The pet industry took over Las Vegas for Superzoo 2026, bringing a few packed days of new products, fresh ideas, and conversations about what’s next. Our team hit the show floor to see what brands are launching, what trends are gaining traction, and what pet marketers should actually be paying attention to.
So, here’s the debrief. The trends we noticed, the ideas that caught our attention, and what we think pet brands should keep on their radar.
First Things First, Superzoo Is BIG
We knew Superzoo was one of the biggest pet industry trade shows. But knowing that and actually stepping onto the show floor are two very different things.
Products were everywhere. Every single booth was competing for attention. Meetings happening in every direction. And, buyers moving from brand to brand.
It was a lot for anyone to take in.
For ThrivePOP, it was even more exciting because we weren’t just walking the floor. We exhibited as an emerging brand, alongside growing businesses and founders working to make their mark on the pet industry. Being in the middle of all that pet chaos brought one big question to the front of our minds:
How do you stand out when everyone around you is trying to do the same thing?
Consistency Is Doing More Work Than You Think
At Superzoo, the brands that stood out weren’t always the loudest. They were the ones that stayed consistent.
On a show floor with so many companies competing for attention, that consistency made a difference. It made brands easier to recognize and more memorable. It was a good reminder that branding doesn’t have to look exactly the same single time, but it should ALWAYS feel connected.
Sales Has the Insights
Some of the best marketing insights weren’t coming from dashboards or campaign reports. They were happening in real conversations.
Those conversations told us a lot.
- What questions kept coming up?
- What caught someone’s attention?
- What caused hesitation?
- What needed more context?
- What did people understand right away?
It was like marketing research happening right in front of you.
The important part is bringing those insights back to the marketing team after the show. What you heard can help shape your messaging, website, campaigns, emails, sales materials, and what you focus on next.
Your next great idea might already be sitting in someone’s Superzoo notes.
The Booth Is Just the Beginning
Superzoo also reminded us that the conversation doesn’t stop when someone walks away from your booth.
Maybe they scanned a QR code, followed you on Instagram, or maybe they took your card and looked you up three days later when they’re finally home and digging through everything they collected. Whatever they find next matters.
Does your website clearly explain what you do?
Does your social content back up what they heard at the booth?
Does the follow-up feel like the same brand they met in Vegas?
This is where trade show marketing becomes part of the bigger customer journey. The booth may start the conversation, consistent marketing has to keep it going.
Let’s Talk About the People
For all the strategy talk, our favorite part of Superzoo was much simpler.
It was the people.
We met founders who were fully invested in what they were building. We talked to marketers juggling launches, retailer conversations, campaigns, content, and a hundred other priorities. Basically, our kind of people.
People really care about what they’re building. You could feel it in the conversations we had all week. And for marketers, that’s the good stuff.
The goal is to take that passion and turn it into a brand people can understand, connect with, and remember. Your messaging, campaigns, website, sales experience, packaging, and everything in between should all help convey that story.
Don’t Let the Momentum Stay in Vegas
The show may be over, but the real follow-up is just getting started.
Those conversations you had in Vegas? Keep them moving. Reach out while the connection is still fresh. Share something useful. Bring the questions you heard back to your team. Figure out which conversations deserve a next step.
So, What Are We Bringing Home?
Our first Superzoo gave us plenty to bring home. We exhibited as an emerging brand, spent time with our client Preppy Puppy, made it to the Beach Party, and squeezed in a little networking at Swingers Crazy Golf.
And yes… there may have been a hole in one involved.
But the biggest takeaway was how much opportunity there is in this industry when the right people, ideas, and strategy come together.
Sometimes a brand just needs a fresh set of eyes. Sometimes the story needs a little tightening. And sometimes you need a marketing bestie who can help connect the dots and keep things moving. That’s where ThrivePOP comes in!
FAQ
Is SUPERZOO worth attending for pet industry marketers?
Yes. SUPERZOO gives pet industry marketers a front-row look at what’s happening across the industry. With 1,200+ exhibitors and thousands of pet professionals in one place, it’s a chance to spot emerging trends, see how brands are showing up, discover new products, and make connections you probably won’t find from behind your laptop.
For marketers, the real value is the inspiration you bring home. Pay attention to the booths getting traffic, the messaging that keeps showing up, and the products people can’t stop talking about. Consider it market research with a side of Vegas.
How can brands prepare for the next SUPERZOO?
Start planning before you hit the show floor. SUPERZOO recommends reviewing the schedule, identifying must-see exhibitors, planning education sessions, and using the event app to build a personalized agenda.
If you’re exhibiting, start talking about it early. Promote your booth on social, make your location easy to find, and give attendees a reason to stop by. Live demos, show specials, giveaways, and strong booth experiences can all help you stand out in a very busy room. And don’t forget the content plan. Decide what you want to capture before you go so your SUPERZOO presence keeps working long after the booth is packed up.
Who attends SUPERZOO?
SUPERZOO brings together professionals from across the pet industry, including retailers, buyers, distributors, groomers, veterinary professionals, emerging brands, manufacturers, and teams working in sales, marketing, ecommerce, sourcing, and operations. The event welcomes more than 22,000 pet professionals from over 85 countries. In other words, if your business touches the pet industry, there’s a good chance someone you want to meet is walking that show floor.
