The Pet Industry: Observations from Global Pet Expo 2025

Global Pet Expo 2025 did not disappoint. Since 2012, I have walked the show floor at Global, only missing a few years. I remember sitting in the press room during my first media lunch and thinking how big the pet industry was at $52 billion, and now it’s at $152 billion. That’s larger than the toy industry and the candy industry combined.

The talk on the floor was not the size of the industry, though; it was the direction it is going.

For me, this year was no exception to past years. Hitting the show floor and being absorbed into the hustle and bustle, the aisles of booths, the animals – everything floods in seeking attention.

But it’s not about the biggest or the flashiest booth – although flashy does garner attention – for me, this year felt like the pet industry is sitting between eras.

Some of the vibes seemed stuck in the past, in their “old ways” – like they are operating exactly as they did a decade ago. Other vibes were sparking with possibility, with hope and intention. The contrast was obvious in conversations. I believe a crossroads is here, and it’s time to choose where to go.

These are the five main threads of conversation and observations I have been reflecting on since landing back at home in Denver, CO.

Legacy Brands Are Holding Steady – Maybe Too Steady

Some of the brands that exhibit have been attending for decades. They take pride in their longevity of being around since the 60s, 70s, 80s – and that is something to be proud of. However, many of them are still pitching the same products and focus, and they are doing it from the same booth. 

While consistency does build trust, and staying true to who you are as a brand is important, it can also start to feel like the status quo instead of creativity and strategy.

Strolling up to one booth from a legacy brand, I watched as one brand rep chatted with someone while three others sat around a table. I hovered for a few moments, seeing if anyone would get up to talk with me. When no one did, I went over and introduced myself to the person I was looking to meet. Not a great start or an engaging way to be at a booth.

I asked my usual question, “How’s the show going for you?” I was not really surprised by the answer, based on how it started and how it went during the probably 3 minutes I talked with this person. 

They said something like this: “Not great. I’ve barely had any orders, and I don’t know that I’ll be coming back after this year.” 

They went on to express that they weren’t really meeting new buyers, and the show didn’t seem very busy. I looked around as they shared this with me and noted several surrounding booths teeming with energy. 

I wasn’t surprised at their take, though, because they didn’t seem excited about the new products they had. I didn’t even know what products were new. All their products were very similar, and the new products were set up in displays just like every other product. Their booth also looked exactly the same. Same setup, same looking signage, same same. 

On the other hand, newer brands, often with smaller booths, were vibrant with energy and excitement and seemed way busier. The people in those booths also seemed happy and excited to be there. Like finds like.

Being new definitely carries its own excitement, but legacy brands who aren’t showing excitement anymore seem to be relying on name recognition and current shelf space. The world is changing. Pet parents are changing. The disparity between legacy brands and newer brands made me wonder, “Are all brands really paying attention to today’s pet parents and the way they research and shop?”

Should Influencers Be On The Show Floor at Global Pet Expo?

I actually think this is the wrong question to ask. Influencers have proven they have a place in the world of marketing for pet brands. Many brands can point to a creator they collaborated with and had impactful results. So while the influencer industry itself has also shifted and evolved, there are still many collaborations happening between influencers and brands.

And it is the brands who are exhibiting on the show floor. They spend thousands and thousands of dollars to exhibit.

So I think the better question is: How do content creators fit into Global Pet Expo? Not if they do.

Before I dive into that, I believe the title we should be using is Content Creator over Influencer. It encompasses all influencer types – bloggers, social media influencers, vloggers, podcasters – and speaks more to their talent: creating engaging content.

Now, when it comes to being on the show floor, there first has to be an expectation that is clear for each creator who walks in on day one. While the main goal of the show for most of the people who are paying to exhibit is to sell, creators come to see, learn, touch, and share. 

Brands want to write orders, which is actually why the show exists – so that brands can sell, because if brands completely stop selling at tradeshows, then the industry has bigger problems. 

This means prioritizing the people who help make that happen, aka buyers, so the brands can earn back the money they invested to be at the show.

The biggest rift I see tends to be between buyers and creators, which is not to say no one else has opinions. It’s simply that the biggest complaints I’ve heard came from the buyers who are looking to talk to the salespeople about placing an order.

I can understand a buyer feeling frustrated if they are waiting around to talk to someone at a booth because that person is chatting it up with a creator. And it’s the main complaint I’ve heard from brands exhibiting when it comes to creators on the floor: they don’t know when to step back and let business happen.

Candace D’Agnolo touched on this in her podcast recap from Global, too. She’s the Founder of Pet Boss Nation and runs a Facebook Group for anyone in the industry. She  shared some of the feedback from the show from her group members: 

“Who our buyers really noticed that, and that is a trend that we have been seeing going on for many, I’d say the last five years even, but where maybe influencers are getting more time and attention from the brand, whether that’s through conversations or free samples, swag, like special swag, special treatment that the retailer who maybe is going to be placing a large order, maybe $60,000 order or even maybe even if it was a $5,000 order, maybe over the lifetime of that retailer could be a significant amount. That exhibitor, that brand, who is prioritizing the influencer is really almost like de-servicing or influencing in a negative way the other people who are there in the booth. So I know it’s a huge challenge to juggle all the things when you’re in a booth.”

So, back to expectations.

