2016 Superzoo Recap: Our Top Trends and Brands | CircleUp

Last week, our Business Development team hit the grounds of Las Vegas for Superzoo, a tradeshow swarming with innovative brands in pet food, treats, and accessories. This year’s Superzoo confirmed that the pet industry is chock full of new products that are higher quality, more unique, and more sustainable than in years past.

Here are the top three trends from the event, followed by a list of the top pet companies we came across.

Top Trends in Pet From Superzoo

• Humanization of food: The saying ‘this tastes like dog food’ might not be such a bad thing if this trend continues. More and more, manufacturers use human grade ingredients in food and treats, creating raw products and using less grains (similar to the gluten-free movement with humans). This trend is on the rise not just because people want higher quality for for their beloved pets, but because they fundamentally want cleaner, more sustainable consumer goods in our world.
• Freeze dried foods: Freeze drying, a dehydration process typically used to preserve perishable goods, was everywhere at Superzoo. When dealing with natural and organic foods, it is hard to know exactly how long they’ll be good for, so this technique ensures a longer shelf life. Additionally, freeze-dried pet food retains the raw nutrition of the product without taking up valuable freezer space.
• Foods with functional ingredients: Just like how the snacks and treats we buy ourselves now often contain superfoods like chia seeds and goji berries, pet treats increasingly contain ingredients with functional values. For example, we’re seeing treats with supplements that support health or have calming effects, so pet owners know they’re giving their pets something of value.

Top Companies at Superzoo*

Skout’s Honor: All-natural, professional strength solutions for pet stain and odor problems. They have grown to 2200 locations since launching late last year.

Bixbi: These single source protein, freeze-dried jerkys are functional treats made with clean ingredients.

Fruitables: Made with superfoods, Fruitables is a unique blend of top quality ingredients that ensure your pet is living a healthier life.

Nulo: Their pet food is made with all natural ingredients, grain-free formulas and high animal-based proteins.

Bocce’s Bakery: Their all-natural, chemical- and preservative-free dog biscuits come in a variety of flavors. Products are all baked by hand in small batches.

PROTEINforPETS: This retailer exclusively carries natural, protein-based food that’s free of wheat, corn and soy. They offer home home delivery as well as nationwide locations.

Open Farm: They bring the farm-to-table concept to pets. Open Farm is raising the bar for animal welfare by employing humane practices at their own farms, so products are ethically sourced.

P.L.A.Y.: They make quality dog beds, crafted for ergonomic support and easy maintenance. Their products are made from sustainable materials.

*This communication is for informational purpose only. CircleUp makes no representations, guarantees, or warranties as to the accuracy, completeness or suitability of the information provided in this communication. Neither the information nor any opinion expressed in this communication constitutes a recommendation or a solicitation for an investment in any of the companies mentioned. CircleUp does not provide any investment advice, investment recommendations, or tax advice.