Interzoo 2026: Pragmatic Maturity and “Small Solutions” Instead of Revolutions

Interzoo 2026 in Nuremberg once again proved to be the profound barometer of the pet market. The pet industry has entered a phase of pragmatic maturity. The age of revolutions is over; now is the time for “small solutions”. Brands are fine-tuning their products, adapting them to the current needs of pet owners. The focus is on animal mental health, preventive veterinary care, sustainability and PetTech, which has moved from being “geek exotica” into the mass market.

Photos: Tatiana Katasonova, Yulia Dolzhenkova, WZF GmbH

Despite global sanctions pressure and logistics challenges, Interzoo demonstrated that the pet industry remains one of the most consolidated and resilient sectors in the world. At the press conference, Gordon Bonnet, head of WZF, the exhibition’s management company, summed it up perfectly: «Despite logistical bottlenecks, political storms and international conflicts, the pet industry remains a uniquely peaceful island of common sense. It continues to bring together and unite people from all over the world.»

Interzoo 2026 in numbers: record-breaking results

The organizers officially described Interzoo 2026 as the largest and most international edition in the exhibition’s history. The numbers certainly support that claim:

2,400 exhibitors from 70 countries. 

More than 87% of exhibitors came from outside Germany. The largest numbers of exhibitors were from China, Italy, Turkey, the Netherlands, Belgium, Spain, the United States, Poland and the United Kingdom.

16 countries organised national pavilions. Thailand, Turkey and Spain – for the first time.

The exhibition occupied 15 halls with a total area 150,000 sq m.

39,000+ trade visitors from over 130 countries attended the event. The share of international visitors exceeded 70%.

©WZF GmbH

©WZF GmbH

©WZF GmbH

©WZF GmbH

©WZF GmbH

This year, the organisers integrated the exhibition into the life of Nuremberg even more visibly than usual. Pet product advertising and videos appeared in the streets and in the underground, making it almost impossible not to notice that the world’s largest pet industry gathering was taking place just a few kilometers away. A particularly strong new move was that the visitor badge included free access to all public transport in the city and surrounding area for the duration of Interzoo. This was incredibly convenient. It may sound like a small detail, but after spending an entire day walking through exhibition halls, being able to jump onto a train without thinking about tickets felt like a genuinely thoughtful touch.

The Interzoo organisers also made sure that the exhibition had a welcoming atmosphere. Each morning, DJs at the entrances to the halls greeted visitors with the Interzoo anthem, specially created for this year’s event.

Official merchandise was available throughout the venue, from branded hoodies to souvenirs, while dedicated photo spots attracted a constant flow of visitors documenting their Interzoo experience for social media.

©WZF GmbH

©WZF GmbH

There were many visitors from Russia at the exhibition, although subjectively it felt like slightly fewer than at Interzoo 2024. Still, old connections work across barriers of any kind. We had very warm conversations with many representatives of international companies that had previously supplied products to Russia. They spoke openly and sincerely about missing their Russian partners, their visits to Moscow and other cities, and their involvement in what remains one of Europe’s largest pet markets. Regardless of current political realities, the personal warmth was impossible to miss. We were invited and welcomed at stands and repeatedly asked to pass greetings on to colleagues across the Russian pet industry.

GC TRIOL team

Tatiana Katasonova, Konstantin Anisimov, Andrey Skripnik, Yulia Dolzhenkova, Olga Kovalenko, Tatiana Sanina.

It’s always a pleasure to meet colleagues from Georgia, Estonia and other countries at Interzoo.

Macro trends: the size of innovation no longer matters

If I had to describe the entire Interzoo 2026 exhibition in one sentence, it would be this: “Welcome to the age of small improvements”. The industry appears to have taken a temporary break from chasing major technological revolutions. Manufacturers are carefully refining existing ideas, making subtle but commercially meaningful improvements that bring products closer to what pet owners actually want.

Rolf Hagen,
President and CEO of Hagen:

«Despite all the scale and activity, one observation continues to stand out year after year: true innovation remains surprisingly rare.
Many brands are ultimately selling variations of similar products. That creates real opportunity for companies willing to take thoughtful risks and pursue meaningful innovation rather than simply follow trends».

And yet, Interzoo was certainly not lacking interesting ideas. Five major themes could be observed repeatedly across the exhibition halls:

• Functionality has taken over everything. Health-focused marketing is now everywhere. The idea of functionality has completely reshaped the pet food and treat market. It is no longer just veterinary diets or preventive nutrition products that promise specific health benefits. Today literally every category – from traditional dry food to treats and even raw BARF diets – competes on functionality.

For example, Hagen company introduced several types of functional supplements in the form of freeze-dried toppers for pet food. According to owners who had given the product to their pets, it not only “boosts” the diet with additional vitamins and minerals, but also improves the taste and smell of the food. Picky cats, predictably, are delighted. At least someone in the food chain knows exactly what they want.

