Interzoo 2018 Pet Industry Trends

This year, Nuremberg Messe hosted the biggest Interzoo on record, with around 39,000 trade visitors from more than 125 countries.

As well as catching up with customers and friends, the show provides a great opportunity to discover trends and innovations set to make their mark in the pet industry in 2018 and beyond.

For all those that missed the chance to stop by the world’s leading pet trade fair, we’ll fill you in on everything you need to know from Interzoo 2018.


We’ve already highlighted humanisation as a key future industry trend and it’s true that Interzoo’s product showcase, at times, could have been confused with a food and drink innovation zone.

On display were a range of small treat pouches that look almost identical to human snack-sized on-the-go products, with cookies, bites and single-serve liquid cartons. Sushi bites, ‘Superfood’ meat bones and Biscotti cookies just some examples of human food trends now making their way over to the pet food arena.

Interzoo 2018 Humanisations

Spout pouches also featured in the innovation zone from Chinese brand Wanpy, that suggests pet drinks such as meat broths, may be an interesting future range extension for global pet brands.

Healthy Treats

Health benefits, weight loss and general well-being were promoted across a number of brands. Not only were there more veterinary based soft chews for hips, joints and coats, but also foods to improve overall ‘immune health.’

Interzoo 2018 Healthy Treats

We also saw brands focus on the more emotional benefits of foods, something that is increasingly adopted in human food marketing, with keywords such as boost, energise and rejuvenate all making their way onto packaging claims. Along with promoting pet’s happiness, some new launches focused on more holistic feelings such as VETIQ’s new ‘calming’ Treats to soothe and calm your pet.

Going Green

In all industries, a new focus on sustainability and brand transparency has been hugely important in 2018. Walking the show, we noted far more ‘green-focused’ brands. From sustainable pet food brand Goood to V-planet the 100% plant-based dog foods. One Danish brand Kingsmoor, have even switched to producing food using only renewable energy.

Interzoo 2018 Going Green


Schesir, based in Genova, now not only focus on natural but bio, with the food manufactured using only certified organic ingredients. As organic foods experience continued growth in the human food market, brands are seizing the opportunity to deliver the same natural and organic products for pets.

Small Animal Trend

The innovation zone was awash with new small animal foods and treats. According to PET worldwide, there has been an upward trend in the small animal market in both sales and population. A strong favourite from the show was the rebrand of Little One, with fantastic photography across the range and bold, bright packaging.

Interzoo 2018 Small Animal Trend

If you missed Law Print at this year’s Interzoo, feel free to contact our team. But if you’re interested in taking a closer look at the pet food market in 2018, follow this link to our infographic for everything you need to know.

Contact us on +44 (0) 161 440 7302 or follow this link to complete our contact form.

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