International Pet Expo 2025 didn’t disappoint. Since 2012, I’ve walked the present flooring at International, solely lacking a couple of years. I bear in mind sitting within the press room throughout my first media lunch and pondering how massive the pet trade was at $52 billion, and now it’s at $152 billion. That’s bigger than the toy trade and the sweet trade mixed.
The speak on the ground was not the dimensions of the trade, although; it was the path it’s going.
For me, this yr was no exception to previous years. Hitting the present flooring and being absorbed into the hustle and bustle, the aisles of cubicles, the animals – every little thing floods in in search of consideration.
Nevertheless it’s not concerning the greatest or the flashiest sales space – though flashy does garner consideration – for me, this yr felt just like the pet trade is sitting between eras.
A few of the vibes appeared caught up to now, of their “previous methods” – like they’re working precisely as they did a decade in the past. Different vibes had been sparking with risk, with hope and intention. The distinction was apparent in conversations. I imagine a crossroads is right here, and it’s time to decide on the place to go.
These are the 5 essential threads of dialog and observations I’ve been reflecting on since touchdown again at house in Denver, CO.
Legacy Manufacturers Are Holding Regular – Possibly Too Regular
A few of the manufacturers that exhibit have been attending for many years. They take delight of their longevity of being round for the reason that 60s, 70s, 80s – and that’s one thing to be happy with. Nevertheless, a lot of them are nonetheless pitching the identical merchandise and focus, and they’re doing it from the identical sales space.
Whereas consistency does construct belief, and staying true to who you’re as a model is essential, it could additionally begin to really feel like the established order as an alternative of creativity and technique.
Strolling as much as one sales space from a legacy model, I watched as one model rep chatted with somebody whereas three others sat round a desk. I hovered for a couple of moments, seeing if anybody would rise up to speak with me. When nobody did, I went over and launched myself to the individual I used to be trying to meet. Not an important begin or an interesting technique to be at a sales space.
I requested my normal query, “How’s the present going for you?” I used to be probably not stunned by the reply, based mostly on the way it began and the way it went in the course of the most likely 3 minutes I talked with this individual.
They mentioned one thing like this: “Not nice. I’ve barely had any orders, and I don’t know that I’ll be coming again after this yr.”
They went on to specific that they weren’t actually assembly new consumers, and the present didn’t appear very busy. I regarded round as they shared this with me and famous a number of surrounding cubicles teeming with vitality.
I wasn’t stunned at their take, although, as a result of they didn’t appear excited concerning the new merchandise that they had. I didn’t even know what merchandise had been new. All their merchandise had been very comparable, and the brand new merchandise had been arrange in shows similar to each different product. Their sales space additionally regarded precisely the identical. Identical setup, similar wanting signage, similar similar.
Alternatively, newer manufacturers, usually with smaller cubicles, had been vibrant with vitality and pleasure and appeared manner busier. The folks in these cubicles additionally appeared comfortable and excited to be there. Like finds like.
Being new positively carries its personal pleasure, however legacy manufacturers who aren’t exhibiting pleasure anymore appear to be counting on title recognition and present shelf house. The world is altering. Pet dad and mom are altering. The disparity between legacy manufacturers and newer manufacturers made me surprise, “Are all manufacturers actually being attentive to at the moment’s pet dad and mom and the best way they analysis and store?”
Ought to Influencers Be On The Present Ground at International Pet Expo?
I really assume that is the fallacious query to ask. Influencers have confirmed they’ve a spot on the planet of promoting for pet manufacturers. Many manufacturers can level to a creator they collaborated with and had impactful outcomes. So whereas the influencer trade itself has additionally shifted and developed, there are nonetheless many collaborations occurring between influencers and types.
And it’s the manufacturers who’re exhibiting on the present flooring. They spend hundreds and hundreds of {dollars} to exhibit.
So I feel the higher query is: How do content material creators match into International Pet Expo? Not in the event that they do.
Earlier than I dive into that, I imagine the title we needs to be utilizing is Content material Creator over Influencer. It encompasses all influencer sorts – bloggers, social media influencers, vloggers, podcasters – and speaks extra to their expertise: creating participating content material.
