Superzoo 2026 posts second-highest exhibitor count in show history

Superzoo 2026 closed on 14 August at the Mandalay Bay Convention Center in Las Vegas, with organiser World Pet Association (WPA) reporting participation among pet professionals level with the previous year. WPA did not release an absolute attendance figure; the 2025 edition was put at more than 22,000 industry participants. The show ran from 12 to 14 August, with education sessions starting a day earlier.

According to WPA, the event recorded the second-highest exhibitor count in its history and one of its largest exhibit footprints, with more than 1,200 companies on the floor. Over 350 of them were exhibiting at Superzoo for the first time, and the Emerging Brands area held more than 100 stands for newer companies. Registrations came from 70 countries, and one in eight participants travelled from outside the US.

WPA also reported a shift in the buyer mix: among attendees who stated their purchasing authority, more than eight in ten said they held buying power, with a larger share than in 2025 reporting full purchasing responsibility.

More than 2,000 new products were shown across the floor, over 1,000 of them in the New Product Showcase. Twenty-four Showcase winners were named across categories including smart technology and AI, wellness, functional nutrition, sustainability, enrichment, training, and safety and mobility; the Overall Judges Award went to Talktail for its AI-based pet health monitoring collar. Giddy Kitty won the Launch Pitch Competition run with the Purina Pet Care Innovation Network, and Raw Dawg took BPBN's Next Wave competition.

The education programme comprised more than 100 sessions, supplemented by accredited veterinary continuing education presented with US Vet Shows, a Women in Petfood Leadership strand, and two new show-floor formats for groomers, the Groomer's Skill Lab and the Groomer's Innovation Stage.

WPA used the show to launch PetLens, a market intelligence service developed with BSM Partners and based on research covering more than 75,000 pet owners (PET worldwide reported). A monthly consumer sentiment and spending report, PetLens Pulse, is due to start in September, with quarterly category analyses under the PetLens Spotlight label.

Superzoo 2027 is scheduled for 11 to 13 August at the Mandalay Bay Convention Center, with education on 10 and 11 August.