May 10, 2024, 1:11 pm | Read time: 6 minutes

The internationally leading pet trade fair Interzoo 2024 brought together exhibitors from 68 countries at the Nuremberg Exhibition Center (NCC) from May 7 to 10. Over 2,100 exhibitors showcased their products in 14 halls. It’s almost impossible to see everything. Among the 40,000 visitors, PETBOOK was also present. In addition to classics like dog and cat food, accessories, and gear, there were also a few small innovations and clear trends.

Lifestyle Products for Pets

At Interzoo 2024, the clear direction was toward lifestyle products for pets. Various supplements, protein, and collagen powders have made their way from human fitness fairs into the pet sector. Whether it’s green-lipped mussel, spirulina algae, or sustainable solid shampoo for dogs–one of the trends at Interzoo 2024 is items for which pet drugstores would first need to be invented.

Wash, Cut, Style, Please

The “groomer” scene–meaning grooming services for pets–was also abundant at Interzoo 2024. What has long been part of everyday life for dog owners in the U.S. or England is just emerging in Germany. While there are already classic dog groomers here, the services are mainly used by breeders or exhibitors for dog shows.

However, one must indeed question whether the pet world really needs some things. A blow-dry box for dogs or cats that quickly dries them can certainly be useful. However, animals are locked inside, blasted with high-pressure air from various directions, and–without acclimatization–are likely to be highly disturbed.

High-quality scissors, placed on silk cushions like at a quality watchmaker, also catch our eye. A scissor for trimming, one for hygiene cuts, and one for bangs. Shampoo, conditioner, hair oil, and styling powder right next to them. Wiry, short, curly, or long fur? No problem. We even discover a special line specifically for Yorkshire Terriers.

Humanization

Another trend that particularly caught our attention at Interzoo 2024 is products that looked as if they were made for humans. We were often tempted to try the small cookies, pralines, or sweets–if not for the sometimes unusual smell that held us back. Especially cupcakes or pastries looked almost identical to the original.

This underscores a trend we’ve already noticed as pet owners: On holidays, we want to prepare a feast for our pets too. Italian pastries for pralines or lollipops for dogs and cats are apparently all the rage.

We also discovered snacks for dogs that looked as if they were coated in chocolate. But one wonders how sensible this is? Due to the high theobromine content, chocolate in all forms is particularly toxic to dogs and cats.

Products that arise from the desire for animals to eat something similar to chocolate or sweets are not entirely uncritical: While the owner is pleased that the pet “finally” gets something like human treats, the animal is conditioned to consume products that smell and taste like chocolate. If actual chocolate or candies are left out of carelessness and the dog or cat consumes them, it can have life-threatening consequences for the animals.

Spaghetti Bolognese for Dogs

But the trend doesn’t always have to be critical. The idea that dogs should receive a cooked, high-quality meal is also embraced by providers like Lily’s Kitchen, directly in the can. Whether you want to serve your dog an English breakfast, a shepherd’s pie, or even spaghetti Bolognese (in Italian ‘al Ragù’) tailored for them–you’ll find it at Interzoo 2024.

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Dogs Are the New Kids

This trend is also evident in other new products that originate from the children’s accessory sector. These include door and stair gates with modular adjustment options, which can also be used to build “playpens” or fireplace guards for pets.

The innovative products from Tavu also fall into this category. Their car and air transport options for dogs not only resemble child seats and strollers, but they are also tested and certified according to EU safety standards for these products. Another clear trend is safety for pets on all routes and during vacations. So if you want to take a walk with your puppy, who can’t walk long yet, or with your arthritic dog in a high-quality stroller, you can soon do so.

And more products, in our opinion, have jumped directly from children’s accessories to the pet market. Diapers for male and female dogs, with different fits due to anatomy. Wet wipes that are meant to care for and clean sensitive dog, cat, and even cat fur, as well as combinable intelligence courses for dogs, clearly originate from product ideas once conceived for toddlers.

Sustainability and High-Quality Products Are Trending

Another trend that the PETBOOK editorial team clearly observed in the products at Interzoo 2024 is the move toward more sustainability and high-quality products. The days when dogs received the same food every day from a 20-kilogram sack from the discount store around the corner seem to be long gone, at least here.

Five or fewer ingredients on the ingredient list, regional products, and sustainable packaging solutions: the future pet industry is clearly focused on reducing the “ecological pawprint.” This includes not only sourcing meat as much as possible from Germany but also completely foregoing it and seeking adequate substitutes. Whether it’s proteins from peas or soy or even insect larvae.

But manufacturers are also focusing on sustainability in accessories: There are already dog harnesses made from coffee fibers, plastic from corn and grain fibers, cat litter from tofu–the industry combines many smart, innovative ideas. How many of these will establish themselves in the market long-term is open. But one thing is clear: the trend toward pets and a luxurious yet thoughtful approach to pet ownership seems unbroken.