Find Innovation And Inspiration At The New Product Showcase

MORE THAN 1,000 PET products will debut across 1,100 booths at SUPERZOO 2024. The best way to see as many as possible? Shop the New Product Showcase.

Alina McCue of Toiffer Pet Outfitter in Missoula, MT, attended her first SUPERZOO last year. “I appreciated having the opportunity to see all the new products in one place, without feeling pressured to talk to the makers right away,” she says. “It allowed me to spend as little or as much time as I needed with each showcased product, take photos, make notes, and then decide if I wanted to learn more about the product or brand. This approach helped me navigate through the overwhelming number of vendor booths more efficiently.”

Stephanie Wright, who handles purchasing for Bend Pet Express in Bend, OR, agrees, adding that, “It’s a great way to see brand innovations all at once!”

The showcase also has a competitive side. Winners of the PETS+ America’s Coolest contest will serve as judges, deciding first place and runners-up in 11 categories: Dog, Cat, Bird, Aquatic, Herptile, Grooming, Farm & Feed/Equine, Small Animal, Accessory & Gifts, Point of Purchase Displays, and the Judges Award for New-to-Market Pet Product. Judging criteria focuses on innovation, from what makes the product stand out to using alternative approaches for optimum pet wellness to sustainability, packaging and display.

“It’s an honor to have a product recognized for standing out in a very competitive market,” Tara Whitehead, director of marketing and communications for MidWest Homes for Pets, says. The company enjoyed a first-place win in the Cat category last year for its Skudo Cat Carrier. “Bringing a new product to market can take years, particularly during the challenges of 2020 and 2021, and winning was an amazing feeling!”

Leslie Ellis, marketing consumer communications manager for bedding maker Healthy Pet, says the company looks forward to putting a product in the showcase, “whenever we can, as it is a great opportunity to spotlight new product formulations and innovations.”
The company’s Carefresh Holiday & Tutti Frutti were runners-up in last year’s Small Animal category. Earning industry-wide recognition for a new product at SUPERZOO certainly increases retailer and wholesaler visitation to the booth, Ellis adds.

Benefits extend beyond the show, Spencer Williams, CEO of West Paw in Bozeman, MT, says. “Since the show, we are feeling more confident than ever in investing in innovation. The company earned a runner-up honor in the Dog category last year for The Dog’s Best Friend Game. “The game sold out in its first two months of sales, and we are looking forward to launching a variety of new products [this year].”

Retailers also report that the showcase and awards help expand their offerings and partnerships beyond the larger pet product makers.

“We have so many great brand and supplier reps who can show us new products as they arrive, but the showcase has helped us find products from smaller brands or brands that don’t have reps who can make it out to our location,” Wright points out.

There are more than 800 new products featured in 2024’s SUPERZOO New Product Showcase. Here are 10 not-to-miss entries this year.

P.L.A.Y. Pet Lifestyle and You IHOP Breakfast Sampler — This adorable co-branded set from the beloved toy company and favorite breakfast spot features the Pancake Pup Stack, Thick ‘N’ Fluffy French Toast, Eggcellent Play Platter and Barking Bean Brew.

Lafeber Pumpkin Spice Nutri-Berries — Retailers can get in on the seasonal fun of all things Pumpkin Spice with this new flavor of the company’s complete food. It features real bits of pumpkin and tasty spices in pellets, hulled seeds and grains in the famous Lafeber Nutri-Berries shape.

PetPals Saguaro Cactus Paradise Scratching Mat — Crafted from 100%-natural sisal, it promotes healthy scratching habits and maintains a cat’s nails. Features a cozy plush outline, playful flower teaser and strong supportive base.

Pet Union Nibble Peapods Small Animal Chew Toy — How cute is this blend of grasses and veggies formed in the shape of peapods? With natural flavors and colors, plus completely chewable and gnawable, it encourages daily exercise and foraging behavior. The toy also helps keep teeth trimmed.

Jiby Dog Crew Dog Badges — Customers can personalize their pup’s gear with these fun and unique designs, made with elastic silicone that can stretch to fit almost any size and style of harness, collar or leash.

Hagen Fluval Kuhl — Microscaping meets aquarium therapy in this design-inspired aquaponic system. The compact profile allows for a living piece of art, with the waterfall-style output adding a soothing effect while oxygenating and circulating water. Aquatic plants feed on organic waste for natural filtration and cleaner water. The all-in-one system comes with all necessary equipment: integrated LED lamp, cartridge filter and water reservoir.

Zoo Med Gourmet Tortoise Food Crumbles — Because tortoises have a refined palate, this high-fiber, low-protein blend contains cactus, hibiscus flowers, carrots and grassland food crumbles. The crumbles contain several varieties of grass and fresh greens and are fortified with vitamins and minerals.

Travel Cat Strawberry Shortcake Cat Backpack — This officially licensed retro backpack pays homage to Strawberry Shortcake and her cat, Custard. It features adjustable shoulder straps, a mat for comfort, and side pockets, plus the top rolls back to let the cat hang out safely while attached to the harness clip. Exclusive collection also includes a themed harness and leash set, and bandana and collar set.

HICC Pet Flushable Pet Anal Gland Wipes — Because this particular area on a pet requires strength and sensitivity, these wipes feature DeoPlex and fermented coconut oil to eliminate tough odors while maintaining the utmost gentleness and safety. Also on the ingredient list: chamomilla recutita flower extract, centella asiatica extract, manuka honey and Provence sea salt to refresh and help prevent infections.

The Paws Coloring Bandana — Retailers could plan an event around this product, inviting customers to color with fellow pet parents. The ready-to-be-colored 100%-cotton bandana comes with three permanent non-toxic fabric markers.

Vetericyn Antimicrobial Eye Care Kit — Comes with Vetericyn Plus Antimicrobial Eye Wash and Antimicrobial Ophthalmic Gel, non-stinging solutions that gently clean and repair eyes and surrounding tissue. For all species at all life stages, it helps to relieve irritation, remove debris, and control issues caused by allergies or irritants, and to relieve serious eye conditions such as pink eye.

Barkworthies Hickory Smoked Floor-Stand Display — What better way to emphasize the small-batch smoking of the company’s chews and treats than with a display that looks like a smoker itself?

Lord Jameson Pill Hider Treats for Dogs — The clean-ingredient, organic pill-hiding dog treat comes in PB&J, Apple Pie and Cookie Dough. The real bits of whole oats, peanuts and/or blueberries in the soft dough confuse the dog’s palate, making it harder for them to detect the pill and reducing the chance of them spitting it out.

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