• Sustainability grows up. In Europe, the environmental agenda has long outgrown the status of a fashionable slogan and become a basic production requirement. Companies such as Germany’s Red Go, which manufactures its lines in Romania, produce their entire range of accessories and toys exclusively from recycled materials.

There are also breakthroughs in food sustainability. FORZA10 presented dog foods made from cultivated meat, Coolty Meat™. The manufacturer claims that these diets are balanced and fully meet animals’ nutritional needs. If “artificial” meat takes root in the pet industry, it may become the revolutionary turn everyone has been waiting for.

At the same time, businesses are beginning to look at sustainability more soberly. In the press centre, there was active discussion about the feasibility of collecting dog waste. The point is that a recent study found that the huge number of bags used for this purpose, not all of them biodegradable, end up in general waste, creating significant environmental challenges of their own.

• Alternative proteins move further into the mainstream. Manufacturers are actively experimenting with alternative protein sources. This year, they surprised visitors with diets based on mushroom protein, which, to be fair, looked fresh. But the story of insect protein from silkworms was even more interesting. This is a by-product of India’s silk industry: after the cocoons are unwound, the worms themselves remain. Because they feed strictly on mulberry leaves, the resulting meal has an exceptionally stable amino acid profile. The European retail giant Fressnapf has already launched a private-label food line using this protein.

• Audience expansion. The stagnation of the European market is forcing major brands to look for new sales channels. Trixie, for example, took a bold step and launched the Jolly Pet sub-brand specifically for non-specialist retail. Previously, the company had maintained a strict policy of working only with specialist pet retail, while the new brand opens access to a broader audience.
  
  JR Farm is taking a similar approach. For decades, the company has been known primarily for products aimed at birds and small mammals. Now it is expanding into plant-based treats for cats and dogs while also developing products for feeding wild animals, including hedgehogs and squirrels.

The American pavilion offered another perspective on market expansion. Traditionally, it has been one of the most creative sections of Interzoo, full of unusual concepts and ambitious ideas. This year, however, pragmatism seemed to dominate. Many exhibitors were focused on private-label products manufactured in China and were actively seeking distributors and retail partners in overseas markets.

If there was one thing Americans still brought in abundance, it was confidence in the future of freeze-dried products.

• Social impact becomes part of the brand story. Many companies are paying close attention to social initiatives, and some even placed them at the centre of their stands. Sera Group presented Piaba, a large-scale environmental project on the Rio Negro. The project trains Amazonian fishermen in proper, responsible catching of ornamental fish in order to avoid disrupting the balance of the wild ecosystem and to preserve populations. At its stand, the company drew attention to the project with a large biotope aquarium.

Products That Made Us Stop and Take a Closer Look

Let’s take a closer look at the specific products that made us stop and pay attention:

• The AI-Powered Cat Door. German company mousebouncer GmbH presented an intelligent cat flap designed to solve a problem many cat owners know all too well. The system was trained using more than 80,000 photographs of cat faces. It does more than simply recognize the household cat and open the door. If the cat arrives carrying prey – whether a mouse, bird or even a snake – the system keeps the door locked.

• Smarter Games for Smarter Pets. Interactive enrichment toys have become noticeably more sophisticated. Many of the activity mats and puzzle systems we saw have evolved into multi-stage challenges that require dogs to solve a series of tasks before receiving a reward. The familiar concept of «talking buttons» has also moved forward. Some systems now offer extensive sound libraries that allow pets to build surprisingly specific requests. The idea of a dog effectively saying «I want to go outside» or «it’s dinner time» no longer feels quite as futuristic as it once did.

• Roller Bowls. One particularly clever feeding solution worked on a principle familiar to anyone who has ever used a ballpoint pen. Liquid treats, broth or water are placed inside the bowl, and pets slowly lick the contents through a rotating central ball.
  Another hybrid product combined a slow-feeding bowl with a lick mat. The upper surface could be used for pâtés and spreads, while underneath sat a maze-style bowl designed for dry food.

©WZF GmbH

• Yogurt and toppers. Spanish company Yow Up has taken inspiration from children’s snack products and adapted the format for pets. Its new two-compartment cup contains natural yogurt in the lower section and crunchy treats in a separate top compartment. Owners mix the two together right before serving.

• Paper Ropes Instead of Cardboard. The company Cat Weav showcased scratching posts made of tightly woven paper rope. At first glance they resemble traditional cardboard scratchers, but they look significantly more attractive and, perhaps more importantly, do not shed debris all over the floor during use. Even better, they remain competitively priced.
  Compressed cardboard itself appeared in another unexpected form. Several companies were using lightweight flat-packed cardboard mannequins for displaying pet apparel and accessories. Easy to assemble, inexpensive to transport and practical.

• A Pond in Fifteen Minutes. Sera impressed visitors with its compact AquaGarden ponds: they can be assembled in 15 minutes, are suitable for gardens and run on solar power. The concept allows homeowners to create a miniature ecosystem that attracts birds, bees and other wildlife while remaining small enough to relocate indoors during colder months.