If content creators are going to be part of tradeshows like Global, and I believe they should be, there needs to be a shared understanding of their role and the show etiquette. Additionally, those things need to be communicated clearly to everyone. 

Without clarity, the disconnect between creators, brands, and buyers will continue. However, with intention, creators can be integrated into the show in a way that adds value instead of causing friction. 

AI and Tech Are Here…Sort of…

AI is evolving faster than anything we’ve ever seen before. It’s even surprising the AI experts – and it’s hard to be an expert in something that is shifting so quickly. Maybe that’s one of the reasons some of the AI conversations that I had, or witnessed, left a bad taste in my mouth.

AI is broad. It covers tech, SaaS, marketing, and so much more. 

I spoke with many people who kept saying that pet was slow to adopt AI. To me, it seems like the industry hasn’t figured out how to use AI well yet. Sure, innovations are happening, like smart feeders, app integrations, and smart litterboxes, but overall, it seems like new features and less about strategy.

Of course, there are always exceptions, but in general, the pet industry hasn’t found its way with AI yet – and that does not mean just new gadgets. I mean better personalization, smarter marketing, and a deeper understanding of pet parent behavior.

One glaring flinch moment was during a particular session when a speaker bragged about using AI to create realistic product images that show the product in use. Okay, I don’t necessarily have a problem with that, until they went on to talk about it as though these images of their products in use could fool a consumer into believing the images are real. Nope. Don’t do that.

Pet parents are smart. If you are going to use AI to create product images, disclose that, tell them why. Google even recommends sharing how content was created, although they have not gone as far as requiring it (unless it’s for political advertising). The idea that a person could be proud of how realistic the images look, pushing people to believe the product was truly in use, is cringeworthy level 1000.

This goes back to how the pet industry has not figured out how to use AI. Using it to fool people is not a way to use AI.

I want to see companies take steps towards making AI their own with systems, processes, agents, and personalization. AI can help drive the industry forward, but everyone has to be willing to dive in. There is no wadding with AI.

Pet Parents Are Changing

Not only is Gen Z leading pet ownership growth, but how pet parents research and purchase products for their pets continues to evolve. While convenience and familiarity will always be factors, they are shrinking in importance. 

Pet parents are reading labels and asking questions. They are looking for companies to align with, not just buy from. They are questioning marketing language and looking for proof.

Today’s pet parents want transparency. They care who is on the receiving end of their hard-earned dollars, and they want to feel understood. They are turning to communities on social platforms, Reddit, and Discord. They are looking for a discussion. They want to learn before they buy.

It’s a challenge, but also an opportunity. 

An opportunity like embracing User-Generated Content (UGC). 

UGC is driving purchase decisions. Google UGC statistics and you’ll find a plethora of research. This article from Inbeat highlights 50 UGC stats like, ”When evaluating purchase decisions, 70% of Gen X and Gen Z respondents and 78% of Millennials reported finding it “very” or “extremely” helpful to know how other product users feel about purchases…”

However, the number of pet brands that are currently leveraging UGC is pretty small, way smaller than those who are not.

Pet parents are not just changing, they are leading. Brands who listen and take action aligned with what they hear will be the ones who thrive.

Brands Who Create with Intention Are Edging Ahead

There is a growing group of companies who are building their legacy and their products very intentionally. They are thinking more holistically about how their products fit into today’s world and today’s pet parents. The values they share are more prominent in their packaging and their marketing, and they stand behind them with proof.

These brands are putting stakes in the sand around their values and letting those flags fly high. So even if their booths are not taking up the most space, they are showing up in more meaningful ways.

Bundle x Joy is a brand embracing intention. From their branding, packaging, and team-coordinated outfits, to their values, promises, and content, they have made waves since the Founder, Jess Berger, came on the market in 2022. Not only are their values and products shared in clear and concise ways, but they constantly prove they stand behind them.

A key place we saw this happening at the show was with sustainability. For the first year, the show floor had a Sustainability Pavilion where members of the Pet Sustainability Organization gathered and even collaborated on their booth experiences.

The area went beyond just bringing like-minded brands together by hosting a stage where panels and talks covered sustainable topics from challenges to wins to opportunities. These brands are taking collective action, creating accountability, and gaining traction – not just with sustainable buzzwords, but as part of their long-term business models.

Where do we go from here?

The pet industry’s crossroad is making brands stretch – sometimes awkwardly, sometimes beautifully. However, some brands are at risk of the rubber band snapping if they don’t find their flex.

While I enjoyed my time at Global Pet Expo, I also felt the tension. But I believe the friction is a catalyst for movement.

Legacy brands may be feeling the strain. Small and newer brands are navigating noise. Creators are redefining collaboration and their place in the industry. And pet parents, well, they are evolving faster than most companies can keep up.

The moment is not about doing more. It’s about doing what matters most – with clarity, transparency, and connection.

My hope? That the industry moves forward with intention. That we stay curious. And that we build something that lasts.

About the Author: Chloe DiVita, BlogPaws CEO, has 15+ years of experience in digital marketing, the pet industry, and as a greyhound mom. She’s earned accolades like, Pet Age’s 40 Under 40 and Muse Medallions from the Cat Writers’ Association. Formerly Executive Producer for TEDxCambridge, she brings storytelling and public speaking to her work with creators, leaders, and brands. Read more…