Top pet food trends from SUPERZOO 2025

Read on for the top trends the Pet Food Processing team saw at SUPERZOO 2025. 

Preserving nutrients

Perhaps the biggest trend is the continued focus on minimally processed formats, including fresh, and freeze-dried raw, as a means to meet consumer demand for products that are less heavily processed, and, tout healthier claims.

Despite only representing a niche section of the pet food market, fresh and frozen offerings continue to gain popularity. According to research from NielsenIQ (NIQ) presented during the show, refrigerated and frozen pet foods represented 3% and 1% of US pet food sales, respectively. Though these formats may represent a much smaller piece of the total pet food pie, their combined growth rate was 18.8% for the year ended June 28, 2025. 

Source: Pet Food Processing / Sosland Publishing Co.

Along with this data, fresh formulas continue to litter the show floor, with many exhibitors showcasing their new formulas in branded-refrigerators. Open Farm made its focus on fresh known, debuting 11 new products under its Freshly Crafted line. The line touts high-quality, home-style recipes formulated with human-grade ingredients, including humanely raised meat as the first ingredient, and non-GMO fruits and vegetables. The formulas are gently cooked to preserve nutrients and flavor. 

In the New Product Showcase, Tucker’s showed off its Raw Frozen Boost Cubes, packaged in something similar to a Tide Pod laundry detergent pack. Boost Cubes are formulated with pureed animal organs to provide dogs with additional nutrients in a peel-and-serve format. Available in five varieties — Organ Blends, No Fuss Necks, Hydrations, Whole Grinds and Chewsumables — the products are designed to be served as an addition to kibble, freeze-dried and raw complete-and-balanced diets. 

At its booth on the show floor, Instinct shared its latest innovation: FreshRaw Meals. The formulas, which coincide with Instinct’s rebranding, combine fresh ingredients with the preservation method of high pressure processing (HPP). FreshRaw Meals are raw, protein-packed, complete-and-balanced diets formulated with responsibly sourced meat as the main ingredient, as well as non-GMO produce. 

Source: Pet Food Processing / Sosland Publishing Co.

In addition to fresh, freeze-dried formats continue to infiltrate the market, in fact there was a significant abundance of these products at SUPERZOO 2025.  

Charlee Bear teased its new freeze-dried raw toppers in the New Product Showcase. Called Charlee Bear Necessities, the dog food toppers are formulated with freeze-dried raw meat, poultry or fish and boosted with functional ingredients, like flaxseed, turmeric, marine microalgae oil and cultured yeast, all to offer targeted health benefits. The Necessities lineup includes: Chicken Recipe for Digestive Support, Beef Recipe for Immune Support, Pork Recipe for Skin & Coat Support, and Salmon & Whitefish Recipe for Hip & Joint Support.

Source: Pet Food Processing / Sosland Publishing Co.

Known for its organic, single ingredient treats, A Better Treat showcased its increasing focus on minimal processing. The brand’s dog and cat treats include Pumpkin, Beef Liver, Chicken Breast, Purple Sweet Potato, Salmon and Cod Skin Chews. It’s complete-and-balanced formulas, called A Better Dog Food, marry traditional kibble with freeze-dried protein and vegetable inclusions. 

Biotics buzz

In addition to interest in fresh and freeze-dried formats, the spotlight is always shining on biotics. Similar to the focus on fresh and freeze dried, consumer demand for healthier pet nutrition has led many to explore the use of pre-, pro- or postbiotics — and, at times, even incorporate all three for a synergistic effect. 

Source: Pet Food Processing / Sosland Publishing Co.

Native Pet did precisely this for its Gutwell™ dog supplement line, which was highlighted during the show. Formulated with pre-, pro- and postbiotics, the line includes five formulas with each targeting a specific aspect of dog wellness: Trim Down for weight management, Clean Breath for oral health, Itchy Skin for skin health, Power Poop for stool quality and digestive health, and Stress Support for stress management. 

Biotics are typically incorporated into supplement formulations due to their ability to provide highly functional benefits to specific parts of the body, but these ingredients are now making their way into other formulas. For example, West Paw highlighted its RawBiotic Bites, a line of dog food toppers that are freeze-dried and contain fermented pre- and probiotics. The line includes three recipes: Chicken, Beef and Trout & Beef. 

Source: Pet Food Processing / Sosland Publishing Co.

Biotics are even being incorporated into complete-and-balanced diets, like Healthybud’s newest dog foods. It teased its new freeze-dried Lamb + Salmon Meal Bites and Meal Patties during the show, both of which contain pre- and postbiotics to support gut and immune health in pups. Additionally, Sunshine Mills showcased its new Evolve dog food recipe, called Simply Ingredient Salmon. The recipe contains probiotics to help support digestive health, as well as other functional ingredients to offer even more benefits. 

Focus on feline

Continuing on with the year of the cat, several companies highlighted expanded portfolios to meet the unique needs of felines. From treats to supplements to complete-and-balanced meals for cats, it’s clear that cats are drawing much focus, despite the fact there were few actual felines roaming the show floor. 

Starting with treating, Ag-Alchemy Animal Nutrition introduced its new ProBakery Bites for cats, a line of treats made with upcycled ingredients. Made with catnip, the line includes two flavors: Turkey Gobbler and Cluckin’ Chicken.

Source: Pet Food Processing / Sosland Publishing Co.

