Interzoo 2026 Wrap-Up: What I Learned About the Future of Pet Care
If there’s one thing I took away from Interzoo, it’s this: the pet industry is evolving faster than ever, and the future is both exciting and fascinating. I recently had the opportunity to attend Interzoo 2026 in Nuremberg, Germany, the world’s largest pet industry exhibition, and it certainly lived up to the hype. Bringing together over 39,000 visitors from more than 130 countries and 2,400 exhibitors across 70 countries, it was an incredible opportunity to see where the global pet industry is heading and what trends are beginning to shape the future of pet care. The pet industry is changing rapidly, and many of the biggest shifts are being driven directly by pet owners. From pet nutrition innovations to packaging advancements, technology and the growing “humanisation” of pets, there was no shortage of inspiration.
For those of us in Australia, events like this are incredibly valuable. Historically, the Australian pet market tends to follow trends emerging in the US and Europe, often with a slight delay. That makes attending international exhibitions like Interzoo so important, it gives us an opportunity to see what’s gaining traction overseas, understand where consumer expectations are heading and get a glimpse into what may shape the future of the Australian pet industry in the years ahead. And if this year’s show was anything to go by, there is a lot happening.
Pet Food Is Looking More Like Human Food Than Ever
One of the biggest themes across the exhibition was the continued humanisation of pets, something we’ve already started seeing in Australia, but which feels significantly more advanced overseas. Pet food ingredients, formats and product claims are increasingly mirroring trends in the human food industry.
Walking through the halls, there were pet-friendly burgers, spaghetti-inspired meals, doggy waffles, muffins and sweet potato chip treats designed to resemble human snacks. There were even some human-grade wet pet foods being sampled by people, with brands actively encouraging visitors to taste the products themselves. But beyond novelty, the shift reflects changing consumer expectations. Pet owners increasingly want premium, functional and lifestyle-focused products that feel aligned with the way they eat and care for themselves.
Innovation is everywhere: plant-based pet food, functional treats, liquid snacks, beverages, soups, gently cooked meals, freeze-dried options, muesli-style snack bars and more. It’s clear brands are experimenting with entirely new formats to meet changing demands.
Sustainability Is Driving New Protein Innovation
Another major trend shaping the market is sustainability. Many manufacturers are exploring ways to reduce environmental impact, including products with reduced meat content or alternative proteins. While vegetarian dog foods continue to spark debate (particularly among veterinarians) and remain far less common for cats, it’s clear brands are actively experimenting in this space. One ingredient that is gaining momentum is insect protein, which many companies see as an important future protein source. Interestingly, some exhibitors suggested pet food may become consumers’ first introduction to insect-based nutrition before broader adoption in human food.
There was also growing interest in functional ingredients associated with wellness, including products enriched with hemp or CBD-related ingredients (where regulations allow). These products are often marketed around supporting calmness, mobility and wellbeing, reflecting how pet owners are becoming increasingly aware of stress, anxiety and pain management, particularly as similar conversations continue growing in human health.
One particularly interesting example was a partnership between Hamburg biotech company MicroHarvest and vegan pet food brand VEGDOG, which showcased dog treats made from microbial protein. The products were promoted as having significantly lower carbon emissions compared to traditional beef-based treats, an interesting glimpse into where sustainable pet nutrition could be heading. Another standout innovation came from Belgian pet food producer YDOLO (“Your Dog Only Lives Once”), which launched a semi-moist dog food designed to rethink traditional kibble. With high fresh meat content and a softer texture, it was positioned as a more nutrient-rich and palatable alternative.
Trends We’re Already Seeing in Australia, But Bigger
It was also fascinating to see trends already emerging in Australia appearing on a much larger scale internationally. Some categories that felt everywhere at Interzoo included:
- Lickable cat treats
- Collagen products for pets
- Bone broth supplements
- Electrolytes and hydration products
- Pet fitness trackers and cameras
- Functional supplements targeting wellbeing
These are products we’ve begun seeing locally, but overseas they feel far more mainstream, reinforcing the idea that many of these categories are likely to continue growing in Australia.
Packaging Is Having a Major Moment
Packaging innovation was impossible to ignore. Beyond some genuinely standout shelf designs, there was a strong focus on sustainability and practical packaging improvements driven by environmental regulation and economic realities. Brands are increasingly rethinking how packaging performs, balancing cost, shelf appeal and environmental impact. One notable development was the move toward PFAS-free packaging, addressing concerns around “forever chemicals” and their long-term environmental and health impacts. It was encouraging to see manufacturers investing in smarter solutions while still maintaining strong branding and functionality.
It’s Not Just a Cat & Dog World
While dogs and cats dominate much of the industry conversation, I was really interested by the growth happening in smaller animal categories. There were extensive product ranges for poultry, rabbits and guinea pigs, highlighting increasing innovation in these spaces and the growing diversity of companion animals worldwide. It’s always valuable seeing categories beyond traditional pets receiving more attention.
The People Side of the Industry Matters Just as Much
While the products and trends are fascinating, one of the biggest takeaways for me was a reminder that this industry is ultimately about people. Interzoo is an opportunity to reconnect with existing suppliers, meet new partners, exchange ideas and have conversations about where the industry is heading. Because at the end of the day, pet food is a people business. Strong relationships, good networks and shared ideas are what help move the industry forward, and make it enjoyable at the same time.
Final Thoughts
Overall, Interzoo 2026 was full of inspiration. From sustainability and alternative proteins to wellness products, premium nutrition and technology, the event offered a clear look at where the global pet industry is heading. For us in Australia, staying connected to what’s happening internationally matters. We may sometimes follow trends emerging in Europe and the US, but understanding them early helps us better anticipate what pet owners may soon be looking for here at home. I’m coming back with plenty of ideas, fresh inspiration and lots to think about for the future of pet care in Australia.
Watch this space.
— Keeley
Marketing Manager, Woonona Petfoods