The range of dog products is becoming ever more diverse. There are now clearly definable segments for very specific target groups, which can even support dedicated trade fair formats of their own! However, what works well in a niche does not necessarily resonate with the mass market, and vice versa. Major global trends can be experienced at Interzoo, the world’s leading trade fair for the pet industry. The breadth and international scope of our event, which welcomed 2,400 exhibitors from 70 countries in 2026, reflect both niche developments and the issues shaping the industry worldwide. In the dog products segment, healtcareh, premiumisation and pet humanisation emerged as the defining trends at Interzoo 2026.
Dr Rowena Arzt, Head of Exhibitions at WZF – Pet Industry Service
What were the dog food trends at Interzoo 2026?
Trends in dog food ingredients:
Today, dog owners expect food that does more than simply satisfy their pets’ hunger. It should help prevent health issues, support longevity or increase their four-legged friend’s overall wellbeing.
Numerous manufacturers are now responding to the demand for health promotion. At Interzoo 2026, they presented food enriched with vitamins, vital nutrients, pro- and postbiotics or superfoods. So-called ‘functional foods’ also frequently featured on the list of ingredients for treats.
Exploring new protein sources derived from both animal and plant-based ingredients was another key trend at Interzoo 2026. Exhibitors showcased dog food products containing lobster, sashimi-grade fish, insects and entirely plant-based protein sources such as pulses.
Last but not least, Interzoo 2026 showed that sustainability and transparency in product development, manufacturing and distribution have become an integral part of corporate strategy at a great many dog food companies.
Dog food format trends:
Many stands at Interzoo 2026 featured fresh or minimally processed dog food, such as raw, air-dried and freeze-dried food. Across wet and dry food, formulations were often tailored to a wide range of needs, including age, size, activity level and breed, as well as potential food sensitivities.
Trends in dog supplements:
In addition to dog food and treats enriched with health-promoting ingredients, numerous exhibitors at Interzoo 2026 showcased innovative dietary supplements for dogs. These products can be added to food or mixed into drinking water and are available as toppings, drops and powders. Exhibitors addressed more than just dogs’ physical health. Alongside products aimed at strengthening the immune system and supporting joint health, they presented solutions for dogs’ mental wellbeing, including stress reduction.
What were the key trends in the dog accessories segment at Interzoo 2026?
Toys and accessories also reflected the health-conscious mindset of many dog owners. At Interzoo 2026, visitors could discover a wide range of toys designed as wellness products. Here, activity and mental stimulation are linked to behaviour management to support dogs’ emotional and physical health. The range of so-called enrichment products included sniffing toys, lick mats and slow feeders, as well as interactive and puzzle toys.
Orthopaedic dog beds, ergonomically optimised leads and harnesses, and smart pet tech products for monitoring dogs’ vital signs also underlined the health trend. Dog grooming products, too, are no longer just about cleanliness: gentle skin, coat and dental care is likewise geared towards preventive healthcare, helping to ward off allergies and eczema and supporting dogs’ dental health.
What are the main trends in the premium segment?
The market for premium products is growing, and not only at the luxury end, where brands such as Louis Vuitton and Hermès have long offered accessories for pampered pets and grand hotels put together canine experience packages including wellness treatments.
What is the leading megatrend?
The growing importance of pets and the emotional bond with them is a key driver of developments in the global dog supplies market. Man’s best friend is increasingly seen as a full member of the family, whose care and wellbeing are assessed according to standards traditionally applied to humans.
For more and more people, dogs are social companions who go everywhere with them. This is reflected, among other things, in the wide range of products supporting joint activities like outdoor equipment, sports products and transport solutions for dogs. Whatever the owner’s hobby or destination, the dog is always by their side.