The Winners of Interzoo 2026

Every edition of Interzoo brings its own collection of standout products and companies, and the Interzoo Awards once again highlighted some of the businesses shaping the future of the industry:

Interzoo Sustainability Award: The top sustainability prize went to DSM-Firmenich for its algae-based omega-3 functional oil. The product offers a renewable alternative to marine-derived ingredients and aims to reduce pressure on ocean ecosystems while delivering the nutritional benefits associated with traditional omega-3 sources.

Interzoo Pioneer Award: Presented for the first time this year, the Pioneer Award recognized Cologne-based startup Redoggo. The company manufactures dog toys from recycled automotive materials, including discarded airbags and seat belts. It is exactly the kind of creative repurposing that increasingly resonates with both consumers and retailers.

Fresh Ideas Contest: The startup competition attracted 37 teams competing on the Fresh Ideas Stage. First place went to mousebouncer GmbH for its AI-powered cat flap capable of detecting prey before allowing a cat back into the house. Second place was awarded to Spanish company Kuro & Kai, which produces environmentally friendly cat litter made from olive pits. Third place went to Frankfurt-based Lumiies, a premium dog accessories brand.

Interzoo Personality Award: Norbert Holthenrich, President of ZZF, received the Interzoo Personality Award for his contribution to the development of the exhibition. The growth achieved during his involvement with the show tells its own story. When he attended his first Interzoo in 2012, the exhibition hosted 1,539 exhibitors. In 2026, that number approached 2,400.

Interzoo Long Distance Award: The award for the longest journey to Nuremberg went to Zealandia Ltd. from Auckland, New Zealand. The natural pet food manufacturer travelled approximately 18,300 kilometers to participate in the exhibition.

A PetTech expert’s view 

One of our regular contributors, Alexey Zolotarev, owner of the Priroda pet retail chain and founder of Aquastoyka, a manufacturer of smart aquarium systems for pet retailers, explored emerging technologies and PetTech innovations.:

Alexey Zolotarev,
owner of the Priroda pet shop chain and Aquastoyka manufacturer:

«I was primarily interested in new products in the PetTech category and the most intriguing one was a Petkit water fountain featuring special cartridges designed to help prevent urinary tract issues. It’s a genuinely fresh approach to a long-standing problem: traditionally, manufacturers have focused on nutrition, whereas this solution addresses the issue through water intake.

The same company also showcased the first automatic feeder for wet pet food, dispensing specially designed pouches directly into the bowl. Interestingly, this is the company that first caught the industry’s attention by using AI technology to assess how successfully pets use automated litter boxes.

Among other PetTech products, home pet food processors stood out. They can no longer be called a novelty, but they are clearly moving from the category of niche gadgets for enthusiasts into the mainstream. And, of course, automatic litter boxes for cats are now being produced by dozens of companies. European manufacturers have finally joined the trend as well, with Ferplast presenting its own solution.

PetTech companies continue to focus heavily on pet comfort. Heated and cooled beds and pet sofas are gradually becoming a standard offering.

Health remains a priority. Exercise wheels for cats and treadmills for dogs are already generating strong repeat sales.

Cat litter is now being made not only from traditional materials, but also from bamboo and even hemp. It remains to be seen how likely these products are to reach the Russian market.

‘Kinder Surprise’-style products for pets — treats combined with toys hidden inside an egg-shaped package — are also becoming increasingly popular and diverse. There are now options not only for dogs and cats, but for other companion animals as well.

Another noticeable trend is the growing number of holiday-themed products, including Advent calendars, treats and seasonal items for Christmas, Halloween and Valentine’s Day. The assortment is expanding not only for dogs and cats, but also for wild birds.

One particularly clever marketing concept came from a contract pet food manufacturer offering what could be described as ‘private labels for everyone’. The company enables partners to launch their own brands without ordering tonnes of pet food or printing huge volumes of packaging. The concept is simple: customers choose from existing recipes, use a plain white package with a custom label, and place minimum orders measured in tens of kilograms rather than tonnes. As a result, even smaller retail chains or large breeders can launch diets under their own brand names».

Visiting every hall of Interzoo is not a business trip — it is a fitness challenge. Even though we approached the exhibition more strategically this year, planning our route hall by hall rather than company by company, the daily step count still reached levels that would make many fitness trackers nervous.

Visually, this year’s exhibition sometimes felt a little short on bright, explosive “eye-catchers” and instant wow moments right on the stands. There were many similar-looking products and to spot the real highlight you had to stop, start a conversation with the exhibitors and understand the marketing story behind the product.
Interzoo 2026 showed one thing very clearly: the global pet market has truly matured. The industry has learned to work with details with remarkable precision, refine existing ideas to perfection and find compromises that help maintain business stability. And that may well be the most important trend of the moment.