to demonstrate how much they expand their portfolio to cater to the unique needs of felines. In cat treats, supplements, and complete-and-balanced meals for cats, the attention is all on cats, while there were just a few actual felines roaming the show floor.
Ag-Alchemy Animal Nutrition brings some new treats to the cat-treating market with ProBakery Bites, made with upcycled ingredients. The catnip treats come in two flavors: Turkey Gobbler and Cluckin’ Chicken.
RAWZ also introduced the company’s very first cat treat line to complement their already gorgeous range of cat foods. These freeze-dried raw treats are single or limited-ingredient and are crunchy to satisfy. Three varieties include goat’s milk and green mussels paired with rabbit, wild-caught salmon, or venison proteins, and one variety consists of whole Minnows.
Open Farm also introduced its first ever cat treat called Kitty Cubes, at the show. Freeze-dried up to 92% meat and organs, sweet potatoes as non-GMO, cranberries, and pumpkin constitute these treats. The treats contain Omega fatty acids that support skin and coat health and probiotics that provide digestive support. They are grain and legume-free and come in Chicken & Turkey, Salmon & Mackerel, and Surf & Turf recipes.
Lickables have remained the most favored kind of cat treat. Other manufacturers that brought out this format included Purina’s Friskies brand, MPM’s Applaws and Reveal brands, and Smalls. Besides lickables, more cat treats with dual textures have been emerging, with a crunchy shell filled with a creamy center, which has also found application in the cat supplement category.
Speaking of supplements, Crumps’ Naturals offered a sneak peek into its Gutsy line of cat products. Like the Gutsy dog line, these cat supplements use prebiotics to support different aspects of health. The range includes Balance Bites for gut health and digestion. Happy Bites aim to boost mood and support emotional wellbeing.
NaturVet also announced new kitty supplements in a lickable format with added health benefits. The salmon-flavored products come in a pump bottle designed to tempt picky cats. The line includes three options: Hip & Joint with glucosamine for mobility, Immunity with key vitamins for general health, and Calming with melatonin to reduce stress.
Bring on the celebrations:
As Millennials and Gen Zers increasingly consider their cats and dogs to be their children, they look for products that let them include their pets during seasonal holidays — and even birthdays.
Besides upcycled cat treats, Ag-Alchemy Animal Nutrition also teased Halloween-themed dog treats in its ProBakery Bites line. The company used upcycled ingredients and added probiotics to create soft, chewy snacks. Flavors include Ghoul-Ash, a beef and tomato recipe, and Monster Mashup, a pumpkin and blueberry treat. The brand will also launch a Tail-o-ween Treat variety pack.
Three Dog Bakery, known for its ultra-humanized treats, showcased several new products. These included Wicked Lick’n Crunch!, a sandwich-style cookie dog treat with a Halloween theme. It features a crunchy golden cookie filled with green vanilla crème. The company also introduced two spring sandwich cookies, Strawberry Shortcake and Blueberry Pie. In addition, it released Birthday Vanilla Cake Bites to help pet parents celebrate their dog’s special day.
With Starbucks preparing to launch its annual Pumpkin Spice Latte, The Honest Kitchen introduced a version for dogs at the show. The Pumpkin Spice Latte liquid treat combines goat’s milk, pumpkin, honey, cinnamon, and ginger. Pet parents can serve it as a standalone drink or mix it with a dog’s regular meal.
Outside of fall, Brutus Bone Broth promoted its super-humanized Milk & Cookies treat. The product pairs goat’s milk with crunchy dog cookies, letting dogs enjoy the tradition of setting out milk and cookies for Santa.
GivePet showcased a wide range of holiday-themed treats, including birthday and “gotcha-day” options. For cats, the brand presented Magic Paw-tion freeze-dried salmon treats and Halloween Purr-ty freeze-dried chicken breast treats. It also introduced Naughty or Mice freeze-dried salmon treats and Santa Clews freeze-dried chicken breast treats.
