Field Report: Six Exhibit Trends from SuperZoo 2025 -

Doggy stroller parking? VIP receptions for influencer pooches? You’re at SuperZoo 2025, which brought about 18,000 pet industry professionals to the Mandalay Bay Convention Centers in Las Vegas, Aug. 13-15.

The 75th anniversary show featured the largest participation in the event’s history as pet retailers navigate market pressures and seek new product solutions. The show floor spanned more than 350,000 square feet and featured more than 1,100 exhibitors across functional nutrition, tech-enabled convenience products, grooming, wellness, and sustainable care categories.

Here’s how exhibitors navigated economic uncertainty and lured in retailers with impactful and heartfelt designs.

Larger-Than-Life Inflatables

Inflatables are not a new thing but the size and scale are definitely becoming more attention-grabbing, and the execution more creative, as exhibitors look for ways to make a big impression without breaking the bank on drayage.

Cat ownership is on the rise, so Travel Cat made it easy to spot their wares with only a fabric backdrop as another booth element. An inflatable octopus with moving eyes just about swallowed Bark’s product display, making it one of the most fun and memorable booths on the floor. Similarly, Buddy Care’s grooming products were impossible to miss.

Superzoo Exhibit Design Event Marketer 2025

Cardboard and Paper Structures

We’ve been tracking this trend for a while, but the value of sustainability coupled with ease of installation and the rising cost of exhibiting have finally made cardboard and accordion paper structures a show floor staple. Multiple exhibitors found ways to create everything from counters and displayed to walls and furniture out of these materials.

Science-Lab Demos

Talk about tapping that inner child. Petkit, for example, invited attendees to drop solutions of various pH levels into trays of litter and watch the crystals change colors, visually demonstrating how the product detects potential health issues in cats in a memorable and satisfying interactive. Biome Brigade went all in on the science theme with a lab setup display, staff in white coats, and a product guide turned comic book “The Wrath of Eli Cole.”

Product Displays Beyond Dishes

The bulk of the products at SuperZoo can be placed in a bowl—food, treats, even litter. But companies are getting more creative by incorporating stories and emotions in display designs, and ultimately driving the desire to buy.

Korean pet food company Eastsea Brother leaned into the sea theme with a wooden boat frame, lined with trays of seafood accented by sleek product cards and imagery, much like at a fish market. Toy cats peeking at all the fish were a nice touch. Animals Like Us styled the meals like a fancy restaurant, while a pet care company Yukimi paired accordion panels and soft integrated lighting and stone-textured counters for a luxe spa vibe.

Cause and Art

Courageous Together, a sculpture of a woman and her dog by Kristen Visbal, just steps from the show floor, highlighted the Purina Purple Leash Project that works to create pet-friendly domestic violence shelters. There’s no question that this cause is dear to this demographic, and this artistic statement resonated on every level.