Now, in relation to being on the present flooring, there first needs to be an expectation that’s clear for every creator who walks in on day one. Whereas the primary aim of the present for most people who’re paying to exhibit is to promote, creators come to see, study, contact, and share.
Manufacturers need to write orders, which is definitely why the present exists – in order that manufacturers can promote, as a result of if manufacturers fully cease promoting at tradeshows, then the trade has greater issues.
This implies prioritizing the individuals who assist make that occur, aka consumers, so the manufacturers can earn again the cash they invested to be on the present.
The largest rift I see tends to be between consumers and creators, which isn’t to say nobody else has opinions. It’s merely that the most important complaints I’ve heard got here from the consumers who need to speak to the salespeople about inserting an order.
I can perceive a purchaser feeling annoyed if they’re ready round to speak to somebody at a sales space as a result of that individual is chatting it up with a creator. And it’s the primary criticism I’ve heard from manufacturers exhibiting in relation to creators on the ground: they don’t know when to step again and let enterprise occur.
Candace D’Agnolo touched on this in her podcast recap from International, too. She’s the Founding father of Pet Boss Nation and runs a Fb Group for anybody within the trade. She shared a few of the suggestions from the present from her group members:
“Who our consumers actually observed that, and that may be a development that we’ve got been seeing happening for a lot of, I’d say the final 5 years even, however the place perhaps influencers are getting extra time and a focus from the model, whether or not that’s by means of conversations or free samples, swag, like particular swag, particular therapy that the retailer who perhaps goes to be inserting a big order, perhaps $60,000 order and even perhaps even when it was a $5,000 order, perhaps over the lifetime of that retailer might be a big quantity. That exhibitor, that model, who’s prioritizing the influencer is basically nearly like de-servicing or influencing in a destructive manner the opposite people who find themselves there within the sales space. So I do know it’s an enormous problem to juggle all of the issues once you’re in a sales space.”
So, again to expectations.
If content material creators are going to be a part of tradeshows like International, and I imagine they need to be, there must be a shared understanding of their position and the present etiquette. Moreover, these issues should be communicated clearly to everybody.
With out readability, the disconnect between creators, manufacturers, and consumers will proceed. Nevertheless, with intention, creators will be built-in into the present in a manner that provides worth as an alternative of inflicting friction.
AI and Tech Are Right here…Kind of…
AI is evolving sooner than something we’ve ever seen earlier than. It’s even shocking the AI consultants – and it’s onerous to be an knowledgeable in one thing that’s shifting so rapidly. Possibly that’s one of many causes a few of the AI conversations that I had, or witnessed, left a nasty style in my mouth.
AI is broad. It covers tech, SaaS, advertising and marketing, and a lot extra.
I spoke with many individuals who stored saying that pet was gradual to undertake AI. To me, it looks like the trade hasn’t discovered the best way to use AI effectively but. Certain, improvements are occurring, like sensible feeders, app integrations, and sensible litterboxes, however general, it looks like new options and fewer about technique.
In fact, there are at all times exceptions, however normally, the pet trade hasn’t discovered its manner with AI but – and that doesn’t imply simply new devices. I imply higher personalization, smarter advertising and marketing, and a deeper understanding of pet father or mother habits.
One evident flinch second was throughout a specific session when a speaker bragged about utilizing AI to create real looking product photographs that present the product in use. Okay, I don’t essentially have an issue with that, till they went on to speak about it as if these photographs of their merchandise in use may idiot a shopper into believing the photographs are actual. Nope. Don’t do this.
Pet dad and mom are sensible. If you’ll use AI to create product photographs, disclose that, inform them why. Google even recommends sharing how content material was created, though they haven’t gone so far as requiring it (except it’s for political promoting). The concept that an individual might be happy with how real looking the photographs look, pushing folks to imagine the product was actually in use, is cringeworthy degree 1000.
This goes again to how the pet trade has not discovered the best way to use AI. Utilizing it to idiot folks just isn’t a manner to make use of AI.