Additionally, RAWZ debuted its first-ever cat treat line to complement its existing cat foods. The freeze-dried raw treats are made with single or limited ingredients and contain a crunchy texture to provide satisfaction to felines. The line includes three varieties made with goat’s milk and green mussels paired with rabbit, wild-caught salmon or venison proteins and one variety of whole Minnows. 

Open Farm also showcased its first-ever cat treat, called Kitty Cubes, during the show. The treats are freeze-dried and formulated with up to 92% meat and organs, non-GMO sweet potatoes, cranberries and pumpkin. They also include Omega fatty acids for skin and coat health support and probiotics to offer digestive support. The grain- and legume-free treats are available in three recipes: Chicken & Turkey, Salmon & Mackerel, and Surf & Turf.

Lickables continue to be a very popular cat treat format. Other manufacturers that introduced this particular format were Purina’s Friskies brand, MPM’s Applaws and Reveal brands, and Smalls. Beyond lickables, there was an increase in cat treats touting a dual texture, a crunchy shell filled with a creamy center, with this format utilized in the cat supplement space. 

Source: Pet Food Processing / Sosland Publishing Co.

Speaking of supplements, Crumps’ Naturals teased its Gutsy line of cat supplements. Similar to the Gutsy dog supplement line, the cat supplements are formulated with prebiotics to support various aspects of cat health and wellness. The line includes Balance Bites to support gut health and a healthy digestive tract, Happy Bites to help boost mood and support emotional wellbeing, and Calm Bites to promote relaxation and manage normal stress levels. 

Additionally, NaturVet also teased its new cat supplements, merging a lickable format with functional health benefits. Packaged in a pump bottle, the supplements are salmon-flavored to entice felines and available in three formulas: Hip & Joint, made with glucosamine to support mobility; Immunity, made with essential vitamins to maintain overall health; and Calming, made with melatonin to help reduce stress levels.

On the complete-and-balanced side, several introduced their new cat foods, covering all formats, flavors and textures you can think of. MPM Products showed off its recently released Reveal Entrées, high-protein and hydrating formulas made for picky felines. ORIJEN debuted its Wild Reserve cat food, pairing raw proteins with traditional kibble. And Fromm Family Pet Food showed off its PurrSnickitty cat food line, incorporating canned and kibble formats.

Bring on the celebrations

As Millennials and Gen Zers treat their cats and dogs more and more like children, they’re seeking out products to incorporate their pets into various seasonal holidays — and even birthdays.

In addition to upcycled cat treats, Ag-Alchemy Animal Nutrition also teased Halloween-themed dog treats under its ProBakery Bites line. The soft and chewy treats are made with upcycled ingredients and boosted with probiotics. Varieties include Ghoul-Ash Flavor, a beef and tomato treat; and Monster Mashup Flavor, a pumpkin and blueberry treat. The treats will also come in Tail-o-ween Treat variety pack. 

Source: Pet Food Processing / Sosland Publishing Co.

Known for its ultra-humanized treats, Three Dog Bakery showed offer several of its latest treats, including Wicked Lick’n Crunch!, a sandwich cookie dog treat for Halloween. The products include a crunchy, golden cookie with a green, vanilla-flavored crème. Additionally, the brand also teased spring-themed sandwich cookies — Strawberry Shortcake and Blueberry Pie — and Birthday Vanilla Flavor Cake Bites for dog birthday celebrations. 

With Starbucks soon to release its annual Pumpkin Spice Latte, The Honest Kitchen introduced its take on the famous beverage during the show. The company’s Pumpkin Spice Latte liquid treat for dogs is a blend of goat’s milk, pumpkin, honey, cinnamon and ginger. The treat can be served on its own or mixed with a dog’s existing meal.

Source: Pet Food Processing / Sosland Publishing Co.

Outside of the fall season, Brutus Bone Broth teased its super-humanized Milk & Cookies treat product, pairing goat’s milk with crunchy dog cookies, to bring dogs in on the fun of leaving milk and cookies out for Santa. 

GivePet also showed off its extensive assortment of holiday-themed treats, as well as some birthday and “gotcha-day” varieties. For cats, offerings include: Magic Paw-tion, a freeze-dried salmon treat; Halloween Purr-ty, a freeze-dried chicken breast treat; Naughty or Mice, a freeze-dried salmon treat; and Santa Clews, a freeze-dried chicken breast treat. 

Source: Pet Food Processing / Sosland Publishing Co.

For dogs, GivePet’s holiday treat offerings include: Howl-o-ween, a soft-baked pumpkin, peanut butter and honey flavored treat; Love Bites, a soft-baked apple, pumpkin and cheddar-flavored treat; Peppermint Bark, a soft-and-chewy, carbo, molasses and peppermint treat; Pugly Sweater Party, a soft-and-chewy, cinnamon, ginger and peanut butter treat; Gingerbone House, a soft-baked peanut butter, cinnamon and ginger flavored treat; Muttcracker, a soft-baked peanut butter, banana and carob flavored treat; and two soft-baked birthday treats — Birthday Bash and Gotcha Day Paw-ty. 

From the abundance of seasonal and holiday-themed treats we saw across the SUPERZOO 2025 show floor, it’s clear that consumer demand for humanized products such as these only continues to rise, giving way to ultra-humanized products. 

Anticipation for SUPERZOO 2026 has already begun following this year’s show. Next year’s event will be held at the Mandalay Bay Convention Center in Las Vegas, from Aug. 12 to 14 with education beginning Aug. 11.

Stay tuned for more coverage from SUPERZOO 2025, and for more details on next year’s event.

Continue reading our coverage from SUPERZOO 2025, and keep up with the latest pet food trends on our Trends page.