I need to see firms take steps in direction of making AI their very own with techniques, processes, brokers, and personalization. AI may also help drive the trade ahead, however everybody needs to be prepared to dive in. There isn’t any wadding with AI.
Pet Dad and mom Are Altering
Not solely is Gen Z main pet possession progress, however how pet dad and mom analysis and buy merchandise for his or her pets continues to evolve. Whereas comfort and familiarity will at all times be elements, they’re shrinking in significance.
Pet dad and mom are studying labels and asking questions. They’re in search of firms to align with, not simply purchase from. They’re questioning advertising and marketing language and in search of proof.
Immediately’s pet dad and mom need transparency. They care who’s on the receiving finish of their hard-earned {dollars}, and so they need to really feel understood. They’re turning to communities on social platforms, Reddit, and Discord. They’re in search of a dialogue. They need to study earlier than they purchase.
It’s a problem, but additionally a possibility.
A possibility like embracing Consumer-Generated Content material (UGC).
UGC is driving buy selections. Google UGC statistics and also you’ll discover a plethora of analysis. This text from Inbeat highlights 50 UGC stats like, ”When evaluating buy selections, 70% of Gen X and Gen Z respondents and 78% of Millennials reported discovering it “very” or “extraordinarily” useful to know the way different product customers really feel about purchases…”
Nevertheless, the variety of pet manufacturers which can be presently leveraging UGC is fairly small, manner smaller than those that are usually not.
Pet dad and mom are usually not simply altering, they’re main. Manufacturers who hear and take motion aligned with what they hear would be the ones who thrive.
Manufacturers Who Create with Intention Are Edging Forward
There’s a rising group of firms who’re constructing their legacy and their merchandise very deliberately. They’re pondering extra holistically about how their merchandise match into at the moment’s world and at the moment’s pet dad and mom. The values they share are extra outstanding of their packaging and their advertising and marketing, and so they stand behind them with proof.
These manufacturers are placing stakes within the sand round their values and letting these flags fly excessive. So even when their cubicles are usually not taking on essentially the most house, they’re exhibiting up in additional significant methods.
Bundle x Pleasure is a model embracing intention. From their branding, packaging, and team-coordinated outfits, to their values, guarantees, and content material, they’ve made waves for the reason that Founder, Jess Berger, got here available on the market in 2022. Not solely are their values and merchandise shared in clear and concise methods, however they always show they stand behind them.
A key place we noticed this occurring on the present was with sustainability. For the primary yr, the present flooring had a Sustainability Pavilion the place members of the Pet Sustainability Group gathered and even collaborated on their sales space experiences.
The realm went past simply bringing like-minded manufacturers collectively by internet hosting a stage the place panels and talks coated sustainable matters from challenges to wins to alternatives. These manufacturers are taking collective motion, creating accountability, and gaining traction – not simply with sustainable buzzwords, however as a part of their long-term enterprise fashions.
The place can we go from right here?
The pet trade’s crossroad is making manufacturers stretch – generally awkwardly, generally fantastically. Nevertheless, some manufacturers are susceptible to the rubber band snapping in the event that they don’t discover their flex.
Whereas I loved my time at International Pet Expo, I additionally felt the stress. However I imagine the friction is a catalyst for motion.
Legacy manufacturers could also be feeling the pressure. Small and newer manufacturers are navigating noise. Creators are redefining collaboration and their place within the trade. And pet dad and mom, effectively, they’re evolving sooner than most firms can sustain.
The second just isn’t about doing extra. It’s about doing what issues most – with readability, transparency, and connection.
My hope? That the trade strikes ahead with intention. That we keep curious. And that we construct one thing that lasts.
Concerning the Writer: Chloe DiVita, BlogPaws CEO, has 15+ years of expertise in digital advertising and marketing, the pet trade, and as a greyhound mother. She’s earned accolades like, Pet Age’s 40 Below 40 and Muse Medallions from the Cat Writers’ Affiliation. Previously Govt Producer for TEDxCambridge, she brings storytelling and public talking to her work with creators, leaders, and types. Learn extra…
